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ERIC Number: EJ1176568
Record Type: Journal
Publication Date: 2018
Pages: 17
Abstractor: As Provided
ISSN: ISSN-0892-3647
Finding the Customers: Challenges and Experiences Marketing K-12 Full-Time Virtual Schools
Jones, Karen D.; Figueiredo-Brown, Regina
American Journal of Distance Education, v32 n2 p96-112 2018
Full-time virtual schooling is a growing alternative to traditional schools, although it is an option still unknown to many students. The ability to inform students through marketing is thus foundational to the success of virtual schools. Using a qualitative case study methodology, this article examines marketing patterns for nonprofit virtual schools, including how students find out about virtual schools; the ways in which school leaders market their schools; and changes reported in schools' marketing and recruitment needs and strategies. This analysis suggests that students find out about virtual schools in many ways, including being referred, rejected, and urged by their local schools. Implications include issues around socioeconomic equity, especially in terms of school access, funding, and educational quality.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A