The school bell is ringing not just for students but for your brand or business as well. Back to school is one of the biggest marketing moments of the year and it doesn’t only apply to businesses that sell school supplies.
Whether you are a small business or a big brand, this is the time to sharpen your message and show up! Here are a few strategies that earn attention and generate results.
Define your core message – This is your foundation. Before you start creating content or jump into a sponsorship, ask yourself: What’s the one thing I want people to remember about the business or the brand this season? For example, is it ‘We support student success’ or ‘We’re here to help children look and feel their best this school year (example of a message from a salon).
This core message should guide your visuals and your media outreach.
Don’t just sell, tell a story! – What’s the human side of your brand? Did you hire a summer intern who’s now heading off to college? Did you sponsor school supplies for children in need?
These stories offer media hooks and build community goodwill. Don’t underestimate the power of storytelling to build trust especially during a season that’s about growth, goals and new beginnings.
Collaborate for visibility- Collaboration can assist with amplifying your message. Whether it be with an influencer, schools, other businesses or even a community group.
Co-hosting giveaways or having a parent webinar can go a long way. Such partnerships can expand your reach while demonstrating genuine community support.
Your pitch or headline should be timely and relevant – To have your story stand out in the press or for the press to even pay attention to your story, tie it to a current need e.g. “why our staff packed 100 backpacks for students in need this year”, “hair salon gives 100 kids free back to school haircuts to boost confidence” (community initiative plus visual storytelling = a good media moment); “not every child is ready for the classroom, this platform is helping bridge learning gaps now” (educational relevance plus emotional connection = media interest); “3 ways parents are getting creative with meals without spending more time” (practical plus visual = great content for lifestyle media).
Digital PR is a must – PR isn’t just about press releases; it’s your digital presence too. Refresh your website banners, update your bio links and put your campaign message frequently on social media. Use stories, reels and short-form video to give followers a behind-the-scenes look at how you’re supporting families or students this season.
Encourage UGC (user-generated content) by asking customers, for example, to tag you in their first day of school photos or back to school shopping.
