Student Recruitment & Retention Marketing · STUDENT RECRUITMENT and RETENTION MARKETING Rachel...
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STUDENT RECRUITMENT and RETENTION MARKETING Rachel Seward Deputy Superintendent of Institutional Advancement November 21, 2017
Transcript of Student Recruitment & Retention Marketing · STUDENT RECRUITMENT and RETENTION MARKETING Rachel...
STUDENT RECRUITMENT and RETENTION MARKETING
Rachel Seward
Deputy Superintendent of Institutional AdvancementNovember 21, 2017
Citywide population trends
Charter school expansion
District enrollment trends
Recent efforts and results
STUDENT RECRUITMENT & RETENTION
2012 2016
TOTAL POPULATION 318,172 311,404
>5 21,954 19,930
5-9 years 19,090 16,816
10-14 years 15,909 15,570
15-19 years 20,681 17,127
Total pop. ages 0-19 77,634 69,443
Total pop. ages 5-19 55,680 49,513
CITY POPULATION
TOTAL LOSS: 6,7680-19 LOSS: 8,191
CITY POPULATION 1900-2015
1990 2000 2010 2015 %change since 1990
% change since 2000
St. Louis City 396,685 348,189 319,294 317,850 -19.9% -8.7%
63115 30,748 25,238 20,775 19,463 -36.7% -22.9%
63113 23,360 16,101 13,167 12,113 -48.1% -24.8%
63107 23,263 16,313 11,912 9,949 -57.2% -39.0%
1990 2000 2010 2015 % change since 2000
St. Louis City - 51,723 34,290 33,790 -34.7%
63115 - 4,225 2,733 2,546 -39.6%
63113 - 2,890 1,792 1,546 -46.4%
63107 - 3,373 1,703 1,278 -62.1%
Schools By ZIP Code63115: Yeatman63113: Washington Montessori, Sumner, Cote Brilliante (closed 2017)63107: Ames, Bryan Hill, Clay, Farragut (also adjacent to future NGA site)
Total Population Over Time
Age 5-14 Over Time
Year Number of Charters Opened (or Completed Phase-In)
2017 Enrollment
2013-2014 2 714
2015-2016 4 1,533
2016-2017 0
2017-2018 2 N/A
Completed Phase-In 2013-2017
8 4,483
TOTAL 16 6,730
CHARTER SCHOOL ENROLLMENT
2669625976
2469323933
23216
0
5000
10000
15000
20000
25000
30000
2013-2014 2014-2015 2015-2016 2016-2017 2017-2018
Axi
s Ti
tle
Axis TitleEnrollment
SLPS ENROLLMENT
Total reduction = 3,480 students
26696 25976 24693 23933 23216
8146 9853 10347 11127 11071
4770 4606 4443 4471 4366
0
10000
20000
30000
40000
50000
2013-2014 2014-2015 2015-2016 2016-2017 2017-2018
District Charter VICCNo. residents ages 5-19
55,680
49,513
PUBLIC SCHOOL ENROLLMENT
Source: American Community Survey
2013 2017 Change
District (PK-12) 26,696 23,216 -13%
Charter (K-12) 8,146 11,071 36%
VICC (K-12) 4,770 4,366 -1%
City Residents 5-19 55,680 49,513 -11%
IMPACT
2017 REORGANIZATION
OFFICE OF INSTITUTIONAL ADVANCEMENT
Public Information
Development & Partnerships
Volunteer Services
Student Recruitment
Student RecruitmentCoordinator
2015-2016 2016-2017 2017-2018
236/403
59%
195/387
50%
280/427
65%
2017 PRE-K RETENTION
Conducted Summer 2017 14 schools targeted for historically low Pre-K to
Kindergarten retention 13/14 schools showed improvement Y.O.Y. 2 schools reached goal of 80% retention Average retention across 14 schools:
NEW SCHOOL THEMES THIS YEARCanvassed for Clay, Hodgen and Walbridge over the summer, resulting in 151 new students. Expect growth as new brands are built.
• To Be Mailed in December
• 100% penetration to north city ZIP codes
• 80,000+ households
• Includes 50,000 impressions on stltoday.com
COLUMBIA GIFTED SCHOOL Direct Mail Campaign
Expect continued enrollment growth through:• Testing north side
students• Building partnerships
with businesses such as NGA
• Marketing and storytelling, word of mouth
Draft mailer
High School Recruitment
High School Recruitment
Expect to increase enrollment through: Comprehensive plan for 5th-8th grade
students – gets families preparing for options earlier
Personalized, targeted outreach and follow up
Plan based on student and staff input
QUESTIONS?
