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Mastering the ABCs of Back to School Marketing

Ah, back-to-school (BTS) season—a time of fresh notebooks, crisp fall air, and the return of homework-induced sighs. But for marketers, it's more than just a nostalgic trip down memory lane—it's a prime opportunity to capture the attention of both students and parents and, dare I say it, start capitalizing on the kick-off of the upcoming holidays *queue PSL szn* 🎃


This year, like every other, we expect to see the back-to-school rush bigger than ever. In 2022, BTS total spending hit $36.9 billion, with the average household spending $864 making it the second-largest shopping experience behind the winter holidays.


With such substantial spending on the horizon, it's time for marketers to step up their game and create compelling campaigns that resonate with both the parental decision-makers and the eager students. From understanding your audience personas to nailing the perfect timing and unleashing the power of social media, we've got the inside scoop to ensure you win over hearts, minds, and wallets during this crucial season. So, sharpen those pencils, because class is about to be in session.



Back-to-School Shoppers 101

Before you dive headfirst into your marketing and content frenzy, it's essential to do your homework and understand the back-to-school shoppers' psyche. These busy parents and students are on a mission, seeking the best deals and practical solutions to ease the school year's chaos.


First, we've got your parents – the ones who own the back-to-school shopping game.

  • The PTA Dynamo: We all know this parent - juggling work, family, and school supplies shopping while leading the PTA charge. Time is their rarest commodity, so cater to their need for convenience and time-saving solutions. Offer easy online shopping, curbside pickups, or free shipping to win them over. They're the true superheroes of the school community.

  • The Savvy Saver: Coupons, discounts, and deals – this parent knows how to stretch a dollar like a pro. Showcase your budget-friendly offerings and highlight promotions to draw them in. They've got a keen eye for a savvy deal and won't miss a single chance to save.

  • The Trendsetter: She's not like a regular mom, she's a cool mom. The one who's always on the hunt for the hottest new trend to make her kid shine this year. They've got their finger on the pulse of school style, and they won't settle for anything less than fabulous.



Now, let's turn our attention to the students who rule their parents because while parents may be fronting the bill, 57% of US parents say their kids influence their back-to-school purchases:

  • The Fashionista: This student believes in making a statement with their style. Incorporate trendy designs, fun accessories, and customizable products to appeal to their inner fashion guru.

  • The Procrastinator: Ah, the classic procrastinator – they left everything to the last minute, including shopping for school supplies. Promote last-minute deals and fast shipping options to save their academic day.

  • The Eco Warrior: Passionate about the environment and wants to make eco-friendly choices. Offer a range of sustainable and eco-conscious school supplies, such as recycled notebooks or reusable lunch boxes. Or better yet, show your commitment to the cause by pledging a percentage of every dollar spent to support saving... the whales - you get what we're saying.


Reaching The Decision Makers

Luckily, today there are more platforms than ever to reach your target audience. In the sense of BTS for kids that still live at home we can typically assume the parents are shelling out the cash, so it’s critical to know how to market to them.


Google Search

If you are selling products that can fit into this category, incorporate keywords around “back to school offers”, “school supplies”, etc. And don’t forget, teachers need school supplies too! Including terms with “teacher” appended on the front will yield relevant results and lead to purchases. Check out our Back To School Keyword Pack here with the top trafficked terms this season.


Don’t forget, Google Search offers the highest intent traffic because the use is actively seeking your product. Don’t miss out on these hand raisers by failing to include back-to-school terms in your strategy.


YouTube Ads

If you have video assets, it’s time to put your product right in front of your audience with YouTube. Don’t know where to start? Google allows you to actually target people who are parents.



If you’re new to the YouTube realm, check out our blog YouTube Strategies That Lead To Real Success.


Social Media Ads

Thirty-five percent of online back-to-school shoppers use social media to find products and sales, so using social platforms such as Facebook, Instagram, TikTok, and Snap will help build your brand and awareness around the BTS offerings you have.


With social media, mobile is everything; in fact, half of Millennial parents shop back to school from a mobile device. Here are some quick ideas to get you started if you don’t know where to start.


  1. School Supplies Aesthetics, Right on Their Screens: No need for a long shopping list when you can present a curated selection of must-have supplies. Let mobile ads showcase your top picks with a simple swipe, making parents' lives a breeze and earning you some serious brownie points.

  2. All About That Backpack Envy: Create enticing mobile ads that highlight stylish and functional backpacks, leaving kids yearning for the trendiest carry-all in the school hallways.

  3. Present Your "A+" Style with Video: Say goodbye to snooze-worthy ads! A snappy video is the way to go, capturing attention faster than a gum-snapping teenager. Flaunt your back-to-school products in action, and don't be afraid to sprinkle some personality in.


Nail the Timing

When it comes to the back-to-school season, timing is everything. Search interest for "back to school" has been on a steady rise, growing by a 48% last year alone and it's already up by 12% this year. That's right, the race to win over the back-to-school crowd has begun, and it's time to get your brand in the spotlight.


Efficiency is the name of the game in this fast-paced shopping spree with eighty percent of back-to-school shoppers aiming to finish their purchasing marathon in two weeks or less. According to 2022 data, August is the time to shine for back-to-school demand showing a 425% increase in impressions. This is a quick one y’all, don’t miss it.



So, the message is crystal clear: To influence purchase decisions, be early and be online. Offer helpful "parent survival" guides and clever tips to keep everyone's sanity intact during this exhilarating time. Stand out, make your presence known, and let your brand be the one they turn to for their back-to-school needs.


TLDR;

As we wrap up this crash course in back-to-school marketing, remember this: creativity, authenticity, and timing are your secret weapons. Understanding your audience and crafting content that genuinely resonates with them is the key to success.


Now is the time to stand out, make an impact, and set the stage for a remarkable school year ahead. Need some help getting your brand ready in time for back-to-school season? Reach out to us and we’ll ensure this is your best year yet.


- Bluum




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