Once again, Oxford Community Schools is going to be prominently featured on local prime time television and once again, the district is paying for the exposure.
The district will be highlighted as part of the 30-minute ‘The Best Schools in Michigan? infomercial set to air Wednesday, April 14 at 8:30 p.m. on WXYZ-TV Channel 7.
Oxford’s four minutes of airtime will cost the district $10,000, according to Superintendent Dr. William Skilling.
Last year, the district paid $25,000 for six minutes of airtime during the first-ever ‘The Best Schools in Michigan? infomercial.
‘I think this is the fourth time they’re doing the program,? Skilling said. ‘They asked two schools who were in the first one if they’d be interested in doing a follow-up.?
Segments were filmed earlier this week at Daniel Axford (DA) Elementary, Oxford Middle School and Oxford High School.
Footage highlighting the district’s music and foreign language programs was taken including the middle school’s Thunder Drummers and DA’s Chinese class for kindergartners.
Interviews were done with Skilling, OHS Band Director Jim Gibbons, who serves as president of the teachers union, and OHS junior Daniel Sottile, a talented violinist.
Skilling said the district decided to buy more television ad time ‘because it was our most successful marketing strategy that we used last year.?
‘It really reached a wide audience,? he said.
Not only was last year’s program aired during the prime time television hours, it was also available for public viewing 24/7 at www.oxfordschools.org, which led many people to contact the district for follow-up information.
‘We found it to be very valuable that way,? Skilling said.
When asked how many students enrolled in the district as a result of last year’s infomercial, Skilling said, ‘I don’t know that exact number, but this (school) year we grew 257 students.?
That’s based on the district’s September 2009 and February 2010 student counts.
‘Based on our February count, we had 214 students come here as a result of moving to Oxford. The balance came from Schools of Choice, which was 170-something. I don’t know the exact number,? the superintendent noted. ‘But we also lose students. We took in over 400 students this year, but we lost, because of student move-outs and so forth, a 150-some students as well. That’s a net gain of 257.?
Each new student that enrolls in the district translates into more funding from the state. Right now, the district receives $7,392 per pupil, which is what’s called the state foundation allowance.
Students who enrolled in Oxford Schools after viewing the first infomercial resulted in additional revenue for the district, according to Linda Lewis, executive assistant for curriculum and district communications.
‘I know last time it paid for itself within a week or two,? she said.
The television ad will be the first of the district’s spring marketing campaign.
Special print sections highlighting all the district’s positive attributes will be published in May by Sherman Publications, Inc. (the company which owns The Oxford Leader) and The Oakland Press.
The district’s also planning to air 50 radio commercials (60 seconds each) on 99.5 WYCD from May 3-16 at a total cost of $9,000.
‘It’s kind of like a blitz in May, which is a good window as far as (recruiting) students in Schools of Choice,? Lewis said.