Fast Food Nation - Eric Schlosser [29]
District 11’s marketing efforts were soon imitated by other school districts in Colorado, by districts in Pueblo, Fort Collins, Denver, and Cherry Creek. Administrators in Colorado Springs did not come up with the idea of using corporate sponsorship to cover shortfalls in a school district’s budget. But they took it to a whole new level, packaging it, systematizing it, leading the way. Hundreds of public school districts across the United States are now adopting or considering similar arrangements. Children spend about seven hours a day, one hundred and fifty days a year, in school. Those hours have in the past been largely free of advertising, promotion, and market research — a source of frustration to many companies. Today the nation’s fast food chains are marketing their products in public schools through conventional ad campaigns, classroom teaching materials, and lunchroom franchises, as well as a number of unorthodox means.
The proponents of advertising in the schools argue that it is necessary to prevent further cutbacks; opponents contend that schoolchildren are becoming a captive audience for marketers, compelled by law to attend school and then forced to look at ads as a means of paying for their own education. America’s schools now loom as a potential gold mine for companies in search of young customers. “Discover your own river of revenue at the schoolhouse gates,” urged a brochure at the 1997 Kids Power Marketing Conference. “Whether it’s first-graders learning to read or teenagers shopping for their first car, we can guarantee an introduction of your product and your company to these students in the traditional setting of the classroom.”
DD Marketing, with offices in Colorado Springs and Pueblo, has emerged as perhaps the nation’s foremost negotiator of ad contracts for schools. Dan DeRose began his career as the founder of the Minor League Football System, serving in the late 1980s as both a team owner and a player. In 1991, he became athletic director at the University of Southern Colorado in Pueblo. During his first year, he raised $250,000 from corporate sponsors for the school’s teams. Before long he was raising millions of dollars to build campus sports facilities. He was good at getting money out of big corporations, and formed DD Marketing to use this skill on behalf of schools and nonprofits. Beverage companies and athletic shoe companies had long supported college sports programs, and during the 1980s began to put up the money for new high school scoreboards. Dan DeRose saw marketing opportunities that were still untapped. After negotiating his first Colorado Springs package deal in 1996, he went to work for the Grapevine-Colleyville School District in Texas. The district would never have sought advertising, its deputy superintendent told the Houston Chronicle, “if it weren’t for the acute need for funds.” DeRose started to solicit ads not only for the district’s hallways, stadiums, and buses, but also for its rooftops — so that passengers flying in or out of the nearby Dallas–Forth Worth airport could see them — and for its voice-mail systems. “You’ve reached Grapevine-Colleyville school district, proud partner of Dr Pepper,” was a message that DeRose proposed. Although some people in the district were skeptical about the wild ideas of this marketer from Colorado, DeRose negotiated a $3.4 million dollar exclusive deal between the Grapevine-Colleyville School District and Dr Pepper in June of 1997. And Dr Pepper ads soon appeared on school rooftops.
Dan DeRose tells reporters that his work brings money to school districts that badly need it. By pitting one beverage company against another in bidding wars for exclusive deals, he’s