A group of students from UC Berkeley’s Haas School of Business want to know why some families chose an OUSD education for their children (and exactly how they arrived at that conclusion) and why others opted for charter, parochial or independent schools.
The survey asks questions about perceptions of safety, cleanliness, enrichment programs and school demographics at each of the schools the family considered. It will be interesting to see those findings, as well as the resulting recommendations to the Oakland school district about its “messaging” strategy and public image.
Michelle Florendo, one of the student-researchers, pointed out a consequence of school choice that we’ve discussed on this blog before: “A lot of public school principals are finding themselves in a position where they need to market their schools.”
This leads me to two sets of questions:
What are your top factors when choosing a school for your child? How much of your decision rides on a school’s reputation?
Should public schools be spending more of their time and resources on marketing than they do now? Do they have a choice, under current policies?