How to Use Summer Content to Jumpstart Next Year’s Marketing Wins
Work Backwards to Move Forward
Let’s be honest: summer content for schools can feel like throwing digital spaghetti at the wall just to keep your channels alive. But what if, instead, every sunny Instagram post and low-key campus update could set you up for next year’s marketing wins?
Welcome to the Dux Studio way: work backwards. Start with your August and September goals, then build your summer content to lay the perfect runway.
Step 1: Get Crystal Clear on Next Year’s Big Moves
Before you even think about what to post this summer, get your team together (or, for those solo… gather your own thoughts during your third coffee) and ask:
What do we need to achieve when school is back in session?
Maybe it’s a show-stopping admissions campaign, a full-house Open Day, or amping up brand engagement through a crazy experience. Write down the three biggest “must-wins” for the first six weeks of next year.
Step 2: Reverse-Engineer the Journey
Now, instead of scrambling for filler posts, ask:
What content can I create now that will make August and September easier, louder, and smarter?
This is your summer’s secret weapon. For example:
Want to launch a culture focused campaign, let’s call it, “Humans of [Your School]” series in September? Start collecting summer stories, interviews, and behind-the-scenes content now.
Planning an alumni push for admissions for credibility? Use the quieter summer months to feature alumni journeys; these stories become your go-to assets and reinforcements when the campaign goes live.
Need fresh testimonials or community buzz? Use Instagram Stories to poll your community, and save the best responses for your fall social blasts or website refresh.
Step 3: Batch, Repurpose, and Bank
Summer is prime time to build your content bank. Capture images, quotes, and micro-stories that fit your fall themes.
That photo of a teacher hiking? It’s “summer adventures,” but it’s also perfect for September’s “Staff Outside the Classroom” campaign.
Alumni catch-ups? That’s evergreen content; use it to boost community pride and trust when you’re driving admissions later.
But how are you capturing these without endless scrolling? Spread a hashtag to all of your community - far and wide. Talk about it. Post about it. That first week back will be scolling one hashtag (yay!!)
Step 4: Activate Your Audience (and Future Advocates)
Here’s a Dux twist: summer is the perfect time to build your micro-ambassador squad.
Spot the parents, students, and staff who engage with your summer content: commenting, sharing, DMing. Tag them, thank them, and keep them in your inner circle for fall. They’ll be your first advocates when you need testimonials, UGC, or event turn-out.
Step 5: Data Is Essential
Every like, click, and comment is real-time research. Track what gets love, what gets scrolled, and what sparks a convo.
Was it the campus mascot’s summer adventures or a Q&A with a new teacher?
Save those insights. They’ll guide your campaign themes and creative direction when the next school year rolls around.
The Dux Studio Bottom Line
Stop thinking of summer as dead space on your feed. If you work backwards from your future goals, every post is a stepping stone toward a stronger, smarter, and more strategic school brand. Next year and beyond.
Also, just think, if competitors go quiet and you’re loud… who are they going to hear?
And if you need backup? You know where to find us. #DuxSummerReady