Agenda Item
c. Caissa K12: Student Enrollment Recovery and Recruitment Support (Not to Exceed $500,000) ~ Updated 5.7.2026
Summary: Presented by: Kishia K. Towns, Ph.D., Chief of Wrap Around Services, Division of Wrap Around Services
Request: It is requested that the DeKalb County School District approve to enter into a one-year, performance-based contract not to exceed $500,000 with CaissaK12 to implement a comprehensive student recovery and recruitment initiative.
Why: This request is aligned with Strategic Goal Area 2: School, Family, and Community Engagement and Strategic Goal Area 4: Culture and Climate, and is designed to address ongoing enrollment declines that have resulted in significant financial losses for the district. Recent data indicates that in 2024, 454 students left the district for private school, homeschool, or other reasons, resulting in an estimated loss of over $1,001,945. Additionally, 14,308 students withdrew for unknown reasons, equating to an estimated loss exceeding $34 million. Similar trends continued in 2025, reinforcing the urgent need for a targeted and strategic student recovery effort.
Details: The proposed contract is structured as a 100% performance-based model, ensuring fiscal responsibility and eliminating financial risk to the district. DeKalb County Schools will pay CaissaK12 $890 per student only after the student has been successfully enrolled, is actively attending, and is verified during the official Full-Time Equivalent (FTE) count. While the state provides approximately $4,000-$5,000 per student on average, total funding per student is significantly higher when local and federal sources are included, further increasing the financial benefit of each student recovered. This model creates an immediate positive return on investment and ensures that the district only pays for verified results, not effort or outreach activities.
This request is being presented as a sole source procurement in accordance with Board Policy DJE III(d)3b and Section 211 of the E-Government Act of 2002 related to cooperative purchasing. The district has conducted a thorough review of other companies that may offer similar services; however, based on the comprehensive scope, performance-based pricing structure, proprietary tracking methods, and demonstrated ability to deliver measurable enrollment outcomes.
Financial impact: DCSD is requesting an amount not to exceed $500,000 for a one-year collaboration with CaissaK12 for student recovery and recruitment efforts using General Funds as the funding source. This initiative represents a strategic and time-sensitive opportunity to recover students, restore critical funding, and strengthen engagement with families and the broader community during a pivotal period for the district. By aligning student recovery efforts with the Student Assignment Project, DeKalb County School District ensures that planning decisions are informed, resources are maximized, and schools are positioned for long-term success. Approval of this contract will enable the district to take a proactive, results-driven approach to enrollment stabilization while ensuring responsible stewardship of public funds.
Contact: Kishia K. Towns, Ph.D., Chief of Wrap Around Services, Division of Wrap Around Services, 678.676.1811
Dr. Darnell T. Logan, Director, Division of Wrap Around Services, 678.676.1811
Effective: Upon Board Approval
Status: Pending Approval by the Office of Legal Affairs
Student
Engagement
Information Guide
caissaK12.com
About Our Company
Nation’s Leader in Student Recruitment for
Traditional Public Schools
With decades of experience, our team develops customized,
research-based campaigns that go beyond simple marketing. We
specialize in holistic recruitment and retention strategies that
engage teachers, families, the broader school community, and
leadership teams. Our proven methodology ensures that our clients
are not just telling their stories but creating lasting connections.
When you work with Caissa, you're not just getting a plan; you're
getting a dedicated team that supports you every step of the way.
We believe in strategic thinking and hands-on execution, ensuring
that your district's unique attributes shine through. Let us help you
share your compelling story and build a vibrant school community.
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Leadership
Brian J. Stephens Paige Walkup Adrian Bond EmaDella Connors
CEO President President COO
Jasmine Pena Rashai Holmes Bria Hathorn Jametria Williams
Controller Director of Operations Business Development Project Leader 2
Manager
Vision & Mission
Company Vision Company Mission
Transforming recruitment and keeping Our mission is to ensure that every student
students. Giving schools a competitive edge. is in school, engaged, and prepared for a
successful life.
Competition for students is inevitable but
falling behind isn’t. Put students in seats and
We are committed to fostering educational
enhance positive enrollment trends with
environments where attendance is
Caissa K12’s proven student recruitment and
prioritized, and every student is equipped
retention strategies.
with the skills and knowledge necessary to
Our vision is to grow public schools by thrive in their future endeavors.
recruiting students and teaching you how to
keep them.
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District Work
*We currently operate in 23 states*
WA
M N ME
T D
I WI
SD
D WY
IA
NE Paterson Public Schools
Paterson - A Promising Tomorrow, Together We Can
UT IL
WV
CLEVELAND
HEIGHT-UNIVERSITY
HEIGHTS SCHOOL
DISTRICT
KS M
KY
O
OK
N SC
M
MS
Osceola School
District #1
CARROLLTON-FARMERS BRANCH ISD
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Why Caissa K12?
There are complex reasons why students and their families choose a
traditional school district, but data like test scores and graduation
rates only tell a part of the story of how they choose a school. The
human tendency to be drawn to compelling stories and make
decisions based on feelings means that parents gravitate toward
schools that have strong cultures, or key attributes and offerings that
speak to their uniqueness.
Your own compelling story is waiting to be told. Caissa’s team matches
your district’s greatest strengths with decades of experience
developing customized, research-based campaigns. Our proven
methodology lets you know you are doing more than just marketing.
While we offer several core services to our clients, we consider
recruitment and retention campaigns to be holistic processes that
involve teachers, families, the broader school community, and your
entire leadership team.
We deliver more than a plan. We offer a strategically-minded team 5
that is with you each step of the way to help execute it.
Services
New Student Recruitment
Chronic Absenteeism
Retain Students
Professional Development Training
Secret Shopper
Strategic Communications 6
New Student
Recruitment
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New Student Recruitment
At Caissa K12, we recruit students to
your school or district by running
strategic campaigns with a clear
pricing model that provides you with a
guaranteed return on investment.
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NO RISK GUARANTEE
Guaranteed Results *First Year Returns*
No Infrastructure Needed
There is a reason we are the nation's leader in running Student
Recruitment Campaigns for traditional public schools:
*****WE GUARANTEE OUR RESULTS!*****
Unlike other firms that charge you for advertising and for activity - we
run campaigns and only get paid for actual results. We take the
guesswork out of your student recruitment efforts because we track
students by name to ensure they enroll and even attend class.
We DO THE WORK for your district and provide personal service beyond
just another application or dashboard. Our strategically-minded team
delivers more than a plan, we implement a diverse range of tools to
showcase your district's assets and get students back in your
classrooms. In partnership with your internal team, our results are
verified, and we work hand in hand on the ground to recruit students.
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Data Security and Privacy Plan
Data Privacy Plan Insurance Policy
At-Bay Insurance Company
We prioritize the security and privacy of your data. Here's how we ensure it stays safe:
• Encryption: Your data is encrypted during transmission and storage.
• Secure Storage: Stored in top-tier data centers with robust security measures.
• Access Controls: Limited access to authorized personnel only, with regular audits.
• Compliance: Adherence to all relevant data protection laws and regulations. 10
• Transparency: Clear privacy policy outlining data handling practices.
• Continuous Improvement: Constantly enhancing security measures against evolving threats.
Annual Student Recruitment and
Retention Report
2022-2023 Nationwide Poll of K12 Parents
*Competition for K12 students is on the rise.
Public Schools should actively recruit new students to remain competitive.* 11
Our Proven Process
Phase 1
Discovery Phase
Phase 2
Outreach Phase
Phase 3
Tracking Phase
Our competitive advantage over typical public relations
and marketing firms is our ability to offer a performance
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based contract for a win-win advantage.
Phase 1 - Discovery
Registration
Targets Reporting
Process
Registration Process Determine Target Tracking Method
Evaluation Type Approved
Demographic Profile Goals Determined
Identify Barriers Built
Budget Revised
Community Research
Determine Micro-level
Commitment District Research
Opportunities
Vehicles
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Phase 2 - Outreach
Time Table Locked-In
Micro Commitment
Adjustments to Plan
Completed
Level 1 Outreach
Determine Outreach Move to Verification
Vehicles Implementation
Vehicles Based on ROI Phase
Verification
Level 2 Outreach Specialist Assigned
Team Training on
Build Initial Outreach Provide Targets with Next Steps &
Targets & Methods of
Vehicles Corroborate Commitment
Outreach
Turn into District Registration Team
District Registration Hand-off 14
Phase 3 - Tracking
District Registration Team
Hand-off
Complete Enrollment Failure to Complete Barriers
Process Enrollment Process Determined
Return to Level 2 • Win/Loss
Barrier
Removed Specialist • Final Report
to District
Failure to
Lost • ROI
Enroll
Student Enrolled Win Reporting
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Recruitment Strategies
Live Calls Digital Ads
Grassroots Team Targeting
Events Canvassing
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adipiscing elit. Curabitur hendrerit metus
Text Messages Day ut
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Collateral &
Email Blasts 16
Mail Pieces
Enrollment Specialists
Local Diverse Trained
Multicultural Bi-Lingual Dedicated
Internal
Team
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Outreach Examples
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Benefits of Our Proven Process
Increase Budget
Increase Employee Engagement,
Morale, and Retention
Draw Media Attention and
Coverage for Free
Increase Return on Tax Payer
Investment
Increase Student Engagement
and Brand Loyalty
Attract New Business Partners and
Relationships
Generate Recognition for Your 19
Internal Team
Return On Investment Examples
ROI Year 1
Students Recruited Increase for District
9x 75 $854,700*
Return on
Investment
500 $5,698,000*
1400 $15,954,000*
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*Based on State & Local dollars at $11,396 per student
Return On Investment Examples
Sample Success Stories
Washington Township ROI Little Rock ROI Jefferson Parish ROI Fort Bend ISD ROI
Recruitment & Retention Recruitment & Retention Recruitment (Multiple Year ROI) Recruitment (Multiple Year ROI)
2938 (Retention) $20,301,580 997 (Retention) $7,747,687 338 $4,022,200 130 (Recruitment) $800,800
100 (Recruitment) $691,000 18 (Recruitment) - cap reached $139,878 215 $2,558,500 409 (Recruitment) $2,519,440
483 (Recruitment ) $2,975,280
Total $20,992,580 Total $7,887,656 Total $6,580,700
Total $6,295,520
*Based on State & Local dollars at $6,910 per student *Based on State & Local dollars at $7,771 per student *Based on State & Local dollars at $11,900 per student *Based on State & Local dollars at $6,160 per student
Round Rock ISD ROI Klein ISD ROI Carrollton Farmers Branch ISD ROI Alief ISD ROI
Recruitment (Multiple Year ROI) Recruitment Recruitment & No-Show (Multiple Year ROI) Recruitment
424 $3,459,840 79 (Recruitment) $486,640
329 $2,684,640 283 $1,743,280 35 (No-Show) $215,600 204 $1,256,640
128 (Recruitment) $788,480
Total $6,144,480
Total $1,490,720
*Based on State & Local dollars at $8,160 per student *Based on State & Local dollars at $6,160 per student *Based on State & Local dollars at $6,160 per student *Based on State & Local dollars at $6,160 per student
Detroit Public ROI Newark Public ROI Caddo Parish Public ROI Pflugerville ISD ROI
Recruitment Recruitment Recruitment Recruitment
116 - cap reached $1,114,064 120 $1,011,120 125 $687,500 107 $659,120
*Based on State & Local dollars at $9,604 per student *Based on State & Local dollars at $8,426 per student *Based on State & Local dollars at $5,500 per student *Based on State & Local dollars at $6,160 per student 21
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Contact Us
(901) 522-1030
www.caissak12.com
info@caissaps.com
Adrian Bond @LawyerBJS
Brian J. Stephens
CEO President
brian@caissaps.com adrian@caissaps.com 5100 Poplar Ave Suite 1720
901.301.2322 901.210.8796 Memphis, TN 38137
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