BARSTOW • The Barstow Unified School District is developing its first marketing plan, starting with a new school logo and slogan, school officials reported.
District staff voted last week, choosing from six designs for the new logo. Interim Superintendent Jeff Malan said about 70 percent of staff chose the design they will use.
The logo will be paired with a new slogan, "Your Best Choice for Academic Success," which was suggested by an employee, Malan said.
Malan said the new slogan and logo are the first elements of a new marketing campaign the school district is developing. Under the direction of the school board, the district has been working with a marketing company to design the logo and develop an advertising and marketing strategy. The board approved spending up to $1,200 on the design of the logo.
The push for better marketing came from business man and BUSD School Board member Ben Rosenberg, Malan said.
"Before in public education there was no need for (a marketing plan)," Rosenberg said. "It used to be public schools were the only schools in town. Now it's a competitive market for students, especially here in Barstow."
Rosenberg said the goal is to draw students back to the district, "corralling the market" so that they can run a productive school system.
This is the first marketing strategy the district has ever had, Malan said. To him, the need to market the district really became necessary in the last four to five years after other school options became available for Barstow students.
"That's when we became more aware that there was competition at that time," Malan said. "We wanted to make sure that the public knew that we were offering many, many programs that were a great benefit to their child's education."
BUSD's enrollment has gradually decreased since the 2005-2006 school year when the district boasted more than 7,300 students, according to school data. As of September 2011, the district had only 6,122 students enrolled. Malan said this is due, in part, to other school options.
The district's former logo and slogan "Better schools, Better Barstow" was introduced in the 1998-1999 school year, Malan said.
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