The Cajon Valley Union School District Superintendent defended spending $20,000 on two videos to promote the district’s Red Ribbon Week and its relationship with local first responders. Dr. David Miyashiro said he intends to do it again.
The videos show interviews with Cajon Valley elementary school students talking about why they want to be fire fighters or police officers.
“We wanted them to hear from the kids how they felt about their local superheroes,” said Dr. Miyashiro, who has lead the district for four years.
Los Angeles-based FeFiFo Films produced the videos for $20,000 in October.
“We wanted to do it right,” said Miyashiro. “We’ve used several media companies. The industry standard is about a $1,000 per edited minute and we’re very pleased with the results.”
However, one parent who wished to remain anonymous contacted 10News to inquire whether the $20,000 could have been better spent on salaries or supplies.
“These videos, these marketing videos, are really investments in our bottom line,” explained Miyashiro.
Cajon Valley is active on several social media platforms. Miyashiro said the district is trying to market itself outside of its boundaries.
“If we don’t do the work, no one else is going to do it for us,” he said. “Public school districts really need to get on board with advancing their own cause.”
He said the marketing helps attract students into Cajon Valley. Each student equals roughly $10,000 every year in state education funding.
“Our enrollment’s up almost 450 kids, just this year,” said Miyashiro.
That’s a $4.5 million boost in 2016 alone. Miyashiro credits a marketing plan that includes videos that cost $20,000.
“We would do it again and we will do it again.”