As the international education industry gears up for one of its busiest seasons, effective content planning is crucial for education providers and agencies. In this week’s Marketing Monday article, we share our top 5 tips on how to maximise your summer marketing efforts.

Tip 1: Identify your target audience

We’ve said it before and we’ll say it again – understanding your audience is key. For language schools, target audiences looking for short-term intensive courses during the summer break – think young learners and school groups. Universities, on the other hand, should target those looking for summer programmes and pre-sessional courses, while agents can emphasise comprehensive services for audiences interested in all of the above. 

Tip 2: Create attractive summer-themed content

Develop content that resonates with summer aspirations, making sure to incorporate keywords like ‘summer’ and ‘summertime’. Some examples include:

• For language schools: ‘Learn English while exploring London’s parks’
• For universities: ‘Boost your academic skills with our Summer STEM Workshop’
• For agents: ‘Your guide to choosing the perfect summer study abroad experience’

Tip 3: Spread the word on social media

Use social media platforms popular with your target audiences to showcase your offerings. You could: 

• Share student testimonials and summer campus photos on Instagram
• Create short, engaging videos about summer programmes for TikTok
• Use Facebook for detailed information and parent-focused content

Tip 4: Optimise for mobile devices

Ensure your content is mobile-friendly, as many students research on their smartphones. This means using responsive design for your website and creating easily digestible content formats, such as infographics and short-form videos.

Tip 5: Plan and schedule in advance

It’s always a good idea to plan ahead for the peak season, so make sure to prepare your content calendar early. A rule of thumb is to start promoting summer programmes in early spring, increasing frequency as summer approaches, and keeping up the engagement throughout the season with student stories and updates.

With a strategic summer content plan in place, your international school or agency will effectively reach and engage potential students during the peak season. Need a hand with your content marketing plan? Get in touch with Schools & Agents today!

Written by Stephanie Clark