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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?