t wasn’t too long ago that I was in high school, munching on Pizza Hut, In-N-Out and Kentucky Fried Chicken at lunch next to the Dasani and Coca Cola vending machines while wearing a school t-shirt sporting several local business sponsors.
The mix of education and corporate sponsorship seemed to be a win-win situation-the school district got money that was directed back into education and maintenance of facilities, the students were happy with non-cafeteria food, the cafeteria workers did little to prepare the meals besides handing them out and the sponsors maintained a steady stream of product and advertisement consumers. This was back in 2004, a few years before most of us could foresee the pending economic doom that awaited us.
In the past few years what seemed a relatively controlled partnership based solely on food has evolved into an intense, targeted marketing venture during a time when schools are hurting for money. In San Diego, Rancho Bernardo calculus instructor Tom Farber started selling ads on his exams at $10-30 a pop. The reason? Copies for tests would cost more than $500 per year, and his budget was only $316. The rest of the money would have to come from somewhere.