Summer might feel far off, but for school communications professionals, it’s closer than it looks—and the time to prep is now. Between wrapping up the school year, celebrating graduations, and marketing kindergarten enrollment, it’s easy for summer content to become a scramble. But it doesn’t have to be.
A few smart moves now will help you maintain consistent messaging, build trust, and stay visible—all while giving yourself room to breathe. Here are five things to prep now for a smooth summer comms season.
1. Build (and Schedule) Your Summer Content Calendar
When the pace slows down, your content shouldn’t disappear. Families still want updates, summer staff deserve recognition, and your district brand needs to stay visible.
What to do now:
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- Map out content themes for June through August. Think graduation highlights, summer meal programs, construction updates, and leadership transitions.
- Revisit and reshare high-performing posts. Use ICYMI (“in case you missed it”) posts to spotlight stories worth repeating.
- ICYMI: In February, our 5th graders led an incredible Living History Museum—bringing historical figures to life with creativity, confidence, and a whole lot of learning. 🎩📚👏 They truly raised the bar, and we can’t wait to see how next year’s 5th graders build on this amazing annual tradition!
- ICYMI: Our spring athletes gave it their all—and we’re still cheering! ⚽🏃♀️🏆 From buzzer-beaters to personal bests, their dedication was on full display.
💥 Ready to get in the game? Fall sports registration opens <date>! Explore all our sports and club options here: <link>.
- Identify what can be scheduled in advance. From social media and newsletters to blog posts and website banners, look ahead and map out what content can be planned now. Make it easier on yourself by assigning themes to each day of the week. For example:
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- Monday: ICYMI highlights
- Tuesday: Summer program reminders or leadership intros
- Wednesday: Blog or news article
- Thursday: Throwback yearbook photos
- Friday: Staff shoutouts or student celebrations
Even a simple structure like this can reduce daily decision fatigue and keep your content consistent all summer long.
Pro Tip: You don’t have to post daily to stay visible. Every school—and every comms team—is different. Maybe you’ve got a team supporting you, or maybe your social media lead is off for the summer. The key is to prep now so you don’t go completely silent. A little planning goes a long way in keeping your community connected. Schedule what you can in advance, and use a content calendar to plan for the rest.
If you really can’t post during summer, what should you do?
If posting during the summer isn’t realistic, shift your focus. Instead, get a head start on school-year content—think “Throwback Thursday” posts, “Did you know?” facts, or evergreen celebrations you can plug in later.
2. Set Up Smart Auto-Replies and Coverage Plans
You’ve earned your vacation time—don’t spend it fielding emails.
What to do now:
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- Draft out-of-office replies that are helpful, not just “I’m out.” Include links to key summer info (FAQs, contact forms, enrollment pages).
- Prep your front office staff with talking points or a quick reference guide to common summer questions.
- Coordinate internal coverage. Who’s checking social media? Who’s on call if the media reaches out? This is especially important if you’re a team of one. You not only need—you deserve—a real break. Fill out your sub plan, and take that vacation.
- When you get back, get to the bottom of your inbox before sending any replies. Read through everything and jot down what needs action, but don’t respond yet. That pause gives you clarity, helps you spot duplicate asks, and keeps you from replying to something that’s already been handled.
“Start setting boundaries and managing expectations—yours and others’,” says Christy McGee, APR, Director of Communications at Fountain-Fort Carson School District 8. “It’s absolutely okay to turn your phone off, as long as you communicate that with your team and leadership. You deserve real time away—just be clear about when and how you’ll be available, if at all.”
3. Audit and Refresh Your Content Library
Outdated FAQs? Broken links? “We’ll update this soon” banners still hanging around?
What to do now:
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- Review your district and school websites for outdated info and clean up navigation. Run a scan for broken links and check analytics for 404 pages.
- Check your photo and video library—what do you need more of this summer? Are things named and filed so you can grab what you need without stress next year?
- Refresh templates for social posts, newsletters, and print collateral so they’re easy to grab and go.
“Summer is the perfect time to clean house behind the scenes,” said Andrew Hagen, Integrated Communications Coordinator at CEL. “Refreshing your content library—even just organizing folders or updating templates—can save you time and stress when things ramp back up. It’s one of those small steps that makes a big impact later.”
4. Prioritize Financial Transparency—Campaign or Not
Think you’re not “doing bond communications”? Think again. Even if your district isn’t actively running a referendum, voters, families, and staff still care about how resources are being used—and how those decisions are communicated.
What to do now:
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- Share progress updates on past projects or recent budget wins. Think photos of new HVAC systems, tech upgrades, or classroom improvements. Refinishing a parking lot isn’t exciting, but it’s something your community should see.
- Revisit your finance or capital projects web pages—are they easy to navigate? Clear and current? Using the right keywords?
- Prep social media posts or infographics that explain how your district is investing in students, staff, and schools.
You don’t need a major project to talk about stewardship. A simple post like “Here’s how we’re making the most of this year’s budget” goes a long way in building community trust.
“Financial stewardship isn’t just about dollars—it’s about trust,” says Cindy Leines, Founder and CEO of CEL. “Even if you’re not running a bond or referendum right now, the way you share updates—big or small—sets the tone. When families and voters see that you’re being open and responsible with resources, it makes a big difference down the road. If you ever do need to ask for support, you’ve already laid the groundwork with facts and consistency.”
5. Highlight Leadership (Stability and Transitions!)
Whether you’re welcoming a new face or celebrating a steady presence, leadership communication matters. Families, students, and staff want to know who’s at the helm—and feel like they know their principal and superintendent.
Ask yourself: When do families typically hear from district leadership? Is it only during moments of crisis or unfortunate news? Or are there regular, positive touchpoints that build connection and trust?
What to do now:
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- Connect with HR or district leadership to confirm any updates—new principals, cabinet members, or internal promotions.
- Draft welcome messaging now, such as social media posts, website bios, or email templates that can be customized and shared later.
- Don’t forget about familiar faces! Spotlighting long-standing leaders helps reinforce stability and build trust. Create “Get to Know Me” posts for all leaders—new and returning—with fun facts, favorite school memories, or why they love what they do.
- Plan for a few engaging ways to introduce new leaders. Even a short “get to know me” video or a favorite quote can go a long way in building connection.
“Short-form video isn’t just a trend—it’s how people are consuming information,” says Miranda Lopez, Communications Consultant at Fountain-Fort Carson School District 8. “A quick reel or intro video can make your message feel more human, more personal—and more likely to stick.”
Here’s a short list of “Get to Know Me” prompts you can use for both new and returning leaders. These work well for social media posts, newsletter spotlights, staff shoutouts, or short-form videos—and they’re easy to customize depending on your district’s tone.
Ready to simplify your summer comms plan? Whether you’re a team of one or leading a full communications department, with a bit of prep work, you can align your summer messaging and build content that connects. Plus, schedule a real summer break—no phone notifications included.
