As open enrollment public charter school districts have continued to grow in Texas, researchers and policymakers have continued to question how these public charter school districts spend public taxpayer dollars. Although extensive research has addressed how public charter school districts spend money to recruit teachers, complete capital…

The purpose of this qualitative research was to describe, analyze, and interpret the perceptions of 16 New York City elementary school principals on the use of social media to recruit prospective families. Today, New York City school leaders are faced with being a promoter for their schools do the expansion of the charter school movement and the…

In the United States, long-standing school choice policies and practices in Arizona have developed into a market-based system of schooling for many residents in the state, especially in the larger cities. In this study, I analyze qualitative data gathered from school leaders and parents in one Arizona district public school who discussed marketing…

School choice has the potential to be a tool for desegregation, but research suggests that choice more often exacerbates segregation than remedies it. In the past several years, hundreds of 'intentionally diverse' charter schools have opened across the country, potentially countering the link between charter schools and segregation. Yet, these…

An emerging body of research has explored "supply side" questions of school choice, or how schools and systems shape enrollment through locational decisions, recruitment, and marketing. This study focuses on how school websites market and communicate the distinct missions of charter schools to prospective families. Through a critical…

Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on…

Rural schools, particularly high poverty rural schools, often have difficulty hiring and retaining qualified teachers. Here, we discuss three programs the Arkansas Department of Education has used to attract teachers to teacher Geographic Shortage Districts (GSDs) through material incentives. Unfortunately, none of the programs have had much…

This dissertation was undertaken to examine the effect(s) of charter school marketing on the Los Angeles Unified School District (LAUSD) education landscape with respect to the stratification of charter schools. Information from four sources: school websites, a survey of charter school parents, existing online statistics and data, and various…

In this era of unforgiving accountability and test scores with high-stakes implications, important lessons can be learned from charter school marketing. Scrutiny of the regular public schools has never been more sharp-edged. Charter school proponents are becoming increasingly aggressive in promoting themselves as a viable alternative for…

As most educators know, Catholic schools work and have worked for a long time. Sociologist James Coleman and colleagues Thomas Hoffer and Sally Kilgore, in 1982, were among the first to document Catholic schools' academic successes, in "High School Achievement: Public and Private Schools." A variety of studies since, by scholars at the University…

America's urban Catholic schools are in crisis. This report finds that over 1,300 schools have shut down since 1990, mostly in our cities. As a result, some 300,000 students have been displaced--forced to attend other public, private, or parochial schools. The school closures have cost taxpayers more than $20 billion to accommodate the additional…