The Portland Public Schools (PPS) Board of Education's Teaching, Learning, and Enrollment Committee meeting on September 18, 2025, spotlighted a dynamic strategy aimed at boosting student enrollment through enhanced community engagement and targeted marketing campaigns.

Chief Communications Officer Candace Gross unveiled a two-phased enrollment communications strategy designed to reshape perceptions of PPS and strengthen ties with local neighborhoods. "Marketing and communications drive enrollment decisions," Gross stated, emphasizing the importance of building trust and community connections.

The first phase, titled "Legacies are Made at PPS," draws on feedback from parents, students, and alumni to celebrate the historical impact of PPS education. This campaign aims to inspire pride and nostalgia, positioning PPS as a foundation for future success. "It’s about connecting current and future families to the legacy of our schools," Gross explained.

The second phase, "Your Opportunity, Your Community," focuses on localizing the message to highlight the value of quality education within neighborhoods. This initiative encourages families to reconnect with their local schools, reinforcing the idea that opportunities for success exist close to home. "Greatness doesn’t require them to leave their neighborhoods," Gross noted.

The committee's discussions underscored the critical role of effective communication in reversing declining enrollment trends. By leveraging data-driven insights, the PPS aims to address community concerns and foster a sense of belonging among families. As the board moves forward with these initiatives, the emphasis remains on creating vibrant, welcoming schools that families are excited to be part of.