Inspired by a recent conversation with Clayton Johnston, whose insights continue to challenge and refine how I think about enrollment, I felt compelled to explore this topic further. For Admissions Directors, Assistant Directors, Admissions Counselors, and Marketing and Communications professionals in boarding schools, the summer months are far from a quiet period. While families may see the acceptance letter as the finish line, admissions and marketing teams know it is just the beginning of the real work. Ensuring a seamless, engaging, and excitement-filled transition for new students requires a well-executed summer strategy.

Summer presents an opportunity to reinforce a school’s brand, strengthen community connections, and optimize digital touchpoints that build anticipation before students even set foot on campus. The schools that thrive in retention and student engagement are those that remain active during the summer by focusing on digital engagement, personalized communication, and community-driven content.

Storytelling Over Selling: Creating a Digital Narrative

Families have already chosen your school. Now the focus should be on making sure they feel confident in that decision every single day until move-in. This means shifting from an enrollment marketing mindset to a community-building strategy. Think of summer content like a TV series. Each episode, whether it is a post, email, or video, should build on the last and lead up to the season finale, which is opening day.

What works?

• Instagram and TikTok takeovers featuring current students or incoming student leaders sharing “What I Wish I Knew” or “A Day in the Life” content to give an authentic look at school culture
• Countdown campaigns and challenges such as “Show us your school swag” or “Tag your future roommate” to generate excitement
• User-generated content where new students share photos and videos of packing, visiting campus, or attending summer meetups to create a sense of belonging

According to EMA, the most effective way to keep new students engaged is through storytelling that feels authentic rather than promotional.

The Ultimate Welcome Series: Automating Relationship-Building

A well-designed summer nurture sequence ensures new students and families receive structured and engaging information without requiring manual effort every time.

A strong welcome email series should include:

• A warm and authentic video message from students, faculty, and the head of school reinforcing excitement
• A digital PDF or interactive page with practical tips from current students such as packing lists, dorm hacks, and FAQs
• Meet-the-community emails highlighting student leaders, faculty, and even dining staff with personal stories and fun facts
• Key date reminders broken into bite-sized emails with engaging subject lines such as “Your Move-In To-Do List” or “Five Things to Do Before You Arrive”

Admissions teams that integrate email automation with segmentation based on categories such as boarding versus day students or first-time boarding school families see higher engagement and fewer last-minute panicked questions.

Virtual Pre-Orientation: Making Families Feel Connected Before They Arrive

New student anxiety is common, and families have questions that go beyond logistics. Instead of a one-size-fits-all orientation packet, admissions teams should embrace tiered and interactive engagement over the summer.

Effective strategies include:

• Live virtual Q&A sessions with dorm parents, student ambassadors, and coaches hosted on Instagram Live or Zoom
• Exclusive Facebook or Discord groups where incoming students and parents can connect with each other and ask questions
• Short and digestible pre-recorded videos on topics such as “What to Expect in the Dorms” or “How to Get Involved on Campus” shared via email or posted to a private YouTube playlist

According to TABS, schools that integrate social connection into orientation programming see improved retention rates and stronger community bonds among students.

Social Listening and Digital Concierge: Anticipate Needs Before They Are Asked

One of the biggest mistakes schools make in summer engagement is being reactive instead of proactive. Students and parents are already talking online in private group chats, Reddit threads, and social media comments. Admissions teams that practice social listening and engage in proactive support will build stronger trust and rapport before school begins.

Best practices include:

• Monitoring school mentions and comments on platforms such as Instagram, Twitter, and Facebook groups to identify common questions and concerns
• Assigning a team member to respond quickly to direct messages from students who may not feel comfortable asking questions publicly
• Maintaining a well-organized FAQ page, WhatsApp group, or live chat function on the school website to prevent parents from feeling lost in the process

Data-Driven Adjustments: Track What Is Working and What Is Not

Every summer engagement strategy should have key performance indicators. Are emails getting opened? Are students clicking on orientation resources? Are parents watching pre-recorded videos?

Using Google Analytics, social media insights, and email marketing data, admissions teams can:

• Refine messaging if students are not opening emails by adjusting subject lines or shifting content to platforms where they engage more frequently, such as Instagram Stories or WhatsApp
• A/B test outreach by experimenting with different email structures or social media content formats to determine what resonates most with the audience
• Analyze engagement trends by comparing digital engagement levels between previous years and adjusting content based on what is driving the most responses

Google Analytics highlights that data-driven marketing transformation enables organizations to reach the right audience with the right message, leading to stronger engagement.

Final Thoughts: A Summer Strategy That Converts Excitement into Engagement

Summer is not the time to go quiet. It is the time to focus on connection, storytelling, and digital engagement. When students feel seen, supported, and excited before they arrive, the transition into boarding school life is smoother and retention rates improve.

Admissions and marketing teams should:

• Start planning summer content calendars early
• Automate communication to ensure consistency
• Leverage digital communities to foster belonging
• Track engagement and adapt strategies as needed

A well-executed summer strategy is the foundation of a strong school community. Schools that get this right will see more confident students, engaged families, and long-term success in their enrollment efforts.

Sources

• EMA (Enrollment Management Association) – www.enrollment.org
• TABS (The Association of Boarding Schools) – www.tabs.org
• Google Analytics – How Marketers Are Driving Strong Business Growth with Data-Driven Marketing
• Omnisend – Higher Education Email Marketing

Want to discuss how to refine your summer admissions strategy?
Email us at inquiries@beyondthebellblogandconsulting.com to start the conversation.