About Jeffco Public Schools

Jeffco Public Schools, the second-largest school district in Colorado, serves approximately 69,000 students across 155 schools. As the largest employer in Jefferson County with 14,000 employees, Jeffco Public Schools has a longstanding history of over 70 years in delivering educational excellence. The district spans more than 770 square miles, encompassing urban, rural, and mountainous regions along the western edge of the Denver metropolitan area, highlighting its diverse population and geography.

Challenge

Colorado's open enrollment policy allows students to enroll in schools outside their designated neighborhood schools, either within or outside their district. Despite this flexibility, Jeffco Public Schools requires all students, even those continuing at their current school, to complete the enrollment process annually. The district faced the challenge of informing current students and their families about the upcoming enrollment period and educating them on the open enrollment process.
 
The primary goal was to ensure that all current students re-enrolled and new students successfully completed the enrollment process. This required a comprehensive communications and marketing campaign to effectively reach and engage the diverse community.

Solution

To address this challenge, the Communications Office developed a robust marketing and communications strategy, leveraging multiple channels to maximize reach and engagement:
  • Website: Updated with detailed enrollment information and resources.
  • Flyers: Distributed both digitally and in print across schools to provide enrollment guidance.
  • Email and Text Campaigns: Utilized SchoolMessenger to send timely reminders and instructions.
  • District Newsletter (ChalkTalk): Included enrollment details and deadlines.
  • Social Media: Engaged the community through Facebook, Instagram, and Twitter with regular updates and enrollment tips.
  • Enrollment Counselors: Provided support at schools to assist families with the enrollment process.
  • Movie Ads: Partnered with local movie theaters to run an ad during previews.

Results

The comprehensive campaign successfully informed and engaged all families within the district, facilitating a smooth enrollment process. While there were inevitable challenges given the district's size, each school was equipped with the necessary resources to support families in completing their enrollments. The multi-channel approach ensured wide-reaching communication, ultimately contributing to the successful re-enrollment of current students and the onboarding of new students.
 
By integrating traditional and digital communication methods, we effectively managed the annual enrollment process, demonstrating their commitment to serving their diverse community with excellence and ensuring that every student has access to quality education.
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