Summer offers a unique opportunity for private schools to maintain a connection with their community while strategically positioning for the upcoming academic year. Unlike the busy school year, summer provides the breathing room needed to create compelling content that showcases your campus culture, academic excellence, and student success stories.
For admissions directors and school marketers, a well-executed summer social media campaign can significantly impact fall enrollment numbers. Parents researching educational options often increase their school research during summer months, making this the perfect time to capture their attention with strategic, high-quality content.
What Content Should Private Schools Share During Summer?
Content Strategy That Drives Enrollment
Creating an effective summer content strategy requires balancing promotion with authentic storytelling. Your content mix should include:
Post Types That Convert
The most effective private school social media campaigns incorporate diverse content formats:
- Campus Highlight Tours: Virtual tours showcasing facilities, especially newly renovated spaces or summer improvements
- Alumni Success Stories: Profiles of graduates achieving in college and careers
- Faculty Expertise: Thought leadership content from teachers about education trends
- Student Achievements: Academic, athletic, and extracurricular accomplishments
- Parent Testimonials: Authentic stories about why families chose your school
Research indicates that testimonial content generates 2-3 times higher engagement than purely promotional posts, making this an essential component of your summer strategy.
Visual Guidelines for Brand Consistency
Visual consistency reinforces your school's brand identity across platforms:
- Maintain consistent color schemes aligned with school colors
- Create templates for recurring content series
- Use high-quality photography that captures authentic campus moments
- Incorporate school logo subtly but consistently
- Develop a recognizable graphic style for infographics and statistics
Hashtag Strategy for Increased Visibility
Strategic hashtags expand your content reach beyond current followers:
- Create a branded campaign hashtag (e.g., #SummerAtYourSchool)
- Research education-specific hashtags relevant to your region
- Include broader hashtags targeting parents researching schools
- Create grade-level specific hashtags for targeted content
- Develop event-specific hashtags for summer programs
Story Sequences That Build Narrative
Rather than isolated posts, develop sequential content that tells a complete story:
- Week-long spotlights on specific programs or departments
- "Day in the life" series following students through summer programs
- Multi-part campus tour highlights
- Progressive reveals of new facilities or programs
- Countdown series to important events or application deadlines
Live Content That Creates FOMO
Live content creates urgency and authentic connection:
- Virtual open houses and campus tours
- Q&A sessions with administrators and faculty
- Student takeovers showcasing summer activities
- Behind-the-scenes prep for the coming year
- Special announcements and event coverage
How Should Schools Optimize Each Social Platform?
Platform-Specific Tactics for Maximum Impact
Each social platform serves different audiences and content purposes in your enrollment funnel:
Instagram: Visual Storytelling That Showcases Culture
Instagram remains the premier platform for visual storytelling and culture building:
- Instagram Highlights: Create permanent collections featuring campus tours, student life, academic programs, and admissions information
- Reels: Short-form videos (15-60 seconds) showcasing campus energy, student activities, and quick facility tours
- Stories: Daily updates, behind-the-scenes content, and interactive elements like polls and questions
- Grid Posts: High-quality photography with thoughtful captions that reinforce your school's values and differentiators
Private schools with consistent Instagram strategies report higher website traffic from social media sources than those without structured approaches.
Facebook: Community Building With Parents
Facebook remains essential for connecting with parents and community members:
- Facebook Events: Promote summer campus tours, information sessions, and community events
- Groups: Create dedicated spaces for incoming families, current parents, or alumni
- Live Sessions: Host interactive discussions with administrators about educational philosophy
- Longer-Form Content: Share more detailed updates about curriculum developments, facility improvements, and strategic initiatives
TikTok: Authentic Student Experience
TikTok offers unparalleled reach with younger audiences and parents seeking authentic glimpses of school culture:
- Student-led content showcasing real campus experiences
- Trending challenges adapted to highlight school programs
- Quick campus tours focusing on unique facilities
- Day-in-the-life content from summer programs
- Behind-the-scenes preparation for the coming year
Schools incorporating TikTok into their strategy report reaching more potential families compared to those using only traditional platforms.
LinkedIn: Institutional Excellence and Alumni Success
LinkedIn provides opportunities to showcase academic excellence and professional outcomes:
- Faculty thought leadership articles
- Administrator insights on education trends
- Alumni success stories and career achievements
- School accolades and recognition
- College acceptance announcements and statistics
YouTube: Comprehensive Video Resources
YouTube serves as both a content hub and discovery platform:
- YouTube Shorts: Quick, engaging snapshots of campus life
- Virtual Tours: Comprehensive campus walkthroughs
- Information Sessions: Recorded presentations about programs and admissions
- Student and Alumni Testimonials: In-depth stories about the school experience
- Academic Showcases: Highlights of special programs and teaching methods
How Can Schools Foster Community Engagement?
Engagement Strategies That Build Connection
Social media success depends on fostering authentic interaction with your school community:
Community Interaction Techniques
Proactive engagement strategies increase reach and strengthen relationships:
- Respond to all comments within 24 hours
- Ask questions in captions to prompt discussion
- Host weekly "Ask Me Anything" sessions with administrators
- Create polls and surveys about school initiatives
- Establish regular "spotlight" features highlighting community members
User-Generated Content Campaigns
Leverage your existing community to create authentic content:
- Encourage families to share summer learning activities
- Create themed hashtag challenges for students
- Invite alumni to share college or career updates
- Hold photo contests showcasing school spirit
- Request video testimonials from satisfied parents
Schools utilizing user-generated content report higher engagement rates than those solely using internally created material.
Parent Testimonial Series
Structure a formal testimonial campaign to build credibility:
- Feature diverse families representing various grades
- Focus on specific aspects of school experience in each testimonial
- Include video, written, and photo testimonials
- Address common concerns in parent stories
- Highlight families who chose your school over competitors
Student Feature Strategy
Showcase current student experiences while respecting privacy:
- Create "day in the life" features of students in summer programs
- Highlight academic, artistic, and athletic achievements
- Share student-created content from approved channels
- Document student participation in summer service projects
- Feature student leadership initiatives
Staff Spotlight Approach
Humanize your faculty and build trust with prospective families:
- Share teacher summer professional development activities
- Feature fun facts and personal interests of staff members
- Document classroom preparation and curriculum development
- Highlight staff achievements and recognitions
- Share teacher perspectives on educational philosophy
How Should Schools Measure Campaign Success?
Measurement Framework for Data-Driven Decisions
Effective campaigns require strategic measurement beyond basic metrics:
Enrollment Tracking Systems
Connect social media efforts directly to admissions outcomes:
- Track inquiry source attribution specifically for social channels
- Monitor conversion rates from social media visitors to inquiries
- Implement UTM parameters for all social media links
- Compare year-over-year enrollment influences from social channels
- Calculate cost-per-enrollment by platform
Engagement Metrics That Matter
Focus on meaningful engagement rather than vanity metrics:
- Saved posts (indicates intent to reference later)
- Shares (indicates content valuable enough to pass along)
- Comment depth and quality (indicates resonance)
- Direct messages initiated from content
- Profile visits after content viewing
Click-Through Analysis
Evaluate how effectively social content drives website traffic:
- Conversion path analysis from social posts to key website pages
- Time on site from social referrals compared to other sources
- Bounce rate analysis for social media visitors
- Page progression for social media referrals
- Form completion rates from social traffic
Conversion Data Integration
Connect social media activity to meaningful admissions actions:
- Tour registrations from social media sources
- Information request submissions attributed to social content
- Application starts from social media referrals
- Completed applications from social campaigns
- Deposits placed from families engaged through social channels
ROI Analysis Framework
Develop comprehensive return measurement:
- Calculate total campaign costs (including staff time)
- Assign attribution values to social media touchpoints
- Compare conversion rates across platforms
- Determine lifetime value of social-sourced enrollments
- Establish benchmark comparisons to other marketing channels
Private schools implementing comprehensive measurement frameworks report more effective budget allocation and higher conversion rates from their social media efforts.
Taking Your Summer Social Campaign to the Next Level
A strategic summer social media campaign requires thoughtful planning, consistent execution, and data-driven refinement. By focusing on authentic storytelling, platform-specific optimization, community engagement, and meaningful measurement, private schools can leverage social media to significantly impact enrollment while strengthening connections with current families.
The most successful schools approach social media not as an afterthought but as a central component of their marketing and community-building strategy. With the framework outlined in this guide, your school is positioned to create a summer social media campaign that drives real results.
Ready to transform your school's social media presence? Our team specializes in creating strategic campaigns for educational institutions. Contact me today to discuss how we can help elevate your school's digital presence.
