Khabele School changes name

The Khabele School began the 2016-17 school year under the name Headwaters School in an effort to rebrand and reposition its teaching philosophy.

The school, serving students age 18 months through 12th grade, has two campuses in Southwest Austin. The school begins with a Montessori program and ends with an International Baccalaureate program.

The Khabele School was founded in 2001, followed by Primavera Montessori School in 2002, Head of School Ted Graf said. The two schools merged in 2011 and retained the Khabele name until Aug. 11, when the Headwaters School name went into effect.

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Will Austin ISD trustees renew district’s marketing plan?

Nearly 1-year-old campaign includes two billboard ads, may have reversed enrollment decline in some schools

Updated Sept. 21 at 4:53 p.m.

On Ben White Boulevard near Manchaca Road, a billboard for Austin ISD reads: “Come for the weird. Stay for the smart.” Its I-35 counterpart reads: “Austin. Known for skinny jeans and smarty pants.”

The two billboards, along with various other advertisements and materials, are all part of an extensive micro- and macro-targeting campaign started by AISD in January as part of an investment of about $800,000 to retain students and boost enrollment. AISD has been losing students to charter schools and because of the increased cost of living in Austin, according to multiple AISD trustees.

What do you think about Austin ISD's marketing plan?

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