Reaching Prospective Families Over the Holidays: Strategies for Maximum Engagement

The holiday season can be one of the busiest times of the year, but it’s also an ideal period for schools to reach families who are evaluating educational options for the upcoming year. With school enrollment periods often aligning with the holiday season, international schools have a unique opportunity to connect with prospective families as they begin to consider their children’s educational futures. However, with families being so busy, it’s essential to be strategic about timing and messaging to capture their attention in a meaningful way. From carefully timed email campaigns to engaging social media content, here are effective strategies that can help international schools make the most of holiday marketing efforts and connect with prospective families.

Families who are exploring new schools are often in a reflective mindset during the holidays, and this time of year allows them to discuss significant decisions, like school choices, with their loved ones. By providing relevant and timely content, schools can help guide these conversations in a direction that showcases their values, offerings, and commitment to students. A well-timed email campaign, for example, is an excellent way to remain present without being intrusive. Sending an email just before or after a major holiday can prompt families to think about their educational needs when they may be receptive to exploring new ideas. Personalized messages or holiday greetings from school leaders can add a warm, welcoming tone to these communications, reminding families of the school’s supportive and inclusive community. It’s a subtle but effective way of keeping the school top-of-mind for prospective parents.

Social media is another powerful tool that can be leveraged to engage families during the holidays. Families often spend more time browsing social media over the holidays, making it a prime platform for engagement. Schools can share a series of holiday-themed posts that showcase unique school traditions, such as winter festivals, holiday performances, or community service initiatives that reflect the school’s values. Highlighting real moments from current students and families can create an authentic connection with prospective families. Schools could also consider launching a holiday giveaway or contest, such as inviting current students and parents to share their holiday photos and tag the school’s account. This approach can increase engagement, boost brand visibility, and foster a sense of community that appeals to families considering enrollment. Moreover, using targeted ads to reach specific demographics within the community can further enhance visibility and reach during this critical decision-making period.

Virtual tours and holiday-themed information sessions can also play a crucial role in capturing the attention of prospective families. Schools might organize a series of live virtual tours over the holiday period, enabling families who can’t visit in person to experience the campus from the comfort of their home. A special holiday virtual tour that shows the campus decorated with festive touches or a seasonal message from the principal can make a strong, memorable impact. Additionally, holiday information sessions can give prospective families a more in-depth look into the school’s offerings and answer any questions they might have about the enrollment process. Schools can host a virtual Q&A session where current parents and students share their experiences, allowing prospective families to ask questions and get a first-hand account of school life. Timing these sessions around the holidays, when families may have more availability, can help maximize attendance and ensure meaningful connections.

To further engage families over the holiday season, schools might consider sharing valuable content that addresses the common concerns and questions that families have when considering a new school. Blog posts, videos, and downloadable guides on topics such as transitioning to a new school, navigating the admissions process, or understanding school curriculum options can provide valuable information and establish the school as a trusted resource. Creating content that focuses on the specific needs of international families, such as relocation resources or tips for adapting to a new academic environment, can be particularly appealing. This type of content can be promoted through email newsletters or social media and positioned as “holiday reading” for families who want to start planning for the future. It’s an informative yet low-pressure way of introducing prospective families to the school’s culture and values.

Additionally, holiday referral programs can encourage current families to recommend the school to friends and relatives. Referrals from trusted sources are highly influential in the school search process, and a referral program that offers incentives, such as tuition discounts or school merchandise, can increase word-of-mouth marketing. A holiday theme, such as “Share the Gift of Education,” can encourage families to spread the word about the school while reinforcing the school’s values and mission. This approach turns holiday goodwill into an organic marketing strategy, enabling schools to reach new families in a natural, community-centered way.

While reaching out to prospective families over the holidays requires careful planning, it also presents a powerful opportunity to connect on a more personal level. By leveraging digital platforms, creating valuable content, and hosting welcoming events, schools can demonstrate their commitment to prospective families and build lasting connections. These holiday engagement strategies provide an ideal foundation for generating interest, building trust, and encouraging families to take the next step in their journey with your school.

As schools continue to evolve their holiday outreach, we’d love to hear what works for you. How does your school connect with families over the holiday season? If you have strategies or tips to share, we’d be thrilled to read your thoughts in the comments below!