Public school board spent $52K last year for bus ads, billboards with new logo

The Thames Valley District School Boards spent more than $52,000 for transit and billboard advertising featuring its new logo last year — a rebranding presented as being nearly cost-free. 

Documents obtained through a freedom of information request show the school board spent $52,693 on the advertising campaign. Among the expenses: 

• $12,000 for double-sided sign rentals at various schools from June 24 to August 24, 2024, and a corresponding permit from the City of London to display the signs on school property. 
• $15,899 for a fall marketing campaign that included more double-sided sign rentals in August, September and October outside of other schools (and required city permits). 
• $24,794 for ads on buses and in transit shelters in London and Woodstock. 

The rebranding was supposed to have minimal costs because the new logo was developed internally, then-Associate Director of Education Linda Nicholls told CBC News in June 2024. Nicholls has been on leave since around October. 

"The question I ask is, 'Are these dollars well spent? Is this money that can be directed to the classroom?'" said Bill Tucker, the interim director of education. "I question the value-added of this at a time of serious financial crisis, which we are in right now." 

The board's budget deficit sits at $7.6 million despite cuts to special education, field trips, as well as teaching and support staff positions. 

"There are lots of other, cheaper ways to advertise. How many supplies for students could that money have been spent on? It's sad," said Mary Henry, president of CUPE Local 4222, which represents secretaries, custodians and early childhood educators. "The priorities were a little skewed." 

Tucker, who was brought in to lead the board in September after previous director Mark Fisher went on leave, has started a top-to-bottom review of how money is managed at the board and perceived misspending by senior staff. That spending includes a professional development day featuring a session on flower arranging, along with another multi-day trip to Toronto by 18 senior staffers.

Previous logo designed by students

The Ministry of Education also announced an audit of the board in September after reports about the $38,000 Toronto trip. 

"We're reviewing everything at this time, including our advertising budget, and if it's not in alignment with student needs, then we will be taking a serious look at reducing it, for sure," Tucker said. 

Communications staff told trustees at a meeting in March that the previous logo was designed by students in 1998 and needed to be updated. "The current logo does not have a mobile-friendly design and is not legible in greyscale or black and white. It was primarily created for print and signage, not digital platforms." 

In June, even as documents show signs were being rented at various schools at the cost of $12,000, Nicholls told CBC News the rebranding costs would be minimal because "all immediate local changes will only be digital and any other local changes will be made gradually through attrition when the stock is depleted or needs to be replaced." 

The rebranding was needed to modernize the current logo, to keep up with industry trends, and to "generate a stronger competitive edge (and) boost morale among staff fostering a sense of pride and commitment." 

Putting money toward staff and the needs of kids should be the priority, Henry said, not advertising. "It's really sad that they wasted this money." 

Competition for students and money

CBC requested invoices and receipts for advertising using the new logo and got 12 records back from August, September and October. Signs cost the board $27,899 and transit ads $24,794. 

The province funds school boards on a per-student basis — the more students it has, the more money a board gets. In London, the main competition for students is between Thames Valley and London District Catholic School Board.

"At the secondary level, kids have choices. You don't have to be Catholic to go to a Catholic high school," Tucker said. "It's an opportunity for school boards to showcase the unique characteristics that their schools have to offer. Kids mean funding."

Tucker said that the board is looking at ways to retain students from Grade 8 to Grade 9. "It's something I've asked the senior team to take a look at and it's something I'll be talking to the principals about later this month." 

Part of the budget deficit stems from less enrollment than projected, according to school board records, leading to $6.4 million less funding from the province.

Beth Mai, chair of the board of trustees, did not respond to a request for comment.