Time to get everyone energized.
In this section of the toolkit, we’ll turn our focus externally. Here you’ll find tips and tools to get young people and their families excited about — and most importantly, enrolled in — summer programming.
Ignite Summer Toolkit: RECRUITING & MARKETING
Go Big! Getting the Word Out.
Reflect
Start by thinking about your summer program from the point of view of your audience, which is young people and their families:
- What need does your program fill?
- What’s the most important benefit to young people?
- What makes your program unique, different and FUN?
- Why should young people participate?
- How does your program help support families?
Likes
This is so much more than “just” summer school! It’s a time to lean into passion and interests, have fun, and shake up the usual routine to inspire a different kind of learning. Your marketing materials should reflect that.
Tools
MESSAGE MAP
Use your responses to the reflection questions to complete this message map
MESSAGE MATCH
Crafting messages that resonate with your audience attracts participants to your program. And word choice is a big part of that. Consider these focus-group tested phrases from Summer Rising:
Messages about “getting ahead,” “preparing for the next school year” and offering “learning and fun” received positive responses from families
Messages about their child “falling behind” did not rate positively
Describing the program as “no cost” rated favorably
Describing the program "free" suggested a lack of quality to families
Resources
Sample Message Maps
Need a little more messaging inspiration? Below are four field-tested message maps, shared here with permission from Wallace Foundation. Are any of these messages right for your program?
BIG IDEA:
Your Child Will Have a Fun-Filled Summer
BIG IDEA:
This is a Top-Quality Summer Program
BIG IDEA:
Your Child Will Get Ready for a Great 4th Grade
BIG IDEA:
This Summer Program Works for Parents, Too
Likes
Both parents and youth are your audience. Your messages should speak to both of them!
Resources
MESSAGING & MARKETING RESOURCES
Summer Learning Recruitment Guide
The next step is to take those big ideas — the messages — and develop a marketing plan and supporting materials. This comprehensive SUMMER LEARNING RECRUITMENT GUIDE from the Wallace Foundation is a terrific one-stop-spot for tons of marketing ideas, advice and even sample templates. Check it out!
Marketing Tips
Looking for more inspiration? Check out this marketing tip sheet from Beyond the Bell.
Here's one example of marketing materials from a real-world summer program. Can you guess what their key messages are?
Likes
Be sure to translate marketing materials into the primary languages of the families your program serves.
Communication Tactics
Marketing research shows that “high-touch,” personalized outreach is the most effective method for generating action. A phone call home or personally placing a flier in a parent’s hand is more likely to get a parent’s attention than sending a note home in the backpack.
You can also equip trusted messengers—especially principals, teachers and other students/peers—to help set the tone that summer learning is important and fun.
Tactical Toolbox
There are so many ways to get the word out about your program. Which tactics will you use?
1
DIRECT TO FAMILIES:
Take-home flyers: high-quality materials signal a high-quality program
Email blasts: include a link to your website for registration
Phone calls: direct, one-on-one phone calls are more time consuming, but have a stronger impact that robo-calls
Text messages: short, sweet, and easy to share
2
ONLINE:
Social media postings: go beyond "just" Facebook to reach young people. Include Instagram, TikTok and other social media in your plan.
Websites—yours and your partners: a great place to include links to registration and more details
Digital ads: which websites are your families visiting, and can you advertise there?
3
IN THE COMMUNITY:
Flyers/posters around town and at schools: and at community partners' locations!
Cross-promotions: which businesses near your program site would be good marketing partners?
Word of mouth: could include referrals, t-shirts, events, door-knocking
Likes
Be sure to ask your CBO partners to spread the word through their communications channels!
Resources
FAMILY COMMUNICATION RESOURCE
Confirmation Letter
So your marketing tactics are working and young people are enrolling in your program — hooray! A confirmation letter, like this one from Beyond the Bell, is a great way to make sure families have all the correct details and expectations before the program begins.
Likes
Recruitment doesn’t end once you’ve received a completed enrollment form! For a low “no-show” rate, maintain contact with families before the first day and throughout the course of the program.
