Consultants Hired to Address Enrollment Challenges
School districts across the United States are increasingly hiring consultants to tackle declining student enrollment, as highlighted in a recent report. This trend is driven by parents opting for alternatives to public education, such as homeschooling and private schools. The New York Times reported that cities like Orlando, Newark, and Memphis are among those employing consultants to actively engage with parents and encourage them to enroll their children in local public schools. Brian J. Stephens, a political consultant from Memphis, has capitalized on this demand through his firm Caissa K12, which specializes in student recruitment for public school districts.
Financial Implications of Enrollment Loss
The decline in student enrollment poses significant financial challenges for public schools, as state and federal funding is often tied to per-pupil enrollment figures. In response, some districts are considering measures such as consolidating and rezoning schools. For instance, Orange County, Florida, facing a projected 25% drop in kindergarten enrollment this fall, has enlisted Caissa K12’s services to attract families back to public schools.
The Rise of School Choice Legislation
The shift towards alternative education options has prompted several states to pass universal school choice legislation. This movement introduces competition into the education sector, compelling public schools to demonstrate their value over homeschooling and private institutions. Corey DeAngelis of the American Culture Project emphasized that this new recruitment strategy underscores the effectiveness of school choice, as public schools now compete for students.
Caissa K12’s Recruitment Strategies
Caissa K12 employs various strategies to engage parents directly. Their team sets up canvassers throughout Orange County, distributing flyers and addressing misconceptions about private education. Staff members visit community centers and residential areas to connect with parents and promote the district’s arts and career-education programs. The firm’s efforts include persistent follow-ups with parents to ensure completion of enrollment paperwork.
Impact of the Pandemic on Education Choices
The coronavirus pandemic has accelerated the trend of parents choosing homeschooling over traditional public schooling. Microschools have also gained popularity as an alternative education model. In Arizona, the introduction of an $800 million universal school choice program has further intensified competition among educational institutions.