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In a context of declining school-age student population and greater competition for students, there is increased pressure on many schools to maintain or boost enrollment in order to maintain financial solvency. By examining a community in Indiana, one of the leaders of school choice in the US, this study aims to examine the role that school leaders play in the recruitment, retention and enrollment of students. Using data from interviews with school and district leaders and school tours with school staff, preliminary findings suggest that while some schools devote considerable efforts to building their reputations, others struggle with their capacity to sustain minimal recruitment efforts. This has important implications for the maintenance of between school stratification.