How Colleges Can Engage Prospective Students For Summer Programs

Many colleges and universities look forward to fully opening again in fall 2021, as vaccines roll out and the necessary safety and health measures are being prepared for a full return of students. In addition to fall planning, many higher education institutions are hosting summer programs for high school students and promoting online and in-person summer coursework for current college students. Prospective students are responding to positive, informative and targeted digital advertising as demonstrated by a long list of higher educational institutions, including Wake Forest University, University of Idaho and Adelphi University. 

Wake Forest University Leverages Robust Website To Promote Summer Programs For High School Students

Wake Forest University in North Carolina offers a summer immersion program each year that allows high school students to do deep dives into specific fields of study. Although the program moved online for this summer, Wake Forest pivoted the summer immersion section of its website to include descriptions of each “online institute,” with student and parent reviews endorsing the online courses. Up-to-date websites are an important component of any digital marketing strategy. For higher education institutions that rely heavily on email campaigns, websites should be treated like the entrance to campus: updated for each season to maximize first impressions. The Wake Forest summer institute section of the website also promotes the school’s summer 2022 programming, which is likely to be held in person. Positive, forward-thinking messaging resonates with students.

University Of Idaho Uses Video To Differentiate Programs While Featuring The Joys Of Summer

Getting the messaging right is an essential part of engaging and converting prospective summer program students. Summer is, after all, still summer, and the idea of going to rigorous, lengthy classes may not appeal to all students. The summer session campaign for University of Idaho focuses on shorter classes for the same amount of credits with a major emphasis on the “freedom” and fun of going to school near outdoor activities like rafting, trail riding and camping. The campaign includes video and appealing concepts, including “Books + Freedom + Sunshine.” Video is a very popular channel for enrollment marketers interested in engaging Gen Z and younger Millennials. Like University of Idaho has done, video can be highly effective for sharing the culture and environment of a college or university.

Adelphi Offers Discounts, An Increasingly Popular Enrollment Tactic 

At Adelphi University in New York, students can take summer courses at a significantly reduced cost. “Jump into the Adelphi learning experience this summer — and save money with special summer discounts. Choose from more than 200 online, hybrid and in-person courses to help you get ahead, catch up or learn new skills,” explains the Adelphi website. Jim Hundrieser, vice president at the National Association of College and University Business Officers, notes that some schools are “looking more creatively at their costs” to “attract the number of students they want or need to attract.” For enrollment marketers, reduced tuition and discounts can be used in messaging to entice students to apply to summer programs.

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