--- ## title: Spring 2026 Marketing Update --- Spring 2026 ## Marketing Update ## Edina Public SchoolsMarch 9, 2026 ## Daphne Edwards, Director of Marketing and Communications ## Today’s Topics 1Enrollment Overview ## 2New Visual Identity ## 3Email Marketing Campaign ## 4Cabinet Kindergarten Phone Campaign 5Social Media 62026-27 Initiatives ## Enrollment Overview 8,000 6,000 4,000 2,000 0 7,1257,239 6,613 6,562 6,581 6,547 6,641 6,952 7,111 7,274 2016-17 2017-182025-26 2024-25 2023-24 2022-23 2021-22 2020-21 2019-20 2018-19 2015-16 6,675 ## RESIDENTS ## 2025 Benilde-St. Margaret’s: ●Adds 6th grade capacity, approx. 250 students (EPS loses 4 students) ## Enrollment Overview All K-12 schools are under significant enrollment pressure due to declining birth rates. This is especially true in Edina where residents have access to educational options - proximity and cost. 3 out of 4 top competitors have made significant growth investments: ## 2022 OLG: ●Adds preschool - 130 student capacity ●Adds 4th kindergarten section ●Adds dedicated Middle School building ●Adds new gym and activity center ●Adds new cafeteria 2023 Blake: ●Adds dedicated preschool (4+) - 1st grade learning center ## New Visual Branding ## New Visual Branding ## Purpose This brand guide exists to ensure the ## Edina Public Schools identity is expressed consistently and with integrity across all platforms, audiences and materials. ## Unified Visual Identity ## Unified Visual Identity ## Email Marketing Campaign ## Email Marketing Campaign - Kindergarten ## Goals ●Join the conversation ●Stay top of mind with ongoing, relevant messaging ●Build awareness re: programs, culture ## 10 Emails, 2 Text Messages to Incoming KG Parents ## ●Kindergarten Information Nights ●Schedule a Tour ## ●Choice Program Due Dates ●Kindergarten Readiness ●Kindergarten FAQ’s Ave. open rates: 84.8%, *education average = 23-35% *Mailchimp.com, 2023 ## Email Marketing Campaign - Middle School ## Goals ●Join the conversation ●Stay top of mind with ongoing, relevant key messaging ●Build awareness re: programs, culture ## 9 Emails, 2 Text Messages to 5th Gr. Parents ## ●Middle School Night ## ●Making A Smooth Transition ## ●Sports Psychology Vir ## ●5th Grade Site Visits ●Parent Perspective Ave. open rates: 82.3% 73% open rate, Edina Residents (non-pub, other public), ## 5-7th Grade - Chris Balme Event ## Cabinet Kindergarten Phone ## Campaign ## Top Takers ## OLG55 ## Breck12 ## Blake8 ## Avail7 ## ISLA6 ## Minnetonka6 ## All Other<2 (18 schools) ## By The Numbers 125 Resident kindergarteners enrolled outside of EPS 43% Of parents reached, 30% = “Excellent” ## Top Reasons ## Faith ## Smaller Size ## Limited Access to ## Programming ## Older ChildrenAttend ## Other / Specific Needs ## OPPORTUNITIESTHREATS ## STRENGTHSGAPS ●Perceptions of EPS are overwhelmingly positive ●Faith-based learning is the overwhelming driver of “res-out” decisions ●Limited access to French/Spanish programming ●Majority are open to consider EHS, possibly middle school ●Continued outreach: ○Benefits of large systems ○Rigor + college entrance success as a proof point ●Could not guarantee after school care ●Behavior concerns ●Public school misconceptions ## Social Media Results 2026-2027 Initiatives ## PILOT - Predictive Enrollment Model (Mert) ●Home value tipping point ●Targeted outreach ## Elementary Social Ad Campaign ## Target Edina Residents Assigned to Other District ## Implement StuCo Ideas ## Impact of Social Media on Children, Chris Balme ## Enrollment Specialist ●Assist with Outreach Questions? Thank you!