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Fort Bend ISD is marketing to attract new students. Here's what that means

Facing rising competition from charter schools, private campuses and Texas' new voucher program, Fort Bend ISD, like many Houston-area districts, is leaning into something that once felt foreign to public education: marketing itself. Through online campaigns and targeted outreach meant to keep families from drifting elsewhere, the district is adapting to a new reality where enrollment is no longer automatic, and every student lost carries real financial consequences.

It's an especially dire situation in Fort Bend ISD, where the district faces potentially closing seven schools and displacing thousands of students due to low enrollment numbers. The district is also staring down a $56 million deficit due to dwindling enrollment and lost revenue from vouchers.

Check out Ashley Soebroto's coverage on marking in public schools, and let me know what you think. Should public schools be marketing to draw families to the district? What does it say about the state of public schools? Let's chat about it.

Claire Goodman, Katy reporter

claire.goodman@houstonchronicle.com

Your Schools

Students are picked up at the end of the school day at HISD's Law Elementary School in Houston, Tuesday, Jan. 6, 2026.

Photo by: Brett Coomer, Houston Chronicle

Fort Bend ISD among districts struggling to win back students

With growing school competition and enrollment declines, districts like Spring Branch, Fort Bend, Houston are hiring companies like Caissa K12 to help win students, among other marketing strategies.

Your Government

Katy City Council members Rory Robertson, Janet Corte, Paula Taylor, Gina Hicks and Chris Harris welcome Taylor to the council on Monday, Feb. 9, 2026, in Katy.

Photo by: Rory Roberston, Courtesy

Katy ISD teacher wins City Council seat after fewer than 350 ballots cast

Paula Taylor was sworn in Feb. 9 as Katy's newest city council member.

What Else is Happening

Sugar Land Space Cowboys starting pitcher Forrest Whitley #29 and teammates listen to the national Anthem before playing against the El Paso Chihuahuas at Constellation Field on July 4, 2022 in Sugar Land.

Photo by: Thomas B. Shea/For The Chronicle

Sugar Land Space Cowboys to host national anthem auditions for 2026

If you think you're good at singing 'The Star-Spangled Banner," here's your chance to do it at a Sugar Land minor league baseball game.

We've nominated 10 exceptional high school sports stars including Katy girls wrestler Emily Beltran.

Tell us which athlete you think deserves the title this week.

🗳 Vote in the Girls Poll

🗳 Vote in the Boys Poll

Town Square

Katy ISD FFA students reached new heights at the 2026 Katy ISD Livestock Show and Rodeo, as the annual livestock auction generated a record-setting $1.2 million in student support — the highest total in event history and a powerful testament to community investment in agricultural education.

Stay in the Know

Early voting for the March 3 primary election has begun, and several suburban races are on the ballot. Prepare with our Voter Guide and read endorsements from our Editorial Board.
School of Rock will be opening a new location in Fulshear. The performance-based music education program will be located at 6511 Skyline Drive.

Last Thoughts

Crawfish season is ramping up in Houston, our food writers are excited to inform us.

The team put together a list of the best restaurants to get your crawfish fix. Some of them are located in Fort Bend and Katy, so check out their coverage to fill your crawdad cravings.

Events at the Chronicle

Promotional graphic for live virtual event with Texas Take branding

Agriculture Commissioner Sid Miller and challenger Nathan Sheets will join senior political reporter Jeremy Wallace for a private Zoom on Thursday, Feb. 12, to take viewer questions on agricultural production, consumer protection and economic development ahead of the Texas primary election.