The Detroit school district’s latest tactic to boost enrollment: student influencers

April 1, 2026

Detroit Public Schools Community District is launching a new enrollment initiative that pays high school students $250 monthly to serve as social media influencers promoting their schools to prospective families and peers. The program, which would hire 23 students across district high schools, represents a shift from traditional recruitment methods like billboards and canvassing that have yielded only modest results in reversing two decades of enrollment decline. The district also plans to hire paid community ambassadors to counter negative perceptions and amplify positive messaging about district achievements.

Who is affected

The 23 high school students selected as paid influencers from Detroit Public Schools Community District
Current DPSCD students (approximately 49,200) who will be featured in content
Prospective students and their parents/families in Detroit
10-15 parent and community ambassadors (church leaders, block club presidents, parents)
Charter schools and suburban districts that compete for Detroit students
DPSCD board members and district officials

What action is being taken

Applications for student influencer positions have opened
The district is currently hiring 23 high school students (one from each high school) to create and share social media content
The district is hiring 10-15 parent and community ambassadors
The district is continuing traditional enrollment campaigns including canvassing, yard signs, and events

Why it matters

This initiative represents a significant strategic shift in how urban school districts address enrollment challenges by leveraging authentic student voices and social media influence. The approach matters because traditional recruitment methods have failed to reverse a 20-year enrollment decline caused by population loss, charter school competition, and negative perceptions stemming from past state emergency management. By paying students and community members to share positive narratives, the district acknowledges that trusted, relatable voices may be more effective than conventional advertising in changing public perception and attracting families in a highly competitive educational marketplace where charter schools enroll approximately half of Detroit's students.

What's next

The board must approve the budget by June 30, which would fund the student influencer and ambassador programs
Selected student influencers will participate in monthly content creation workshops with the marketing team
Students will post content on both district social media platforms and their own accounts on rotating monthly schedules
Community ambassadors will deliver monthly themed messaging on topics including safety, literacy achievement gains, and career/technical education programs

Read full article from source: bridgedetroit.com