Enrollment Challenges: Customer Experience & Data-Driven Strategies in a School Choice Era

The May meeting of the Superintendent Collaborative focused on a topic that’s top-of-mind for many districts: navigating public school enrollment in the increasingly competitive environment of school choice.

The discussion welcomed Jennifer Wolfsie, Family Recruitment and Retention Coordinator at Kansas City Public Schools, to discuss some of the district’s strategies and how KCPS is addressing the challenges so many other school leaders around the country are encountering with enrollment and retention in their districts.

Key Themes & Conversations

Jennifer's experience as a district administrator, a former board member, and a parent of the district provided a unique viewpoint on the struggles and opportunities related to enrollment. It’s worth noting that at KCPS, enrollment has increased by over 7% in the last three years, while charter enrollment has declined.

The Enrollment Outlook

A key point raised was the shifting terrain of school choice. Jennifer set the stage by providing the Collaborative a rundown on how competitive it is in Kansas City, where public schools coexist with private options, charters, virtual schools, and open enrollment policies.

Yet Kansas City isn’t unique in that way, and school choice isn't going away, Jennifer said. Factors like declining birth rates and homeschooling trends are also influencing enrollment, and districts have to figure out how to adapt and play the hand they're dealt.

Shifting the Mindset

One of the biggest shifts Jennifer mentioned was the need for public schools to start thinking more about attracting and retaining families. Enrollment is tied to resources and funding, and schools need to be proactive and draw inspiration from the strategies that have worked for private institutions.

Jennifer underscored the necessity of a detailed understanding of enrollment data (down to the school level, the grade level, and the trends over time) to inform strategic decisions. She also stressed the importance of educating everyone in the district, from the folks in the central office to the principals, so everyone's on the same page about why enrollment matters.

The Power of “Customer Experience”

The idea of customer experience in both attracting and retaining families came up again and again. Jennifer was passionate about how parents and students feel when they interact with the district, and how clear and consistent communication, responsiveness to parent inquiries, and creating a positive experience for students and families can contribute to that feeling, for better or for worse.

Think about:

• Are you communicating clearly and consistently? 
• Are you responsive when parents have questions? 
• Are you creating a positive environment where kids thrive? 

These are the things that matter, and they can go a long way toward keeping families in your district — and attracting new ones. 

Keep Reading: The Experience Schools Need to Improve District Enrollment

Data-backed Strategies

Data is essential for informing enrollment strategies, and as Jennifer shared, this means knowing where students are coming from and where they're going, tracking demographic shifts in your area, and really looking into why families are making the choices they're making.

Jennifer shared examples of how KCPS is using data to pinpoint retention challenges and refine their approach, including analyzing student movement patterns (transfers), understanding demographics, and gathering feedback on family decision-making.

These are the essential data points and metrics that are easily accessible through Finalsite Enrollment, Finalsite’s enrollment management system. As shared by Finalsite Product Marketing Manager, Sam Emery, Finalsite Enrollment provides a comprehensive suite of enrollment management tools designed to help school districts streamline their enrollment, allowing schools and districts to allocate resources strategically and adjust their approach to attracting and retaining families.

Feel free to contact Sam with any questions, a demo of the software, or learn more at Finalsite.com

Marketing and Storytelling

"Marketing" can be a loaded word in education, especially when public funds are at stake, but telling your district's story effectively and showcasing the great things that are happening in your schools is an important part of your district’s brand.

Consistently sharing the successes of your students and the overall value you provide, all work toward the public’s perception of what your district can bring to families.

Takeaways and Next Month’s Meeting

The focus on customer experience and data-driven strategies offered some insight for districts hoping to address enrollment challenges. Proactive engagement and data-informed decision-making, Jennifer shared, all lead to serving families and your district better.

Thanks to all who attended live—we hope to see you for next month's Superintendent Collaborative meeting on Thursday, June 5 at 11am Eastern.