KHB – Advertising/Revenue Enhancement

Revenue enhancement through a variety of marketing activities, including but not limited to advertising, corporate sponsorship, signage, etc. is a Board approved venture. These opportunities are subject to certain restrictions as approved by the Board of Education in keeping with the contemporary standards of good taste. Such advertising will seek to model and promote positive values for the students of Cherry Creek School District No. 5 through proactive educational messages and not just traditional advertising of a product. Preferred advertising includes messages that encourage student achievement and the establishment of high standards of personal conduct. The revenues derived will:

• enhance student achievement
• assist in the maintenance of existing District athletics and activity programs
• provide scholarship for students participating in athletic and activity programs who demonstrate financial need

Appropriate opportunities for these marketing activities include, but are not limited to:

• fixed signage
• banners
• District level publications
• television (to include all in-district broadcasts where insertion possible; require all athletic/activity broadcasts to provide advertising insertions for rights fees or charge rights fees)
• athletic facilities (including middle school and high school)
• District level projects
• District and regional level activities at state tournaments (will require CHSAA permission)
• expanded usage of facilities beyond traditional use (i.e., concerts, rallies, etc.)
• exterior of District buses
• athletic team uniforms/warmups where allowed under state and national rules
• individual school publications (when not in conflict with current contracts)

The following restrictions will be in place when seeking revenue enhancement. Revenue enhancement activities will not:

• promote hostility, disorder or violence
• attack ethnic, racial or religious groups
• discriminate, demean, harass or ridicule any person or group of persons on the basis of gender
• be libelous
• inhibit the functioning of the school and/or school district
• override the school/school district identity
• promote, favor or oppose the candidacy of any candidate for election, adoption of any bond/budget issues or any public question submitted at any general, county, municipal or school election
• be obscene or pornographic as defined by prevailing community standards throughout the District
• promote the use of drugs, alcohol, tobacco, firearms or certain products that create community concerns
• promote any religious or political organization
• interfere with current school/school District advertising and marketing programs (i.e., yearbook advertising, foodservice agreements with food providers). At the conclusion of said contracts, extension must be approved under new District marketing policy.
• Use any District or school logo without prior approval

Use of school bulletin boards remains the province of the principal, but material posted is subject to the same guidelines as listed for advertisers. School related organizations (including, but not limited to, PTO/PTCO, Accountability, Parks and Recreation Department) may, with the principal's permission use the school's bulletin boards to disseminate information such as membership, activities, schedules and events. The Superintendent shall designate a member of the central administration to implement this policy. Advertising/Revenue Distribution Revenue from school site signage and banners will remain with the individual facility in keeping with the concept of site-based management. Revenue generated from advertising on school buses will be used to supplement the Transportation Department's general fund. Revenue from District-wide facilities at Stutler Bowl and Legacy Stadium will be used to supplement the District athletic/activity budget. Revenue generated from the Cherry Creek Schools' Foundation advertising efforts will be distributed according to Foundation program policies. Other revenue from District level advertising will be incorporated into the general fund. The revenue from television broadcasts from Stutler Bowl and Legacy Stadium will support the District athletic budget. If the televised contest is at a school site, revenues will be distributed between the competing teams if they are both District teams. If one is a District team and the other is out of District, the dollars will go to the individual building athletic program. If teams are participating in state tournament events, and if extra revenue is generated, it will be returned to the budget of the individual teams that are participating, or to support other athletic budgets at that site. Money from signage at individual building athletic fields and/or gyms will enhance the building or team athletic budget through a site-based decision process. Revenue from the expanded usage of facilities beyond the traditional use, such as musical events at Stutler Bowl and Legacy Stadium, will go to the District general fund. Existing revenue enhancing activities done by youth groups, booster clubs, etc., will keep the revenue they generate. Nothing herein shall contravene existing Board of Education policies.

Cross References:	KJA-R - Relations with Booster Organizations

Adoption Date: November 14, 2005 Last Revised: October 10, 2005