Planning Your Back-to-School Admissions Push: Holiday Campaigns That Set the Stage

The holiday season might seem like an unusual time to focus on school admissions, but it’s actually one of the best opportunities for building momentum for the upcoming back-to-school period. As families spend more time at home, scrolling through social media or reconnecting with future plans, a well-planned holiday campaign can subtly introduce or remind them of your school’s unique offerings. Holiday campaigns can be lighthearted and festive, all while serving as a meaningful lead-up to the admissions season. By engaging families with creative and targeted content over the holidays, you’re setting the stage for a smooth, enthusiastic start to admissions in the new year.

For schools, holiday campaigns can serve as a valuable warm-up to admissions season, introducing prospective families to what makes the school stand out while maintaining a casual, welcoming approach. While families are often preoccupied with holiday festivities, this time can still be ideal for sparking interest and curiosity in your school’s community, values, and educational approach. With the right strategies, holiday campaigns can lay a foundation of awareness and anticipation so that when it’s time to formally begin admissions, families already feel connected to the school’s mission and personality. The goal is to make sure your school is on their radar, and even top-of-mind, as they start thinking about the upcoming school year.

Creating holiday-themed social media content is an effective first step for generating excitement around your school’s admissions. This seasonally tailored content can range from sharing fun facts about the school, posting festive student artwork, or even celebrating some of the school’s unique holiday traditions. By incorporating elements of your school culture and community into holiday posts, you’re giving prospective families a taste of what to expect, beyond academics alone. Photos or short videos of holiday concerts, seasonal classroom activities, or community events offer a warm, relatable way to present the school’s atmosphere. Adding thoughtful captions that highlight values—like inclusivity, creativity, or community—reinforces why your school may be an excellent fit for their family.

In addition to showcasing current events, holiday campaigns are a great way to highlight school achievements over the past year. A reflective year-end post, for instance, can look back on memorable milestones, such as academic achievements, special events, or community outreach efforts. This type of content not only appeals to your current community but also serves as a great introduction for prospective families. A reflective year-end wrap-up, particularly if presented through engaging visuals or interactive media, can create an inspiring narrative for families considering a new school. Such posts celebrate the strengths of your school and show that it’s a dynamic place where students thrive. This look back can be especially compelling if it shows the diversity of opportunities at the school, from sports achievements to art showcases, helping families envision how their own children might find a place within the school.

Email marketing during the holiday season can also be an effective way to engage prospective families who have previously shown interest. A holiday message that acknowledges the season while subtly reminding families about admissions deadlines or open house dates can keep them engaged without feeling too pushy. In these messages, a warm, personalized greeting can go a long way in showing that your school is invested in building relationships. You might consider crafting a holiday-themed newsletter that mixes lighthearted content—like holiday book recommendations from teachers or holiday-themed crafts from the art department—with informative updates on upcoming admissions events. This approach offers both value and information, making it feel like a holiday gift rather than a promotional email. With careful planning, email campaigns during the holidays can encourage families to stay in touch with your admissions team and keep your school on their minds as they start to consider their educational options.

To reach an even broader audience, consider running holiday-themed ads that highlight the school’s unique qualities. Holiday ads on platforms like Facebook or Instagram can visually align with the season, featuring images of campus decorated for the holidays or students participating in festive activities. These ads should be designed to evoke curiosity and offer a brief glimpse into the school experience, such as “Come see what makes [School Name] different!” or “Get ready for an inspiring new school year at [School Name].” A strong call to action, like “Schedule a Tour Today” or “Join Us for an Open House in January,” gives families a clear next step. By connecting this type of messaging to the holiday season, you’re making a direct link between the time of year and the admissions process, helping families see the value in planning early.

Another strategy is to create shareable content that families can interact with or even pass along to friends and relatives. Holiday-themed quizzes, digital holiday cards from the school, or interactive polls that ask families to share their favorite school memories are all great ways to foster engagement. Encouraging current families to participate and share on their own profiles helps extend your school’s reach and may bring in new prospective families who may not yet be familiar with your school. This type of campaign is ideal for building a sense of community and goodwill, and it introduces your school to a larger audience in a fun, approachable way.

Ultimately, holiday campaigns should aim to engage, inspire, and inform. They should feel festive yet meaningful, using the holiday season to share the school’s spirit and prepare families for an exciting admissions season ahead. By focusing on content that connects with prospective families, schools can create a lasting impression that carries through to the new year. From highlighting traditions to showcasing achievements, these campaigns can provide a memorable introduction to your school’s community, values, and personality.

What are your thoughts on running a holiday campaign for admissions? Have you tried similar strategies in your school, or are you planning to? We’d love to hear your ideas and experiences—feel free to share them in the comments below!