Pocatello trustees consider online high school, advertising campaign to attract students

POCATELLO (Idaho Ed News) — On the heels of a controversial decision to close Washington Elementary, Pocatello school leaders are considering starting an online high school and launching an ad campaign to attract students.

Declining enrollment has created a budget shortfall in the district, and was a driver of the recent school closure decision.

At a January public hearing, some patrons, who were opposed to closing a school, asked why the district had not done more to recruit and retain students, and one specifically suggested an online high school as a creative solution.

At a Tuesday work session, district leaders seemed to respond with initiatives aimed at boosting student numbers.

The district currently loses about 150 high school students per year to online programs, according to Sue Pettit, the district’s director of secondary education.

“Some of those learners come back to the district, but not all,” she wrote in a memo. “Further, the learners who do come back are usually behind on credits.”

If the district starts its own online school, it could retain those students and intervene earlier if they are struggling, she said. Pettit asked if trustees were interested in piloting an online high school next year, and received positive feedback.

“I think it’s a necessary thing to do,” Trustee Megan Furniss said.

Pettit said the program would start out small, using existing teachers, and grow if there is demand.

Traditional districts adopting online schools has become more common, and a handful of East Idaho districts already do so, including Bonneville, Snake River, Sugar-Salem and Bear Lake.

Courtney Fisher, the district’s communications director, unveiled a six-month, $33,500 advertising campaign that would feature the tagline: “You belong here.” The campaign would include mailers, online ads and videos.

Fisher said the campaign would cost $33,500, but pointed out that if the district gains or retains three full-time students and a part-time student, the cost of the campaign would “break even” because of the state funds each student brings in.

“Who knew that we’d be in this position where you have to advertise public education?” Trustee Heather Clarke said. “But here we are, and I appreciate that you are getting ahead of the curve … because we do have so much to be proud of.”

Traditional public schools statewide are facing more competition for students than ever before. There are now more than 70 charter schools statewide, and families can also opt for private and homeschooling. With the possibility of state-funded private schooling on the horizon, that competition could increase.

In the Pocatello area, students have four charter schools and three private schools to choose from, as well as traditional, online and home-school options.

Trustees face fallout from school closure: A recall effort and an empty building

At the meeting, trustees also contended with fallout from the recent school closure decision — a trustee recall effort and the looming question of what to do with an empty school building.

A group of Pocatello voters is spearheading an effort to recall Trustee Raymond Knoff after he voted to close Washington. Knoff represents Zone 4, the neighborhood where the school is located.

“He has refused to consider all possible options to avoid the closure of Washington Elementary School, including giving citizens a voice through a bond,” the petition reads.

The petition also said Knoff “outsourced his governing responsibilities to District Staff” and “caused undue harm and burden to the most vulnerable learners in his zone,” who will now have to travel farther to attend school.

The group will have to collect 853 signatures by March 31 in order to get the recall on the May 20 ballot. At that point, 952 voters would have to approve Knoff’s recall for the effort to be successful.

Board Chair Deanna Judy addressed the recall effort at the meeting and offered public support for Knoff.

“There is not another board member that comes more prepared and does more research,” she said, and touted Knoff’s experience as a former district-level administrator. “He’s spent his entire life in education, dedicated and committed to education, and has a wealth of knowledge.”

Knoff spoke at the meeting but did not address the recall effort.

Trustees also discussed what to do with Washington Elementary when it closes and had varying opinions.

Board Member Jim Facer said he hoped it would become a school again if enrollment numbers increase.

Furniss said she wants the district to address the building’s maintenance needs while it is closed and then find a way to utilize it.

Clarke wants to ensure that the building remains functioning and pushed for more specific answers on how much it would cost to fix up the school as needed.

Knoff expressed concern about spending dollars on facilities as opposed to vulnerable student populations, especially those with disabilities.

The district seems poised to form a committee that will be tasked with considering the building’s future.