Using Your District’s Data to Build an Effective Enrollment Campaign
Written by lauren empson
When to enroll a child in kindergarten is a long-standing concern among parents everywhere.
“Is it better to enroll my child in kindergarten when they’re 5 or 6? If I start them later, will they fall behind? How can I best help my student succeed?”
These questions are valid, and COVID-19 has made enrollment decisions that much more difficult for parents. According to an Education Week Research Center survey and districts across the country, enrollment is declining across all grades, in part due to COVID-19 and increased concerns.
Children who are chronically absent in preschool, kindergarten, and first grade are much less likely to read at grade level by the third grade. And students who can’t read at grade level by the end of third grade are four times more likely than proficient readers to drop out of high school. That’s a big deal!
But parents’ enrollment concerns are also a big deal.
That’s why we’re coming at you with a few quick tips to help you develop an evidence-based enrollment campaign for the 2021-22 school year that directly addresses parents’ concerns.
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Understand who is missing
Enrollment declines aren’t happening among one particular student population; they’re happening among low-income and higher-income families, students with disabilities, ELLs, and all for very different reasons.
That’s why we recommend taking time to first gather data to fully understand who is missing.
Thankfully, there are a lot of helpful datasets that you can use to figure out exactly which students in your district are less likely to enroll in the 2021-22 school year:
Transcript requests
Withdrawal notices
2019-20 and 2020-21 enrollment data
Year-over-year enrollment data
Principal, PTA and parent feedback and insights
Census data (New this March!)
Understand why they’re missing
COVID-19 multiplied parents’ enrollment barriers, which is why it’s essential to understand which of these barriers are relevant in your district and how you can address these concerns.
To break through to families, your plan’s messaging should target their proven values (i.e., their needs, interests and concerns). Your messaging should build relationships with families through your understanding of their concerns and shared values.
For example:
Message 1: Public school provides students with social, emotional and academic benefits that other models can’t.
Focus on your district data, helping parents and caregivers understand the potential long-term impacts of missing school (here’s a great resource).
Provide examples of your schools’ unique offerings.
Showcase your amazing staff and educators.
Provide testimonials.
Message 2: It’s safe to return to school.
Highlight what you know is working and how you’re applying it in the 2021-22 school year.
Tell them the precautions you’re taking—give a behind the scenes look.
Tell them the metrics you’re monitoring and your decision-making process.
Share the inputs from your local health agency.
Overshare.
Meet parents where they are
You’ve got your messages, now let’s make sure parents and caregivers hear them. Make sure you’re using the right platforms and calling upon the individuals that parents know and trust for their school information.
AVAILABLE NOW!
If student enrollment is one of your top concerns—we’ve got you covered. Check out our FREE, in-depth communication planning guide that builds on these tips.
