Peak season playbook: Proven strategies to onboard first-year families

The summer before college is filled with questions for both students and their parents. That’s why the transition to college isn’t just about preparing students; it’s about equipping families with the information and support they need to guide them through it.

We chatted with Alex Hersperger, Program Manager of New Student & Family Programs at Texas A&M University and Ty Hollowell, Director of Orientation, Transition & Family Programs, at Coastal Carolina University to learn how they have transformed their summer communication strategies into a true onboarding experience: one that meets families where they are and lays the groundwork for lasting connection.

Here’s the tips they shared (or click here to hear directly from the panelists):  

Build a communication plan that covers key first-year milestones

At Texas A&M, the onboarding journey begins in May with a 70-day drip campaign. Each week, families receive a message that includes a helpful resource, an Aggie tradition, and a financial tip. The content follows the student journey, starting with orientation prep and shifting toward topics like student conduct, academic support, and campus safety by late July and August.

Over 12,000 families have already been enrolled this year, with day-one emails seeing a 77% open rate. Most weekly messages average around 70%, a clear sign families are paying attention.

At first glance, a 70-day campaign might sound overwhelming, but it didn’t start that way.

“We used to write content the night before it was sent,” Alex shared. “Now, everything’s scheduled before orientation starts. It’s saved our team hours each week and the quality has only improved.”

Personalize your family messaging to build trust

Families expect content that feels relevant, and segmentation is the key to delivering it.

At Texas A&M, families are grouped into CampusESP communities by class year, student type, and language preference. Their Spanish-speaking community mirrors the English content but is fully translated using CampusESP’s AI tools and student translators, resulting in stronger engagement.

Coastal Carolina uses a similar approach. Families self-select into communities like first-gen or student-athlete, and receive tailored content through announcements and newsletter posts.

With 77% of families expecting weekly updates (up 7% from last year), segmentation is an important part of your communication strategy. 

Create connections, not just communications

For Ty, building connections is just as important as sharing updates. His monthly Coastal Currents newsletter delivers campus news and event highlights in a tone that feels personal and familiar.

“I talk to families the way I talk to students,” he said. “That consistency helps them feel part of the community.”

Coastal also hosts Teal Talk Tuesdays, a monthly Zoom event designed for working families. Each session features a different campus department, like study abroad, financial aid, or career services. Depending on the topic, attendance ranges from 30 to nearly 100 participants.

These efforts help families feel involved, not just informed.

Share real stories that resonate 

At Texas A&M, the Aggie Parent & Family Advisory Council plays a key role in storytelling. Each of the 25–30 members contributes short reflections in the fall and spring through a simple Google Form. Alex’s team edits them into blog-style posts that consistently rank among the most-clicked content in their portal.

“Families want to hear from people who’ve been through it,” Alex said. “And this lets them do just that.”

It’s a low-lift, high-impact way to share relatable insights, and families keep coming back for more.

Coastal Carolina takes a similar approach, with student spotlights woven into Ty’s monthly newsletter. These short, authentic stories often prompt families to reach out or ask how their own students can get more involved — turning insight into action.

Extend engagement beyond the first year

While much of the conversation focused on first-year families, Texas A&M shared how they’re sustaining engagement with third and fourth year families. One standout example: their Graduation & Commencement community.

Originally launched in Fall 2024, this segmented group receives targeted messaging around graduation deadlines, cap and gown prep, and common FAQs. Families opt in via a short survey. Their spring 2025 drip campaign saw an 89% open rate and a 29% click-through rate, significantly higher than most campaigns. 

“Families were confused by the terminology around graduation,” Alex said. “And while there’s a website, many didn’t know where to look. This gave them a clear roadmap.”

Final advice

Both panelists agreed: you don’t need a perfect plan to get started. With CampusESP, they’ve been able to test ideas, improve workflows, and scale what works.

“It’s okay to try something and tweak it,” Ty said. “Ask yourself, ‘Does it need to be scrapped, or just adjusted?’”

“And lean on the CampusESP team,” Alex added. “They helped us move from sending scattered posts to building structured campaigns. And I love seeing what other schools are doing. I’ve subscribed to their workflows for inspiration.”

Their biggest reminder? Family engagement is a long game. The summer before the first year is one of the most critical touchpoints, and with the right tools and strategy, it’s an opportunity to build lasting trust.

Watch the full discussion now!

Looking to put these strategies into action?

CampusESP for Family Communication gives you the tools to segment communication, automate outreach, and build meaningful family relationships, without adding to your summer workload.