Waterford School District unveils Tomorrow's Leaders enrollment campaign for 2025-2026

Enrollment strategies took center stage at the Waterford Board of Education meeting on March 20, 2025, as Sarah Davis, the district's director of communications and community relations, unveiled the "Today's Student, Tomorrow's Leader" campaign aimed at boosting enrollment for the upcoming school year.

Davis highlighted the district's unique position as a "schools of choice" district, allowing students from outside its boundaries to enroll in junior kindergarten, preschool, kindergarten, and the STEM Academy. The campaign targets four key audience groups: families with young children, prospective STEM Academy students, current residents who may not be enrolled, and preschool families, particularly emphasizing the newly opened $30 million preschool facility.

The campaign employs a multi-faceted approach, utilizing digital advertising, print materials, and community engagement. Davis noted the success of targeted digital ads, which have already generated 16,000 impressions and a click-through rate significantly above the industry average. The district also plans to leverage social media and community events to enhance visibility and engagement.

Davis emphasized the importance of using current students in promotional materials, stating that this strategy fosters a stronger connection with the community. The board members expressed support for these initiatives, recognizing the value of both digital and traditional marketing methods, including direct mail campaigns targeting local families.

As the district prepares for the upcoming enrollment season, the focus remains on ensuring that families are aware of the educational opportunities available, particularly with the recent approval of free preschool for all four-year-olds in Michigan. The campaign is set to run through August, with ongoing efforts to engage families throughout the summer, especially following the July 4 holiday, when interest in school enrollment tends to spike.