A recent Seattle Times article underscores the continued challenge of declining student enrollment facing Washington’s public school districts of all sizes. As student numbers drop, schools face the real consequences of less funding, and tough decisions around staffing, programs, and school closures.
Enrollment decline isn’t just a demographic issue. It’s also a communications and engagement challenge that requires a strategic and year-round approach. At Strategies 360, we believe schools can succeed in this environment when enrollment is treated like an ongoing marketing effort built on research, storytelling, and community connection.
Research and Community Insight Drive Better Decisions
The Seattle Times reporting makes it clear that families weigh many factors beyond academics when selecting a school for their child. Culture, programs, safety, and belonging matter to families. Research can help districts understand those priorities and tailor outreach accordingly.
Our research that includes surveys, focus groups, and demographic analyses better position districts to:
- Identify barriers to enrollment
- Build trust
- Reach households that aren’t connected to a school or district
- Align messaging with community needs
Enrollment is a Campaign
With more options and information than ever before, families make enrollment decisions similar to other major life choices. They seek out information, ask their friends and neighbors, compare options, and look for alignment with their values.
Effective enrollment strategies start with:
- A clear value proposition: what makes your school or district unique
- Audience segmentation: new families, returning families, transfers
- Messaging that reflects what families actually care about
- Stories students can see themselves in
The enrollment outreach cycle should follow a funnel:
- Awareness
- Interest
- Engagement
- Enrollment
Storytelling Builds Connection and Confidence
Enrollment marketing is about telling the right stories in the right places. That includes:
- Highlighting student experiences and outcomes
- Showcasing career pathways, CTE, and enrichment programs
- Using video, social media, and digital content to humanize the school experience
- Making enrollment information easy to find and understand
When families see themselves reflected in a school’s story, they’re more likely to engage.
Enrollment Efforts Must Be Ongoing
Reversing declining enrollment won’t happen overnight. Successful districts treat enrollment as a continuous effort, tracking engagement, testing messages, and adjusting strategies over time.
Consistent outreach and outcome-focused messaging leads to increased community trust when it’s time to ask for funding, roll out a new initiative, or make policy changes.
Moving Forward
Enrollment decline doesn’t have to be inevitable. With a research-driven, community-centered marketing strategy, districts can strengthen trust, clarify their value, and reconnect with families.
We’re ready to be your partner. Email edteam@strategies360.com to talk about increasing your student enrollment.