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
In partnership with
Exclusively for Public Schools
www.WeRecruitStudents.com
Enrollment Increase &
Stabilization Report
2025
CONTENT
Welcome 2
Executive Summary 3
Campaign Team 5
District Leadership 6
Why Run A Student Recruitment Campaign? 7
How Phase 1 & 2 Increase & Stabilize Enrollment 12
Phase 1 Activities 16
Phase 1 Results 18
Phase 2 Activities 20
Phase 2 Results 21
Parent Feedback 24
About Caissa K12 27
2
WELCOME
Atlanta Public Schools
With more families exploring options like charter
schools, virtual learning, homeschooling, and
private education, the competition for student
enrollment is more intense than ever. At Caissa
K12, we believe public schools offer a strong,
well-rounded educational experience—and fami-
lies deserve to clearly understand the value of
choosing public education.
To support that mission, Atlanta Public Schools
partnered with Caissa K12 to launch a student
recruitment campaign focused on showcasing
the value of public education, guiding families
through the enrollment process, and ensuring
students not only show up—but stay. Caissa K12
specializes in increasing and stabilizing enroll-
ment exclusively for public school districts.
In collaboration with the district’s team, we
focused our efforts on recruiting and returning
students for the start of school, Fall 2025. As a
result of these joint efforts, we successfully
brought back over 250 students—driving an esti-
mated $2,302,500 increase in district funding.
2
EXECUTIVE SUMMARY
Districts face ongoing challenges like attracting new students, competing
school options, and engaging families early in their enrollment journey.
Running a recruitment campaign is an innovative strategy to help your district
attract and enroll students, grow district resources, and build strong, lasting
relationships with families.
Campaign Goals:
• Increase student enrollment
• Strengthen family engagement from the start
• Promote district programs and offerings
• Understand family priorities when choosing a school
Students Recruited ROI
Phase 1
Students
Recruited
Increase for District
157 $1,445,97000*
Phase 2
Students
Recruited
Increase for District
93 $856,53000*
*Based on State & Local dollars at $9,210 per student
Combined Total
$2,302,500 3
DISTRICT TAKEAWAYS
1. Improved Enrollment Outcomes
• Engaged over 250 students back into district schools
• Reduced No Show students compared to prior years
2. Actionable Data & Insights
• Delivered verified student/parent contact information
• Identified key drivers of attrition (charter school competition, customer
service issues, relocation)
3. Enhanced Family Engagement
• Multi-channel outreach: calls, texts, emails, in-person events
• Strengthened district–family communication and trust
4. Strategic Recommendations
• Launch outreach earlier for greater impact
• Maintain ongoing contact with at-risk families
Courtesy of APS
4
CAMPAIGN TEAM
TEAM MEMBERS
District Team
Erica Long Jasmine Mosely Cory Edwards
Chief of Policy Media Relations Manager Director of Student
Assignment & records
Diana Larsen Sara Fisher
Student Assignment District Central Registrar
Coordinator
Caissa K12 Leadership
Brian J. Stephens Adrian Bond Rashai Holmes Jametria Williams
Partner / CEO Partner / President Director of Client Director of Operations
Caissa K12 Management Caissa K12
Paige Walkup EmaDella Conners Krista Scott Jasmine Pena
Partner / President Director of Operations Manager
Partner / Chief
Operations Officer Communications 5
DISTRICT LEADERSHIP
Dr. Bryan Johnson
Superintendent
Board Members
Erika Mitchell Jennifer McDonald Katie Howard
District 5 District 4 District 1
Chair Vice President
Aretta Baldon Ken Zeff Tolton Pace
District 2 District 3 District 6
Alfred “Shivy” Brooks Cynthia Briscoe Brown Jessica Johnson 6
AL Seat 7 AL Seat 8 AL Seat 9
WHY RUN A STUDENT
RECRUITMENT CAMPAIGN
Courtesy of APS
7
COMPETITION FOR STUDENTS
IS AT AN ALL-TIME HIGH.
YOUR SCHOOL MUST COMPETE.
Projected percentage change in
public elementary and secondary
school enrollment, by state: Fall
2021 to Fall 2031
NOTE: U.S. average is for the 50 states and the District of Columbia.
Projected enrollment data are not available for the other U.S.
jurisdictions. Data includes both traditional public schools and
public charter schools: Includes imputations for non-reported
pre-kindergarten enrollment in California and Oregon for Fall 2021.
Projections in this figure were calculated after the onset of the
coronavirus pandemic and take into account the expected impacts
of the pandemic. Percent changes are calculated and categorized
using unrounded data.
SOURCE: U.S. Department of Education, National Center for
Education Statistics, Common Core of Data (CCD), “State Nonfiscal
Survey of Public Elementary/Secondary Education,” 2021–22; and
State Public Elementary and Secondary Enrollment Projection
Model, through 2031. See Digest of Education Statistics 2022, Table
203.20.
Competitors
Home Virtual
School Charter Learning
Private Public
8
7TH ANNUAL
7th Annual STUDENT
Student
RECRUITMENT
Recruitment & & RETENTION
Retention ReportREPORT
2024-2025 NATIONWIDE POLL OF K12 PARENTS
2024-2025 Nationwide Poll of K12 Parents
9
BENEFITS OF OUR
PROVEN PROCESS
Increase budget
Increase employee engagement, morale, and retention
Draw media attention and coverage for free
Increase return on taxpayer investments
Increase student engagement and brand loyalty
Attract new business partners and relationships
Generate recognition for internal team
No Risk Guarantee
10
CAISSA K12 NO RISK
GUARANTEE
Guaranteed Results * First Year Returns *
No Infrastructure Needed
There is a reason we are the nation's leader in 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 attend class.
We DO THE WORK for your district and provide personal service
beyond just another application or dashboard. Our strategical-
ly-minded team delivers more than a plan; we implement a diverse
range of tools that 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 to recruit students.
11
HOW PHASE 1 & 2 INCREASE &
STABILIZE ENROLLMENT
12
CAMPAIGN
METHODOLOGY
Discovery Phase
Determine Tracking
Target Type Method Approved
Demographic Goals
Profile Built Determined
Community Budget
Research Revised
Determine Micro-level
Commitment Opportunities Micro Commitment
Completed
District
Research
Outreach Phase
District Registration
Level 2 Outreach Specialist Assigned
Team Hand-off
Provide Targets With Next Steps & Corroborate Commitment
Turn Into District Registration Team
Tracking Phase
Complete Enrollment Failure To Complete Barriers
Process Enrollment Process Determined
Return to Level
Barrier Removed 2 Specialist
Win/Loss
Failure To Lost
Enroll
Final Report To District
Student Enrolled Win Reporting
ROI
13
CAMPAIGN
VEHICLES
Targeted Ads CRM Tracking
Events Canvassing
Mail Training
Targeting Grassroots Team
Collateral Emails
Calls Social Media
Registration
Earned Media
Improvements
Proprietary
Artificial Intelligence
Scripts 14
PHASE 1: STAGES
Initial Outreach
This figure represents the total number of potential students in your area that we’ve con-
tacted as part of our campaign. From the initial outreach, we engage each family to deter-
mine the best path to enrollment. As we connect with families, we refine our list by remov-
ing those who are ineligible for recruitment.
Unqualified
Students are categorized as unqualified if they:
• Are already enrolled in the district
• Have moved outside district boundaries
• Have opted out of communications
• Declined engagement
• Indicated they are satisfied with their current non-district school
Micro Commitments
Families in this group have expressed clear interest in returning to the district and have
confirmed they’ve taken some steps to complete the enrollment process. These are consid-
ered strong leads progressing toward full registration.
District Verified Enrollment
This number reflects the students we successfully recruited who have completed enroll-
ment and are officially enrolled in the district. We had direct interactions with these families
and were able to guide them through the decision-making process, sharing the many
reasons why public education is the right fit for their child’s success. These verified enroll-
ments are the result of targeted, personal outreach and a deep understanding of what mat-
ters most to families.
157
Students District-Verified
(Phase 1 Only)
15
Fall
2025
13,564
Initial Outreach
4,476 Unqualified
1,335 Tracking
157 Enrolled 16
PHASE 1:
ACTIVITIES
157
45,957 New
Students Enrolled
Emails sent
816 21,431
Canvased Calls
5,425 8
Texts Events
Additional Outreach
Direct Mail Digital Ads
Thank You Emails Social Media
Earned Media Community Outreach
Traditional Media List Surveying
Training Registration Improvements
17
PHASE 1: RESULTS
Atlanta
Public Schools
Increase in budget of
$1,445,970
ROI
Students Recruited
157
Increase for District
$1,445,970 00*
*Based on State & Local dollars at $9,210 per student
18
PHASE 2: REPORTING CATEGORIES
Phase 2 (No Show) of Caissa K12’s Student Recruitment Campaign is the
phase where our team re-engaged families who had registered but didn’t
attend the first day(s) of school, We reached out through calls, texts, and
emails to identify and overcome barriers like transportation, homelessness,
or family hardships. Thanks to these personalized efforts, we were able to
recover a significant number of families by helping finalize enrollment and
ensuring students didn’t miss out on their educational opportunities. This
phase not only strengthened district numbers but also demonstrates the
power of targeted, personalize outreach, turning potential barriers into
meaningful wins for your students and communities.
Data for No Show Campaigns are segmented into the following categories:
1. District Provided
2. We Are No Longer Attending
3. My Child Is Sick & Will Be Returning
4. My Child Is Refusing To Attend
5. We Are Having Transportation Issues
6. My Child Is Now Attending
7. Needs Help
8. Bad Data
19
PHASE 2:
ACTIVITIES
170,012 93
Students located
Emails sent
1,317
Calls
2,195
Texts
Additional Outreach
Direct Mail Digital Ads
Thank You Emails Social Media
Training List Surveying
Community Outreach
20
PHASE 2: RESULTS
Atlanta Public
Schools
Increase in budget of nearly
$857,000
ROI
Students Returned to District
93
Increase for District
$856,530 00*
*Based on State & Local dollars at $9,210 per student
23
21
BREAKDOWN OF FAMILIES CONTACTED
81%
10.7%
4.5%
2.3% 1.4% 1% 1%
We are no longer attending (81%) Not a working number (1.4%)
Needs Help (4.5%) Child refusing to return (1%)
My child is sick (2.3%) Transportation issues (1%)
Child is now attending (10.7%)
22
Within the category of “We are no longer attending,” we track where your
students have been and have compiled the following breakdown to provide a
deep dive into where these students have been, where they are going and
the reasons behind their departures.
This breakdown highlights patterns and helps us better understand the over-
all impact on enrollment, while also pointing to areas where additional out-
reach or support may be needed.
Where are your students going?
(Excludes families who reported their student was sick)
23
PARENT FEEDBACK
Courtesy of APS
24
PARENT FEEDBACK PHASE
1 & 2 TOPLINES
Top Reasons Why Parents Joined
• Academic Opportunities
• Reputation and Resources
• School Culture and Diversity
Top Reasons Why Parents Left
• Bullying
• Enrollment Issues
• Academic Challenge
Top 3 Competitors
Atlanta International School
Atlanta Classical Academy
Woodward Academy
25
DIRECT PARENT FEEDBACK:
PHASE 1 & 2
I had no idea that APS had so much to offer, that's why
you can't rely on the words of other people because I am
so happy with the school my child got into. We never
should have left.
My child was bullied and there was no one who cared, from
the teachers, to the administrators, the counselors barely
gave me attention to my child being bullied.
26
ABOUT CAISSA K12
There are many complex reasons why families choose a traditional
public school district—and data points like test scores and graduation
rates only reveal part of the picture. At the core of most decisions is
something more personal: people are drawn to schools that tell a com-
pelling story, reflect their values, and feel like the right fit for their child.
Students and families gravitate toward schools that offer strong culture,
unique programs, and meaningful connections. Every district has a pow-
erful story to tell—and at Caissa K12, we help you uncover and amplify it.
With decades of experience and research-based strategies, our team
designs customized campaigns that showcase your district’s greatest
strengths. We go beyond traditional marketing by treating recruitment
and retention as a whole-community effort involving educators, fami-
lies, school staff, and leadership. While we offer a suite of core services,
we believe that the most impactful campaigns are holistic—built in col-
laboration and executed with intention.
We don’t just hand over a strategy—we partner with you to bring it to
life.
Our Mission
We exist to ensure every student is in school, engaged, and empowered
to prepare for a successful future. We are committed to promoting the
highlights of public schools’ educational environments where atten-
dance is valued, students feel connected, and every learner is equipped
with the tools they need to thrive.
27
WE HAVE EXPERIENCE
ACROSS THE COUNTRY
Our teams bring the results to you
Paterson Public Schools
Paterson - A Promising Tomorrow, Together We Can
CLEVELAND HEIGHT-UNIVERSITY
HEIGHTS SCHOOL DISTRICT
Osceola School District #1
CARROLLTON-FARMERS BRANCH ISD
28
Exclusively for Public Schools
OUR SERVICES
Professional Development Training New Student Recruitment
Secret Shopper
Chronic Absenteeism
Strategic Communications
Retain Students
29
Join Forces With The Nationally Recognized Leader
eatured by the nation’s leading outlets. Trusted by the boldest districts.
F
Exclusively for Public Schools 30
There is a reason we are the
nation's leader in running
student recruitment campaigns.
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 actually 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.
OUR RESULTS ARE PROVEN and our student recruitment strategies are tailored for your
district and always guaranteed!
Contact Us (901) 522-1030
www.caissak12.com
info@caissaps.com
@LawyerBJS
Brian J. Stephens Adrian Bond 5100 Poplar Ave Suite 1720
CEO President Caissa K12 Memphis, TN 38137
Brian@caissaps.com Adrian@caissaps.com 1875 I Street, NW 5th Floor
Washington, DC 20006
31