Humboldt board renews radio advertising contract over lone opposition; board seeks marketing plan metrics

The governing board voted 4–1 to renew a contract with Arizona’s Hometown Radio Group for the 2025–26 school year after a lengthy discussion about the value and fiscal prudence of advertising the district.

Why it matters: The contract uses district funds to buy advertising intended to promote district programs, attract students and engage community members — a use that drew one board member’s explicit opposition on principle and on grounds of fiscal priority.

Discussion and questions
Dr. Dellinger said she was "uncomfortable using taxpayer money to promote a public institution" and suggested the $7,300 could be better allocated to direct student learning. Board marketing staff responded that radio is one of several channels used to reach local audiences, that the content would overlap with other marketing efforts and that the district has previously used advertising to reach voters when bond measures were discussed.

Marketing lead Kate Johansson told the board the advertising is part of a broader marketing plan and offered to present that plan and performance metrics to the board. "My goal is not just to speak to potential families. It's to speak to our whole community," she said, pointing to fundraising and tax‑credit donation goals as possible outcomes.

Vote and follow up
Miss Mazan moved to approve the renewal; Mr. Sprague seconded. Dr. Dellinger voted no. The chair announced the motion carried 4–1.

Next steps
Marketing staff will present the district’s overall marketing plan and metrics, including how the district measures effectiveness across channels, at a future meeting to clarify goals and return on investment.