Month: July 2025

If you’re not alive and well on social media, you don’t exist, according to a lot of people. This reality might sound harsh, but it reflects the current landscape where prospective families research schools online long before they ever set foot on campus.

As we enter back-to-school season, schools have a critical window to capture the attention of families still making enrollment decisions. Late enrollments continue well into the school year, and social media provides an immediate, authentic way to showcase what makes your school special.

But here’s the challenge: posting just to post isn’t enough. Strategic, enrollment-focused social media requires intentional content that helps families visualize their child’s experience at your school.

1. Show the Faces That Make Your School Special

The most effective back-to-school social media content focuses on people, not just places. While beautiful facility photos have their place, families connect most deeply with the individuals who will shape their child’s daily experience.

Personal Video Introductions

Consider creating personal video introductions from your school leader and principal. These don’t need to be highly produced—authenticity trumps polish every time. Share your excitement about the upcoming year, your vision for students, and what families can expect from your school community.

Faculty introductions prove equally valuable, especially when highlighting new team members. If teachers return to campus early for preparation, this creates perfect opportunities to capture brief videos where they share what they’re excited about for the new school year. These glimpses behind the scenes help families begin building relationships with the educators who will impact their children daily.

Behind-the-Scenes Content That Tells Your Story

The preparation period before students arrive offers unique content opportunities. Showcase teachers setting up their classrooms, highlight any facility improvements completed over the summer, or document the installation of new playground equipment. These “before and after” moments demonstrate your school’s commitment to creating excellent learning environments.

The key is helping families visualize what their child’s daily experience will look like. Share glimpses of morning routines, classroom activities, transitions between spaces, and after-school programs. Even without students present, you can paint a picture of the vibrant community families will join.

2. Think Year-Round

One of the biggest strategic advantages schools can develop is thinking about social media content creation as a year-round process rather than a seasonal rush. The moments you capture throughout the school year become invaluable assets for future enrollment campaigns.

Capturing Content for Later Use

Those videos of engaged students during science experiments? Perfect for back-to-school excitement posts. Footage of your annual talent show? Ideal for highlighting your school’s creativity and community spirit. Documentation of your graduation ceremony? Powerful testimonial content for prospective families.

Smart schools approach content creation with this longer-term perspective, asking, “How might we use this moment in six months?” This strategic thinking transforms routine school activities into enrollment marketing opportunities.

Repurposing With Purpose

Consider creating countdown posts that build anticipation: “25 days until school starts—here are 25 things we’re looking forward to.” These posts allow you to highlight favorite traditions, showcase different academic programs, feature various faculty members, and demonstrate the breadth of experiences your school offers.

The beauty of this approach is that each countdown post can draw from authentic moments captured throughout the previous school year, creating a nostalgic connection for returning families while providing a comprehensive preview for prospective ones.

3. Use The Power of Authentic Testimonials

While behind-the-scenes content and faculty introductions build connection, authentic testimonials provide the social proof that drives enrollment decisions. The key is capturing these testimonials at moments when emotions naturally run high.

Strategic Timing for Maximum Impact

Graduation ceremonies offer ideal opportunities to capture powerful testimonials from students and families feeling genuinely grateful and excited about their school experience. These emotional moments translate into compelling content that resonates with prospective families months later.

Similarly, back-to-school events, achievement celebrations, and milestone moments throughout the year provide natural opportunities to gather authentic voices sharing their positive experiences.

Not every testimonial needs to be a polished video production. Some of the most effective approaches are beautifully simple: students holding signs explaining “why I chose this school,” brief video testimonials captured on smartphones, or compelling quotes paired with genuine photos of students and families.

These testimonials serve multiple purposes simultaneously—they support new family enrollment, strengthen current family re-engagement, and build overall community connection by celebrating the voices within your school.

Setting a date on the calendar and opening your doors is just the beginning. In today’s competitive educational landscape, schools need open houses that do more than showcase facilities—they need events that convert prospective families into enrolled students.

Having worked with numerous schools on their enrollment strategies, I’ve seen the difference between open houses that simply inform and those that truly transform interest into action. The schools that succeed understand that memorable experiences, not just information sharing, drive enrollment decisions.

Creating Immersive Experiences That Differentiate Your School

The most effective open houses don’t just show families around your building—they let families experience what it feels like to be part of your school community. Rather than relying solely on presentations or scripted tours, successful schools create opportunities for prospective families to see your school in action.

Bring Your Classrooms to Life

Consider having students or teachers lead live demonstrations in your science lab, allowing prospective students to participate in hands-on art activities, or showcasing a typical classroom lesson. These immersive moments help families move beyond wondering “what if” to actually visualizing their child thriving in your environment.

When live demonstrations aren’t feasible—whether due to timing, staffing, or logistical constraints—technology can bridge the gap. Schools that have captured video throughout the school year can create powerful experiences by playing these clips on loop during open houses. Footage of daily routines, classroom transitions, student activities, and authentic moments of learning help families understand your school’s culture and energy even when students aren’t physically present.

The goal is simple: make your open house more impactful than any presentation or scripted tour, no matter how engaging the speaker.

The Power of Personal Follow-Up

What happens after your open house often matters more than the event itself. The schools that excel at converting visitors into enrolled families understand that personal touches still make all the difference in our increasingly digital world.

Pre-Event Engagement

Some of the most successful schools I work with have their school leaders personally call families who RSVP for open houses. These brief conversations—simply saying “I’m excited to meet you at our event”—create immediate connection and demonstrate the personal attention families can expect from your school.

Strategic Post-Event Outreach

After the event, the most effective follow-up strategies focus on personalization rather than automation. This might include:

1. Personal calls or emails from the school leader checking in with attendees
2. Targeted communications from specific faculty members based on family interests (have the soccer coach reach out to athletically-minded families, or the art teacher connect with creatively-inclined students)
3. Handwritten thank-you notes sent through traditional mail—a gesture that stands out dramatically from the dozens of automated emails families receive weekly

The key is creating touchpoints that feel authentic and specific to each family’s interests and needs.

Creating Urgency That Drives Action

The timing of your open house significantly impacts how you should frame your call-to-action. During back-to-school season, successful schools shift their messaging from exploratory (“learn more about our program”) to urgent (“seats are filling up—save your spot”).

Streamline the Enrollment Process

Make it as easy as possible for motivated families to take immediate action. Have enrollment packets readily available, or better yet, provide tablets or laptops where families can complete applications on-site with staff assistance. The goal is removing any friction between interest and action.

Capture Contact Information Strategically

Always collect contact information through event RSVPs, even for “drop-in” style events. This allows you to follow up with families who expressed initial interest but didn’t attend, and it creates a database for ongoing relationship building.

Remember that different seasons call for different approaches. Spring open houses can afford to be more exploratory and informational, while late summer events should emphasize immediacy and available opportunities.

Beyond the Event: Building Long-Term Relationships

The most successful schools view open houses not as isolated events but as touchpoints in ongoing relationship building. They understand that enrollment decisions often involve multiple family members, extended timelines, and careful consideration.

This perspective shifts the focus from immediate conversion to sustained engagement. Even families who don’t enroll immediately may become advocates in their community or consider your school for future academic years. The personal attention and authentic experiences you provide during open houses can create lasting positive impressions that yield enrollment benefits long after the event ends.