Osceola School District Hires Recruiter to Address Enrollment Decline

The district aims to bring back students who have left for private schools or homeschooling.

Mar. 19, 2026 at 11:50am

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The School District of Osceola County in Florida has approved a partnership with Memphis-based student communications firm Caissa K12 to help recruit students back into the district. The move comes as the district faces a budget shortfall due to declining enrollment, with students leaving for private schools or homeschooling, particularly due to a state scholarship program. The district says it lacks the internal resources to do this outreach itself and is contracting with a firm experienced in student recruitment.

Why it matters

Declining enrollment can have a significant impact on school district budgets, as state funding is tied to the number of students enrolled. The Osceola district is taking a proactive approach to try to bring students back and maintain its funding levels, rather than resorting to school closures like some other districts have done.

The details

The $935-per-student contract with Caissa K12 is expected to cost the district over $100,000. The firm will reach out to county families with students not currently enrolled in an Osceola public school or charter, focusing on those who were previously enrolled. The goal is to provide information about the district's schools and programs, remove barriers, and help get students the resources they need to succeed.

  • The School Board approved the partnership with Caissa K12 at its most recent meeting.
  • The district is facing a budget shortfall next year due to the state's family empowerment scholarship program, which provides funding for parents to send students to private schools or pay for homeschooling.

The players

Dr. Mark Shanoff

Superintendent of the School District of Osceola County.

Caissa K12

A Memphis-based student communications firm that the Osceola district has partnered with to help recruit students back into the district.

Paula Bronson

A member of the Osceola County School Board who voted against the contract with Caissa K12, expressing concerns that the money would be better spent on student services and educational programs.

Jolene Sheive

The newly appointed member of the Osceola County School Board, filling the District 3 seat vacated by Anthony Cook.

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What they’re saying

“We do not plan on closing schools. Our schools are in a healthy spot.”

— Dr. Mark Shanoff, Superintendent

“Every dollar allocated toward recruitment is a dollar not invested in our student services or educational programs.”

— Paula Bronson, School Board Member

What’s next

The district will continue its partnership with Caissa K12 to reach out to families and try to bring students back into the Osceola school system.

The takeaway

The Osceola school district is taking a proactive approach to address declining enrollment and the resulting budget concerns, rather than resorting to school closures. However, some board members have expressed concerns that the money spent on recruitment could be better used to support existing student services and educational programs.