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Board approves outside recruitment contract 4-1 after debate over transparency and ROI
Summary
After debate about whether the district could do outreach itself and calls for performance metrics, the Osceola County School Board approved a contract to hire Cassia K12 (or similar third-party recruiter) to bring returning and non-enrolled students back; the contract is pay-for-performance and passed with four yes votes and one no.
The Osceola County School Board approved a contract to hire a private vendor to recruit returning and non-enrolled students after an extended discussion about transparency, website information and return on investment. The board voted 4-1, with Miss Bronson recording the only dissenting vote.
Board members expressed differing views about whether a third party should be paid to recruit students the district currently lacks administrative capacity to reach. "Relying on Cassia K12 to promote our schools creates the perception that we are prioritizing marketing over addressing internal needs," said Miss Bronson during discussion, explaining her reservations. Other members and the superintendent argued the vendor has experience at larger districts and that the district lacks staff bandwidth to conduct targeted outreach.
District staff clarified a key contract provision: the vendor is paid only after a student returns and completes required enrollment forms and surveys. Miss Castillo and Miss Garcia supported the contract but asked that the board receive timely performance metrics. "The way the contract is written is that Kesa doesn't get paid until the student actually returns to the district and is here for a survey," staff told the board, noting the district will be able to measure and report results.
The vote: Motion to approve was made by Miss Castillo and seconded by Miss Garcia. The roll call recorded four votes in favor and one opposed.
Why it matters: The contract aims to increase enrollment and thereby restore FTE funding the district has lost; district finances and program capacity depend on recovering students. The outcome also signals board willingness to use third-party vendors in enrollment strategy while asking for accountability metrics.
What happens next: Staff said they will report metrics showing returned students and will provide ROI data to the board as the contract is executed.
