In a recent Seattle Times article, the Seattle Public
Schools Board of Directors and Superintendent expressed concern about improving
their district's "market share"; attracting or bringing back students
who live in the city but attend private schools. So the question is, when you
have a product that is as complex and personal as a child's education, how can
a large urban district improve its market share?
First, let's look at
the numbers. According to the most recent census
data there are 563,374 people living in Seattle, and of that number 13.8
percent or 77,745 are school-age children. The Seattle
Times estimates that 20-25 percent of these families or approximately
17,500 choose private over public schools, thereby depriving the district of
nearly $131 million in state and federal revenue annually. So, regardless of
one's point of view about how these students should be brought back into the
fold, it is clear that the stakes are very high.
I think the next logical step is to parse out
who these students may be, not specifically, but in a product affinity sense:
Of the students who
attend private schools:
______ % who attend
private schools will not return for any reason
______ % who attend
private schools would return if several needs were met
______ % who attend
private schools would return if one specific need was met
The other side of
recruiting/attracting the students outside of the system is retaining the students who are currently enrolled in
SPS. Here's how I would break that down:
______ % who attend
Seattle Public Schools will stay because they can't afford private schools (the
captive audience).
______ % who attend
Seattle Public Schools will stay because they feel that their needs are being
met within the system.
______ % who attend
Seattle Public Schools will leave because one specific need is not being met.
______ % who attend
Seattle Public Schools will leave because several needs are not being met.
This breakdown can
be fine tuned, but for a first pass I think that it provides a place to begin
thinking about where to dedicate the district's efforts regarding recruitment
and retention.
In the article, the
new School Board expressed a desire to expand, "its focus to the city's
middle-class families and their concerns; program placement, choice,
consistency, and predictability." How do they know that these are the
chief concerns of parents whose kids have left the District for private
schools? Have formal surveys been taken or is this simply anecdotal information
that will be translated to policy because it makes good sound bites. Actually,
for a good sound bite, they need to rearrange the concerns so that they are
alliterative: choice, consistency, program placement, and predictability. The
C2P2 plan.
Let's see how it
works.
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