Superintendent and school board president refuse to answer questions on videos; recent flash mob video cost over $21,500

By Paul Kruze, Contributing Editor; Miriam Raftery, Editor, also contributed to this report.

Photo: Superintendent David Miyashiro in CVUSD flash mob video

Update:  Shortly after publication of this report, the CVUSD belatedly responded  to ECM's California Public Records Act requst for documentation of any financial or enrollment benefits received by the district due to its promotional videos on YouTube.  Naomie Rodrigues sent an e-mail advising that "NO SUCH DOCUMENTS EXIST" but noted that some videos were published on the County Department of Education's website.  View our article on her reply and the district's lagging responses to other records requests. 

October 16, 2019 (El Cajon) -- The internet has revolutionized video marketing. From small businesses to government agencies, organizations can now harness resources at YouTube and other online portals to directly market messages to a target audience.

The Cajon Valley Union School District (CVUSD) has utilized its Youtube channel and other social media portals to disseminate professionally produced video marketing and promotional messages for its school projects and World of Work career path program.

Utilizing taxpayer money, the district has produced and promoted impressive videos such as “A Day in the Life of a Cajon Valley Bus Driver,” “Education and business leaders from Vista and Colorado tour Cajon Valley,” an invitation to a Grandparents Day event, Fall Festivals, Madison Avenue Elementary Lemonade Fundraiser, and numerous WoW (World of Work) videos. The District also produces a monthly “broadcast” with news and events directed to school personnel and staff.

Hefty costs

But critics say the CVUSD is making too much of a good thing, since these videos produced by the district have come with a high price tag.

According to information provided to East County Magazine by the CVUSD in response to a public records request, from July 2014 (when David Miyashiro became Superintendent) through June 30, 2019, the district has spent over half a million dollars -- $576,289.60 to be exact -- on marketing and promotional videos.