Case Study: Saint Paul Public Schools reverses a decade of enrollment decline with SchoolMint

Reversing a Decade of Declining Student Enrollment at Saint Paul Public Schools

Saint Paul Public Schools, Minnesota’s second-largest district, faced a decade of declining student enrollment. Between the 2014–2015 and 2023–2024 school years, enrollment fell by nearly 6,200 students, a 16% decrease, as the district dealt with competition from charter schools, private schools, neighboring districts, and changing local demographics.

Working with SchoolMint, Saint Paul Public Schools launched The Enrollment Project, which combined a district enrollment assessment, school-level training, secret shopper evaluations, and targeted Facebook and Instagram advertising for five schools. The campaign helped the district project its first enrollment increase in 10 years, adding 527 students for the 2024–2025 school year, and generated more than 150 warm leads.

Saint Paul Public Schools

Erica Wacker

Director of Communications