D122 Ponders Commercial Ads in the Schools to Generate Funds

Tough financial times calls for creative revenue generators, and the New Lenox School District 122 Board is open to ideas. Allowing commercial advertising within and around the schools is one plan currently on the table for discussion. The amount of funds generated is up in the air. The pricing would have to be determined.  

At the regular board meeting Feb. 6, board members heard a presentation on the possibility of opening the schools to commercial advertisers. District Communications Coordinator Jennifer Zimmerman, a former media buyer, showed a PowerPoint, depicting everything from billboards on the school campuses to ads on the district website.

And like U.S. Cellular Field replaced the name of the beloved White Sox Park on Chicago's South Side, yes, even naming rights at the schools was tossed out for consideration. In light of diminishing funds from the state of Illinois, the district is looking for viable options.

One possibility is allowing outside entities to advertise at the schools, where 4,700 students are ripe for selling everything from the newest fashions to music. The options are billboards, the website, advertisements on school fields, inside the schools and in the weekly newsletter home, said Zimmerman.

She cautioned the board that any policy established would have to be air-tight. "Legally, the school district cannot discriminate" as long as an advertiser meets the requirements. And while there is the potential to generate significant funds, the cost to the culture and environment is something worth weighing. "Commercial advertising changes the climate and culture," she added.

None of the board members were silent in the discussion. Board President Nick DiSandro floated the idea of allowing advertisers to buy the rights to the track or the field, while Kathy Miller asked who would accept the responsibility of working and coordinating with advertisers.

The discussion prompted multiple questions. Maureen Broderick expressed concern over verbiage and Patrick Martino strongly supported parent input via a survey. Debbie Kedzior suggested earmarking any money generated for specific funds.

Sue Smith said she was interested, but she wasn't fond of walking into the schools and seeing a sign for Jimmy John's sandwiches or something similar.

Finally, administrators were asked to research the matter and to find out if other districts around the country have implemented a program. Already, the district's newsletter home, called the Virtual Backpack, features a restricted number of ads, such as promotions for cheerleading or summer camp.   

Do you think broad-based advertising should be allowed in the schools? Tell us in the comments.

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