The enrollment year runs on overlapping tracks, and most institutions are working on two or three at once. This guide shows what students need at each stage, when to have your missions ready, and ideas for what to run.
The year at a glance
The build by date matters as much as the send window. A mission that launches after its window has opened misses the students who needed it earliest.
Stage | When students hear from you | Build by | What to measure |
Search and inquiry | January to July for juniors, and inquiries year-round | December | Inquiries who apply, and how quickly they hear back |
Application season | August 1 to January 15 | July | Started applications that get submitted and completed |
Financial aid | October to March for applicants, October to your state deadline for current students | September | Admitted students with a FAFSA on file |
Admit and yield | December to May 1, and after | November for early admits, February for regular decision | Admitted students who deposit |
Summer melt | February to August, alongside yield | March to April | Deposited students who enroll |
Current students | Year-round, peaking at term start and registration | Six weeks before each term | Students who return the next term |
Transfer, graduate, adult, community college and international populations often run on their own calendars. Use the same stages, shifted to their dates.
Search and inquiry
Students are exploring options and deciding where to look more closely.
Fast, personal replies to new inquiries
Campus visit invitations for in-person and virtual events
Follow-ups after tours, interviews or information sessions
Outreach based on academic or extracurricular interests
Application season
Students are visiting campuses and preparing applications.
Application pushes and deadline reminders
Reminders for students who started but haven't submitted, naming the missing item
Promotion for open houses or regional visits
International outreach tailored to country or region
Scholarship application and deadline reminders
Financial aid
Students shift from applying to deciding, and financial aid often makes the difference.
FAFSA completion reminders, for applicants and for current students renewing aid
Financial aid next steps, including document checklists and timelines
Verification reminders for students who've been selected
Admit and yield
Admitted students are shaping their plans.
A welcome sequence as soon as admission decisions go out
Invitations to admitted student events
Follow-up after aid offers so students understand their costs
Deposit reminders with clear instructions
Summer melt
Deposited students still have steps to complete before they arrive. Build these missions in March or April so they're ready when deposits come in.
Reminders for outstanding onboarding tasks (housing, health forms, immunizations, orientation)
Check-ins that build confidence and belonging
Welcome messages that introduce campus resources and support
Current students
FAFSA renewal reminders
Registration and hold reminders before each term
Reminders about academic progress requirements for financial aid
Sample missions
Mission | Objective | Timing | Audience | Success criteria |
Campus visit push (email) | Explain why visiting matters, include current student stories, and link to RSVP. | Every 10 days, no more than 5 messages | Prospects in your priority regions who haven't visited | Prospect signs up for a visit |
Scholarship spotlight (SMS) | Short alert with a direct link to the scholarship application. | Every 7 days, no more than 4 messages | High-achieving prospects | Student applies for the scholarship |
Interest-based engagement (email) | Showcase programs, clubs and opportunities that match a student's interests, with links to information sessions. | Every 14 days, no more than 3 messages | Students with a specific interest (for example, outdoor programs) | Student registers for an information session |
Planning tips
Set one goal per mission that your CRM can track, such as a lead moving from "application started" to "applicant."
Send the results back. For outcomes recorded after a mission ends (FAFSA filed, deposit, orientation), make sure that data flows back to CollegeVine so you can see the mission's impact.
Use an early signal when the final outcome is months away, such as event attendance or checklist completion.
Space out large sends. Missions and Email Marketing share one daily send limit for each subdomain. Use What to expect in your Email settings before a large send.