The School Families Choose

Learn how to rethink K–12 student recruitment as a relationship-centered system of access and opportunity, instead of as a seasonal, transactional numbers game. Rather than treating recruitment as either pure marketing or pure policy, Andrés argues that enrollment is where access, information, and family engagement collide. She weaves in stories and examples and offers practical frameworks for leaders to design recruitment practices that expand access to knowledge and opportunity, while centering humanity, dignity, and partnership. You’ll also find out how to go beyond transactional outreach toward ongoing, two-way relationships with families, and how to use AI tools in ways that are transparent, supportive of human relationships, and explicitly focused on fairness and opportunity for all students. Whether you’re a school or district leader, the book will give you the tools to move from reactive, transactional enrollment tactics to a proactive, relationship driven recruitment system that centers family partnerships and ultimately benefits your school community.