For the longest time, enrolling in K-12 schools was a straightforward affair—students typically attended their local public schools based on age and neighborhood, with fewer than 10 percent of families opting for private schools. Schools didn’t need to market themselves; geographic boundaries dictated enrollment. Today, that landscape has shifted dramatically. Over 50 percent of parents now view school selection as an active choice, and nearly 30 percent of students attend schools outside their designated neighborhoods. As a result, schools must actively engage parents, share their unique stories, and demonstrate their value. At the same time, they must recruit and retain qualified staff to provide the high-quality learning environments parents expect. That’s where SchoolMint steps in. As the first company to introduce an award-winning, all-in-one K-12 enrollment system, it empowers schools by helping them market themselves, attract, enroll, and retain both students and staff. The company’s comprehensive solutions—from marketing tools for enrollment and recruitment to coaching and retention platforms—make the enrollment process simpler, smarter, and more accessible for everyone. On the staffing front, SchoolMint helps districts modernize their recruitment process to attract top talent. Last year, it launched a teacher and staff recruiting platform, which has been incredibly successful. For example, one client tasked the company with finding 100 teaching candidates. By the end of the first year, SchoolMint delivered over 900 candidates. But hiring is just the first step—the company also provides coaching and professional development tools to ensure new staff, including those from alternative certification programs, are well-supported and prepared for success. This commitment to equipping schools extends across its entire customer base. SchoolMint serves the U.S. market, catering to pre-K through 12th-grade schools, including traditional public schools, public school districts, public charter schools, and charter management organizations. Additionally, it supports pre-K programs and private schools. Reversing the Trend “As parents make more conscious choices and shop for schools, our strategic enrollment management approach helps schools become the choice that parents ultimately select,” says Bryan MacDonald, CEO of SchoolMint. The first step in this modern enrollment journey is helping schools assess their position in the competitive landscape. SchoolMint guides schools in understanding how parents perceive them, what their offerings are, and how they compare to other options in the area. By identifying areas of opportunity, the company helps schools evaluate their market position and develop strategies for improvement. This step is all about planning and understanding. One standout tool SchoolMint uses is its ‘secret shopper’ program, which simulates a parent's experience when attempting to enroll a student. The company evaluates every touchpoint—from website clarity to the timeliness and professionalism of responses to inquiries. Was the information easy to find? Did someone respond promptly? This detailed audit creates a blueprint for schools to excel in enrollment.