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Summer is approaching, the national vaccine rollout is underway, and families are eager to find enriching summer activities for their restless, college-bound teenagers. Even though most academic pre-college programs won’t open up until the end of June, it seems as if people have been searching for summer programs somewhat later this year.
According to Google Trends, half as many individuals researched “summer school” and “summer courses” this January versus last January. But as of March 2021, search activity increased and now seems relatively comparable to last year. And, if last year is any indication, search queries will peak in early June. For many universities and colleges, that means that they’ve been planning their marketing initiatives since Fall 2020 to get ready for the potential influx of Summer 2021 pre-college applications.
While it’s tempting to rinse and repeat, using what worked in 2019 might not be a solution for screen-fatigued families this year. For example, Harvard noticed that “information requests peaked one-to-two months later this year versus last year and overall student interest clearly skewed later,” according to Susan Hackney, Director of Marketing at Harvard Summer School. “In fact, submitted applications also shifted…