Ohio Virtual Charters Tailor Ad Campaigns to Lure Students

Diane Ravitch's blog

An article in the Akron Beacon Journal shows how virtual charters design advertising campaigns to appeal to students who are unhappy and feel bullied at school

“With profits on the line, private charter school companies are advertising on television, radio, billboards, handbills and even automated telephone messages to entice students away from public schools.

“And with words such as free, flexible, one-on-one and find your future — and taking opportunities to play on fear — the privately run, publicly funded schools are being quite successful.

“Enrollment in Ohio charter schools now stands at more than 120,000 in nearly 400 schools, with seven more schools expected to open next year. These quasi-public schools enroll less than 7 percent of Ohio’s students and receive $912 million in state tax dollars, about 11 percent of all state funds set aside for primary and secondary education.”

Some charters spend as much as $400 per…

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