Technology Slice Blog

Where's The Beef - The man who got Wendy's to ask "Where's the beef?" in its legendary 1980s marketing campaign has a new challenge: Helping Alexandria's public schools better sell themselves to potential donors and volunteers. Alan Hilburg, the communications consultant whose work for Wendy's was followed by efforts to polish the reputations of Leona Helmsley and Don Imus during periods of controversy, is seeking to improve the image of a school district that is Northern Virginia's most diverse and, by some measures, its least successful. The federal government labeled the system's only high school, T.C. Williams, among the nation's "persistently lowest achieving" in March. Where's The Beef Developing marketing strategies are common for companies and colleges but rarely a priority for school districts. Superintendent Mort Sherman, who prefers the term "community outreach strategy," says he hopes the effort helps ...