#SchoolPR Insights Blog

There are two common misconceptions about schools: they exist solely to educate students, and there’s nothing going on during the summer. As a school leader, you know this is very much not the case! Your school is a central hub for the whole community, and there are always events, camps, programs and support services to promote.

This summer, communicate with a wide range of groups to let them know your school offers support and enrichment all year long.

Students with learning disabilities

Many students need support—not just in the classroom, but outside of it as well. During the summer, parents and guardians might notice that their toddlers or infants aren’t developing at the expected rate. School-aged children can start to show signs of a learning impairment before classes begin. Most schools offer services to support these children as well as their family members. Unfortunately, many families are unaware that these services are available.

It’s up to administrators to promote the childhood development services at your school. Inform new and returning families about the support services your school offers, even if many families don’t need them. Chances are, you will reach a family who does. Mail information packets to families, promote services on social media and create an easily-accessible page on the school’s website.

Low-income individuals and families

Some families are less fortunate than others. Low-income households might struggle to put nourishing food on the table or purchase supplies for the upcoming school year. Food and housing insecurity permeates nearly every school community, which is why many schools run food banks, meal programs and backpack fundraisers during the summer. However, it’s not enough to offer these services—students and their families need to know they exist.

Help students thrive all year round by advertising services for low-income families on a regular basis. A family in need might not see a social media message the first, second or third time you post it. Providing the support students, families and community members need often means communicating over and over throughout summer. One day, the right family will see your message at the right time. More people need assistance than you might think!

Incoming students and their parents

Transitioning into a new school can be difficult. Parents and guardians often have many questions leading up to the first day of school—questions that can’t wait until after their children are seated in the classroom. New families have to file paperwork on top of learning student expectations and how the school operates. In order to set up new students for success, administrators need to reach out to families letting them know that school personnel are here to offer support every step of the way.

First, identify new students’ needs as they transition into your school. They might ask for a campus tour, the student handbook, steps for setting up their portal or contact information for various departments. Additionally, there are usually new student events to promote, such as open houses, orientation and parent-teacher meetings. Communicate with incoming families throughout the summer, so they can walk in feeling confident on the first day of school.

College-bound students

Preparing for college is a long process. Students often use summer to gather up the necessary documents to either apply for colleges or complete the final steps before starting their higher education journey in the fall. School administrators can help the process go more smoothly for college-bound students by letting them know that the school is here to support them during this important transition in their lives. This involves communicating regularly with students and their parents to see if there’s anything they might need over the summer.

For instance, many college-bound students are interested in applying for scholarships to lessen the cost of higher education. While most scholarships are awarded during the school year, administrators can connect families with community organizations that offer scholarships year-round, including the summer months. Students might also need references for college applications or last-minute access to their transcripts. Be the one to reach out to these students, so the students don’t have to reach out to you.

Local community groups

Some students are taking summer classes right now, but for the most part, the school building is relatively empty. As a result, there’s more room for local community groups to meet on your campus. Groups can reserve classrooms for their meetings or hold community-wide events in the common areas. A theatre company can rehearse in the auditorium, and recreational sports teams can practice on the fields. The building isn’t just for students; it’s a central hub where the broader community can gather.

This summer, connect with local groups to see if they’re searching for meeting spaces. Some groups might not be familiar with your school’s campus, so consider distributing a detailed list of rooms and common areas that are available. You could even create marketing brochures with photos of your school’s facilities, then hand out these brochures to community groups and organizations.

Supporters of athletics and the fine arts

Classes might be over, but sports are in full swing! Your school’s athletic program stays busy during the summer with softball and baseball games, as well as junior sports camps and football practices just prior to the new school year. In the same vein, your school might be hosting music camps, which also perform concerts for the community. These extracurricular programs aren’t just for students and their families. Athletics and the fine arts pose great opportunities to bring non-parents, alumni, senior citizens and other community members together at your school.

Be sure to spread the word about all the exciting events happening over the summer. Sports fans don’t have to visit a professional field to watch a baseball game, nor do appreciators of the fine arts have to visit a renowned recital hall to hear great music. They can find engaging events to attend right here in their community, all while supporting student enrichment beyond the classroom.

Elected government officials

It’s important for schools to maintain healthy relationships with governing bodies in the broader community. While most students, teachers and families are only around during the school year, summer presents the opportunity to work alongside committees and elected officials regarding referendums, budgeting and future improvement projects. Your school exists within a municipal government, so it’s critical to ensure the government remains a strong ally.

Reach out regularly to committee leaders and elected officials to see if there’s anything the school can do to better the overall community. For instance, you might partner with local law enforcement to optimize the flow of traffic on campus or implement new safety rules and protocols to protect students, staff, families and school visitors. Determine which of your goals align with those of the community, then touch base consistently to bring them to fruition.

Who will you serve this summer?

School campuses serve a far greater purpose beyond educating students during the academic year. Your school is an active, vibrant place to be in the summer. Support services, projects and community events are always going on, and people deserve to hear about them! Regular communication is the secret to keeping your community thriving, whether during the school year or summer vacation.