Northside ISD to launch "Excellence Without Boundaries" open-enrollment campaign and website

District communications staff and the superintendent briefed trustees on a proposed open-enrollment initiative and associated policy adjustments to allow out-of-district students to enroll where instructional capacity exists. The district presented a three‑phase marketing campaign, a landing page and messaging designed to “showcase what makes Northside exceptional.”

Policy: Staff said the revision to FDA (interdistrict transfers) would remove legacy tuition language and set criteria for accepting out-of-district students when there is instructional capacity at receiving campuses. The policy draft lists criteria the district will consider, such as attendance, discipline history, and capacity; it also reiterates that transportation will not be provided by the district for out-of-district students unless they qualify under existing rules. Staff emphasized that in-district students and existing transfer applicants will continue to be prioritized.

Marketing: Communications presented a three-phase plan: (1) awareness — broadly inform Greater San Antonio families that open enrollment will be available and explain the concept; (2) recruitment/engagement — targeted digital/email outreach and employer and hospital partnerships to reach families who commute into Northside territory; (3) conversion — ongoing enrollment support to convert interest into registered students. The campaign will use the tagline “Excellence Without Boundaries,” a new landing page (choosenorthside.net), social and targeted digital ads (including geofencing around competitor charter locations) and video assets. Staff said the campaign will include multilingual outreach and employee-focused messaging for district staff who live out of district.

Trustees asked operational questions: Dr. Kraft and staff said existing magnet and program admission processes will remain in place; in-district transfer requests will be handled first and campus capacity maps will guide assignments. Staff cautioned that logistical issues such as routing and bus capacity could limit transportation options for out-of-district students and said the district is considering an opt-in transportation model to improve routing efficiency. UIL eligibility and prior-participation rules will be enforced for transfers; staff explained that transfers into ninth grade are generally straightforward but transfers later may require a review of prior athletic participation and possible JV timing requirements.

Trustees and staff discussed targets for outreach (including families currently enrolled in charter schools and employees who commute into the district from other parts of Greater San Antonio). Communications said the district can geofence ads near competitor schools and employers and will monitor trademarks/IP use as part of the campaign rollout. Staff said the policy and campaign will be brought back for formal board consideration on the 27th and the communications team is prepared to launch once the policy is adopted.

The board did not take a final vote on FDA during the meeting; staff will return with the policy and implementation timeline.