K-12营销策略提高学区入学率

INTRODUCTION Today’s families have many choices about K-12 school enrollment beyondtheirtraditional neighborhood school,including private,homeschool,charter, virtual, and alternative public schooling. While having educationaloptions positively benefits many students, when combined with increasesin chronic absenteeism and declines inU.S. birth rates, many brick-and-mortar public schools face long-term enrollment losses that are alreadyleading to budget cuts andschool closures. -5.1% Average projected U.S.public school enrollmentchange between2021‑2031(Source: Statista) While this may paint a grim picture of public education, many districts arelearning to adapt to a new reality by leveraging proven communications andmarketing best practices to inspire new audiences and develop valuablepartnerships. District and school leaders should act strategically to build aplan now to mitigate any future losses, boost engagement, build fundingsupport, and plant seeds for future enrollment growth. The keys to succeeding in a competitive enrollment environment areintentional communication practices and insightful uses of district data.When districts and schools use data to tell impactful stories throughappropriatechannels,they can capture attention and increase trustand engagement with families, students, staff, legislators, and the widercommunity. This guide will show youhow. IN THIS GUIDE Enrich CommunityConnections Find tips to build amore positive districtenvironment withour infographic,The Why andHow of a PositiveSchoolClimate. Build Awareness ofDistrictIdentity Develop a StrongCommunications andMarketingPlan Increase Support forPublicEducation ENRICH COMMUNITYCONNECTIONS Community engagement must be a consistent district priority to build healthy, positive relationships with alleducational partners and provide them with ways to feel connected and voice their perspectives. School outreachand communication is most effective when it’s consistent and personalized to a group’sneeds. Districts and schools should continuously connect with students, families, staff, and the local community using avariety of inclusive and accessible engagement strategies, including: PUBLIC MEETINGS ONE-WAY COMMUNICATIONS Emails, newsletters, texting platforms, webupdates, flyers, webinars Disseminate information and hear input fromgeneral or targeted audiences ADVISORY GROUPS OR TASK FORCES TWO-WAY COMMUNICATIONS Discussion forums, email feedback, social media,phone calls, polls Gather comments, recommend actions, and/orreview proposed changes VOLUNTEER & LEADERSHIP OPPORTUNITIES SURVEYS Online, in-person, or phone feedback about groupperceptions, priorities, needs, and/or ideas Invite families, students, and staff toserve orlead FOCUS GROUPS OR INTERVIEWS EVENTS In-person and online activities at varying timesand locations to encourage participation Deeper insights into community opinions orresponses to ideas Community Engagement Tips Guide district employees to establisha customer service mindset with alleducational partners. Quality customerservice is crucial to building trust andensuring parent and community satisfactionwith the district, which is directly correlatedwith the likelihood and frequency ofpositiverecommendations. The percentage of communitymembers who say their districtmodels community engagement(Source:Hanover Research) Form a community engagement team withannual goals for building family engagementand outreach, using strategies such asevents, home visits, case management,and concierges to help new familiesnavigateenrollment. Designate a family and community liaisonto support engagement efforts to ensureall students and families are welcomedandengaged. BUILD AWARENESS OFDISTRICT IDENTITY Thinking strategically about a district’s cohesive identity can help improve its public reputation, differentiate itselffrom other districts, and pinpoint its collective character and values. A district’s identity is not forced messaging or anartificial public image, but rather a consistent and authentic expression of how a district engages its mission, buildsrelationships, and conveys what matters most. To establish or strengthen a district’s identity, leaders should consider what core values are represented in thedistrict and how a branded identity could influence the way others view its schools. Over time, the more a districtexpresses unified messages and aligned priorities, the more internal and external audiences will come to know whatto expect from the district and trust it. Identity and Branding Tips Conduct a brand perception survey anduse focus groups to gather communityfeedback about perceptions of the district,what sets it apart, and what programs orservices people want. This input will helpyou develop priorities and establish goalsforimprovement. The percentage of private andindependent schools that regularlymonitor competing schools anddistricts in their areas(Source:Niche) Build a d