Summer may be quiet on campus, but for higher ed marketers, it’s anything but a slow season. While students unwind, admissions teams have a powerful opportunity to energize their brand, strengthen their funnel, and capture the attention of prospective applicants preparing for fall decisions.
At Zozimus, we believe successful enrollment marketing begins with proactive planning and precision timing. Here’s how colleges and universities can use the summer months strategically to set the stage for a strong application season.
Reignite Your Brand Story with Fresh Creative
Summer is the ideal time to audit your brand assets and refresh your messaging. Are your visuals inspiring? Is your tone aligned with Gen Z and their decision-making values?
What to Do:
Launch a summer-themed creative refresh—highlighting sunny campus life, global learning opportunities, or career-ready outcomes.
Recut student testimonial videos for shorter attention spans on TikTok and Instagram Reels.
Revamp your website’s admissions pages with new photography, clearer CTAs, and interactive elements like program finders or chatbots.
Why It Matters: Your digital presence is the first campus tour many students will take. It should feel authentic, current, and aligned with their aspirations.
Optimize for Search Before the Fall Surge
Search behavior around college decisions spikes between late August and October. To maximize visibility, SEO groundwork must begin early.
What to Do:
Audit and update your content with long-tail keywords like “best colleges for [major],” “how to apply to [Your School],” and “college application checklist.”
Launch blog posts or downloadable guides that address FAQs: financial aid, dorm life, transfer credits, or essay tips.
Enhance your local SEO strategy to capture out-of-state searchers looking to study in your region.
Why It Matters: Ranking well in search during decision-making months drives organic inquiries and reduces reliance on paid spend later in the cycle.
Lean into Paid Social Campaigns—Now, Not Later
Prospective students don’t stop scrolling over the summer. In fact, they’re consuming more content on mobile while traveling, working, or exploring.
What to Do:
Launch geotargeted social campaigns in key markets, focused on brand awareness and driving to inquiry or info session signups.
Use short-form video ads (Instagram Reels, TikTok) showcasing student life, summer programs, or quick campus tours.
Run remarketing campaigns for prospective students who previously visited your site or downloaded materials during spring recruitment.
Why It Matters: Summer is the warm-up before peak admissions season. Paid social builds familiarity and nurtures intent before students even open the Common App.
Engage Alumni and Ambassadors
Your most powerful advocates already graduated. Summer offers an organic moment to reconnect with alumni and student ambassadors.
What to Do:
Host a virtual Q&A series with recent grads or current students for parents and prospective applicants.
Collect video testimonials and stories from alumni working in industries relevant to your school’s strongest programs.
Create social content around “Where are they now?” to build social proof and highlight outcomes.
Why It Matters: Gen Z values authenticity. Real voices from relatable peers carry more influence than traditional marketing.
Build Early-Stage Nurture Campaigns
Summer isn’t always about the hard sell. It’s also a chance to nurture long-lead prospects in your funnel—especially juniors, parents, and transfer students.
What to Do:
Launch email sequences offering value-driven content: application timelines, campus prep tips, or essay-writing guides.
Create interactive content like quizzes (“Which [Your University] Major Is Right for You?”) to engage younger prospects.
Offer downloadable resources in exchange for email capture, helping build a qualified list before the fall rush.
Why It Matters: Building a relationship early increases the likelihood that your institution stays top-of-mind when it’s time to apply.
Make the Most of Summer with Zozimus
The schools that win in fall are the ones who plant the seeds in summer. At Zozimus, we help higher ed institutions craft integrated, data-driven marketing strategies that capture interest and convert intent—without missing a beat.
From creative overhauls to search-optimized campaigns, our team partners with colleges and universities to transform summer downtime into a strategic advantage.
Let’s build a smarter funnel, together. Your future applicants are already searching—let’s make sure they find you.
BOSTON, MARS
