Recruitment and Retention Presented by Pamela Lear, Chief of Staff - - PowerPoint PPT Presentation

Recruitment and Retention

Presented 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!