From Defense to Definition: Winning the Enrollment Challenge

There’s a unique kind of energy that accompanies the AASA National Conference on Education, a mix of urgency, professional camaraderie, and the shared understanding that the work we do matters now more than ever.

One of the best parts of this conference is the immediate connection with colleagues. Before I even finished checking in, I ran into my good friend Dan Frazier. Dan is the former superintendent at Litchfield, MN, and is now doing great work down in Texas. We’ve known each other for about 14 years, and that’s the beauty of this event: it doesn't matter how many miles or years have passed; you can always pick up right where you left off. It was the perfect way to start the week.

My first session started at 9:00 am, and the focus shifted to the significant challenges facing our industry. I spent my first breakout session with Bill Good, Chief Communications Officer of Denver Public Schools (and a remarkably resilient Detroit Lions fan), and Greg Turchetta, a strategic communications advisor at Apptegy. Their session, “Alternate Realities: Winning School Choice in Blue, Red, and Purple States,” was an outstanding case for shifting our mindset from defense to offense.

The Three Rs: Reality, Revenue, and Response

The presenters didn't sugarcoat the "Reality" slide. Since 2019, 1.2 million students have left public education. Let that sink in. This isn’t just a "pandemic blip"; it is a systemic shift and a looming budget crisis for districts nationwide.

The logic is simple but brutal: Enrollment goes down, revenue follows, and staffing cuts follow revenue. Bill and Greg made a compelling case that in times like these, the communications department is not a "luxury" to be cut; it is the very team that can help solve the problem. Essentially, strategic communications is revenue protection.

Stop Defending, Start Defining

One of the most striking points made was how we, as district leaders, often fight "choice." We treat choice like something that is happening to us. But the truth is, families are making these decisions independently of our arguments.

The shift we need is to move from Defensive Leadership to Definitive Leadership.

• Defensive Leadership explains, apologizes, reacts to the vocal minority, and argues through press releases. It feels responsible, but it rarely moves the needle on public opinion.

• Definitive Leadership proactively sets the narrative. It boldly shows proof of success, promotes exclusive learning opportunities, and drives enrollment through marketing.

The message was clear: Don’t waste energy fighting school choice. Spend that energy defining why you are the best choice.

The Power of Brand and Experience

We have to remember that "people are people." The way families purchase and engage with private-sector brands is exactly how they expect to engage with their schools. In the private sector, 90% of marketers consider "brand experience" to be absolutely critical.

In public education, we need to focus on that "brand experience" by mastering Experiential Marketing. 

This means:

1. Building Brand Awareness: Does the community know what you're great at?

2. Fostering Brand Loyalty: How do families feel after their first interaction?

3. Generating Word of Mouth: Are your parents your best marketers?

Denver Public Schools shared a brilliant example of this by redefining the "P" in Public Schools. They aren't just "Public"; they are Denver Prestigious Schools, Denver Passionate Schools, and Denver Proud Schools. They took a label that is often used as a catch-all and turned it into a brand of excellence.

Action Steps: The 90-Day Sprint

The session concluded with some very practical, "boots-on-the-ground" advice for superintendents. If we want to win the enrollment battle, we have to scale our storytelling. We need to create more storytellers, teachers, students, and parents, and use systems that allow us to "create once and publish everywhere."

Here are a few takeaways I'm bringing back with me:

• The "Amazon" Test: Evaluate your enrollment process. Is it easy? Or is it buried under jargon and 15 different forms? We need to make it "Amazon easy."

• The 90-Day Sprint: Pick one or two programs or schools to pilot an enrollment-focused marketing plan. Measure the inquiries, the tours, and the applications. Results change budgets, but momentum changes behavior.

• The Secret Shopper: When was the last time you "secret shopped" your own district? Call the front office, look at the enrollment page in a different language, or try to find a video of why a teacher chose to stay at your school.

The Final Leadership Shift

The most provocative thought of the morning was this: Your Communications staff should become your Chief of Brand and Enrollment Management. If no one in your organization wakes up every morning owning these areas, you are leaking opportunity by default.

Enrollment loss isn't just about declining birth rates or legislation. It’s an identity problem. Winning districts don't wait for the world to change; they define who they are, tell their story relentlessly, and create a superior experience for every family that walks through their doors.

As we move through the rest of this conference, I’m challenged to look at our "Brand" not as a logo, but as the promise we make to our community. It’s time to stop debating and start bragging.

For those of you looking to dive deeper into this mindset, I highly recommend checking out School CEO Magazine for more resources on school branding and marketing.

Stay tuned for more updates from NCE!