Remember back in the day when vouchers were sold as a way to “save poor kids from failing schools”? Those days are over. The new Republican pitch is “universal vouchers,” vouchers for all, regardless of family income, regardless of whether the students ever attended public schools.

Florida is one of several Republican-led states that have passed universal vouchers. With the new money free-for-all, public schools are hiring marketing directors and communications staff to persuade students to enroll in public schools.

Katherine Kokal of the Palm Beach Post describes how public schools in Palm Beach have responded to the introduction of universal vouchers.

For first time, the Palm Beach County School District will actually need to start convincing parents to send their kids to public school.

That’s because Florida’s expanded school voucher program, which went into effect July 1, opens the door for parents of all incomes to use taxpayer money for tuition at private schools. That money is taken away from the student’s public school district at a cost of about $8,000 per student. In March, Gov. Ron DeSantis signed legislation that removed the previous income and enrollment limits on the program.

The program has left loads of uncertainty in the school district’s budget, but one thing remains clear to school leaders: Public schools need to better “market” themselves if they’re going to compete.

Superintendent Mike Burke announced an idea in the spring to market public schools to families weighing their options. The district launched a kindergarten registration campaign to get Palm Beach County’s youngest students in public school classrooms. Their thinking was that if students start in public school, they’re more likely to stay.

Among the first orders of business for the district’s new chief communications strategist will be expanding its marketing campaign to try to prove to parents considering vouchers that public schools are their best choice.

“I think we’re going to have to dedicate real resources to this beyond our website,” Burke said. “We’ve been competing with charter schools for 20 years. We’ve never competed with private schools.”

New voucher options arrive on Florida’s education scene at a time when public school districts are fighting pressure from fringe candidates, library book bans and new limitations on what teachers can talk about in the classroom.

Coupled with new obligations to pay millions for private school vouchers, some education experts say Florida is eroding its public education system altogether.

“It’s hard not to look at all of this and grieve,” said Joshua Cowen, a professor of education policy at Michigan State University. “Every school has a pitch. What’s different now, particularly in Florida, you’re going to see schools thinking very carefully about how to market themselves vis-à-vis the culture war stuff.”

Not all private schools in Palm Beach County are religious schools, and they’re also separate from charter schools, which are public schools run by private companies.

Palm Beach County is home to 161 private schools registered with the Florida Department of Education as of July 6. Of those schools, 44% are religiously affiliated.

And most accept vouchers.

While 109 private schools accept Family Empowerment Scholarships right now, Burke anticipates that number growing over the next several months.

“I think we’re going to see proliferation of small, ‘mom-and-pop’ private schools,” he said. “Private schools in a strip mall where people think they can turn a profit.”

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