Warren High says $400 ad deal is OK in tough economy

An advertising deal worth $400 doesn't sound like much, but Warren Township High School will take the cash in the middle of a recession.

Shoe Carnival Inc. will pay the $400 to Gurnee-based Warren District 121 for the right to hang a banner and have other promotional activities at five Blue Devils varsity football games this year.

District 121 Athletic Director Mark Pos said his telephone hasn't been ringing off the hook recently with advertisers willing to part with money. He said Shoe Carnival wants to tout its Gurnee Mills location.

"In today's economic times, I'm surprised someone has come to us," Pos told Warren board members at a meeting Tuesday evening.

School board members voted 6-1 in favor of accepting Shoe Carnival's ad dollars. Roberta Pfeiffer, the lone dissenter, said it seems the company will get too much exposure for the $400.

Plans call for Shoe Carnival to have a banner on a fence along Warren's football field from about 4:30 to 10:30 p.m. on the five game days, Pos said. The deal also will provide for a Shoe Carnival announcement on the public-address system and an opportunity for the company to distribute coupons to fans.

"That ($400) is not enough money," Pfeiffer told Pos. "I know you're excited in this economy."

Evansville, Ind.-based Shoe Carnival's most recent report in May showed first-quarter sales of $167 million and $4.8 million in net earnings. Shoe Carnival calls itself a leading retailer of value-priced footwear and accessories.

Pos said Shoe Carnival's $400 "is better than nothing" and will be used for equipment purchases. He said the company's advertising cash stems from a new initiative with high schools.

Warren collected $4,600 over two years from a sports marketing contract with AT&T Inc. and Allstate Co. that began in 2006. Pfeiffer questioned whether schools are a proper setting for corporate ads as one of two objectors to that deal.