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5 Things Schools Should Do This Summer
By the time May ends and June arrives, many admissions and marketing teams are running on fumes.
Graduation events are everywhere. Summer projects are piling up. Re-enrollment questions continue rolling in. Everyone is hoping enrollment numbers stabilize before August arrives.
I understand.
This time of year can feel exhausting for school leaders and enrollment teams.
But after working with hundreds of private, independent, and faith-based schools over the years, I have learned something important.
Summer may actually be one of the most strategic seasons of the entire enrollment cycle.
The schools that experience the healthiest long-term enrollment growth are usually not the schools that scramble in August. They are the schools that use the summer intentionally to assess, improve systems, strengthen communication, and prepare thoughtfully for the next school year.
Here are five things I would encourage schools to focus on this summer.
1. Learn How AI Can Actually Help Your Admissions and Marketing Team
AI is quickly becoming one of the most important tools available to admissions and marketing professionals.
But many schools are still unsure where to begin.
Some are overwhelmed by all the noise surrounding AI. Others are experimenting with tools like ChatGPT but are not sure how to apply them strategically within their school.
One marketing director recently told me, “I know AI matters, but honestly, I do not even know how to use it effectively in my world.”
I think many schools feel that way right now.
The good news is that schools do not need to become technology experts overnight. They simply need to begin learning how AI can support their admissions and marketing systems in practical ways.
The schools seeing the greatest benefit from AI right now are not necessarily the most technical schools. They are the schools learning how to use AI to:
- improve communication
- save time
- create consistency
- strengthen lead nurturing
- support storytelling
- help teams work more efficiently
This summer is a great time to begin learning.
That is one of the reasons I created my AI Catalyst Training Program. The program is specifically designed for private and faith-based school admissions and marketing teams and focuses on practical implementation, not just theory.
The next cohort begins on May 28, and schools can participate live or access the recordings afterward. Even if you register after the start date, you will receive all of the recordings.
You can learn more here:
I would also encourage you to continue learning from some of the leading voices in AI and marketing. Michael Stelzner’s AI Explored podcast is an excellent resource for staying informed without feeling overwhelmed.
Another event worth considering is our Enrollment Marketing AI Summit on November 11-12, 2026.
My partner Geek, Andy Lynch, and I will be leading this in-person event together. We will focus on practical AI strategies specifically for school admissions and marketing teams, including communication systems, content creation, enrollment workflows, and implementation ideas schools can begin using immediately.
You can learn more here:
One question worth asking this summer is:
How can AI help our team become more effective without losing the personal relationships that matter so much in admissions work?
2. Conduct an Comprehensive Assessment of Your Enrollment and Marketing Efforts
One of the biggest mistakes schools make is jumping directly into tactics before stepping back to assess what is really happening.
Before redesigning your website, increasing your advertising budget, or launching new campaigns, you first need clarity.
What is actually working?
What is not working?
Where are families getting stuck in your admissions process?
What assumptions is your team making that may not be accurate?
I recently worked with a school that believed their biggest problem was lead generation. But after reviewing their admissions process, we discovered the real issue was inconsistent follow-up.
The school did not necessarily need more inquiries.
They needed a stronger process.
That is why assessment matters.
Many schools operate from assumptions instead of data. Summer is one of the best times to pause and evaluate your enrollment marketing systems with fresh eyes.
And remember, enrollment growth is not simply about attracting new families. Healthy schools also pay close attention to parent experience and retention.
This assessment process may include:
- reviewing inquiry and enrollment trends
- evaluating your admissions follow-up process
- analyzing retention concerns
- reviewing website content and messaging
- surveying parents
- secret shopping your own school experience
- comparing your process against competitors
I wrote a blog post several years ago called “36 Key Questions to Assess Your School’s Enrollment Marketing Efforts.” It can be a helpful place to begin.
I would also encourage you to read this post on developing an enrollment marketing plan:
Many schools discover during this process that they would benefit from outside perspective and guidance.
Through my Enrollment Catalyst Program, I work with schools through both on-site and virtual consulting programs that help leadership teams identify enrollment challenges, uncover blind spots, and create practical action plans for the next enrollment cycle.
Sometimes the most valuable thing an outside consultant can provide is simply clarity.
One question worth asking this summer is:
If a prospective family experienced our admissions process today, what would they actually feel?
3. Invest in Your Own Professional Development
One of the challenges in enrollment work is that many professionals spend all their time reacting and very little time learning.
Professional development matters.
Admissions and retention continue to evolve. Parent expectations continue to change. Communication habits are changing rapidly. Schools that continue learning tend to adapt more effectively.
Summer is one of the few seasons when admissions and marketing professionals can slow down enough to sharpen their skills.
One opportunity I would strongly recommend is the Admissions Playbook Workshop on July 22-23, 2026.
Andy Lynch and I will be leading this virtual workshop together through our Enrollment Marketing Geeks brand. The workshop is designed to help admissions and marketing teams strengthen the entire admissions process, from inquiry generation to follow-up and enrollment conversion.
You can learn more here:
I would also encourage you to spend some time this summer learning from webinars, workshops, podcasts, and conversations with other enrollment professionals.
Here are a few additional resources worth exploring:
Webinar: Creating a Campus Visit Experience that Converts
Webinar: From Inquiry to Enrollment, Understanding the Admissions Sales Process
Webinar: How to Stop Attrition in its Tracks
Enrollment Marketing Geeks Show & Tell Shows
One question worth asking this summer is:
What skills does our enrollment marketing team need to strengthen before the next enrollment cycle begins?
4. Choose Two or Three Strategic Projects to Implement
“We have a list of projects we have wanted to improve for years, but we never seem to have time.”
I hear that often.
Summer is a great time to finally move some of those important projects forward.
The key is not trying to overhaul everything at once.
Choose two or three meaningful projects that could improve the parent experience, strengthen your enrollment systems, or increase retention.
Here are a few ideas worth considering.
Secret Shop Your Competitors
One of the most eye-opening exercises a school can do is experience another school’s admissions process firsthand.
How quickly do they follow up?
What does their communication feel like?
How easy is it to schedule a visit?
What emotions does their website create?
Sometimes schools discover that competitors are not necessarily outperforming them academically. They are simply creating a stronger parent experience.
Develop a Lead Nurturing Sequence
Many schools still rely on inconsistent follow-up.
Summer is a great time to create a more intentional communication sequence for prospective families that includes:
- emails
- text communication
- storytelling
- parent testimonials
- reminders
- retention-focused messaging
Improve Website Content
Your website is often the front door of your school.
Take time to review:
- messaging clarity
- parent-focused language
- storytelling
- admissions calls-to-action
- mobile experience
- faculty, student, and parent stories
Prepare Your Website for AI Search
As more parents begin using AI-powered search tools instead of traditional Google searches, schools need to think differently about website content.
Schools should begin structuring website content in ways that make it easier for AI-driven search tools to understand and surface their content.
That means:
- clear answers to parent questions
- stronger FAQ content
- mission clarity
- structured admissions information
- more helpful and specific website copy
These projects may seem small individually, but together they can significantly improve the parent journey over time.
And for many schools, having coaching support and accountability during implementation can make all the difference between good intentions and actual progress.
One question worth asking this summer is:
What projects have been sitting on our “someday” list for too long?
5. Take Time to Rest and Recharge
This last point is very important.
Enrollment and marketing work can be emotionally exhausting.
You carry a lot.
You work with anxious parents, uncertain enrollment numbers, staffing challenges, limited resources, and constant expectations.
And many admissions and marketing professionals rarely feel like their work is ever completely finished.
Please take time this summer to rest.
Spend time with your family and friends.
Read something unrelated to enrollment.
Step away from your inbox occasionally.
The healthiest enrollment leaders are not the ones running nonstop year-round. They are the ones who create enough margin to think clearly, lead strategically, and serve families well over the long term.
Final Thoughts
The school leaders that enter the next enrollment cycle with the greatest momentum are usually those that use the summer intentionally.
Not frantically.
Intentionally.
Summer often creates the space schools need to step back, evaluate honestly, improve systems, and prepare thoughtfully for the future.
This is a valuable season to strengthen communication, invest in professional growth, improve the parent experience, and build a healthier enrollment foundation for the years ahead.
And if your school would benefit from outside perspective and support, I would be glad to help.
Through Enrollment Catalyst, I work with private, independent, and faith-based schools through:
- enrollment assessments
- strategic consulting
- virtual coaching
- AI training
- parent and retention surveys
- secret shopper reviews
- enrollment marketing planning
The goal is never simply to fill seats.
The goal is to help schools build effective enrollment systems that attract mission-fit families, strengthen retention, and support long-term sustainability.
If you would like to explore how Enrollment Catalyst could support your school as you prepare for the next enrollment cycle, feel free to reach out and schedule a conversation.
