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Richfield communications director outlines enrollment-marketing plan to boost retention and in-district choice
Summary
Director of communications Jennifer Smith presented a data-driven enrollment-marketing plan emphasizing retention, targeted open-enrollment outreach, school-level messaging, tours, social-media training and parent/student ambassadors. The board asked for consistent exit-survey processes and additional data clarifications.
Jennifer Smith, director of communications and marketing for Richfield Public Schools, presented the district's enrollment-marketing plan Oct. 27, summarizing research, targets and proposed tactics aimed at increasing enrollment and retention.
Smith said the plan drew on multiple sources: district intake forms and follow-up surveys, a 10-year Minnesota Department of Education data request on enrollment flows, two years of internal survey data, a 2023 referendum research study and a market analysis of neighboring public, private and charter schools. Smith told the board her team identified the top five districts involved in transfers over the 10-year period (Minneapolis, Bloomington,…
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