Magazine article Techniques

Polytech School District

Magazine article Techniques

Polytech School District

Article excerpt

P.O. Box 97

Woodside, DE 19980-0097

(302) 697-8663

Marketing staff: 1 1/2

Annual budget: $15,000-20,000

Polytech School District must market its programs to alter the automatic feed of middle school students into their assigned comprehensive high schools. Like many vocational-technical schools, Polytech's programs are a choice, not a given.

"We work very much like a magnet school in that students come to us from various other school districts," explains Debbie Schiffer, who recently left her marketing position at Polytech for a job closer to her home. "If students did nothing they would just go to their home school. In order for those students to know about us and be aware of what their choices are, we have to do some pretty aggressive marketing."

The Polytech School District is made up of a full-time vocational-technical high school and its adult education programs. It serves about 1,100 high school students and about 7,000 adults each year in 19 vocational programs. Schiffer, who has an extensive background in marketing, had the help of a parttime secretary. Other than that, Schiffer did the bulk of the designing and writing for brochures, catalogs and advertisements. She even did a little amateur camera work.

At the 1995 Polytech picnic-an annual event to welcome new high school students and their parents-Schiffer took video and recorded comments from current students and their parents, faculty and alumni. She also snapped photographs.

Schiffer says the picnic attracts about 2,000 people. …

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