The Denver Post’s article yesterday focuses on schools trying to attract students. It talks about marketing, fliers, door-to-door recruiting, money, branding, promotion, etc. Absent, except for one indirect instance, is any mention of school quality.
Quality not only matters, in choosing schools it is probably paramount. Parents are smart, and most care more about their children’s future than just about anything else. A flier may get their attention, but does one really think some district schools are facing lower enrollment because of a lack of four-color postcards and signage? Will the parents for whom marketing collateral was the primary determinant for choosing their child’s school raise their hands?
Quality can be deeply individual – students (even siblings) may find specific schools more tailored to their personalities or academic needs, but the line of discussion here is that K-12 education is a base and equal commodity and that the “winners” (because you have to have a winner, it can’t be that competition might raise education standards across multiple schools) will be the ones with the most money and best advertising campaigns.
A dozen new schools — mostly charters — are planned in Denver in the next five years, the first of which open next month. If fully enrolled, the schools would serve a total of 7,771 students.
Well, why is this? Is it because the current schools don’t have flashy marketing campaigns with “slick brochures and posters”? Why is Denver opening new schools at all? Perhaps because 9 out of 10 DPS kindergarten students won’t have the chance to attend college? Maybe related to 10th grade CSAP proficiency in Math at 15.6% (far lower if you are a student of color)? Because the high-school dropout rate is now above 50%?