Due to the growth of school choice across the United States as well as declining enrollment in some districts, schools are experiencing increasing competition for students. As a result, principals and school district leaders in high-choice districts are now expected to develop strategies such as branding, marketing, and community outreach to attract and retain students. Yet, there is a lack of literature exploring whether principals and district leaders are prepared to navigate these competitive spaces effectively, ethically, and equitably. Our study examines how principals and district leaders experience competition as well as their perspectives and practices in terms of marketing their school. In order to understand this complex process, we juxtapose theoretical perspectives on family and community partnerships with more mainstream market theories and critiques. We then apply these frameworks on three unique cases along the Texas–Mexico border, a low-income area of New York City, and rural Pennsylvania. Data were collected primarily through interviews with principals, superintendents, and other district leaders. We find that in all three cases, principals and district leaders felt they had to engage in marketing practices. Yet, some principals clearly embraced market-based rhetoric while others viewed strong community engagement as a means for maintaining enrollment. The three cases also reveal critical equity issues regarding principal experience, district support, and preexisting market hierarchies. We conclude with a discussion considering how districts can create equitable conditions for marketing and how leadership preparation programs can prepare principals and school leaders to work ethically and effectively in competitive spaces.
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