In LAUSD, the second largest school district in the United States, open enrollment starts in October and ends mid-November. We are gearing up to assist many schools in LAUSD including Jefferson, Santee, and the Diego Rivera Learning Complex.
Below is a template project plan for increasing high school enrollment:
Understanding the Context
Goal: Increase school enrollment.
Resources: Marketing team, promotional materials (e.g., videos, photos, brochures), school website, social media channels, online merch store.
Key Performance Indicators (KPIs)
Website traffic: Increase in website visitors from target area.
Social media engagement: Growth in followers and engagement on relevant platforms.
Promotional material views: Number of views on promotional materials.
Merch store sales: Increase in sales to target audience.
Application rate: Number of applications received.
Enrollment rate: Number of new students enrolled.
Source: Ed-admin.com
Project Timeline
Summer
Website Audit and Enhancement: Conduct a comprehensive website audit and implement necessary improvements to enhance user experience and SEO.
Promotional Material Development: Create or refine promotional materials (videos, photos, brochures) highlighting school culture, academics, and extracurricular activities.
Social Media Strategy: Develop a comprehensive social media strategy to engage with potential students and parents.
Merch Store Setup (if applicable): Set up or optimize the online merch store to offer school-branded merchandise.
Early Fall
Community Outreach: Build relationships with local middle schools through school visits, presentations, and parent-teacher meetings.
Student Ambassador Program: Recruit current students to serve as school ambassadors.
Open House Planning: Begin planning open house events to showcase the school.
Video Marketing: Develop a video marketing strategy, including creating and distributing promotional videos.
Open Enrollment Period (October-November)
Intensive Marketing Campaign: Launch targeted marketing campaigns through various channels (social media, email, local media).
Application Assistance: Provide support to prospective students and parents throughout the application process.
Enrollment Events: Host open houses, information sessions, and campus tours.
Merch Store Promotion: Offer limited-time discounts or promotions to boost merch store sales.
Post Open Enrollment
Enrollment Data Analysis: Analyze enrollment data to identify trends and areas for improvement.
Retention Strategy: Develop strategies to retain new students and prevent attrition.
Website Performance Analysis: Analyze website traffic and user behavior to identify areas for improvement.
Strategies for Maximizing Enrollment
Showcase School Culture: Highlight the school's unique character, values, and sense of community through website content, social media, and promotional materials.
Emphasize Academic Programs: Clearly communicate the school's academic offerings and achievements on the website and in promotional materials.
Promote Extracurricular Activities: Showcase the variety of clubs, sports, and arts programs available through social media, website, and promotional materials.
Leverage Student Stories: Share success stories of current students through videos, social media, and website testimonials.
Build Strong Online Presence: Optimize website for search engines, maintain an active social media presence, and create engaging video content.
Partner with Community Organizations: Collaborate with local businesses, organizations, and community leaders.
Offer Incentives (if applicable): Consider offering scholarships, grants, or other incentives to attract students.
Additional Considerations
Target Specific Audiences: Identify specific groups of students (e.g., athletes, STEM-focused, arts-inclined) and tailor marketing efforts accordingly.
Personalize Communication: Use data to personalize messages to potential students and parents.
Measure and Adjust: Continuously monitor KPIs and make adjustments to the marketing strategy as needed.
By following this project plan and adapting it to the specific needs of the school, you can effectively increase enrollment and build a strong school community.
Explore the Fifth Sun Pictures film production portfolio.
Relevant Background
Below are some of our featured and most recent case studies:
Belmont High School: This video was an investment of $10k by Belmont and enrollment data shows that 28 more students enrolled at Belmont last year after the release of the promotional video. Our impact last year was helping increase the school budget by $331,744.
At Los Angeles High School of the Arts, we helped retain 13 students and enroll 2 new students, a net enrollment impact of 15 students. For a pilot school like LAHSA, 15 students calculates to $177k in budget. This budget can make the difference between crucial funding for programs, teachers, and school supplies.
In the first year of implementing the Fifth Sun Framework at Carver Middle School, we contributed to a rapid increase of 55 students enrolling in Carver Middle School. The investment of Carver was about $40k and it translated into a $651k in school budget.
School Enrollment Realities
LAUSD projects 2 to 3% decreases in enrollment per year, this equals $163k to $654k less budget per year.
Enrolling 10 more or less students is a difference of $109k
Enrolling 100 more or less students is a difference of $1 million.
Per Pupil Allocation (Local Control Rate) | Average District Attendance Rate | Adjusted Per Pupil Budget Allocation |
$11,848.00 | 0.92 | $10,900.16 |
The Spectrum of Adjusted School Budget based on Enrollment | ||
Enroll 100 Less Students | Students | Enroll 100 More Students |
-$109,001.60 | 10 | $109,001.60 |
-$218,003.20 | 20 | $218,003.20 |
-$327,004.80 | 30 | $327,004.80 |
-$436,006.40 | 40 | $436,006.40 |
-$545,008.00 | 50 | $545,008.00 |
-$654,009.60 | 60 | $654,009.60 |
-$763,011.20 | 70 | $763,011.20 |
-$872,012.80 | 80 | $872,012.80 |
-$981,014.40 | 90 | $981,014.40 |
-$1,090,016.00 | 100 | $1,090,016.00 |
Data Source: LAUSD Open Data
Published Tuesday, August 20, 2024 by Marco Vargas, Chief Executive Officer at Fifth Sun Pictures
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