‘The monopoly is over’: Struggling public schools turn to consultants offering recruitment initiatives, New York Times reports

To combat what the New York Times calls “an enrollment crisis,” several public-school districts are trying a novel approach – hiring consultants who get a bonus for every child they re-enroll.

“If a child whose parent has been in touch with (consulting firm Caissa K12) shows up for public school in the fall, Caissa will be paid,” wrote Dana Goldstein in an article republished by WLRN South Florida.

Goldstein provides one example in Orange County, Florida, where Caissa will earn $935 for each student it can recruit back to the district – approximately 10% of local and state funding per child.

“Because schools are funded on a per-pupil basis, the loss of 3,000 of the district’s 200,000 students could amount to a $28 million funding decrease,” she explained.

As previously reported by The Lion, public education has lost approximately 1.28 million students nationwide since the COVID-19 pandemic – about 2.5% of the student population. 

‘The monopoly is over’ 

Brian J. Stephens, Caissa’s founder and CEO, calls himself a “political agnostic.” 

“I believe in choice,” said the consultant based in Memphis, Tennessee. “If you’re going to be a good American – Republican, Democrat, whatever you want to be – then let everybody compete.” 

Stephens’ company has grown to more than 100 clients, all districts trying to position themselves in a world full of education alternatives including charter schools, private schools and homeschooling. 

“The monopoly is over,” Stephens concluded, adding public schools should start considering better customer service while reassuring families of their quality. 

Not all parents can be easily persuaded. 

“At the Boys and Girls Club in Orlando, one mother who asked that her name not be included, quickly rejected the suggestion that her daughter should attend her zoned school in a low-income neighborhood,” Goldstein wrote. “The mother believed the school was rife with behavioral problems.” 

In several parent surveys, Caissa discovered “perceptions of safety and academic quality drive school-choice decisions,” according to Goldstein. 

Even the New York Times admits “many parents seem enthusiastic about the wider array of choices they now have” in Florida, which has long been a bastion of school choice. 

In just one recent example, over 1,000 new families in St. Johns County enrolled in the Family Empowerment Scholarship program for the 2025-26 academic year. 

“Florida is the No. 1 state for education because of our commitment to providing every student with the option that works best for them,” said Florida Gov. Ron DeSantis. “I am proud that we have enabled over 500,000 students to access a high-quality education that fits their individual needs.” 

Competition forcing schools to improve 

While Goldstein expressed dismay over the trend of declining enrollment – calling it a “threat” to public education – she acknowledged districts are working to accommodate the changing landscape. 

“One of the common arguments for private school choice is that competition could force public schools to improve their offerings,” she wrote. 

For example, Orange County Public Schools Superintendent Maria Vazquez is exploring microschool options and educating homeschool students in classes a la carte. 

While school administrators may not always enjoy sales or marketing, Vazquez argues they need to make it a higher priority: “We, ourselves, have to look at how we have not been able to tell our own story.”