Are you seeking to increase enrolment in your school's summer program? Take a peek at our presentation for a few helpful tips.

1. Successfully Marketing Your School’s Summer
Programs
Slide 1
Successfully Marketing Your
School’s Summer Programs

2. Successfully Marketing Your School’s Summer
Programs
Slide 2
1) Increase Enrolment in Summer Programs
2) The Benefits of Summer Learning
3) Using the Right Words to Attract Leads
4) Celebrate Your City
5) Put The Spotlight on Your Unique Summer Programs
6) The Power of Student Voices
7) Promote Summer Programs as an Experience—Not a Course!
8) Takeaway Message
Overview
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

3. Successfully Marketing Your School’s Summer
Programs
Slide 3
 Increasing enrollment in your school’s summer programs is a great
way to attract students to your institution, who might not have
otherwise attended in a regular term.
 Here are some ways you can leverage your summer programs to
attract new students:
 Gain the attention of international students with a program
that’s specifically tailored to them.
 Spark some interest with a niche summer program in a
particular discipline.
1. Increase Enrolment in Summer Programs
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

4. Successfully Marketing Your School’s Summer
Programs
Slide 4
 Marketing your school’s summer program can be challenging
because students would normally prefer to spend their summers
either working, or enjoying their time off.
 The level of commitment required for pursuing a summer
program is lower than the level required when pursuing an entire
degree.
 This means that with the right student recruitment strategies,
students might be inclined to use the opportunity to explore a
new campus, or city—and this will generate more leads for you!
Source: Higher Education Marketing – Marketing Your School’s Summer Programs
1. Increase Enrolment in Summer Programs

5. Successfully Marketing Your School’s Summer
Programs
Slide 5
 Highlight the benefits of experiencing another campus, which can
include:
 Becoming familiar with potential programs and associated
faculty
 Resources and networking opportunities
 Exploring an exotic new country or city (this can appeal to
international students)
2. The Benefits of Summer Learning
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

6. Successfully Marketing Your School’s Summer
Programs
Slide 6
 If you’re trying to attract teenagers to summer programs, you
should probably refrain from using the term “summer school.”
 This particular term will usually deter prospective teenage
students because it reminds them of catching up on material they
failed to master during the school year.
 How do you best market your summer program to perspective
students?
3. Using the Right Words to Attract Leads
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

7. Successfully Marketing Your School’s Summer
Programs
Slide 7
 Leverage the things that make
your school, or city unique to
increase lead generation.
 Example: McGill University’s
International Summer Program
page includes links to the tourism
Quebec website, and information
about the various festivals that
the city has to offer (Just For
Laughs, Montreal Jazz Festival,
etc.):
4. Celebrate Your City
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

8. Successfully Marketing Your School’s Summer
Programs
Slide 8
 The key to attracting students is making every effort to showcase
what makes your programs unique
 Unique courses that attract more students usually have a
dedicated page (on your school’s website) to increase the scope of
their influence
 If your summer courses are located only in your general course
calendar, and you’re not showcasing the unique and popular
ones—you’re losing out valuable opportunities to attract more
leads
5. Put The Spotlight on Your Unique Summer
Programs
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

9. Successfully Marketing Your School’s Summer
Programs
Slide 9
 Example: The University of Manitoba highlights its Summer
University Advantage program, which is geared toward recent
high school graduates who want a head-start on their university
experience.
 This is appealing to students who are keen on getting a head start
on the school year or just prefer a less hectic transition.
 The university attracts new leads by targeting and specializing the
way they promote their summer program
Source: Higher Education Marketing – Marketing Your School’s Summer Programs
5. Put The Spotlight on Your Unique Summer
Programs

10. Successfully Marketing Your School’s Summer
Programs
Slide 10
 Using testimonials from past students is a great way to convince
prospective summer students (both local and international) of the
quality of the course, as well as its perks.
 Student feedback will offer opportunities to improve your
summer program, while providing supportive testimonials to
feature on your school’s website.
 Example: McGill University has a page dedicated to student testimonials
for its international summer program. The testimonials touch on the
aspects of the program that the university is already promoting. This helps
to corroborate how McGill is presenting its program with valuable social
proof.
6. The Power of Student Voices
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

11. Successfully Marketing Your School’s Summer
Programs
Slide 11
 Summer courses are as much about experiencing a new school
and an entirely different cultural landscape as they are about
academia.
 It’s essential to find ways of including pieces of the rich culture
and entertainment of your city into aspects of your program.
 Partnering with local festivals, or combining programs with visits
to historical sites and cultural landmarks is a great way to add
extra incentive for local and international students to enroll.
7. Promote Summer Programs as an Experience—
Not a Course!
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

12. Successfully Marketing Your School’s Summer
Programs
Slide 12
 Example: Mount Royal University in Calgary, Alberta offers prospective local, or
international students the opportunity to embark on various (optional) trips when
choosing to enroll for its Summer immersion English Program. The university
prompts students to register for trips at the same time as they register for the
program:
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

13. Successfully Marketing Your School’s Summer
Programs
Slide 13
 The key to marketing summer programs is to make them as visible
as possible on your website
 Consider what unique benefits you can offer that are out of the
ordinary for a summer program, and make them clear in your
promotional content strategy
8. Takeaway Message
Source: Higher Education Marketing – Marketing Your School’s Summer Programs

14. Successfully Marketing Your School’s Summer
Programs
Slide 14
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
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