EduShyster interviews two scholars (that is, grown-ups with doctorates at universities, not children in no-excuses charter schools) about their new study of the marketing and branding of schools. In the brand new world of school choice, schools have to find ways to attract both students and teachers.

Sarah Butler Jessen and Catherine DiMartino wrote a study called “Privatization, Choice, and Online Marketing” for the National Center for the Study of Privatization in Education at Teachers College, Columbia University.

Jessen and DiMartino explain to EduShyster that aggressive charter schools flood their target zones with mailings in order to produce more applicants than there are openings. This helps to brand them as “popular.”