The Stapleton schools have become juggernauts when it comes to generating revenue to support the underfunded Denver school system. They hold lavish giving parties, auction parties, and offer sponsorships to businesses among several other things. So when CBS Interactive approached Westerly Creek, SMIS, and Bill Roberts to form a partnership, it was a no-brainer.
“We know that schools can always use more money,” said CBS Interactive regional VP Jeff Jones. “We also love the Stapleton demographic, and wanted to be the first to get it on this opportunity. Eventually, someone else was going to do it.”
Principals of each of the schools had to agree to the contract. “At first we were not thrilled about the idea,” said Westerly Creek Principal Lara Plakke. “It of course will be an eyesore, however, if the other schools do it and we don’t, we really fall behind. Plus, it is a lot of money.”
The new age digital billboards will allow advertisers to target the Stapleton area, and advertisers will rotate throughout the day. The schools have a provision which does not allow for any alcohol or tobacco advertisements or anything too racy during school hours. “The schools can expect to generate up to $200,000 based on our agreement and expectations,” says Jones. “Of course, we expect this number to grow as Stapleton grows.”
Billboards are now up at the schools but are still in the test phase. Administrators and PTA leaders have said this will not change current revenue goals in the other fundraising areas. “This is a totally separate bucket,” says Plakke. “We still intend to generate another $130,000 to help our school.”
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