To attract students, school districts embrace marketing

From The Denver Post: Marketing has become a necessity for schools to survive in the increasingly competitive world of school choice — where schools are in direct competition for each student who is worth thousands of dollars in state and federal money. Schools are hiring marketers, figuring out how to brand themselves, and districts are developing guidelines for principals on how to promote themselves. The Denver district, with an enrollment of 75,269, is working to draft a code of best practices for school marketing campaigns, urging schools to focus on the positive and not bash other schools.