As Enrollment Falls, Texas School Districts Are Competing for Students

Standing in front of dozens of teachers, administrators and district staff Monday morning, Richardson ISD Superintendent Tabitha Branum reminded them they would be making a first impression for the district with many families they met that day.

“So y’all turn on your charm,” she said. “You are going to be representing who we are, and most importantly, the heart that we have for kids.”

After the pep talk from Branum, teams of district employees fanned out across neighborhoods near and far, talking to families who will send their kids to a Richardson ISD school for the first time next week. Those families come from a range of backgrounds and points on the socioeconomic spectrum. But they all have one thing in common: They don’t live in the district…

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