There's no other post here that is more important to read if you understate the importance of this one.
Companies are holding school districts hostage after they sign their advertising agreements because they are not equipped or qualified to sell the inventory you're giving them. It's like handing your baby to a drunk - don't do it.
Here's the perfect example: A guy with a printing shop starts to send out promotional materials to schools. No sales experience or background in education but he's got some coin and knows the Pantone Color Chart.
He grabs the following picture from my presentation at the National Interscholastic Athletic Administrators Association (NIAAA) conference and - probably snagged all his other photos - and sends out an email to superintendents all over the country asking school districts to 'trust them' with their advertising and sponsorship programs...
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| What they pur in their promotional material (above) |
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| Slide from the NIAAA annual conference (above) |
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| Original picture from Oak Ridge High School in Orlando, FL (above) |
They are hoping you forward their email-blast promotional materials along and ask somebody to contact them to learn more. They do this without ever doing any homework.
If you cut corners you're going to pay for it. If you want advertising to work for your school district, you're going to have to do some work and research - either on the front end or the back end. You'll end up working harder and get less done if you don't do your research up front.
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