Oskaloosa Schools, a 2,100-student district across four campuses, sits at the heart of its Iowa community. For years, the district struggled with an enrollment decline tied to controversies and student behavior challenges. When Justin DeVore, Director of Communications, Marketing, and Development, stepped in, he brought fresh eyes and a community-wide engagement plan.
In just three years, Oskaloosa reversed its downward enrollment trend by launching a student-led ambassador program, professionalizing campus tours, and using Apptegy’s website solution to put students, and the district’s customer service-based brand, front and center. With a strategy rooted in accessibility, consistency, and transparency, Oskaloosa has stabilized enrollment, strengthened trust, and created a culture where every student and community member can proudly say: This is my school.
Rebuilding Trust and Reversing Decline
Oskaloosa faced challenges familiar to many mid-sized districts:
Enrollment Decline: A 12-year slide fueled by community controversies and discipline issues.
Increased Competition: Iowa’s new school voucher program and nearby private schools created additional enrollment pressures.
Fragmented Brand Perception: Parents, realtors, and community leaders lacked a clear, positive narrative about what Oskaloosa offered.
As DeVore explained: “We had to stop apologizing for the past and start showing people what makes Oskaloosa different today.”
DeVore leveraged his background as a TV news producer and school PR leader to reframe Oskaloosa’s reputation. His approach wasn’t limited to within the school walls. DeVore also serves on community boards, partners with the YMCA, the Chamber of Commerce, and uses every community conversation to position Oskaloosa Schools as the town’s anchor institution.
The district has defined a clear value proposition:
Justin explains, “What makes Oskaloosa unique is that families don’t have to choose between personal attention and big opportunities. We’re small enough that our leaders know you by name, but big enough to offer the programs and experiences that help every student thrive.”
A Student-Led, Community-Focused Enrollment Process
Student Ambassador Program
Students lead every campus tour for prospective families, new staff, and even community leaders.
Tours can be ready within 20 minutes, ensuring availability at all times.
Ambassadors wear professional attire and magnetic name tags, signaling leadership in the school.
The program runs from elementary through high school, making students the district’s most authentic spokespeople.
“Our students are our best salespeople. When families see their confidence and pride, it tells the real story.” – Justin DeVore
School Tours as Customer Service
A 24/7 text hotline on the website connects families to tour scheduling. It is also promoted to realtors and city leaders.
Intake forms capture parent and student data and interests so tours can be customized, whether a child loves Pokémon, football, or the arts.
Conversion rates hover at 75–80%. A remarkable success metric in Iowa’s competitive school choice landscape.
DeVore shared: “When we meet a new family, it’s not about selling them, it’s about listening. “We don’t just tell families who we are. We let them see it through our students. That’s what turns tours into enrollment.”
Communication & Technology
The Apptegy-built website serves as the communication and recruitment anchor. The website was built with an enrollment marketing and customer service focus. Parents can easily access lunch menus, bus routes, calendars, or even enroll within a couple of clicks.
Email, text, and social media posts link back to the website, with tracking capabilities for engagement.
Students feature prominently in images and branding across the site, reinforcing authenticity and belonging.
DeVore noted, “I love that if something isn’t working on our site, I can hit chat and get an answer in minutes. That Apptegy responsiveness builds trust, not just for us internally, but for families who rely on us every day.”
Stability, Growth, and Recognition
Enrollment Stabilization: After years of decline, Oskaloosa is now holding steady with slight growth, including recently picking up 13 students from a local private school after vouchers launched.
Community Alignment: Realtors, civic leaders, and parents now view Oskaloosa as a school system of quality and on the rise.
Student Empowerment: Ambassadors gain leadership experience while shaping the district’s brand story in real time.
Consistent Visibility: The district website has become the go-to hub for parents and community members, showcasing district pride and student success.
As DeVore summarized:
“We don’t just tell families who we are. We let them see it through our students. That’s what turns tours into enrollment.”
“The biggest compliment we get is when a realtor calls us and says, ‘I tell every family moving here to check out Oskaloosa Schools.’ That’s when I know we’re winning.”
Oskaloosa Schools remains a leader in education in Iowa and is quickly becoming the school district of choice for their outstanding educational opportunities and small class sizes. Their reputation and brand have been built on customer service and quality.
Key Takeaways
Turn Students into Storytellers: Families connect with authentic student voices more than scripted pitches.
Make Service Your Strategy: A fast, responsive tour system builds trust before the first day of school.
Leverage Technology for Trust: A branded website anchors communication and reinforces that the district is modern, stable, and community-driven.