CHARLESTON, W.Va. — West Virginia education leaders rolled out the “I Love West Virginia Public Schools” campaign this week, but some members of the state Board of Education want the effort to go beyond broad praise and tackle specific concerns driving families away from the classroom.
Campaign launched; questions follow
The campaign was unveiled last Tuesday at Herbert Hoover High School and presented to the state Board of Education by the West Virginia Association of School Administrators. Organizers say the initiative highlights achievements and success stories from districts across the state and underscores that roughly 90 percent of West Virginia children attend public schools.
Board member Greg Wooten said he was impressed by the presentation but warned the video and messaging may not reflect what families are deciding in real time. Wooten pointed to recent enrollment trends and urged the campaign to identify the reasons families choose alternatives to public schools and to propose ways to address those issues quickly.
“West Virginia public schools look like a terrific place to go and get an education but there is some disconnect between what we’re seeing in the video and hearing in the presentation versus the reality playing out in parents and students making a choice to do something different,”
Enrollment decline looms
State statistics provided to the board show the state expects about 5,000 fewer students in public schools next year. Board members say the figure is significant and that understanding the drivers behind the decline must be part of any public outreach effort.
| Metric | Value |
|---|---|
| Share of children in public schools | 90% |
| Projected drop in public-school enrollment next year | 5,000 students |
Local leaders want student voices
Monongalia County Schools Superintendent Eddie Campbell told the board that students and families who graduated from local public schools and moved on to new opportunities are the best messengers. He said allowing alumni and their families to share their stories would both highlight strengths and provide districts with feedback on what could be improved.
“For those people to be able to share those experiences that have gotten them to the place where they are and that were grounded in the public school system, I think is super important,”
Supporters of the campaign emphasize using testimonials and documented accomplishments to reassure families about the quality and accessibility of education in the state. But several board members said the effort should pair broad marketing with concrete steps to reverse the enrollment decline and to show measurable change.
- What changes for parents: Expect the campaign to highlight success stories from local schools while some board members press for follow-up work identifying why families leave public schools.
- What officials want: Clear analysis of enrollment declines and outreach that includes students, families and district-level experiences.
- Next steps: State Board of Education and campaign organizers are likely to discuss how to incorporate more specific data and community voices into future messaging.
The campaign seeks to reassure the public that West Virginia’s public school system serves the large majority of the state’s children. Board members and superintendents, however, say its long-term credibility will rest on addressing the questions that appear to be driving some families to other schooling options.
