For many enrollment and marketing teams, the transition into summer doesn’t mean a slowdown, it just means the fires you’re putting out have changed shape. Instead of a race to get deposits, it’s now a race to reduce melt; the energy you put toward admitted student days is needed for summer visits and fall travel prep. Tracking down high school transcripts has flipped to tracking down all. those. new. student. forms.

With teams being pulled in so many different directions, it can feel nearly impossible to pause and plan ahead for the next cycle. But you must! And the earlier you’re able to start analyzing and strategizing, the more time you’ll have to implement thoughtful, well-crafted, and personalized campaigns.

To help you get started, we’ve put together 3 ways you can make sure your next senior search campaign is a success:

1. Don't Forget Your Primary Markets

While it may be tempting to cast a wide net, don’t do so at the expense of your backyard. We recommend leaning into primary markets and letting data guide your list purchases (especially when you’re looking to expand). Use modeling to help build a list focused on the students you know will not only apply, but also show up next August.

✅ Prioritize the students most likely to engage
✅ Avoid wasting resources on low-interest prospects
✅ Set up your team for better conversion rates later in the funnel

Case Study: A small Catholic college in the Northeast* has seen a 22% increase in applications, 7.5% more deposits, and purchased 26% fewer names after partnering with Spark451 to reassert itself in the local market through branding, lead, and application generation campaigns.

2. Up Your Communications Game

Today’s students are much more reticent about sharing personal information, so when they do, they expect more than a generic “Hi, {{Preferred}}!” outreach. They’re looking for content that reflects their interests, matches their stage in the journey, and helps them see whether your school is a good fit. In short, they want to know you’ve been paying attention.

✅ Segment your messages by academics, geography, or student interests
✅ Plan out multiple touchpoints across print, email, and digital
✅ Build in moments that create connection through personalization

Case Study: A rural campus in a large public university system* saw a 26% increase in applications in year one, and a 38% increase in deposits in year two after partnering with Spark451 to flip the script with its communications, embracing and promoting its unique vibe and small size as assets, not hindrances.

3. Think Multi-Channel From the Start

It’s no secret that students consume information across a range of platforms (often simultaneously), so to stay top of mind, your campaign needs to meet them where they are and offer a consistent, compelling experience across channels.

We’ve found that a combination of print, email, and digital works best, promoting stronger engagement and better outcomes. The key? Consistency! Your creative, messaging, and calls to action should all feel cohesive no matter where students encounter them.

✅ Ensure creative and messaging are aligned across the board
✅ Use digital ads and social media to reinforce emails and direct mail
✅ Keep track of all cross-channel performance

Case Study: A private liberal arts college in the South* saw a 22% increase in admits and a 33% increase in deposits after partnering with Spark451 to conduct a comprehensive multi-channel senior search campaign.

Final Thoughts: Reflect and Plan

We understand that one of the biggest challenges you may face is simply finding the time to do this work. When schedules are packed and priorities seem to constantly shift, it’s tempting to rush the process or simply reuse old strategies without much, if any, reflection. But taking time now to review what worked last cycle (and what didn’t!) can save you time and effort down the road.

Before you get started, ask yourself:

  • Which lists yielded the strongest engagement?
  • Which messaging resonated best?
  • Where might we want to try something new?
  • Who is going to tackle this work?
    Do we have the resources we need or do we need support from a professional partner?

Even if your team is small or its bandwidth stretched thin, taking small steps now can make a big difference moving forward.

Need a hand? At Spark451, we work with colleges and universities across the country to design, build, and execute student search campaigns that get results. If you’re feeling overwhelmed by what’s on your plate, give us a shout. We’re happy to help however we can!

*Partner names withheld for confidentiality purposes.