Lehigh Valley

Allentown School District seeks image reboot

Campaign will include billboards, radio spots

ALLENTOWN, Pa. - The Allentown School District is adopting an aggressive social media ad campaign that extends throughout the Lehigh Valley.

"It's a simple message, 'We're committed to excellence,'" district Superintendent Thomas Parker said.

During Thursday night's committee meetings, the school board reviewed a contract between the district and Lehigh Valley Faces to develop promotional materials for the Allentown School District. The contract was forwared to the regular board meeting later this month for final consideration.

The campaign, called "Welcome Back," already began in late August even though directors had yet to formally approve the contract. The campaign has several objectives for the company that produced it. They included the design of three "Welcome Back" ads, a 60-second radio ad and the promotion of the campaign to target demographics through billboards, Facebook, Instagram and Twitter.

"We're maximizing our positive vibes throughout the community," Parker said Thursday.

The radio spot was also translated into Spanish and was scheduled to run for four weeks on La Mega Radio.

The promotional tour also included six billboards, which are slated to run in the city for a minimum of 30 days based on availability, according to district documents.

The school district is scheduled to pay Lehigh Valley Faces $15,000 for the image campaign.

In other news, directors forwarded three separate policies governing themselves. One of the policies focuses on directors' attendance at meetings via electronic communications, while the other two deal with governing and leadership principles and policy manual access.

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