Beyond the Balloons: Turning Back-to-School Buzz into Year-Round Marketing Momentum

Every August and September, school newsfeeds look like a joyful parade: smiling students, first-day outfits, ribbon-cuttings, community picnics, and balloon arches. And rightly so… the first week back is about saying, ‘We’re back!’, but it’s also your golden opportunity to set the tone for your entire year of storytelling.

Here’s how to go beyond the routine and make those first-day photos work harder for your long-term marketing strategy.

Capture Now, Use Later

Those high-energy moments are building blocks for future campaigns.

➼ Record B-roll video, snap candid shots, and collect soundbites from students, parents, and teachers.
➼ Come December or your next admissions push, you’ll be glad you have authentic, joy-filled footage ready to go.

Find the “Micro-Moments”

The group shot of the whole school is great. But the moments between moments are what will set you apart:

➼ The older student walking a nervous Year 1 to class.
➼ The Head greeting every family by name.
➼ A parent’s tearful goodbye hug.
➼ The first sentence a student says to another student after a long summer break…

These are the universal, human touchpoints that make your school feel relatable and real.

Tie Everything Back to Your Brand Story

Your back-to-school content should still reflect your core values and differentiators.

➼ Is your brand built on belonging? Showcase moments of inclusion.
➼ Is it innovation? Capture the excitement in your STEM labs or maker spaces.
➼ Is it impact? Grab the quick vids of students and the impact their first day of school had on them.

This is your chance to remind your audience who you are, not just what you’re doing.

Think the ‘series’ mindset

It’s easy to create one post… but that post can be forgotten. If you think in a series framework, you can look at building anticipation and connection.

➼ Day 1: Arrival energy
➼ Day 2: Classroom moments
➼ Day 3: Teacher voices
➼ Day 4: Parent perspectives
➼ Day 5: Student reflections

Plant the seed for your enrollment cylce

Your enrollment push might not be until October, but the story starts now. If you want prospective families to picture themselves at your school, they need to see a full year of life and the back-to-school season is the first chapter. What are your goals for enrollment and how are we connecting them into back-to-school?

Our Dux Takeaway?

The first week of school is the start of your marketing calendar. The content you capture now can power your messaging, humanise your brand, and keep your community engaged all year. Additionally, its great content to reflect on towards the end of year and into your summer strategy… too soon? 😜

The schools that stand out are the ones telling a bigger story.