The Super Bowl is an advertising extravaganza. This year companies spent $2.6 million per advertising slot. Many of the biggest names like Coca-Cola, Doritos, and Budweiser purchased multiple slots, and spent months of creative energy and hundreds of thousands of dollars to develop their ads. What is it that they get for their investment?

Robert Passikoff, founder and president of New York-based Brand Keys says “It has nothing to do with "being watched" or awareness levels, and everything to do with viewers being emotionally engaged." A former CEO of WalMart said it best - “we are not in the business to be noticed; we’re in the business to be chosen.”

School efforts to engage families in the academic life of their child are no different. It is not enough for families to know that the school has undertaken an initiative to increase their involvement. With limited resources of time and money, schools must carefully choose both what activities they pursue, and how and where they communicate with families to get them to actually engage. So how do you do that?

Brand Keys has developed a Super Bowl Engagement Survey designed to measure just how much “bang for the buck” a company is likely to get for their investment in a Super Bowl Ad. Doritos, for example, gets a whopping 1500% return on their investment. Disney can expect a mere 200%. Brand Keys helps clients shape their message to engage their target market, and maximize the value of their investment.

In the same way, the Engage Workshop 5-Step Process begins with a Family Engagement Survey to determine where a school should focus to get the greatest return on investment. Schools and districts are often tempted to skip this step and simply have a Certified Family Engagement Specialist come and speak to their leadership team or staff. Experience has shown that the return on investment for these “events” is always less than the return on a carefully crafted, data-driven 5-Step Process. The Engage Workshop partners with schools in the 5-Step Process to interpret the data and coach them through the process of developing and executing their engagement goals.

The good news is that the 5-Step Process is far less expensive than $2.6 million for 30 seconds. The great news is that it works!

Check out the Super Bowl ads here!