Don’t Go Dark: Why Summer is Prime Time for Your School Brand

TL;DR: Summer Comms, Simplified

• Why it matters: Keeps families connected, boosts back-to-school engagement, and builds trust.
• What to send: Celebrations, spotlights, sneak peeks, and need-to-know info.
• When to send: 1–2 times/month in June and July, ramp up in August.
• How to make it easy: Use Smore for Teams to schedule ahead, stay on-brand, and track what works.
  

The school year ends, the halls go quiet—and too often, so does your communication. But going dark over the summer can unravel the trust and connection you’ve spent months building.

In our recent Smore webinar, Sun, Sand, and Your School Brand, two longtime collaborators—Dr. Kara Stern, former school leader and now Director of Education at Smore, and David Leshaw, Director of Growth Marketing and former Admissions Director—shared practical, proven strategies to keep your school’s voice strong and consistent through the summer.

Here are our favorite takeaways—plus quick video clips to watch and share with your team.

Why Communicating Over Summer Matters

Summer isn’t a break from your brand—it’s a chance to strengthen it. Keeping families in the loop builds trust, boosts attendance at back-to-school events, and makes the transition smoother for everyone.

🎥 Watch: What Happens When Schools Don’t Go Quiet

As Kara said, “When we kept communicating through the summer, attendance at our back-to-school nights shot up.” Consistency builds familiarity. Familiarity builds trust. And trust builds engagement.

What Should You Be Sending?

Summer is the perfect time to:

• Celebrate the wins (highlighting standout moments from the year)
  
• Spotlight students and staff (human stories build connection)
  
• Preview what’s ahead (tease the new year!)
  
• Share the essentials (supply lists, key dates, links)
  

Kara’s former school did a “Summer Spotlights” series featuring one student and one staff member each week. “It kept our school feeling present,” she said.

🎥 Watch: Summer Content That Families Click

How Often Should You Send?

You don’t have to overdo it. Based on data from thousands of Smore users, here’s the cadence that works:

• June: 1–2 wrap-up newsletters
  
• July: 1–2 light-touch updates
  
• Early August: 1–2 prep communications
  
• Late August: Weekly nudges as school approaches
  

🎥 Watch: How to Plan Your Summer Comms in 10 Minutes

This keeps you visible without overwhelming busy families.

Tips to Make It Work (Without Burning Out)

Kara and David dropped some A+ tactical advice:

• Mobile first: Most families read on phones—make it easy!
  
• Lighten the tone: Summer messages can be warm and friendly
  
• Use visuals: A great photo > a paragraph
  
• Be inclusive: Translate, caption, use accessible formatting
  
• Track results: Open rates, clicks, and engagement patterns help you refine over time
  

How Smore for Teams Makes It All Easier

Let’s be honest—summer should be restful, not stressful. Smore for Teams lets you:

• Schedule ahead (send even while you’re at the beach)
  
• Auto-translate in 100+ languages
  
• Use branded templates so everything looks polished and consistent
  
• Track what’s working and tweak your strategy
  

And the new Brand Kit feature ensures every school communication is consistent—regardless of who’s hitting “send.”

🎥 Watch: How Brand Kit Keeps Your School Identity Strong

Don’t Disappear. Stay Visible. Stay Valued.

Summer is your school’s quiet superpower. Use it to stay present, show families they matter, and get ahead of the back-to-school chaos.Want help building your summer strategy? Schedule a Smore for Teams demo. We’ll show you how to plan your comms and protect your summer at the same time.