EBR schools get sales pitch

• By CHARLES LUSSIER
• Advocate staff writer
• Published: Oct 27, 2009 - Page: 1B

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With public perceptions of the East Baton Rouge Parish school system on the decline, the School Board on Monday heard ideas from a Louisiana advertising firm about how to turn those perceptions around.

“Perception is reality in the absence of experience,” Jeff Zehnder told the School Board.

Zehnder is chief executive officer of Zehnder Communications, which has offices in New Orleans and Baton Rouge. It recently landed the contract to market the school system.

The company showcased Monday a short video highlighting school system accolades, including high numbers of National Merit semifinalists and the most national Blue Ribbon schools in Louisiana.

The suggested tagline was simple: “You think you know East Baton Rouge Parish schools? We’ll make you think again.”

At $425,000 for this school year alone, it’s the most the school system has spent on public relations in recent memory.

School Board member Bill Black, better known as children’s star “Buckskin Bill” on local television, suggested that number is still too low.

“A $425,000 budget for a $500 million organization is birdfeed,” he said. “We’re going to have to rethink that.”

In their presentation, Zehnder representatives suggested that most of the money will be spent on a pair of television advertisements the firm intends to run on local television and zoned ads on cable television between January and May.

In addition, the marketing campaign will likely feature billboards, a small number of print ads, door hangers, floor decals in local schools, and a special Web site.

School Board members Darryl Robertson and Vereta Lee questioned the firm’s plans not to run radio ads.

“Radio is probably the best way to reach minority audiences,” Robertson said. “I think there should be some consideration in that area.”

Mike Rainey, creative director for Zehnder, said the budget is not enough to support both a big TV campaign and a radio campaign, but he agreed radio is an effective medium.