Dive Brief:
- Virtual education platform K12 Inc. has opened a family support center in Alcoa, TN.
- Over the next five years, the company plans to invest $2.4 million into the center where families can go to decide whether or not K12 Inc. and online learning is right for them.
- The company's Tennessee Virtual Academy, which is operated via the Union County School District, came under fire in February 2013 when emails were leaked showing school leaders asking for low-performing students' grades to be changed.
Dive Insight:
While we understand K12 Inc. facilitates learning beyond the realm of the traditional brick and mortar classroom, it does feel a bit mind-boggling that $2.4 million is being spent on a center to attract families to use the company while none of the money or the center is actually being used for students.
Rather, the building is being used, according to K12 Inc. President and CEO Tim Murray, for "Helping those families make a very important decision. Where do I send my child to school next year? And if my child wants an education that's different than the traditional brick and mortar education, is K12 right for them?"
After the Tennessee Virtual Academy debacle, it makes sense for the company to want to build a support center in the state — a place to convince families that the 2013 media surrounding K12 Inc. should not influence decisions to use the alternative platform.
