Book

Description

This mixed-method action research study was prompted by the heightened competition faced by American, public K-12 schools for both students and the accompanying funding. This funding is crucial for adequately staffing schools and providing educational programs, athletics, and extracurricular activities. Traditional schools now find themselves amidst various options, including private, charter, and online schools, along with an increasing number of families choosing homeschooling. Through an original survey designed for this study and subsequent follow-up interviews with families, the researcher aimed to address two main questions: (1) What factors influence families in selecting one school over another? (2) Does consistent school marketing communication positively impact enrollment numbers? The study's findings confirmed the hypothesis that many families base enrollment decisions on the convenience of the home district and the availability of athletic and extracurricular activities. Additionally, it introduced the significance of positive and caring relationships between students and staff as an influential factor in school choice. Although this district did not experience an enrollment increase despite implementing a consistent school marketing communication plan, the research revealed a lack of adherence to the marketing communications plan.