The Magnet Administrator develops and leads all marketing, advertising and recruitment initiatives. This includes but is not limited to advertising, speaking engagements, outreach to feeder schools (including charters), community organizations, parent and realtor groups and by request. Additionally, the Administrator collaborates with Public Affairs and other District leaders to develop messaging, increase awareness and ensure alignment between all initiatives, magnet objectives and district established strategic goals. All marketing materials must be printed in both English and Spanish.

School level marketing and recruitment begins at the Showcase of Schools with magnet school tours beginning the following week. Each school works collaboratively with the Magnet Specialist to develop marketing materials, update website information, engage on social media, and conduct outreach efforts. Recruitment efforts include, but are not limited to printed marketing materials, school tours, and outreach to feeder schools. Tours should highlight the schools theme in action, provide necessary information, and allow parents to meet teachers, administrative staff, and possibly student ambassadors. All recruitment and outreach must be available in both English and Spanish.

Both local survey results and research on school choice demonstrate that word of mouth is one of the most impactful recruitment tools. Magnet Principals and Coordinators should work to leverage positive word of mouth. One effective strategy involves developing and reinforcing “talking points” about the school in order to develop official or unofficial student, staff, and parent ambassadors for the school.

Magnet Principals and Coordinators should ensure that all prospective families are provided with a welcoming environment. Principals and Coordinators should prepare for tours by ensuring the school building appears neat and clean and that the theme is showcased throughout the building. Durham Public Schools is committed to equity and accessibility to the districts magnet programs. Magnet Principals and Coordinators should utilize strategies to recruit diverse students and identify and remove obstacles that families may face in completing the lottery application and registration process. This includes, but is not limited to, assisting families in completing the lottery application, communicating to prospective families in both English and Spanish (and other languages as needed with the assistance of the MRC) recruiting from schools with different demographic profiles, and offering tours and parent events a variety of times including evening.

Advertising

Durham Public Schools Magnet Office rolls out a comprehensive marketing and advertising plan annually. Advertisements are run in local magazines, newspapers, radio, and online e-blast campaigns coupled with District led website updates, social media campaigns and school phone messages and emails. Advertising begins one month prior to the Showcase of Schools which is typically the first weekend in November and runs through the end of the application window. The online application window takes place over the course of three weeks in January. Families are notified of their application status beginning March 1st of the year.

Accessibility checklist:

✔ Have you scheduled tours at different times of the day?

✔ Have you offered tours in Spanish?

✔ Have you shared marketing material about your school in Spanish?

✔ Have you offered bilingual assistance with completing the lottery application?

✔ Have you worked with the MRC if you have a prospective family that need information in a language other than English or Spanish?

✔ Have you marketed to local charter schools and potential feeder schools with diverse demographics?

✔ Have you used marketing tools that reach diverse audiences (social media, community groups, media outlets, etc.)

Work smarter, not harder!

Start your recruitment season with the understanding is the goal is to ensure every family that enters the lottery for your school understands what you school is about and details that are relevant to them (theme, course offerings, schedule, transportation, athletics, before/after care, etc.) You want every family that enters the lottery to be prepared to accept the seat and then to actually enroll in for the next year.

• Recognize that the school choice process can be overwhelming and frustrating for parents. Instead of pressure, provide empathy and understanding

• Ensure all interactions and communication with prospective parents is cultural responsive and respectful of diversity. Ensure that Spanish-speaking families feel included in your communication.

• Capture contact information from those that attend tours and other events and anyone who expresses interest

• Consider snail-mail postcards to feeder students at DPS schools

• Communicate with families that enter the lottery for your school, invite them to school events, share information about the school, make them feel welcome

• Communicate with families once they have been offered a seat and plan welcome events for them

• Ensure that families know who to contact if their plans have changed and they will not be attending your school (relocating, accepted charter seat, etc.) so the seat can be filled.

• Continue communication throughout the spring to ensure families feel welcome and connected to the school. The goal is to increase their excitement and commitment to the seat they have accepted!

• Encourage existing parent groups to contact new families as well