The Enrollment Playbook: Online and On-foot

Enrollment drives every school’s ability to grow, serve families, and sustain its mission. However, for many schools, especially those in large metropolitan areas, declining enrollment remains an ongoing challenge. Families move, budgets tighten, and competition increases. To achieve lasting success, forward-thinking leaders are creating what can be called the enrollment playbook: online and on-foot, a balanced approach that combines digital marketing with genuine community engagement.

In an episode of the School Success Podcast, Xavier Reyes, President and CEO of Alta Public Schools in Los Angeles, shared how his team tackled declining enrollment by combining digital tools with face-to-face outreach. His approach shows that it’s not about choosing one method over the other. It’s about meeting families wherever they are—on their screens and in their neighborhoods.

Understanding the Challenge

Reyes explained that declining enrollment is affecting schools across California as families relocate to nearby states, such as Arizona, Texas, and Nevada. Urban schools, in particular, are seeing smaller class sizes and tighter budgets.

Instead of viewing these changes as setbacks, his team treats them as opportunities to re-engage the community and attract new families who share their school’s values.

Making Digital Marketing Work for Schools

Reyes and his wife came from the marketing world before starting their school, which gave them a different perspective. They saw how digital marketing could help schools reach families who might otherwise never hear about them.

Here are a few practical ways schools can use digital tools to connect with local parents:

Use Targeted Ads

Run simple ads on Facebook, Instagram, or Google that speak to your community’s values. Highlight what makes your school unique, not just its test scores.

Tell Real Stories

Post short videos or quotes from students, parents, and teachers. When families see authentic stories, they begin to imagine themselves as part of your school’s story.

Be Visible in Search

Many parents start their search online. Use clear keywords on your website, like “best charter school in [your city]” or “bilingual elementary near me.”

Stay in Touch

Collect email addresses from interested families and follow up with them regularly with helpful updates or event invitations. It keeps your school top of mind.

These strategies help families feel familiar with your school long before they set foot on campus.

Reaching Families the Old-Fashioned Way

Reyes also conveyed that not everything happens online. In the predominantly Spanish-speaking communities his schools serve, personal connection still matters most.

“In an immigrant, monolingual, Spanish-speaking community, traditional methods work really well for us… We meet parents in the supermarket parking lot, or at their front door.”

Sometimes the most effective “marketing” is a warm conversation at a grocery store or church event. A flyer handed out with a smile can build more trust than a polished ad campaign.

Try blending personal outreach with your online presence by:

- - - Visiting community events and sharing materials in person
    - Partnering with local organizations, churches, or youth programs
    - Encouraging parents to share their experiences with friends and neighbors
    - Hosting open houses, tours, or free family workshops that invite genuine interaction

These actions don’t cost much, but they show families that your school truly cares about the people behind the enrollment numbers.

Finding Balance and Consistency

The best results come from doing both—digital and in-person outreach—consistently. Reyes shared that digital marketing helped his schools attract new families, but local engagement built the relationships that lasted.

That mindset keeps the focus on steady growth instead of quick fixes. Each new connection, whether made online or face-to-face, strengthens the school’s roots in the community.

Turning Challenges Into Growth

Alta Public Schools’ story proves that marketing doesn’t have to feel corporate. When it’s done with sincerity, it becomes an act of service. Whether it’s through a Facebook post or a friendly chat in a parking lot, every touchpoint helps more children access quality education.

That’s what the enrollment playbook, whether online or on foot, is all about—using modern tools without losing the personal touch that makes schools special.

If you want to build stronger relationships and grow your school community:

- - - Listen to the School Success Podcast for proven ideas from school leaders like Xavier Reyes.
    - Join the School Success Makers Community to share ideas and connect with educators who value authentic growth and learning.
    - Subscribe to the School Success Report for weekly tips and stories that help your school grow with heart and purpose.