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Refresh outdated content, images, and videos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Review email workflows and revise outdated copy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?

I am building my schedule this year to parent with schools through my Enrollment Catalyst Program. Will your school be next?

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