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

This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Student Achievement Webinar
How To Tackle The Biggest Hurdles To Effective Tutoring
Learn how districts overcome the three biggest challenges to implementing high-impact tutoring with fidelity: time, talent, and funding.
Content provided by Saga Education
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Student Well-Being Webinar
Reframing Behavior: Neuroscience-Based Practices for Positive Support
Reframing Behavior helps teachers see the “why” of behavior through a neuroscience lens and provides practices that fit into a school day.
Content provided by Crisis Prevention Institute
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Mathematics Webinar
Math for All: Strategies for Inclusive Instruction and Student Success
Looking for ways to make math matter for all your students? Gain strategies that help them make the connection as well as the grade.
Content provided by NMSI

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 Opinion 'Jargon' and 'Fads': Departing IES Chief on State of Ed. Research
Better writing, timelier publication, and more focused research centers can help improve the field, Mark Schneider says.
7 min read
Image shows a multi-tailed arrow hitting the bullseye of a target.
DigitalVision Vectors/Getty
Federal Electric School Buses Get a Boost From New State and Federal Policies
New federal standards for emissions could accelerate the push to produce buses that run on clean energy.
3 min read
Stockton Unified School District's new electric bus fleet reduces over 120,000 pounds of carbon emissions and leverages The Mobility House's smart charging and energy management system.
A new rule from the Environmental Protection Agency sets higher fuel efficiency standards for heavy-duty vehicles. By 2032, it projects, 40 percent of new medium heavy-duty vehicles, including school buses, will be electric.
Business Wire via AP
Federal What Would Happen to K-12 in a 2nd Trump Term? A Detailed Policy Agenda Offers Clues
A conservative policy agenda could offer the clearest view yet of K-12 education in a second Trump term.
8 min read
Republican presidential candidate and former President Donald Trump speaks at a campaign rally, March 9, 2024, in Rome Ga.
Former President Donald Trump speaks at a campaign rally, March 9, 2024, in Rome, Ga. Allies of the former president have assembled a detailed policy agenda for every corner of the federal government with the idea that it would be ready for a conservative president to use at the start of a new term next year.
Mike Stewart/AP
Federal Opinion Student Literacy Rates Are Concerning. How Can We Turn This Around?
The ranking Republican senator on the education committee wants to hear from educators and families about making improvements.
6 min read
Image shows a multi-tailed arrow hitting the bullseye of a target.
DigitalVision Vectors/Getty