Operating LED full-color display advertising at elementary school entrances presents both potential value and significant policy and compliance challenges. Below, I'll provide a practical operational framework covering compliance prerequisites, business model, content design, customer acquisition, operational details, and risk control.
I. The Most Important Thing: Compliance and Policy Boundaries (Non-compliance = Failure)
1️⃣ Core Principles
Elementary schools are places with a high concentration of minors, and commercial advertising is strictly regulated.
Generally, the following bottom lines must be followed (with slight variations in different regions):
❌ Prohibited: Academic tutoring, anxiety-inducing advertisements related to school admissions
❌ Prohibited: Advertisements that induce consumption or engage in brand manipulation
❌ Prohibited: Commercial promotions unrelated to teaching
❌ Prohibited: Games, live streaming, entertainment, health products, etc.
✅ Preferred directions:
Public service announcements
Policy promotion
Campus safety and civility reminders
Information related to students' healthy growth
Key Recommendation:
Before starting, you must obtain written approval or tacit consent from the school, the education department, and the urban management/market supervision department.
II. Recommended Business Positioning (Not just a "pure advertising screen")
❌ Not Recommended
"School entrance advertising screen, selling advertising space"
✅ Correct Positioning
"Campus information release + public service announcements + compliant commercial sponsorship screen"
This will allow you to:
Obtain approval
Be accepted by parents
Be retained by the school long-term
III. Where to Place the LED Screen and How to Use It
Suitable installation locations:
Inside the school gate (not directly facing the sidewalk)
Above the security room/reception area
Integrated screen with the campus bulletin board
Within the visible range of the parent waiting area
Avoid:
Facing the road, dazzling brightness, excessively high playback frequency
IV. Content Structure Design (Determines your profitability)
It is recommended to adopt a "6:3:1 content structure," balancing school needs and commercial sustainability under the premise of compliance:
Approximately 60% for campus information content
Approximately 30% for public service and safety promotion content
Approximately 10% for compliant commercial sponsorship content
V. How Can You Make Money? (3 Practical Business Models)
Model 1: Corporate Sponsorship (Most Stable)
Local Businesses:
Bookstores
Stationery Stores
Optical Shops
Dental Clinics
Insurance Companies (Use Caution)
Pricing:
500–3000 RMB / Month / School
Selling Points:
Brand Exposure + Social Responsibility
Model 2: Government/Street Information Dissemination
Topics:
Civilized City Initiatives
Legal Education
Workplace Safety
Pricing:
Annual Package or Project-Based
Advantages:
Stable
Compliant
Scalable to Multiple Schools
Model 3: School Service Fee (Reverse Charging)
You:
Free Installation
Free Maintenance
School:
Pays an annual service fee for the information display system
Suitable for:
Public Schools
Regions with Government Funding
VI. Where Do Clients Come Than From? (Not Cold Calling)
Recommended Client Acquisition Path
1️⃣ Secure the Schools First
Use "Free Information Screen + Public Service Screen" as the entry point
Don't discuss advertising initially
2️⃣ Then Find Sponsors
Use the school's letter of agreement
Emphasize "Public Welfare Cooperation" and "Campus Image"
3️⃣ Package Deals
Sign 3–5 schools at once
Local businesses are more likely to buy in
VII. Operational Details (90% of People Overlook This)
Brightness & Time
Brightness: ≤ 3000 cd/m² (To avoid complaints)
Playback Time:
Before school
After school
Avoid class time
Content Review Mechanism
Establish:
Content Whitelist
School's Final Approval Authority
All content retained for future reference
VIII. Major Risks and Mitigation
Operating LED full-color display screens at the entrance of elementary schools requires careful attention to the following types of risks, and proactive mitigation measures should be taken:
Parent Complaint Risk
By increasing the proportion of public service content and school information, controlling the frequency and format of commercial displays, and avoiding stimulating or misleading content, the likelihood of parental dissatisfaction and complaints can be reduced from the source.
Education Department Intervention Risk
Strictly avoid content related to academic tutoring, college entrance exam promotion, or any form of commercial promotion. All information should be oriented towards public welfare, services, and school management to ensure compliance with policies related to the protection of minors.
Urban Management or Market Supervision Enforcement Risk
Complete necessary approvals or registrations before installation and operation, clearly defining the display screen as a "campus information dissemination facility" to avoid being classified as illegal outdoor advertising. School Management Change Risk
During the initial stages of cooperation, clearly define the cooperation period, scope, and responsibilities for equipment ownership and maintenance through formal contracts to reduce uncertainty caused by changes in school management personnel.
IX. Conclusion
The LED screen at the entrance of the elementary school is not an advertising business, but rather a "public information platform + brand sponsorship" business.