Federal Federal File

Salesmanship 101

By Michelle R. Davis — October 05, 2004 1 min read
  • Save to favorites
  • Print

—Michelle R. Davis

Worried that the No Child Left Behind Act is getting a bad rap, officials had planned this summer to hire an independent marketing specialist to tackle the situation. In early August, the department’s office of intergovernmental and interagency affairs issued a notice in the Federal Register stating its intent to hire a Florida marketer who has worked for the Pepsi-Cola Co. and the Procter & Gamble Co.

In a description of the sole-source contract the department planned to give to John Pace, Education Department officials sketched out the problem they sought to combat.

“There is strong institutional resistance to the implementation of NCLB due to a tremendous lack of understanding of the law and its actual impact on states,” the notice said. It added: “Time is also critical, as the announcements of AYP (adequate yearly progress) … prior to the new school year will create confusion that can only be mitigated by information.”

The plan was to hire Mr. Pace for two months at $16,000, but time ran out for him to accomplish his tasks before school kicked off, department spokeswoman Susan Aspey said. She said Mr. Pace was never formally hired, though he did do some preliminary work for which he’ll be paid.

Mr. Pace, however, said he was hired for a month by the department, then abruptly had his contract canceled after two weeks.

According to the Federal Register document, department officials had hoped that Mr. Pace could “hit the ground running and not have to ramp up his base of knowledge before providing solid and valuable input.”

Mr. Pace, the director of corporate partnerships and marketing at the Florida Consortium of Charter Schools, based in Fort Lauderdale, has also served as vice president of marketing for Chancellor Beacon Academies, a large charter-school-management company based in Coconut Grove, Fla.

Mr. Pace described marketing “as a discipline of understanding the customers wants and needs.” In this case, the customers are the parents and students, he said.

“Parents have a lot of power, but they have not yet exercised their voice because they’re educational neophytes,” he said. “Eventually, they’ll become savvy consumers.”

A version of this article appeared in the September 01, 2004 edition of Education Week

Events

Curriculum Webinar Computer Science Education Movement Gathers Momentum. How Should Schools React?
Discover how schools can expand opportunities for students to study computer science education.
School & District Management Webinar Fostering Student Well-Being with Programs That Work
Protecting student well-being has never been more important. Join this webinar to learn how to ensure your programs yield the best outcomes.
Reading & Literacy Webinar 'Science of Reading': What Are the Components?
Learn how to adopt a “science of reading” approach to early literacy to effectively build students’ vocabulary and content knowledge.

EdWeek Top School Jobs

Teacher Jobs
Search over ten thousand teaching jobs nationwide — elementary, middle, high school and more.
View Jobs
Principal Jobs
Find hundreds of jobs for principals, assistant principals, and other school leadership roles.
View Jobs
Administrator Jobs
Over a thousand district-level jobs: superintendents, directors, more.
View Jobs
Support Staff Jobs
Search thousands of jobs, from paraprofessionals to counselors and more.
View Jobs

Read Next

Federal Conservatives Hammer on Hot-Button K-12 Education Issues at Federalist Society Event
The influential legal group discussed critical race theory, gender identity, and Title IX.
6 min read
Secretary of Education Betsy DeVos speaks at the Phoenix International Academy in Phoenix on Oct. 15, 2020.
Former U.S. Secretary of Education Betsy DeVos was among a phalanx of conservatives addressing K-12 issues at a conference of the Federalist Society.
Matt York/AP
Federal Cardona Back-to-School Tour to Focus on Teacher Pipeline, Academic Recovery
U.S. Secretary of Education Miguel Cardona will spend a week traveling to six states to highlight a range of K-12 priorities.
2 min read
Secretary of Education Miguel Cardona answers questions during an interview in his office in Washington, D.C., on Tuesday, August 23, 2022.
U.S. Secretary of Education Miguel Cardona continues a tradition of on-site visits by the nation's top education official as the school year opens.
Alyssa Schukar for Education Week
Federal Biden's Student Loan Forgiveness: How Much Will It Help Teachers?
Advocates say Black educators—who tend to carry heavier debt loads—won't benefit as much.
5 min read
Illustration of student loans.
alexsl/iStock/Getty
Federal Q&A U.S. Education Secretary Cardona: How to Fix Teacher Shortages, Create Safe Schools
In an exclusive interview with Education Week, the secretary looks ahead to the challenges of this school year.
10 min read
Secretary of Education Miguel Cardona answers questions during an interview in his office in Washington, D.C., on Tuesday, August 23, 2022.
Secretary of Education Miguel Cardona answers questions during an interview in his office in Washington on Aug. 23.
Alyssa Schukar for Education Week