Excerpt from this monograph:

Some charter school boards and executives complacently stake their hopes for a successful school on the “if you build it they will come” myth. Sometimes, by sheer luck, during times when the number of school age children is on the rise or the community-at-large is growing, such a school may survive for a while and even grow. Such a school will often witness a decline of enroll ment, however, when the birth rate recedes or when new schools open. Instead of leaving your school’s survival to chance, however, you can develop a sound marketing effort by measuring key aspects.