The first time school choice became personal for me, my daughter was two years old. She was only a few months into “preschool” at a Montessori-structured childcare facility that came highly recommended by my neighbors. We were at the annual Fall Carnival when a parent leaned over and asked me which school system I was planning to tour ahead of enrollment—years in advance of our children starting kindergarten. I was surprised—Hadn’t I just found our daycare? Was it already time to worry about kindergarten? And so go the realities of being a parent in 2025.
In the months and years that followed, no gathering of kids (and their parents) would be complete without fielding the typical lineup of questions: “What schools are you considering for kindergarten? Are you going public or private? When’s their birthday? Are you thinking about redshirting your child for first grade?” and so on. The truth is that being a parent is hard and the choices we’re faced with are overwhelming. As an educator and proud public schools supporter, I knew all of the reasons I believed public school was best for most children. But when it came time for me to vocalize my logic about my plans for my own child, the choices were hard to make and even harder to explain.
Very few school leaders would think of me, a parent of a two-year old, as their target audience. Truth was, I hardly thought of myself as being in “the market” for a school system. And yet there I was, frantically googling reviews on my neighborhood elementary school, trying to seem educated in what was clearly a changing game.
This year’s SchoolCEO Conference speaker lineup is all about equipping school leaders to help families navigate school choice—and how to help them be proud of their choice within the broader conversation of school choice in America. As an educator—and a mom—I can’t wait to hear research from the leading thinkers behind The Mom Complex about how to market to moms like me, and from educators like William Parker, who are experts on engaging with families in a way that builds your district’s brand.
I hope to see you there, but if I don’t, I’d love to hear your thoughts and ideas. You’re welcome to reply to this email, or email me directly at brittany@schoolceo.com. When it comes to helping reframe the struggling national narrative around public education in America, schools must work together to share what works and partner with families to isolate and improve what doesn’t.
— Brittany K, senior manager of media and research for SchoolCEO
One question for you
1. What questions would you have for researchers who understand how families make decisions in 2025? (Hint: We may ask them!)
Email us at editor@schoolceo.com or book a time on our calendar and let us know.
Two resources to help
1. Is your school's enrollment page helping families feel confident about joining your district—or just confusing them? Here we have a guide on how to build an enrollment page that sticks.
2. What do parents want anyway? We asked a few around the office to get an idea.
Three ideas to get you thinking
1. “K12 enrollment losses are mounting nationwide. The effects of reputational harm, expanding school choice and universal vouchers will require schools to market themselves like never before.
It doesn’t require a third-party communications firm or a big budget, just a commitment to transparency and showcasing your success. Meet parents with proof, not promises.” —Greg Turchetta for District Administration
2. Want to know what really builds trust between families and schools? It starts with how—and how often—you communicate. —Read What Parents Want
3. Public schools across the U.S. face a major challenge, with enrollment numbers dropping due to declining birth rates and an unprecedented boom in private school vouchers and homeschooling. School districts in places like Orlando and Memphis are getting creative—hiring consultants to actively recruit families back to public schools. —From the New York Times