Making Holiday Memories Matters in Higher Ed
Christmas: arguably the most wonderful time of the year. Beautiful displays of lights are twinkling in town squares. Mariah Carey belts that all she wants for Christmas is you. Our southern friends start chattering about if this will be THE YEAR that there’s snow on Christmas.
Do you return to work from Thanksgiving break and look around on your college campus and wonder, “Where’s the Christmas spirit? Where’s the tradition? Where are the lights and wreaths and cheer, oh my?”
For colleges, the holiday season is an opportunity to create core memories for your students, strengthening their connection to you for years to come. It’s also an opportunity to express your brand in fun and meaningful ways that aren’t available other times of the year. To quote Buddy the elf, “The best way to spread Christmas cheer is singing loud for all to hear.” So let’s get out the pitch pipe and make sure that we’re all singing on tune and at full volume. The benefits are greater than you may even realize.
Branding matters, even at Christmas
Nothing says Christmas like red and green—unless you’re a college. Your campus’s celebration of Christmas needs to be expressed in your brand colors. No matter how much the “vice president for being involved in things that aren’t under their purview” loves red ribbon, if your university color is orange, red ribbons shouldn’t be front and center on your campus.
Two great examples are Hardin-Simmons University and Texas Christian University. Even though they aren’t using traditional Christmas red and green, the spirit of the season shines through while also leaving no doubt that you’re on their campus. After all, from kerning to couch colors to Christmas trees—details matter.
Build it and invite them to come
There’s something special about a campus tour when there’s Christmas cheer all around. There’s a reason Hallmark Christmas movies abound. We’re suckers for the feels that Christmas evokes. Use that to your advantage.
Most colleges have a standard visit day during late November or December. Use that existing event, just make it Christmas. Add a hot chocolate bar to the event day. Make the schedule later in the day so students and families can be on campus when it’s darker and can enjoy the lights. Connect the visit to a Christmas performance by your choir or band. Advertise getting a college branded ornament for attending the visit. There are achievable additions or adjustments that can be made to make your visit event more in line with a holiday theme.
For example, Dallas Baptist University understood the assignment. They have a landing page that showcases their campus Christmas events, houses their Advent devotional guide, and encourages Christmas tours for prospective students.
Christmas is also a great time to invite the local community to campus for holiday performances or to use your beautiful decorations as a backdrop for family photos. These low-pressure introductions to the school are great for community relations and breaking down any “town and gown” divisions that might exist for you. Don’t forget to do old-fashioned public relations for these, too; they can be great newsmakers as media outlets look for seasonal stories and items to fill their holiday event calendars.
DBU social media posts
Christmas—season of peace, joy, and love—also great for retention
Christmas doesn’t only draw in prospective students, it can also foster retention. As students are winding down for the semester, they’re tired, they’re stressed about final grades, they might not be sure if they’re coming back. A festive vibe and events that bring the community together just might remind them why they attended your institution in the first place. Will that change everyone’s mind who might transfer? Absolutely not, but it will put your school in a much better light as students weigh their options.
The holiday season is a great opportunity for university leadership to put in more face time with students. Union University has “Christmas with the Olivers,” where the university president and his wife read Christmas stories to students.
Get your mascot suit out and put a Santa hat on them and students will melt. East Texas Baptist University brought Toby the tiger to their “Christmas on the Hill” event to take photos and play the role of Santa. Even these simple ideas can create meaningful connections with students during a hectic, stressful part of their semester.
Hearing about these special moments—or seeing them on social media—can increase parent satisfaction, as well. Moms will be pleased that you’ve taken the baton to create holiday magic for their kids at their home-away-from-home.
That feeling when your holiday budget is underwhelming
Maybe you’re on board but experiencing sticker shock after pricing corporate-grade Christmas decor that will last year after year. We hear you. One solution is to find strategic partners who have an extra dose of holiday spirit and cast the vision for them. Help to show them that their support will help create Christmas magic on campus that will be good for the community, the current student body, and prospective students.
Offer to acknowledge their contribution with signage or headline sponsorships for events or items the community will see—like your campus tree lighting or a large light display. Being associated with Christmas is good for business. Why do you think businesses put up Christmas décor before spooky season is even over? So, have confidence that the right business will be excited and understand the potential of being a partner with you for a Christmas endeavor.
On the flip side, the fuzzy feelings that your holiday efforts produce in alumni and friends could influence those critical end-of-year donations to the school at large. They can keep you top of mind and remind those friends what a special experience you provide.
You’re a magic-maker
Christmas is one of the most important times of the year for a reason. Whether you’re at a faith-based institution that leans into the birth of Jesus as a focal point of your celebration or you’re in a space where the holiday is about the season of community and love, this time of year matters to people. Maybe your campus traditions are all you could ever hope for. Or maybe you’re in the trenches planning the magic you’ll create for next year. Wherever you are, whatever you’re doing, you’re making a difference. Merry Christmas to you and yours from 5° Branding!
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