Gearing Up for Back-to-School

Although we just celebrated the birthday of the USA and summer is really kicking into gear, it is not too early to ponder how your clients and prospects can generate sales and visibility with back-to-school campaigns. There are both traditions and trends here, as it is a huge season for millions of American kids and adults. (And it’s trendier to use acronyms, so we’ll just refer to “back to school” herein as “BTS.”)

Brannon Craig, vice president of Southern Plus, observes that BTS signifies the transition from summer break to a new school year. “This can be a difficult transition for many students as it means long days in the classroom, homework, and testing. BTS applies to students and teachers alike,” he says.

BTS gear expands beyond the classroom, says Amberlea Barnes of Drum-Line Inc. Although students of all ages need the traditional supplies, backpacks, notebooks and pencils, she notes, they also require electronics such as headphones for classroom computers and laptops for home use to continue their studies, as more and more assignments are completed online. Additionally, there’s the gear for extracurricular activities such as sports or the arts (music, dance, theatre). “BTS preparation is a big expense for many families. Businesses can help by incorporating branded BTS items in their marketing budget,” she underscores.

The market continues to evolve with newer items and tweaks to traditional ones, such as backpacks. Says Craig, “Most students (and teachers) today opt for a backpack (or sling pack) to schlep their books and supplies to and from school. It frees up their hands, distributes the load to their back and legs, and just looks cool.” These backpacks have evolved to include features that accommodate all the tech gadgets young people have incorporated into their daily lives (cellphones, MP3 players, tablets, and even laptops).  Southern Plus has 28 backpack styles that can fit a variety of tastes and budgets, he notes, and they include features like earbud ports as well as technology access pockets and protection.

Today, “everything revolves around staying connected and informed,” says Tom Donlin of ADG Promo. Tech items and multi-pocketed back packs are used by children and faculty to keep their phones charged and protected. “But, as much as tech has grown a good old wall calendar is a must,” he comments. “The wall calendar is still king when it comes to writing down multiple schedules in one convenient place for the whole family to see.”

Indeed, elaborated Carrie Lewis, trade marketing communications specialist for BIC Graphic, tech products not only appeal to schoolchildren for leisure activities but are increasingly beneficial in the classroom. Educational technology industry experts expect half their learning materials to be digital by 2019 which means a lot of potential promo opportunities. “Items like power banks (#32145), tablet skins (#31938) and USB hubs (#32186) can be useful to schools and students utilizing more and more technology in learning,” she says.

Another growing trend in schools is the interest in health, including fitness and nutrition, Lewis points out. “Students participating in after-school clubs and sports will find items that are practical for both school and during activities especially useful. For example, a trendy gradient sport bottle (#46186) keeps helps students stay hydrated, and a Sweaty Bands® headband (#41031) is stylish enough for class with features to stay in place while on the move.”

The school lunch box has evolved as well. Many of us remember the metal boxes complete with thermos with graphics of favorite TV characters. These are now highly collectible by vintage enthusiasts but are no longer really practical for today’s children. Now, Craig observes, lunch carriers are subtler and with insulation and extra features. 

Southern Plus offers more than a dozen coolers for school lunches, says Craig.  “Our new Spartan Lunch Cooler (#5119) features a clamshell opening and roomy compartment, “making it suitable for the hungriest student, and it’s expandable carry strap makes it hands free,” he describes. Our opening price point Snack Pack (#5103) is budget friendly and the perfect brown bag alternative (and it fits easily into a backpack).”

According to Jerome Hoxton, president of TruArt Advertising Calendars, more schools at all levels are providing students and parents with custom planners. For example, TruArt’s #5000A’s front cover is custom, full color; and besides the planner insert, there are eight pages of educational material for the student. TruArt’s #5100A is completed by each student to reflect his/her personal class schedule. This 108-page planner includes study tips and other educational material plus a July-June calendar. Price also includes custom-printed 4-color outside front cover.

Community Involvement

Speaking of backpacks, more communities are implementing “backpack” programs, where people and businesses can donate to fill backpacks for kids, points out 

Gwen Brey, marketing coordinator for Beacon Promotions. “This is a great idea for distributor clients. Businesses could purchase promotional pens, pencils or highlighters to include in these packages. When a business does this, it shows their support for the school.  It creates great community goodwill, at a low price,” she explains. 

Just about any local establishment is suitable for a back-to-school promotion. “Financial institutions are great for college kids as they head off to school and often open new bank accounts in the community they now live in,” Brey suggests. “Any local business that wants to attract college students, such as restaurants, retail shops, gas stations, etc. would likely be open to BTS promotions.” As for the K-12 schools, any business that wants to show support of the local school system “is the perfect advertiser, especially those who cater to kids, such as pizza places, arcades, sporting goods stores, even police departments.”

According to Barnes, most people think of schools, parent/teacher organizations, and alumni groups when considering the education market. However, she says, many other businesses can and do benefit from BTS promotions. “Incoming college freshmen may need new bank accounts, want to join a gym, or find other local services in a new community. Businesses offering services such as tutoring, extracurricular lessons, counseling, or urgent care should take part in back-to-school promotions,” she comments.

ADG’s best BTS promo item, says Donlin, is a custom wall calendar with date blocks. “This calendar can have memorable photos from the past year and date blocks of important events and vacation days,” he describes. “These calendars can even be used as a fundraiser by selling ad space on the back page. The ads pay most of the cost of the calendars and selling the calendars to students and parents the school raises money for the yearbook committee or other activities.”

Josette Bosse, program manager of Bay State Specialty Co. says the supplier’s PAL7010 USB Lights are great for those late nights working on homework. It plugs right into the laptop to light up the keyboard without disturbing the rest of the room,” she describes. “Most schools are on the Google classroom platform now so the laptop has quickly replaced the text book and notebook.” 

College students are all about the technology, and would love items such as dual-charging cables and power banks, as well as headphones to listen to podcasts, according to Lewis.  

Although digital technology has become commonplace for students, some of the “old standbys” are still in demand and viable for daily use among students and faculty. HUB Pen, says Brey, offers its Javalina pen in a wide array of colors to fit any school colors; it’s available in black or blue ink.

“Notebooks and journals are popular back-to-school giveaways,” Barnes states. “Schools sell branded composition notebooks in their spirit stores. College admissions staff give journals with important contacts at orientation.”

Similarly, she adds, academic planners and assignment books are important organizational tools for students. Many schools provide a planner to each student. Local business logos are often included as sponsors. “Community colleges and private schools are a good target market for distributors,” she suggests.

Tru Art offers several calendar styles that are academic year (July-August) such as Year-In-View® and planners, according to Hoxton. These calendars are used to welcome teachers into the new academic year and sponsored by banks, credit unions, automobile dealerships, insurance agencies.

Calendars provide daily exposure for the donor schools’ activities and goals for superior educations – to students and to parents/Guardians.  For business sponsors, calendar advertising presents a welcomed product, invites educators’ and staffs’ business and remains visible throughout the school year.

Multi-function highlighter pens are “perfect for back to school because they are an all-in-one useful studying tool,” Lewis says. BIC Graphics’ Pixie highlighter pen (#55893) has a twist-action pen and two-piece highlighter. “Or for a fun and memorable twist, our Spinner highlighter (#55882) is a tri-hand spinner containing green, yellow and pink highlighters.”

Don’t forget promo products for school spirit, says Craig. Southern Plus’ Sweatshirt Blanket (#9001) can be sold as a teacher appreciation gift, school stores and booster clubs. Not only can it be used at the school during events for school spirit, but it will be used at home too “while snuggling in front of the fireplace or on a weekend picnic,” he suggests.

Back to school is an exciting time for many – and there’s also the 10 months of the scholastic year. So when putting together a BTS promo campaign, don’t just think of September but think of useful, fun and compelling/educational concepts throughout the year. By doing so, you will definitely make the grade!

CASE STUDIES

Gwen Brey, marketing coordinator, Beacon Promotions: “A local bank wanted to increase awareness of its low student loan rates and decided to do a direct mailing to parents of high school seniors within the surrounding area. They selected the Javalina® Classic Pen, (#322), had it imprinted with their logo and packaged it with a brochure about their low loan rates. The pens were also handed out at a high school job fair.  Within a few months, the bank saw an increase in new business and approved loan applications.    

“Police departments use school resource officers to conduct visits and presentations to elementary and middle schools within their communities. The purpose of the visits is to create community goodwill while also education the children on the appropriate use of the 911 call program.  The Javalina® Breeze (#328), was selected and distributed to the children in the hallways and during the school assemblies. The police department saw a measurable drop in false 911 calls.” 

Amberlea Barnes of Drum-Line Inc.: “Full Color Academic Planners provided to students at a major university promoted support services available on campus. Important contacts and websites were included on a custom insert sheet inside the planner, which is useful for students and instructors to keep up with events, assignments, and deadlines. The clean, modern design with both monthly and weekly views appeals to the student demographic.

“Trekker composition notebooks in a vibrant hot pink were given to at-risk girls in an urban area to promote self-empowerment through world-changing actions. The notebooks were distributed by a non-profit with the help of an oral surgery group’s sponsorship.” 

Brannon Craig, vice president of Southern Plus: “Our Stadium Seat (#120) was purchased by a school booster club initially as a gift to its top membership level. The seats could soon be seen at all the school games, resulting in inquiries from the teachers, students and parents about where they could buy the stadium seats. The booster club therefore ordered more of the stadium seats and started selling them at home games, generating additional profits for the club.

“A high school cheer squad received the Getaway Duffel (#7041) to carry their athletic clothes back and forth to practice. Its design is small enough to fit into the locker but still large enough to fit all the gear and then some. It's fashionable and durable crinkle-nylon material makes the duffel nearly indestructible while keeping up with appearances. The school decided to go all out by adding some extra bling to the bag and ordered our Dazzle Imprint rhinestone decoration. This bag quickly became the object of desire at the school!”

Carrie Lewis, trade marketing communications specialist, BIC Graphic: “A private middle and high school was interested in promoting healthy lunches as part of an active lifestyle campaign for kids in grades 4 to 12. They had local chefs come in and teach classes on building layered salads (popular on social media) using interesting and healthy ingredients. The day of the classes, the school served layered salads in our salad cups (#45956) which were given free to each student. Students were able to keep the cups and were encouraged to use them in making healthy lunch choices.”