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District says targeted advertising, preschool expansion helped slow enrollment losses
Summary
Canyons staff reported enrollment outreach results: targeted ads (4.4 million impressions), mover mailings, growth in preschool programs (10 → 25 sites), and a preschool-to-K capture rate of about 70%. Officials said enrollment remains down and work continues on magnet program sustainability and recruitment.
Communications staff told the board the district's multi-year recruitment and enrollment initiatives produced measurable digital reach and contributed to some seat gains but have not fully reversed an overall decline in enrollment.
Kirsten Stewart, associate director of communications, described a campaign that included targeted digital advertising (4.4 million impressions and thousands of clicks), a “mover” postcard mailing to roughly 2,900 new households, preschool pre-enrollment and consolidated preschool/kindergarten processes designed to reduce friction for families.
Kirsten said the district expanded preschool offerings from about 10 programs to 25 and that roughly 70% of preschoolers enrolled in the district progress into the district’s kindergarten programs — a retention figure district staff call a recruitment strength.
Staff also noted capture rates reported to the state: roughly 69% at elementary, 75% at middle and 80% at high school levels, and that permit and magnet-program activity has continued. Board members asked about feeder patterns and whether high-response areas (Brighton, Hillcrest) skewed survey results; staff said additional analysis is planned.
Officials said enrollment projections still point down over the next several years, which will require staffing adjustments and careful budgeting.
No board action was taken; the presentation was informational and staff will continue marketing and enrollment analytics work.
