Recruitment and RetentionPresented by Pamela Lear, Chief of Staff June 8, 2017

Branding and Student Retention / Recruitment

Overview of Market Share

11.3% 12.3% 11.7% 12.9%

66.4% 66.7% 67.1% 66.1%

0%

25%

50%

75%

100%

2012-13 2013-14 2014-15 2015-16

Attending Charter Schools Attending Dallas ISD

• Market share for students attending Dallas ISD has decreased to 66.1%

• Number of students attending charter schools has increased to 12.9%

• Transition years for Pre-K, 5th and 8th grade have the greatest losses

• Charters are heavily located in southwest and southeast quadrants of Dallas ISD

Key Points

Pre-K - 12th Residents of Dallas ISD

PG. 2

Branding and Student Retention / Recruitment

Goals

Market Share

• Increase the percentage of students attending Dallas ISD schools who live in the district boundaries

Transition Year Retention

• Improve retention of students during transition years (Pre-K, 5th, and 8th)

Parent Perception

• Improve the parent perception results from the parent survey

PG. 3

Branding and Student Retention / Recruitment

Choice School Expansion

Choice Schools

• Increase the number of seats in choice school programs

• Increase access to quality choice programs in all quadrants of the city

PG. 4

Dallas ISD - Choice School Programs

• Business / Entrepreneurship

• College and Career Readiness

• Two-Way Dual Language

• Early College High Schools /

Collegiate Academies

• Humanities and Communications

• International Baccalaureate

• Leadership

• Single Gender

• Montessori

• Performing and Visual Arts

• Project Based Learning

• STEM / STEAM

• Social Services

• Talented and Gifted

• Urban Planning, Architecture / Design,

and Community Development

Branding and Student Retention / Recruitment

Marketing Events

Student Orientation Campus

• Create one-day summer camps designed to welcome incoming kindergarten, 6th, and 9th grade students to their new campus

Experiential Marketing Events

• Identify 20 schools to participate in an experiential marketing event to showcase academic offerings

PG. 5

Branding and Student Retention / Recruitment

Staff, Parent and Community Engagement

Parent Events

• Host districtwide events at the beginning of the school year to attract and retain new and existing students

• Embed a literacy component at parent events to support learning at home

Community Events

• Engage realtors and Home Owner’s Associations (HOAs)

• Promote collaborative community opportunities

• Neighborhood Walks

• Open Houses

• ‘Back to School’ Nights

• Prep U

PG. 6

PG. 7

Branding and Student Retention / Recruitment

Staff, Parent and Community Engagement

Campus Recruitment Teams

• Parents, students, and teachers serve as ambassadors for schools and the district at events such as:

• Discover Dallas ISD

• Transition Camps

• Shadow Days

Early Childhood PTAs / PTOs

• Expand opportunities to establish Early Childhood Parent Teacher Associations (PTA) and Parent Teacher Organizations (PTO)

PG. 8

Branding and Student Retention / Recruitment

Staff Culture

The “Dallas ISD Way”

• Ensure a welcoming culture across the district where stakeholders have a positive experience

Climate and Culture

• Develop common language

• Deploy Secret Shoppers

• Develop new training and communication resources

• Integrate Core 4 across all departments

PG. 9

Branding and Student Retention / Recruitment

Staff Culture

PG. 10

Monthly Core 4 Exemplars!

Branding and Student Retention / Recruitment

Student Retention

PG. 11

Dallas ISD vs

Charter flyer (available in

English and

Spanish)

Branding and Student Retention / Recruitment

Student Retention

PG. 12

Dallas ISD

Letter to

Parents (available in

English and

Spanish)

Envelope Letter

Thank you!