principal's coaching blog

by Mary Jo Aiken

2024-2025 School Year

March 4

ENROLLMENT! ENROLLMENT! ENROLLMENT!

An effective elementary school plan for assuring re-enrollment and attracting new enrollment requires a multi-faceted approach focusing on showcasing the school's strengths and building strong relationships with families. Here's a possible plan:

I. Re-Enrollment Strategies (Keeping Current Families Engaged):

  • Early Bird Re-Enrollment Period: Offer incentives for early re-enrollment, such as waived fees, priority class selection, or special events. This encourages families to commit early.

  • Proactive Communication: Don't just send a re-enrollment form. Start communicating about the upcoming year early. Highlight exciting programs, curriculum updates, and extracurricular opportunities. Use newsletters, emails, social media, and even short videos.

  • Gather Feedback: Conduct surveys or focus groups with current families to understand what they value about the school and identify areas for improvement. Show that their opinions are valued.

  • Personalized Outreach: For families who haven't re-enrolled by a certain deadline, make personalized phone calls or send emails to address any concerns and answer questions.

  • Showcase Successes: Regularly share student achievements, teacher spotlights, and school event highlights through various channels. This reinforces the positive impact of the school.

  • Family Events: Host engaging family events throughout the year, like open houses, curriculum nights, or fun community gatherings. These events foster a sense of belonging and strengthen the school community.

  • Address Concerns: Be responsive to parent concerns. Establish clear communication channels and ensure that concerns are addressed promptly and effectively.

II. New Enrollment Strategies (Attracting Prospective Families):

  • Targeted Marketing: Identify the demographics of families in the school's catchment area and tailor marketing efforts to their interests. Consider local publications, online advertising, and community events.

  • Compelling School Website: Ensure the school website is up-to-date, easy to navigate, and showcases the school's unique features, programs, and values. Include testimonials from current parents and students.

  • Social Media Presence: Actively engage on social media platforms. Share photos, videos, and stories that highlight the school's vibrant learning environment and positive culture.

  • Open Houses and School Tours: Offer regular open houses and school tours. Make these events engaging and informative, allowing prospective families to experience the school firsthand and interact with teachers and staff.

  • Information Packets: Prepare comprehensive information packets for prospective families, including details about curriculum, extracurricular activities, school policies, and enrollment procedures.

  • Community Outreach: Participate in local community events, fairs, and festivals to raise awareness about the school and connect with prospective families.

  • Referral Program: Encourage current families to refer new families by offering incentives. Word-of-mouth marketing is often very effective.

  • Partnerships: Build relationships with local preschools, daycare centers, and community organizations to reach potential families.

  • Highlight Unique Programs: If the school has specialized programs (e.g., STEM, arts, dual language), emphasize these in marketing materials and during school tours.

  • Streamlined Enrollment Process: Make the enrollment process as smooth and user-friendly as possible. Offer online enrollment options and provide clear instructions.

  • Follow-up: After initial contact, follow up with prospective families to answer any questions and provide additional information.

III. Continuous Improvement:

  • Data Analysis: Track enrollment trends and analyze data to identify what strategies are working and where improvements can be made.

  • Regular Review: Regularly review and update the enrollment plan to ensure it remains relevant and effective.

  • Staff Training: Provide training to school staff on how to effectively communicate with prospective families and promote the school.

By implementing a comprehensive and proactive plan, you can effectively retain current families and attract new students, ensuring a thriving and vibrant school community. Go get ‘em!