Making the Most of the Holiday Season: Creative Campaign Ideas for School

As the holiday season approaches, schools often find themselves winding down while students and families look forward to a well-deserved break. But the holidays present unique opportunities for international schools to boost their visibility, deepen connections with current families, and attract new students. By running creative and thoughtful holiday campaigns, schools can maintain an active presence in their community and show prospective families the warmth and vibrancy of their school environment. Here, we explore a range of campaign ideas that can make the holiday season a time of growth, connection, and positive visibility.

For many families, holidays are a time to reflect on school choices, especially those considering international education options. This is an ideal opportunity for schools to emphasize their community spirit, values, and the unique experiences they offer. One effective way to do this is by creating engaging, shareable content on social media that connects with families at an emotional level. Posting short video messages from staff, faculty, or even students wishing the community a happy holiday can foster a sense of closeness. Additionally, sharing insights into unique school holiday traditions, such as service projects or festive celebrations, offers families a view into school culture. For example, a short video of students decorating classrooms, preparing for a holiday performance, or participating in a community outreach program can provide prospective families with a heartwarming look into life at the school.

During the holiday season, families often spend more time on social media, making it an opportune time for schools to run a holiday-themed social media campaign. Hosting a “12 Days of Celebration” campaign, where each day features different aspects of the school, such as programs, teacher highlights, or alumni success stories, can build excitement and keep the school at the forefront of families' minds. Another popular option is a holiday photo contest. By encouraging current students and families to post pictures of their holiday celebrations using a school-specific hashtag, schools create a shared experience and reinforce a sense of community. This kind of user-generated content has the added benefit of extending the school’s reach to new audiences as families share their entries with friends and family.

E-newsletters are another effective tool for maintaining connections and engaging prospective families during the holidays. A special holiday edition of the school newsletter can be both informative and festive. Schools might include a seasonal greeting from the principal, highlights from recent school events, and reminders about upcoming admissions dates. Including testimonials or stories from current students and families about their positive experiences can provide insights for prospective families. For example, a story about a student who joined the school mid-year and found a warm, welcoming community could resonate deeply with new families considering a transition. By maintaining this touchpoint, schools stay connected with families and continue nurturing prospective leads in a natural and unobtrusive way.

Virtual tours are another powerful tool that schools can leverage during the holidays. With travel limitations and busy schedules, some families may find it difficult to visit in person, especially over the holiday break. Offering a holiday-themed virtual tour of the campus, either live or pre-recorded, is an ideal way to showcase the school's facilities, culture, and values. Schools can add a festive touch to these tours by decorating spaces or having students and staff share their favorite holiday traditions. Additionally, a live virtual event can include a Q&A session where prospective families can ask questions and engage with admissions staff. This approach not only provides valuable information but also shows that the school is ready to welcome students and parents from diverse backgrounds.

In addition to virtual events, schools can hold special holiday open houses or family events, inviting prospective families to experience the school’s culture firsthand. These events could include a winter festival, a holiday fair, or even a workshop where parents and students can participate in fun activities related to the school’s curriculum. For instance, an international school might hold a “Holidays Around the World” event where students and families can explore different cultural traditions and enjoy themed games, music, and food. Not only does this provide prospective families with a unique experience, but it also gives them a chance to connect with current students, teachers, and other families, fostering a sense of community that will linger well beyond the event itself.

Lastly, holiday-themed referral programs are another excellent way to encourage current families to refer friends and relatives to the school. By offering an incentive, such as a discount on tuition, school merchandise, or a donation to a school-related charity, schools create a win-win situation where both the referrer and the referred family benefit. This approach has the dual effect of expanding the school’s reach and rewarding existing families for their continued support and trust in the school community. A referral program with a festive theme, such as “Share the Spirit of Education,” could be an ideal way to promote this initiative, reminding families of the school’s mission and values during the season of giving.

As the holiday season provides families with moments to pause and reflect, international schools can take advantage of this time to create meaningful connections. Thoughtful, well-crafted holiday campaigns can strengthen the school community, reach new families, and celebrate the values that make the school a welcoming place for students and parents alike. By keeping communication open and engaging during the holidays, schools stay top-of-mind and create lasting impressions that support their enrollment goals in the year ahead.

What are your favorite ways to engage with families during the holidays? If you have any creative ideas or experiences with holiday campaigns, feel free to share in the comments below! We’d love to hear your thoughts.