As an advocate for a market in school improvement products, services and programs, Iembrace marketing. I have criticized a view of marketing that deemphasizes the merits of whatever is being offered and “fit” with the buyer and instead focuses on pictures of happy children and vague but exciting copy.
Marketing materials include everything from postcards to “white papers.” On the latter end of the spectrum, we should see a reasonably balanced case for the broad product or service category, important considerations for buyers, and some sense of what’s for sale. Granted, these are not third-party reviews, but they should add value to the consumers decision making process. The smartest providers know that in the long run, bad matches lead to poor results and a questionable reputation does not add to the bottom line.
The ideal white paper is easier to specify than write. I recently took my hand to the task for the Center for Digital Education, MPR and Gateway on the subject of one-to-one computing. (See here.)
Given that I feel free to critique others, it’s only fair to give others a shot at me. Comments are welcome.
