Are your schools’ hallways a bit quieter these days? Maybe there are fewer faces and a noticeable drop in energy this school year. As enrollment numbers dwindle, it’s becoming an all-too-common scene in many public school districts across the country.

Gone are the days when a simple word-of-mouth recommendation or district demographics alone were enough to fill classrooms, but as many districts are discovering,  families have more choices than ever.

Today’s families are looking for a long-term connection, and districts must adapt and innovate during this shift in enrollment. Families want to feel confident that their chosen school will offer an education, as well as a community, safety, and a personalized learning experience.

The Shift in Enrollment Trends

There’s been a distinct drop in student numbers – a decline of approximately 1.4 million students from 2019 to 2020. During this time, total public elementary and secondary school enrollment went from 50.8 million to 49.4 million students, a 3% drop that erased a decade of steady growth.

When public elementary and secondary schools reopened for in-person learning at some point in 2021, enrollment jumped back up to around 50.1 million. However, in 2023, the number fell to 49.7 million, which is still about 2% below pre-pandemic levels.

Some estimates have placed public and charter schools losing another 2.4 million students (4.9%) by 2031. The reduction had far-reaching implications, like teacher shortages and potential hits on a school or district's reputation, but lower-income families bore a considerable brunt of this shift, and the scenario reflected widened class and accessibility divides.

The good news is that by understanding and adapting to declining enrollment, school districts can create new strategies to overcome enrollment losses. But first, why did this happen?

Diagnosing the Decline in District Enrollment

It used to be that if you lived in the neighborhood, you went to your local school. But that’s not necessarily the case anymore — there’s more competition and more school choice than ever. As a result, many students switched to private or charter schools or opted for homeschooling, learning pods, or virtual classrooms.

Keep Reading: Two Districts’ Strategies to Improve Public School Enrollment & Attendance

Why Did They Leave the Public School System?

Remote Learning/Work Conflicts

The shift to remote learning during the COVID-19 pandemic was challenging for many families. Parents who were working from home or who had jobs that required them to be away found it hard to manage their children's education.

COVID-19 Safety

Health and safety concerns due to the COVID-19 pandemic have played a role in the decision to leave public schools. Some parents felt that public schools weren’t prepared to handle the health risks, nudging them to seek alternatives they thought were safer.

"The decline in student numbers during COVID-19 reaffirmed the importance of adjusting the enrollment process to sync with private schools,” said Birmingham Public Schools Marketing and Communications Manager Cortez Strickland.

“During our strategic planning process, one of our pillars was that we wanted to go out and boldly market the district. Considering the competition with private schools, it was essential to revamp our district's website to make it more engaging and user-friendly."

More Personalization

Many families are looking for more personalized education options. Private schools, homeschooling, and charter schools can sometimes offer more customized learning experiences, which some parents feel are better suited for their children’s success.

Why Does it Matter?

A decline in public school enrollment is an issue that impacts different aspects of the education system and the school community as a whole.

Loss of Funding

Public schools receive funding based on the number of students enrolled, so when enrollment drops, schools get less money. This reduction can lead to budget cuts, fewer resources for students, and fewer chances to maintain or improve school facilities. Programs like music, art, and sports might be the first to get the axe.

Teacher Shortage

With fewer students, schools may need fewer teachers, leading to layoffs or unfilled positions, which can result in larger class sizes and increased workloads for the remaining teachers—aka, burnout.

Damaged School and District Reputation

With less teaching staff, lower budgets, and fewer options, it creates a cycle that’s difficult to break. A bruised brand can make it even harder to attract new students and families. The good news is that schools can develop strategies that improve district enrollment and send those numbers back up where they belong.

Keep Reading: 7 Stats for Districts to Rethink Public School Enrollment

Creating District Enrollment Strategies

One of the most important steps in attracting (and keeping) students is defining a unique value proposition, which helps schools stand out. Here are some key strategies:

Unique Value Proposition

A unique value proposition explains what makes your school special and why families should choose it over others. It should highlight the strengths and unique features of your school, like special programs, innovative teaching methods, or a focus on arts, sports, or technology. You need to clearly communicate these benefits to families.

Set Your District Apart

Districts must find ways to stand out from others and show what makes them different — and better than the district across town. This could be through offering unique programs like STEM, arts, or language immersion programs. Highlighting successful graduates, exceptional teachers, or special partnerships with local businesses, high schools, and colleges can also set you apart.

Research Your Audience

Understanding the needs and preferences of students and their families is important, too. Conduct surveys, focus groups, and interviews to gather information on what parents and students are looking for in a school.

Experiences and Stories

Sharing real-life stories and experiences from current students, parents, and teachers can be very powerful. Quotes and case studies that highlight positive outcomes, unique opportunities, and personal growth can help paint a vivid picture of what attending your district is like.

Engage Peers and Community

Building strong relationships with the community and other educational institutions can help your district thrive, so participate in community events, form partnerships with local businesses and organizations, and collaborate with other schools and districts.

Take a note from Lake Washington School District. It proudly shares its awards and recognitions and how it differentiates itself from other districts with fast facts celebrating its excellence—very compelling to families considering the district.

Why Marketing Matters to Schools and Districts

Marketing your school or district is now essential for attracting families and increasing enrollment. Effective marketing helps schools communicate their strengths, build a strong reputation, and connect with prospective families. It’s crucial for:

• Attracting Students: Marketing helps draw in new students and shows what makes the school unique.
   
• Building Community: Marketing brings a sense of community and belonging to the forefront of current students and families.
   
• Securing Funding: Higher enrollment often leads to more funding, which can improve resources and programs.

"Your prospective families are the number one target for the website, and being able to focus on that digital experience to improve your online presence, engage your audience, and focus on those storytelling elements is so important,” shared Richland School District 2’s Ish Tate, director of communications.

Know Your Market: Research and Engage the Community

Understanding the landscape is crucial for successful marketing. Your district needs to know what other schools offer and how you can stand out or one-up the competition.

• Assess Competitors: Research other districts in the area to understand their strengths and weaknesses.
   
• Identify Gaps: Look for gaps in the market that your school can fill, such as unique programs or services.
   
• Highlight Strengths: Emphasize what makes public schools a great choice, such as community involvement, diversity, and access to resources.
   
• Promote Flexibility: Show how the school can meet diverse needs and preferences through different programs.

Today’s Parents and Prospective Students

To stay competitive, schools must understand the needs and preferences of today's parents and prospective students. Parents (and especially students) have access to a vast amount of information.

• Sixty-seven percent of parents said their children played a role in choosing their schools, a 6% increase from 2022.

Families are more informed and have higher expectations, and before making decisions, they do their research. Keep this in mind:

• Know Your Audience: Understanding your community's demographics, interests, and concerns is essential. This will help you tailor programs and communication to meet their needs.
   
• They Google EVERYTHING: They use search engines to find information about schools, read reviews, and compare options. Ensuring your school’s online presence is strong and positive is crucial.
   
• Critical Eye for Visuals: High-quality visuals and a professional online presence make a significant impact. Use updated photos, videos, and graphics to showcase your school’s facilities and activities.
   
• Being Real Matters: Families value genuine experiences and real stories. Share honest feedback from students, parents, and teachers to build trust and connection.
   
• What Others Are Saying: Reviews and word-of-mouth recommendations are powerful. Encourage satisfied families to share their positive experiences online and in the community.

Key Takeaway

Education is complex and constantly changing, but it's important to adapt and provide an enriching, personalized experience to the students and their families. Stay competitive by adopting effective marketing and communication strategies, which can help to attract, retain, and engage students and parents. Remember, success lies in understanding the reasons for change, responding adequately, and realigning your strategies to fit future needs.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.