When Catholic Schools Open Their Doors to Universal Pre-K: Legal, Marketing, and Policy Considerations

• In Event: Expanding Public Funds and Advocacy for Religious Schools via School Choice: Cultivating or Curtailing Equity?

Abstract

Since 2014, Catholic schools in New York City have participated in a Universal Pre-K (UPK) program, providing free early childhood instruction. The arrangement has been mutually beneficial, as the Department of Education lacks adequate classroom space and the Catholic schools struggle with shrinking enrollment due to the influx of charter schools and suburban migration (McShane & Kelly, 2014; Rodriguez & Briscoe, 2017). We examine the role of UPK as it relates to Catholic school enrollment management and marketing to families. In particular, we analyze how Catholic schools manage their brand within this competitive environment, as well as how Catholic school leaders navigate the legal boundaries of hosting a public school program, while simultaneously recruiting these same students for their tuition-based Catholic K-12 schools.

This study is informed by both market theory (Friedman, 1955) as well as critiques of neo-liberalism (McGhee & Anderson, 2019). McShane & Kelly (2014) argue that the strategy of many charters is to focus on strict discipline, academic press, and character development, mimicking the Catholic school approach. Some scholars suggest that the Catholic school advantage could be more centered on holistic and spiritual ideals (Rodriguez & Briscoe, 2017) and more focused on the recruitment of Black and Brown Catholic immigrants in the community. Others suggest that Catholic schools, following the Catalyst Schools model, should build their own charter school networks (Proehl, Starnes, & Everett, 2015).

For this symposium, we present findings from our interviews with Catholic school personnel, including a regional superintendent, two regional enrollment coordinators, a UPK principal, a family coordinator, and parents. Interviews ranged from 30 minutes to one hour. All interviews followed a semi-structured interview protocol and were transcribed and uploaded to Dedoose, a qualitative data analysis software, for analysis.

Our findings illuminate key themes around enrollment challenges, legal considerations of recruitment, and dual branding, depending on the location of the particular school. One of the enrollment coordinators expressed frustration that they were not converting many of the UPK students into Catholic elementary school students as they left for charter management organizations. We also found that school leaders formally adhered to legal guidelines, but looked for informal ways to engage in outreach and recruitment of public school students. For example, all Catholic imagery had to be hidden in UPK classrooms and they could not send flyers or emails regarding Catholic school recruitment or church events, but they could display poster advertisements and mention events verbally. Finally, enrollment coordinators discussed different strategies depending on if they were recruiting for higher-socioeconomic status Catholic schools or in lower-income high-immigrant communities.

The findings of this study have important implications, as U.S. Supreme Court decisions may empower Catholic schools to take more aggressive marketing approaches and consider Catholic charter hybrids.

Authors

• Stephen Kotok, St. John's University

• Catherine C. DiMartino, St. John's University