For higher ed marketers and communicators, summer isn’t always a relaxing break following graduation. While most of our students and faculty head off-campus for a few months, many staff members remain in their offices from May through August — working on projects that got delayed during a busy spring semester, combating summer “melt” for the incoming first-year class, or focusing on vital institutional initiatives.
Summertime can feel simultaneously like the only time you’re able to get things done and like a time when it’s impossible to squeeze in yet another project. There’s always plenty to juggle, so how can you maximize your hours and prioritize what’s most important?
The answer will, of course, vary depending on your unique situation and the goals of your institution — but there are ways to make big improvements more efficiently. Here are a few ideas to boost your impact during the summer months, without burning yourself out.
1. Do a Summer Content Sweep
Summer is a great time for clean-up on college campuses. While the residence halls are being scrubbed and dusted, it’s also an opportunity to tidy up your digital spaces.
If you’re in charge of web content, make sure you’ve pulled down outdated event pages and directory info for faculty members who are no longer at your institution. Refresh contact info for folks who have moved offices or transitioned into new roles. Check for broken links or 404 errors (tools like SiteImprove, DubBot, or Screaming Frog can help to automate this process). While you’re at it, make note of any content you find that seems off-brand or out-of-date and document it for follow-up.
Social media managers can use this time to give a little extra TLC to their accounts. Check in on bios and profile links to ensure everything is consistent and accurate. Double-check your account permissions and remove any former employees’ access. On Instagram, take a look at your highlights and remove content that is no longer timely or relevant.
If your team is short on time or unsure what to prioritize, we offer deep digital audits to help you catch what needs fixing — and give you a clear path forward.
2. Dig Into the Data Sandbox
Reflection and preparation go hand-in-hand. Take this time to review your social media analytics or website metrics from the past 6-12 months. Which content performed best? Look for trends in format, timing, visuals, or messaging that may inform your content planning for the new academic year. (And write down your findings so you’ll remember them throughout the year!)
If data and evaluation aren’t really your thing, consider bringing on some short-term support, especially if you have end-of-year funds remaining. A social media coach with a specialization in higher education can provide a quicker analysis of your digital media and offer suggestions for improvements. With strategic insights and frameworks at the ready, you’ll be free to focus on content creation and implementation.
3. Plan a Fall Campaign — Before the Leaves Start Changing
Give your future self a gift: don’t leave planning to the last minute if you can help it. Pick one fall event or initiative to focus on, and start mapping out content ideas now. There will be plenty of things that pop up at the last minute and need coverage, but others are constants. Consider occasions like Welcome Week, involvement fairs, Homecoming, or Hispanic Heritage Month.
Brainstorm content you may want to create and the assets you’ll need to make it happen. Create templates for posts or set up an early meeting with collaborators to help reduce chaos later.
If you need extra hands or high-level strategy support, we offer consulting services that meet you where you are — from short-term, high-impact strategy sessions to long-term transformation partnerships.
4. Prepare for Smooth Sailing with Student Employees
It’s easy to get caught up in the flurry of back-to-school activity, right around the time your new student employees start working in the fall. A little pre-work now will help to set them up for success — and save you a lot of stress during their first week!
Take a few moments to brainstorm some project ideas for them, or keep a running list and add to it as ideas come to you throughout the summer. Build each student a welcome binder (or a digital shared folder) with your institution’s brand guide, official logo PNGs and hex codes, timesheet deadlines and payment schedules from HR, contact information for people they’ll be working with, or anything else they may need to reference during their semester in your office.
Look into resources that can support their professional development, like blog posts, websites, YouTube videos of conference keynotes, or an affordable student development course like the Student Social Media Academy.
5. Shine Brighter with New and Refreshed Skills
There are plenty of ways to boost your skill set over the summer, with options available for every budget — or even no budget at all. These recommended resources can support your career growth and keep you on the cutting edge of marcomm in higher ed.
- Bookmark your favorite blogs and publications:
- Subscribe to Podcasts:
- Explore Coaching and Professional Development Programs:
Summer might not be all hammocks and iced coffee, but it can be a time to reflect, reset, and recharge — without adding unnecessary pressure. Whether you take on one project or tackle a few, small steps can lead to major wins.
So give yourself permission to slow down, get curious, and try something new. Clean up what no longer serves you, make space for what’s next, and invest in the tools, people, and skills that will help you and your team shine even brighter in the new academic year.
You’ve got this. And if you need a little support along the way, you know where to find it.
