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Duncanville ISD reports strong turnout for 'Champion's Choice' enrollment initiative, CTE and industry-cert gains
Summary
District staff reported a March open-house and marketing campaign that drew thousands, produced more than 2,000 program applications and is aimed at retaining students and boosting career and technical education completions.
Duncanville Independent School District leaders outlined a recruitment and awareness campaign called Champion's Choice and described recent gains across career and technical education (CTE) and college-career-military-readiness (CCMR) indicators.
Dr. Nix and Mr. Minnicks, director of CTE, CCMR and Innovation, described a multi-channel outreach effort that included mailers, social media, billboards and a March 22 Champion's Choice event. District figures presented to the board included: - 81,000 direct mailers to households in Duncanville and a 15-mile radius targeting children ages 3 to 13. - Social-media reaches totaling about 1.1 million views across platforms; two billboards reported a combined 266,000 impressions. - A Good Morning Texas segment that reached an estimated 38,000 viewers before the event and 31,000 live views the day of the event. - On March 22 the Champion's Choice event drew roughly 4,200 attendees between 10 a.m. and 1 p.m., according to geofencing analytics. - The district reported 2,094 program applicants via a new Qualtrics platform: 1,393 in-district applicants and 701 from outside the district. Staff estimated that capturing those 701 out-of-district students would represent roughly $4 million in additional revenue to the district if retained.
The district also highlighted CTE outcomes: 709 students earned industry-based certifications in 2023—624, representing 88 percent of seniors meeting CCMR indicators; staff projected about 1,500 students could earn certifications in 2024—625 and estimated a 90 percent CCMR rate for the 2024—625 school year based on current progress.
Mr. Minnicks said the district hosted a middle-school career expo for eighth-graders, invited more than 30 industry partners, and that 431 students applied for program-of-study placement in the month following outreach events.
Trustees thanked staff for the presentation and asked about the marketing vendors; staff confirmed third-party marketing partners, including Brand Era, supported the campaign and media placement. District leaders said the work is part of a broader effort to retain and attract students by showcasing choice campuses and signature programs at the elementary, middle and high school levels.
