The Houston school district cleverly rolled out its decision to place ads on school buses by having the first ad be from the College Board touting the value of a higher education.
"Our students need to see what the research shows about the difference a college degree will make in their lives," HISD Superintendent Terry Grier said as the advertising-bedecked buses were unveiled.
Nice, but College Board ads ain't gonna bring in the big bucks. You need to draw eyeballs, and you need to grab those students, not to mention those moms waiting at the bus stop.
This could be a conversation starter, for instance, when dropping off your first grader around Christmas time: