Top 8 Priorities Every Admissions and Marketing Director Should Tackle This Summer
Recently, I shared 10 always‑on strategies every private school admissions and marketing director should build into their systems—year-round habits that drive consistency. This post isn’t about those long-term routines. Instead, it’s about summer action, taking advantage of a quieter season to wrap up this year well and prepare for a strong fall launch.
1—Review and Refine Your Admissions Funnel
Summer is the perfect time to analyze your admissions funnel from inquiry to enrollment. Where are families dropping off? What conversion rates stand out?
- Pull reports for each stage: inquiry, tour, application, assessment, enrollment
- Identify any bottlenecks or leaks
- Set updated goals and KPI’s for the upcoming school year
Reflection Prompt: Where is your funnel strongest—and where are you losing mission-fit families?
2—Optimize Your Website and Inquiry Experience
Families are still researching schools over the summer. Make sure your website is ready to serve them well:
- Refresh outdated content, images, and videos
- Test your inquiry form—ensure it’s visible and easy to complete
- Review your automated lead nurturing sequences for effective messaging
Your website should work like your best admissions rep—24/7.
3—Reignite Your Parent Ambassador Program
Word-of-mouth is the number one way that prospective parents will discover your school. Your parent ambassadors (what I call your FANs) can be your best referral engine—especially during summer when conversations happen at the pool, church, events, or camp.
- Host a casual summer gathering to energize and equip them
- Provide updated talking points and referral cards
- Plan for a new launch of your program this fall
Activate your advocates now to build momentum into fall.
4—Attend a Professional Development Workshop
Summer is a great time to invest in yourself. This July, consider attending the Geeks on the Road workshop to explore essential marketing and admissions strategies.
- Learn practical tools to improve your systems and strategies
- Gain insights from experienced practitioners
- Network with like-minded enrollment professionals
Great leaders keep learning—even in the off-season.
5—Refresh Your Content and Communication Plan
Take time to audit and update your content calendar and nurture communications:
- Review email workflows and revise outdated copy
- Plan blog and social media themes through December
- Highlight new families, faculty, or summer programs in your messaging
Bonus: Check out last summer’s Enrollment Catalyst blog on onboarding for inspiration:
From Day One: Nine Effective Onboarding Strategies to Retain New Families
Proactive communication and community building sets the tone for the new year.
6—Connect Personally with New and Returning Families
Don’t underestimate the power of personal connection:
- Call or email new families to welcome them again
- Send handwritten postcards or personalized videos
- Welcome new families on your social media channels
Relationships drive retention. Small touches go a long way.
7—Take Time to Reflect and Reimagine
Use the slower pace of summer to step back and think big-picture:
- What should we stop doing? What should we start?
- What insights did you gain from the past year?
- Block off some key mornings for strategic thinking and planning
- Consider new strategies you plan to implement this year including text messaging, Halda.ai, and more.
Don’t just do this summer—take time to think.
8—Explore the Role of AI in School Marketing and Admissions
While not the focus of every conversation, AI is a growing part of the admissions and marketing landscape. Summer offers a great opportunity to explore how AI can enhance your work:
- Understand how AI tools like ChatGPT can enhance communications, content creation, and inquiry follow-up
- Develop custom GPTs to act as admissions, retention, and marketing assistants to expand your team
- Optimize your online content for AI
You don’t need to become an expert—just be curious and open to how AI can save time, increase effeciency, and sharpen your effectiveness. (The image in this blog post was created in ChatGPT as well as the copy draft from a custom GPT trained to write in my voice)
Bonus: Launch a Final Push for 2025-26 Enrollment
If you still have open seats, don’t give up—lean in. Summer can bring late movers, relocations, and families who are finally ready to make a change.
- Highlight limited availability with urgency (“Just a few spots left in K and 6th!”)
- Share testimonials or stories from newly enrolled families
- Partner with local camps, community events, and businesses to reach new audiences
This final stretch can yield strong-fit families if you remain proactive and present.
What Will You Prioritize?
Choose the key actions you plan to take and commit to them this summer. You don’t need to do everything—but you can do the right things to set your school up for a stronger fall.
Ready to grow your skills and sharpen your strategy?
Register now for Geeks on the Road and start building momentum today.
I am building my schedule this year to parent with schools through my Enrollment Catalyst Program. Will your school be next?