Richardson ISD is considering a $450,000 marketing investment to combat declining enrollment in the district.

District staff presented plans for a “district awareness campaign” at the March 12 school board meeting that would involve a partnership with an outside agency and a multichannel marketing push.

“The opportunity that we have is to communicate the greatness that exists and the vision that we have for the future,” Superintendent Tabitha Branum said.

The big picture

Richardson ISD enrollment has been in decline since 2020, a trend that is forecasted to continue for the next decade. Texas bases school funding on attendance, so one of the only ways to increase district funds is by increasing enrollment.

District staff credited a variety of factors for the enrollment decline, including an aging population; high costs of living; and competition from private schools, charters and other districts.

Texas’ new education savings account program, also known as vouchers, will increase the number of families choosing homeschooling and private or charter schools, said Melissa Heller, assistant superintendent of strategy and engagement.

“The local ISD is no longer the monopoly. Families and parents have always had choices, and now they have more choices,” Heller said. “The traditional ISD communications teams are having to pivot.”

Richardson ISD recently soft-launched the “RISD is the ONE” marketing campaign, highlighting the district’s tailored opportunities, neighborhood schools and lifelong experiences. However, Heller said RISD will need to do more to stay competitive in the educational marketplace.

A closer look

Sandra Verduzco, RISD’s executive director of communications and marketing, recommended that the district partner with an outside marketing agency and invest in a multichannel engagement strategy that could target potential families with customized advertising.

Verduzco said RISD’s marketing has three primary goals:

Recruitment: enrolling every eligible 3- and 4-year-old into RISDRetention: ensuring enrolled students stay through graduationRecovery: re-enroll families who may have left the district for other educational optionsThe district’s current digital marketing has limited reach and primarily communicates with current followers, Verduzco said.

“We’re just sharing the district’s story among each other. We’re not getting this outside of our network,” Verduzco said.

Investment in paid targeted advertising could drive growth by getting RISD content in front of new prospects and families at competitor schools.

The details

Based on conversations with agencies, Heller said the awareness campaign could cost up to $450,000, depending on how many marketing strategies the district wants to pursue.

“Although we recognize the limited financial resources and the pressure there, [we are] looking at this more as an investment versus an expense,” Heller said. “That investment can be an incredible proactive approach in terms of a long-term strategy to help support sustainability and funding for programs and exceptional educational experiences that we have here at RISD for years to come.”

Heller said her goal would be to enroll at least 250 new students in the first year of the awareness campaign and increase that number incrementally over the following years. The district would only need to enroll 75 new students to cover the total cost of the campaign, with any additional students providing positive revenue.

What they’re saying

“I know all the wonderful things that are going on in our schools, but [we have] the opportunity to get that message out, to let people know really what’s going on,” trustee Regina Harris said.

Trustee Eric Eager said the district needs to build a marketing foundation now so that it is prepared to spread awareness about the new programs launching over the next several years, including the planned middle schools and Career and Technical Education center.

“As we start to unveil new programs and as parents are evaluating their options, we need to make sure they are at least aware of what we have to offer,” Eager said.

Neighboring districts have been marketing in RISD for years, board President Chris Poteet said.

“There’s [Dallas ISD] banners on our street lights right by Merriman Park Elementary School, within RISD,” Poteet said. “This isn’t a new game; this is a game we just haven’t decided or had to jump into yet. So it’s time.”

What’s next

Heller said the district plans to select an agency partner this summer ahead of a heavy enrollment push in the fall. The board will decide on specific marketing investments at a later date.