From Decline to Destination: How DeSoto ISD Reduced Enrollment Loss from 16% to 2% in Four Years
Date: 7/20/2026
Time: 8:30 - 9:30 AM
Room: Grand Salon 20 - 24 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
MARKETING–Marketing/branding for school systems, student enrollment, employee recruitment
Session Description
Public school systems across the nation are grappling with unprecedented enrollment loss driven by demographic shifts, school choice competition, and eroding community trust. When DeSoto Independent School District began its transformation journey in 2022, the district had experienced a 16% enrollment decline—threatening funding stability, programming viability, and community confidence.
Four years later, DeSoto ISD has reduced that decline to just 2%, stabilized student membership, and repositioned itself as a district of choice. This session tells the real, unfiltered story of how a school system reversed a downward trajectory by redesigning academic programming, investing in organizational health, and rebuilding trust—one authentic conversation at a time.
In 2022, DeSoto ISD stood at a crossroads—years of leadership turnover, community mistrust, campus instability, and program inconsistency contributed to a staggering 16% enrollment decline. Declining enrollment was not the problem; it was a symptom of deeper issues.
Under new leadership, the district implemented a comprehensive turnaround strategy grounded in:
1. Mission-Driven Rebranding
-Establishing the “Triple A Experience” (Academics, Arts, Athletics)
-Launching Eagle PRIDE (Purpose, Results, Integrity, Determination, Excellence) as a cultural north star
-Rebuilding trust through transparent, consistent communication
2. Academic Program Reimagination
-Rebuilding STEM and STEAM pathways (PLTW, robotics, aerospace, biomedical, AI)
-Strengthening early literacy and numeracy foundations (i-Ready, Magnetic Reading, intervention systems)
-Aligning instructional systems to TEA guidance and board outcomes
3. Schools as Destinations, Not Defaults
-Restoring flagship programs such as the DHS Early College, CTE pathways, and visual/performing arts
-Creating new signature experiences to attract and retain families
-Using data to determine which programs grow enrollment—and which do not
4. Organizational Health as the Foundation
-Implementing governance coherence through Lone Star Governance
-Investing in leadership development (Holdsworth, Successful Schools Network)
-Strengthening discipline systems, customer service protocols, and campus stability
5. Community Trust & Transparency
-Launching family listening tours, Town Halls, stakeholder surveys, and advisory councils
-Improving district response protocols for safety, communication, and customer service
-Demonstrating fiscal and operational responsibility, culminating in DeSoto ISD’s first bond in 20 years (passed by voters in 2025)
These efforts collectively moved DeSoto ISD from decline to destination, shifting the narrative and restoring confidence among families choosing DeSoto schools.
Presenter(s)
Tiffanie Blackmon-Jones
Chief Communications Officer
DeSoto ISD
Amplifier. Connector. Advocate. Fixer. Marketer. PR Pro. Storyteller.
Tiffanie Blackmon-Jones is the Chief Communications Officer for DeSoto Independent School District, where she leads the district’s communications, marketing, and engagement strategies with vision and precision. Known for turning ideas into impact, she crafts narratives that resonate, campaigns that inspire, and strategies that deliver measurable results.
With a career built on collaboration at the highest levels, Blackmon-Jones has partnered with CEOs, superintendents, and C-Suite leaders to shape organizational identity, strengthen brand positioning, and navigate complex media landscapes. She is a trusted spokesperson and strategist, securing Tier One coverage in outlets like The Dallas Morning News, New York Times, CNN, and ESPN while managing crisis communications for issues ranging from public health emergencies to school safety.
Her work drives transformation. Blackmon-Jones led communications for DeSoto ISD’s first successful bond in 20 years—the largest in district history—and supported Dallas ISD’s $1.6B bond program, contributing to record voter turnout. She designs campaigns that build trust, elevate engagement, and move communities forward.
Recognized nationally as a thought leader, Blackmon-Jones was named to the National School Public Relations Association’s Top 35 Under 35 and frequently shares her expertise through industry presentations and training. Her leadership style blends strategy with service—empowering teams, amplifying voices, and creating space for innovation.
A proud Baylor University alumna, Blackmon-Jones earned her bachelor’s degree in Journalism while making history as part of Baylor’s first NCAA Women’s Basketball Championship team. She served on the NCAA Student Athlete Advisory Council and as the first president of Baylor’s NABJ chapter. In 2024, she was honored as Alumna of the Year by Baylor’s Journalism, PR, and New Media program and became the inaugural recipient of the Baylor Black Alumni Association’s Barbara Walker Award.
She also holds a master’s in Strategic Communications and professional certificates in Diversity & Globalization and Strategic Communication, Leadership & Change from Seton Hall University.
At her core, Blackmon-Jones is a storyteller—one who believes in the power of words to shape culture, build trust, and create change. LinkedIn Profile
Usamah Rodgers Dr./ Ed.D.
Superintendent of Schools
DeSoto ISD
Dr. Usamah Rodgers was named Superintendent of Schools in the DeSoto Independent School District on May 16, 2022. Prior to being named DeSoto ISD’s superintendent, Rodgers served as a deputy chief in the second-largest school district in Texas. Dr. Rodgers is a known thought leader, collaborator, innovator, designer, and disruptor. Most notably Usamah Rodgers is highly regarded for her work designing, launching and leading one of the largest implementations of the Pathways in Technology Early College High School (P-TECH) program in the United States. Her work has created opportunities for thousands of students to earn a high school diploma, an Associate degree, and industry-recognized certifications. Dr. Usamah Rodgers is a dynamic educator with a career that spans more than 30 years. Throughout her distinguished career, Dr. Rodgers has presented at numerous national, state, and local conferences speaking to thousands regarding the importance of access, advocacy, equity, and excellence.
Dr. Rodgers was named the best K-12 Education Leader in 2020 and 2022 by The Edvocate, a national organization that is devoted to advocating for education equity, reform, and innovation. Dr. Rodgers was recognized for her contributions to the field of education by receiving a 2024 Bear of Excellence Award from the Missouri State University Alumni Association. Usamah was a recipient of the 2023 Texas Black Legislative Caucus Outstanding Texan Award representing District 111. She has received various awards throughout her distinguished career including being named Teacher of the Year in 1998 and Principal of the Year in 2009. Dr. Rodgers has also received awards from various organizations namely the NAACP, National Council of Negro Women, and The University of Texas at Austin.
She is a member of Alpha Kappa Alpha Sorority, Inc. and the National Sorority of Phi Delta Kappa, Inc. Dr. Rodgers received a Bachelor of Science Degree majoring in Elementary Education from Missouri State University (Southwest Missouri State), Master of Education in Education Administration and Doctorate of Education in Educational Leadership and Policy degrees both from the University of Texas at Austin. LinkedIn Profile
From Decline to Destination: How DeSoto ISD Reduced Enrollment Loss from 16% to 2% in Four Years
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.