recruitment and retention€¦ · branding and student retention / recruitment overview of market...
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Recruitment and RetentionPresented by Pamela Lear, Chief of Staff June 8, 2017
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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
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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
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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
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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
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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
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PG. 7
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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
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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
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Branding and Student Retention / Recruitment
Staff Culture
PG. 10
Monthly Core 4 Exemplars!
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Branding and Student Retention / Recruitment
Student Retention
PG. 11
Dallas ISD vs
Charter flyer (available in
English and
Spanish)
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Branding and Student Retention / Recruitment
Student Retention
PG. 12
Dallas ISD
Letter to
Parents (available in
English and
Spanish)
Envelope Letter
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Thank you!