Holiday Social Media Campaigns: Building Brand Awareness When School’s Out

The holiday season is a unique time for schools to connect with their community, reach new audiences, and keep brand awareness high—even when school’s out. With so many families taking a break and spending more time online, it’s the perfect chance to make an impression and engage with both current and prospective families. A well-planned holiday social media campaign can boost brand awareness, showcase school values, and build excitement for the upcoming term. This time of year allows schools to get creative with their content and leverage the festive season to maintain a warm connection with their audience.

One of the biggest advantages of running a holiday social media campaign is that it allows the school to stay relevant and visible, even when classes aren’t in session. Families are likely to have a more relaxed schedule, so they may have more time to engage with your content, whether it’s scrolling through their social media feeds or engaging with holiday-themed activities. During the holiday season, social media provides a valuable platform to reinforce the school’s identity and values. By highlighting holiday events, celebrating seasonal traditions, or sharing heartwarming messages from faculty, schools can maintain a sense of community and belonging for families, students, and alumni who are still following along from home. For prospective families exploring options, seeing this kind of content can offer a genuine glimpse into the school’s culture and the supportive environment it fosters year-round.

A successful holiday social media campaign can begin with a few simple but impactful ideas. First, consider creating content that emphasizes school traditions during the holiday season. For instance, if the school hosts a holiday concert, a tree lighting ceremony, or a special charity drive, share pictures and videos that capture the spirit of these events. A short recap video featuring highlights from a school holiday performance can be a hit on platforms like Instagram or Facebook, where video content tends to draw high engagement. Holiday events bring people together and generate a sense of pride and connection, and sharing these moments on social media helps convey a positive and engaging atmosphere to those who aren’t physically present.

In addition to showcasing holiday events, seasonal-themed posts can be an effective way to keep the school’s social media pages fresh and lively. Fun, festive graphics, quotes, or questions are an easy way to maintain engagement without overwhelming followers with too much content. For example, schools can create interactive posts, such as a “holiday countdown” or “fun fact” series, sharing snippets about holiday traditions from different cultures around the world. This approach not only engages families but also aligns with the inclusive, diverse nature that many international schools aim to promote. Adding seasonal hashtags like #SchoolHolidayFun or #SeasonsGreetingsFrom[SchoolName] can further increase the visibility of these posts, helping them reach a wider audience who may be searching for similar content.

One idea that often resonates with followers is a holiday gratitude or reflection campaign. This involves encouraging students, teachers, and parents to share something they’re thankful for, along with a brief caption. Schools can use these messages to craft a visual collage on Instagram, or share them in a highlight reel on Facebook. This type of campaign reinforces positive connections within the school community and showcases the supportive environment that new families might seek. Additionally, it’s a great way to create feel-good content that highlights the personal side of the school’s brand, often resonating well with prospective families who are assessing how a school’s culture aligns with their values.

Beyond organic content, holiday-themed social media ads can be a powerful way to reach a targeted audience. For example, if the school is launching early admissions during this period, a holiday-themed advertisement campaign on Facebook or Instagram can increase exposure to prospective families. Ads featuring testimonials, success stories, or quick highlights from recent holiday events can be eye-catching and effective, drawing attention from families who may be researching schools for the next academic year. Utilizing festive visuals, such as students engaging in holiday activities or the school’s campus decked out in holiday decorations, can capture the spirit of the season while also making a memorable impression.

User-generated content is another effective tactic, especially when it involves holiday activities or traditions that align with the school’s values. Schools can create a holiday-themed hashtag and encourage families to post their own photos or stories, tagging the school’s social media page. A holiday-themed hashtag like #HolidayFunAt[SchoolName] or #SeasonOfGiving[SchoolName] can give parents, students, and even alumni a reason to engage. These types of campaigns help the school reach a broader audience, as followers see authentic moments shared by people within the school’s community. They also build brand trust, as prospective families see genuine, unfiltered perspectives from current members of the school.

For schools that prioritize community service, highlighting any holiday charity efforts can be a meaningful way to connect with families. Social media provides an excellent platform for promoting holiday initiatives, such as food or toy drives, volunteer events, or fundraising efforts. By sharing updates on the campaign’s progress or the impact of contributions, schools can demonstrate their commitment to giving back, aligning the school’s mission with values that resonate with families who want their children to grow up with a strong sense of social responsibility.

In short, holiday social media campaigns are a versatile tool for keeping a school’s brand visible and relevant. By embracing festive themes, engaging in interactive content, and showcasing school traditions, schools can maintain strong connections with their audience and even attract new followers who might consider enrolling their children. These campaigns allow schools to stay present in the minds of their community, supporting an ongoing sense of connection and engagement that lasts well beyond the holiday break.

How does your school keep its social media presence active over the holidays? We’d love to hear about the holiday-themed campaigns and strategies you’ve found effective! Leave a comment below to share your experiences and ideas.