With the new school year around the corner, the clock is ticking, but there’s still time to make a meaningful impression on prospective families who are already searching. Campus might be a little quieter, but this isn’t the moment to hit pause. For proactive schools, end-of-summer is a golden window to spark interest, plant seeds, and pull back the curtain on what makes your community special.
Use Social Media to Showcase What Sets You Apart
Even while staff is taking a much needed end-of-summer break, your digital channels do some heavy lifting. A few simple, well-placed posts can offer prospective families a real sense of your school’s values, personality, and energy.
“Why We Love Our School” Quotes
Quick quotes from student or parent ambassadors go a long way. Think: why they chose your school, what they appreciate most, or what they’re excited about for the coming year. Pair these with photos! Maybe a smiling student at a summer camp or a throwback to a beloved school tradition.
Sneak Peeks of “Back-to-School” Energy
As faculty trickle back in, grab short video clips or photo carousels of classroom prep, curriculum planning, or even candid moments of teachers reconnecting. These glimpses are authentic, engaging, and show how your team is already pouring care into the year ahead.
Simple Q&As that Highlight What Makes You Different
Record a few short conversations with admissions staff, faculty, or coaches. Choose a theme like “How We Do [Signature Program]” or “What Community Looks Like Here.” Keep it low-key, just a few questions. These do not have to be perfect! Authenticity is what we are going for here.
Throwback Thursday (With a Purpose)
You don’t always have to reinvent the wheel. Dig up photos from past events that align with your core values. If leadership, service, or belonging are key to your mission, show it through moments that brought those values to life.
Spruce Up Your Digital Welcome Mat
With school starting soon, it’s time to be sure your website is updated with key information.
Put Faces Front and Center
Your people are your best marketing asset. Update your homepage and social media with candid photos and real voices from your community. A few ideas:
“Growing Minds: Our Faculty’s Summer Learning Journey” – highlight PD, workshops, or summer courses.
“What We’re Reading” – let students and teachers share a favorite book and why they loved it.
Highlight What’s Happening Now and What’s Coming Next
If your summer camps are still in full swing, share more than just photos. Tell a quick story about what kids are doing, learning, or loving. And this is a great time to spotlight some upcoming news. Is there a new program, building, or initiative launching? Even a small teaser sparks curiosity and shows momentum.
Audit the Rest of the Site
This is the time to tidy up!
Update admissions dates or events.
Make sure staff directories are up to date.
Update any language that feels outdated or no longer reflects your mission or messaging strategy for the year. This doesn’t need to be a massive exercise, just an hour or so to be sure everything sounds like the story you want to tell.
Tried something new this summer to connect with prospective families? I’d love to hear. Drop me a note and share what’s working!
