Summer is more than a break – it’s a marketing golden window. Prospective families are looking for schools, exploring options, and evaluating how well a school communicates and connects with them.
By staying visible, purposeful and consistent on social media, your school can nurture interest and inspire applications.
Start with a Strategy and a Plan
Don’t rush – plan your strategy. During this time, you can audit your social media profiles, update your bios, links or any pinned posts. Also, define monthly themes to guide your content. Once your plan is ready, you can start scheduling your posts to stay consistent throughout the summer.
In this guide, we’ve outlined a few starting points for your school’s summer social media strategy.
Celebrate Staff & School Community
Staff Highlights of the Year
Ask teachers to share their favourite classroom moment or proudest achievement from the past year. Use quotes and photos.
Postcards from Staff Holidays
Invite staff to send you a photo or postcard from their travels.
Staff Summer Reads Picks
Feature book recommendations from your faculty, complete with quotes or mini-reviews.
Meet the New Starters
Introduce new teachers or staff joining in September with fun Q&As: “Tea or Coffee?” “Hidden Talent?” “Why Our School?”
School Pets on Holiday
If your school has any pets (rabbits, therapy dogs, etc.), share updates or “holiday diaries” from their summer routines.
Share Alumni Stories
Alumni Spotlights: “Where Are They Now?”
“After graduating in 2021, Theo is now studying Architecture at UCL.
Parent Alumni Stories
“Ellie now walks her daughter into Reception every morning—here’s how the school has changed since her day.”
Award-Winning Alumni
If past students have won scholarships, awards, or been featured in press—celebrate those publicly.
“Congratulations to Lucy (Class of 2017), named one of Forbes “30 Under 30 in Finance.”
For prospective families
Promote Your Autumn Open Days
“Mark your calendar! Our Autumn Open Day is just around the corner.”
Use countdowns, stories, and sign-up CTAs across platforms.
Key Admissions Dates Reminders
Share reminders in stories, posts, and highlights for: Application deadlines, scholarship/financial aid windows, upcoming open days or school visits.
Promote Summer Reading
Summer Book Lists
Here are 5 recommended reads from our English team. Create graphics, a carousel post, or a PDF download link to make it easy for families.
Parent Tips for Supporting Summer Learning
Offer advice from teachers:
“10 minutes of shared reading a day can prevent summer slide. Here’s how to make it fun.”
Share Helpful Community Resources
Promote Your School’s Facebook Group, LinkedIn Group or Parent Network
“Did you know we have a private Facebook group just for our parent community? Join to connect, ask questions, and share tips.”
Local Nature Trails or Walking Routes
Encourage exploration and activity with downloadable trail maps or “photo treasure hunts.”
“Back-to-School Ready” or Prep Guides
Share checklists or tips on preparing mentally and academically for September.
“Our top tips for a smooth transition back into school life”
Summer is a unique opportunity to keep your school top of mind for prospective families. With the right content strategy, you can showcase your vibrant community, highlight the strengths of your staff and alumni, and position your school as a warm, welcoming place to learn and grow. By staying active, intentional, and engaging on social media, you build trust, spark curiosity, and ultimately, increase admissions.
At Digithrive for Schools, we’ve helped leading independent schools increase their admissions with smart, targeted marketing. Ready to see great results for your school? Let’s talk.