Tub of popcorn in hand and nestled into a recliner, Boise moviegoers may have seen the Boise School District’s new “Good Neighbor” commercial ahead of a summer blockbuster.
The campaign is part of the district’s long-running investment in marketing, starting with $175,000 dedicated to the effort in 2018-19. The district is spending $150,000 this year on its marketing contract with Stoltz Marketing Group as it continues to try to retain and attract students — a challenge for Boise, which has seen the largest enrollment decline of any district in the state over the last five years, losing more than 1,600 students.
The district has continued its partnership with Stoltz over the years, shifting campaigns to fit cultural moments. The “Good Neighbor” campaign was born out of the realization that 75% to 80% of Boise residents don’t have children in school, said Ryan Hill, district communications manager. The campaign’s goal is to show how Boise Schools impact the broader community.
“We really wanted to specifically talk about not just our role as an educational institution and a great place for our kids to learn and grow,” Hill said. “(But) how the public schools are an integral part of our community.”
Strong students grow up to have jobs the community needs, sports keep kids out of trouble, and connected school communities meet neighborhood needs, Hill said.
Through the contract with Stoltz for various marketing campaigns, the ads will be featured in movie theaters and YouTube, Hulu, other streaming services and social media. Drivers may also see the ads on billboards.
The campaign coincides with the Boise Schools Foundation’s recent push to do more marketing as it heads into its 40th anniversary year, said Jennifer Henderson, executive director.
The foundation went through a strategic planning process last fall and decided to invest more in marketing and supporting the district’s efforts in that area.
“‘Good Neighbor’ was really easy for us to attach ourselves to because that’s what we feel we are to the Boise Schools,” Henderson said.
The foundation spent an additional $20,000 on its own set of videos, also produced by Stoltz, that coincide with the “Good Neighbor” campaign. The videos feature alumni who talk about the impact Boise Schools made on their lives. The district and foundation then share the footage for various projects.
It can be hard for districts and foundations to set aside funds for marketing when the money could go toward directly serving students, Henderson said. But ultimately, she argued, it’s important — especially after the COVID-19 pandemic reshaped education for public schools to talk about their successes.
“Unfortunately, negative stories get a lot more traction than the positive stories,” she said. “I think the deck is a little stacked toward private schools, or even when you hear charter schools that are putting money behind that.”
While Boise Schools has a marketing and communications department of three people and a strong foundation to bolster its efforts, many school districts in the state don’t have a public information officer, adding communication duties to administrators’ plates. Communicating with the public often falls to administrators already juggling other responsibilities, making marketing a challenge for districts across the state.
Still, more Idaho school districts are investing in communications. In 2020, 20 people in Idaho schools had “public information officer” in their job title. Now there are 38.
Public schools are integral to creating good citizens, neighbors and communities, Henderson said.
“Really what it’s about is telling our story,” Henderson said. “There is so much good going on in public schools.”
