School choice in Denver: how do schools communicate with parents?

The Denver Post reports on developments in the school choice system there, as parents and schools gain experience: Marketing, a need and benefit for Denver schools

"As the novelty wears off for a process that reformed the way Denver parents pick a school for their kids, school leaders are becoming more sophisticated in their marketing, trying to find students who are the right fit.

"The change comes even as participation is decreasing in the three-year-old SchoolChoice application process, which allows parents to fill out only one form to go to any district school. Options, meanwhile, increase each year, and by August, Denver Public Schools will have 200 schools, including 53 charters."
...
"According to data in a report published by A-Plus Denver, 73 percent of new kindergartner families picked a school through the district's SchoolChoice process in 2014, down from 80 percent in 2012.

"Eighth-graders picking a high school have the lowest participation of students in transition grades, with 55 percent filling out a form in 2014, down from 60 percent in 2012.

**************

My understanding is that students not filling out a form are opting in to their local school.