Hartford Schools Doesn't Know Marketing

In November, Hartford Schools hired an Avon, CT. marketing group, Adams & Knight, to post Twitter and Indeed ads for new teachers, a contract lasting for 4-6 months – depending on how far they can stretch the budget, they said – at the cost of $200,000. Their services to Hartford’s teacher recruitment efforts would include the deployment of a “channel marketing” strategy. Despite no evidence presented by Adams over several Board of Education meetings exists to show they are using this marketing strategy, the phrase has taken root with Superintendent Torres-Rodriguez and Chief Talent Officer, Dr. Curtis, who, when they speak of this “channel marketing” strategy, show that they do not understand what the strategy entails.

Channel marketing is when a third-party promotes and sells you, your product, or your service through their own “marketing channels,” becoming your channel partner. Marketing channels are such things as social media, newspapers, events, websites, etc., no matter what demographic you are targeting. Placing an ad in a black-owned newspaper is not channel marketing, it is just another “marketing channel.” If Howard University, in partnership with Hartford Schools, was to put a banner on its education program web page, telling students that Hartford Schools is looking for a few good men and women, that would be “channel marketing.”

By taking on this contract, Hartford Schools appears to be paying for something they are not receiving or understanding.