Date of Conferral

7-8-2026

Date of Award

July 2026

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Ashley Riebel

Abstract

Declining student enrollment can reduce district revenue and limit a public school’s ability to sustain educational programs, staffing, and overall organizational effectiveness. Public school business leaders who lack effective marketing strategies to increase student enrollment may experience financial instability, limiting their organization’s capacity to maintain long-term operational sustainability. Grounded in consumer choice theory, the purpose of this qualitative pragmatic inquiry was to identify and explore effective marketing strategies public school business leaders use to increase student enrollment to generate district revenue. Participants were six public school business leaders in the southeastern United States. Data were collected through semistructured interviews and triangulated with publicly available documents. Data were analyzed using thematic analysis. Six themes emerged: (a) word-of-mouth and relational marketing, (b) school culture and brand identity, (c) strategic digital and social media presence, (d) grassroots community engagement and partnerships, (e) student retention as a strategic enrollment management practice, and (f) data-driven enrollment systems. One key recommendation is for public school business leaders to build an integrated, community-centered enrollment marketing strategy that combines relationship-building, digital outreach, brand development, and data-informed decision-making. The implications for positive social change include the potential to enable public school leaders to increase student enrollment and district revenue, allowing greater investment in educational programs, qualified educators, student support services, and enhanced learning environments that promote student success and strengthen communities.

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