March 28, 2005
The Tempe Union High School District wants your business. An open enrollment campaign the district launched this month includes the slogan: "We’re always enrolling."
And a new promotional video on the district’s Web site reinforces the message.
The push comes from new Superintendent Shirley Miles, who used an aggressive marketing campaign 10 years ago in Denver to revive Thomas Jefferson High School. When Miles started as principal at the school, enrollment had dwindled to 800 and attendance and test scores were below average.
Miles worked with the staff and students to improve the school, and then she went into the community to let people know about the changes. The school even posted promotional messages on park benches.
By the time Miles took a position in 1998 as director of human resources at Academy District 20 in Colorado Springs, enrollment at Thomas Jefferson had reached 1,200 students.
Miles, who has a background in business, has said she will use similar marketing techniques to attract open enrollment students to Tempe.