Public Schools Embrace Marketing Strategies to Boost Enrollment

Public schools across the United States are increasingly adopting marketing strategies to counteract declining enrollment numbers and compete with private institutions. With a projected decrease of 7.6% in public school enrollment by 2031, amounting to nearly 4 million students, many school districts are seeking innovative ways to attract families.

In this competitive landscape, school administrators emphasize the importance of effectively communicating their offerings. Brian Stephens, CEO of Caissa Public Strategy, a strategic communications firm, noted that public schools should engage in promotional activities akin to those of businesses. “If they don’t compete and they don’t present their best foot forward, they’re going to go out of business,” he stated, highlighting the societal implications of failing public education systems.

To bolster enrollment, some public schools have turned to firms like Stephens’ for assistance. These firms employ various tactics, including direct outreach to parents, digital advertisements, and even door-to-door campaigns to promote local schools. Stephens has implemented a “secret shopping” approach, where staff pose as parents to evaluate the school experience from a family’s perspective. “It takes as many as 21 contacts to explain to a parent all their choices,” he explained, underlining the complexity of school selection.

Challenges faced by public schools are compounded by broader societal trends, including declining birth rates and the growing popularity of school voucher programs. The National Center for Education Statistics has forecasted significant enrollment drops tied to these factors. As a result, some districts have had to close schools, placing additional pressure on remaining institutions.

In Broward County, Florida, where enrollment declines have been particularly steep, educators are implementing a variety of strategies to maintain student numbers. Stephanie Saban, principal of Coral Cove Academy of the Arts, has conducted numerous school tours and community showcases to highlight the school’s performances and programs. “I was the one doing every school tour, all 60 of them,” she shared, emphasizing the hands-on approach taken by school leaders.

Additionally, principals in Broward County recognize the necessity of showcasing their unique offerings. Gastride Harrigan, principal at Millennium 6-12 Collegiate Academy, noted that the opportunity for students to graduate with both an associate degree and a high school diploma serves as a strong attractor for families. “Competition is fierce, and it’s constant showcasing the program,” he said, stressing the importance of building relationships with local elementary schools to create awareness.

On December 9, 2023, Broward County Public Schools will host a showcase event aimed at promoting K-12 magnet programs and innovative curriculum options. This event will serve as a platform for families to explore the educational opportunities available within the district.

Another successful initiative comes from Northeast High School, whose principal, Anthony Valachovic, actively promotes specialized programs like the ACEs program, which focuses on aviation, technology, and the arts. His school’s magnet coordinator engages with the community at various local events to raise awareness. The results are promising; on the tenth day of the current academic year, Northeast enrolled 1,822 students, up from 1,689 the previous year.

Despite the external factors contributing to declining enrollment, such as demographic shifts, public schools are taking control of their narratives. “Public schools are getting more and more in the game every day,” Stephens remarked. This proactive approach may prove essential in ensuring the viability of public education across the nation.

As public schools navigate these challenges, their commitment to marketing and community engagement may ultimately determine their ability to thrive in an increasingly competitive educational landscape.