With state funding tied to enrollment, North Shore public schools turn to marketing to draw more students
By Jeff Rumage
Mequon — Faced with an 11 percent drop in enrollment over an eight-year period, Mequon-Thiensville School District officials knew something had to change.
The school district has cut programming to reduce costs, increased its communications budget and asked village officials to allow more dense, family-friendly housing on the west side of the city. In an effort to increase enrollment, MTSD Communications Director Melissa McCrady has seen her position go from part-time to full-time, with the goal of increasing enrollment.
McCrady said marketing has played more of a role in school districts over the last 10 years, as public schools faced competition from private schools and other public school districts.
"If there is any time to market MTSD, it is now," she said, referring to the district's standing as the top school district in the state, as determined by the Department of Public Instruction. "We want families to understand the difference between a good school district and a great school district."
For school districts with aging populations, the loss of resident enrollment means less state funding — which makes for tough decisions during school budget season. Enrollment also affects a district's revenue limit, which limits the amount of taxes a school district can levy.
Most recruiting efforts are focused on getting families with young children to move into the district boundaries. Open enrollment is good for filling capacity, but the math stops adding up once a district has to start adding sections and hiring teachers.
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