For this episode of Tuesday Tips, Jean Shields Fleming joined us to discuss crisis communication strategies for charter schools.
Here are the conversation’s top 3 tips:
Prepare in advance. Develop a crisis communication plan before a crisis hits. Identify potential crisis scenarios (e.g., academic, financial, security issues), outline key messages, choose a spokesperson, and clarify what will and won’t be shared publicly.
Own the message. In the event of a crisis, be transparent and take accountability. Follow a three-part communication strategy: explain what happened, outline what is being done to address it, and provide a timeline for the next update.
Monitor social media, but don’t overreact. Use social media to gauge the situation but avoid engaging in heated exchanges. Focus on direct communication channels with key stakeholders like parents and the school community.
Watch the Whole Conversation Here
The 2024 Grow Enrollment Summit, brought together charter school leaders, enrollment specialists, and education innovators to share strategies and best practices for tackling one of the biggest challenges in education today: student enrollment. Featuring a range of breakout sessions and Q&A, this summit was packed with actionable insights for school leaders eager to boost enrollment, engage communities, and elevate their schools’ brand presence. The Grow Enrollment Summit was brought to school leaders by Enrollstream, vChief, and Grow Schools. Below is a recap of each session, highlighting the key takeaways and memorable moments from our incredible speakers.
Keynote Session: Education Innovation and Parental Choice Advocacy
Speaker: Nina Rees, Former President and CEO, NAPCS
As an advocate for education innovation and parental choice, Nina Rees opened the summit by discussing the evolving landscape of charter schools and the importance of adapting enrollment strategies to meet the needs of diverse communities. Her insights set the stage for a day focused on actionable strategies for growth and community engagement. Nina discussed how embracing innovation and fostering a strong school identity are critical for attracting families. She also shared her views on how parental choice is a driving force in enrollment, and schools need to position themselves as both high-quality and mission-aligned options in their communities.
Designing and Amplifying Your Brand
Speaker: Derek Hollister, Founder and Principal, Boldworld
In this interactive session, Derek Hollister encouraged schools to uncover what makes their brand unique and communicate that identity effectively. Covering elements like logos, colors, taglines, and voice, Derek demonstrated how a well-defined brand can resonate with families and create a lasting impression. Schools also learned SEO tactics and email marketing strategies to maintain community engagement year-round. “A cohesive and authentic brand strengthens a school’s presence and appeal,” he says, and “consistent messaging across digital and physical platforms helps maintain engagement and visibility.”
Neisha Tweed Bell shared her expertise on crafting social media content that connects with school communities. This session was packed with tips on choosing the right platforms, creating visually compelling content, and managing social media in a way that amplifies the school’s mission and culture. From storytelling through visuals to managing social media strategy, Neisha offered valuable techniques for building a vibrant online presence—everything from storytelling techniques to consistent, authentic social media engagement.
Niki Blaker discussed how a school’s website serves as its “digital front door” and the role it plays in making strong first impressions. This session explored best practices for website design, content, and user experience, focusing on how to create a welcoming and informative site that encourages enrollment inquiries. Niki shared how a well-designed website should communicate the school’s values and make enrollment steps clear and accessible.
Impactful In-Person Events and Community Engagement
This session was all about creating memorable, in-person events that build excitement and foster community. Ashley, Betsy, and Jean shared strategies for using open houses, info sessions, and community events to create touchpoints that resonate with families. They also discussed how to use marketing materials and local media to amplify event impact. Listeners heard so many great tips on how engaging events give prospective families a firsthand look at the school’s culture and values.
Tony, Dr. Miller, and Yoni led an insightful discussion on the power of partnerships in enrollment marketing and how strategic partnerships can expand a school’s resources and boost its visibility in the community, helping achieve enrollment goals. They emphasized that collaboration with organizations, local leaders, and even other schools can bring valuable resources and expertise, strengthening enrollment efforts.
Closing Session: Ask an Expert
The summit wrapped up with an interactive Q&A session, allowing attendees to ask enrollment professionals specific questions about the challenges and opportunities they face. This closing session gave participants personalized advice and reinforced the day’s insights.
Charter schools are reshaping education across the country, and new evidence suggests that increased school choice not only benefits charter students but also drives improvements in traditional district schools. A recent analysis from the Progressive Policy Institute (PPI), led by Tressa Pankovits, offers compelling evidence that cities with significant charter school enrollment improved academic outcomes for all students—including those who remain in district-run schools.
The Evidence for a Narrowing Achievement Gap
The PPI analysis examined 10 U.S. cities where at least one-third of students attend public charter or charter-like independent schools. In these cities, which have large populations of low-income students, the data reveal a significant narrowing of the achievement gap between low-income students and the statewide average. Over the past decade (2010-2011 to 2022-2023), the proficiency gap closed by 25-40%, showing that low-income urban students are catching up to their statewide peers.
In all 10 cities analyzed, the trend was consistent: where charter schools accounted for at least 33% of enrollment, academic gaps diminished. New Orleans, with its 100% charter enrollment, serves as a particularly striking example of this gap-closing effect, demonstrating that as charter school enrollment increases, the benefits for low-income students grow stronger.
Spotlight on Camden and Indianapolis
Two cities illustrate the impact of charter school expansion particularly well:
Camden, NJ: With 68% of students attending public charter schools, Camden saw a 42% reduction in the proficiency gap between low-income students and their statewide peers over the last decade. This achievement underscores the potential for charter schools to drive improvements not only for their own students but also for those in district schools.
Indianapolis, IN: In Indianapolis, where 58% of students are in charter schools, the proficiency gap for low-income students narrowed by 23%. This shows a citywide uplift in academic performance, suggesting that the benefits of charter schools extend beyond their own walls.
A “Rising Tide” for All Students
The findings contradict the argument that charter school growth harms students in traditional district schools. Instead, the data suggest a “rising tide” effect where the introduction and expansion of charter schools generate healthy competition that leads to better educational outcomes across the entire system. As charter enrollment increases, district schools may feel motivated to adopt innovative practices, improve curriculum, and focus more intently on student achievement.
The findings from PPI’s analysis add to the growing body of evidence that charter schools are not just an alternative education option—they are a catalyst for broader educational improvements. By expanding school choice, cities can create an environment where all students, regardless of the type of school they attend, can benefit from higher standards and innovative practices.
