SPS spends $85K to rebrand as teacher retention suffers

SPRINGFIELD, Mo. – Springfield Public Schools is coming back from summer break with a controversial $85,000 makeover.

The school board approved the contract with a Kentucky-based marketing agency specializing in non-profit work at a February board meeting. With teacher retention and program funding in the spotlight, some taxpayers are questioning whether it was the most responsible use for the money.

The new logo depicts an open door. And according to the district, it’s meant to symbolize that SPS opens doors for students.

It replaces the district’s 25-year-old logo, but not everyone is a fan of the new look.

“I know it’s supposed to be an open door, but because of the perspective it looks like the door is falling off its hinges,” said Judy Luxton, who retired from the district after 22 years.

Luxton remains involved in online and substitute teaching.

“Why are we spending that kind of money on a logo? I’d love to know why,” said Luxton.

KOLR 10 Investigates took that question to Chief Communications Officer Stephen Hall, who says the branding includes a new marketing strategy meant to attract students and staff.

“When we think about a brand and about a brand messaging, that helps connect with all those audiences and increase enrollment and fill positions,” said Hall.

KOLR 10 Investigates asked Hall if the district, which is already the largest in the state, has the resources to increase enrollment.

“We have room to serve more families and we love the families that we currently serve. The great thing about being Missouri’s largest school district is that we have resources to provide families,” said Hall.

The president of Springfield’s largest teachers union put those resources into question, giving the following public comment at the Feb. 27 school board meeting, just minutes before the board unanimously approved the $85,000 contract for the new marketing strategy.

“Since just August, 163 teachers have announced their resignation,” said Laura Mullins, the president of the Springfield National Education Association. “We’re also on pace to have the highest purge of support staff.”

KOLR 10 Investigates’ public records request shows the new brand strategy included a communications audit, surveys, focus groups, strategic recommendations and 75 logo variations.

The $85,000 price tag does not include the cost to switch out signage and other physical logos. The district anticipates that process could take years.

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