Make certain every school has an up-to-date website. I work in a neighboring district and every school has a website. It is connected to the system's server (so schools don't have to acquire their own url and hosting service). It is required to be updated at least 3 times a year and training is provided to school webmasters who need it. It makes no sense that its 2012 and all school's don't have this simple tool for promoting their programs. Especially since the info on DCPS' site is nothing but data that doesn't tell the entire story.

How about working with staff/PTA/LSAT on how to write a press release to get positive stories about the school in the news?

How about allowing schools to mail postcards to potential families using DCPS' bulk mail system so the schools don't have to pay for postage out of their meager budgets?

Have all schools send out newsletters (at least quarterly) to keep parents engaged in school activities. Teach staff/PTA/LSAT members to use online newsletter tools to update the community and parents. (This will help attract new families and retain current families)