Back-to-school marketing: 11 Strategies to help your campaigns succeed

2. Begin your back-to-school marketing at the right time: When are the best dates to start your campaigns?

When deciding on the best time to start your marketing campaigns for the back-to-school season, you'll need to figure out when the students in your target audience begin the new school year.

In the US, for example, you'll find that the first day of school can differ depending on which state you're examining. While some schools begin as early as mid-July, others don't start welcoming students until after Labor Day in September.

According to a 2023 Statista study, most Americans shopping for back-to-school supplies planned to do so in July or August. Starting your campaigns in early July and/or early August can therefore generally help you reach the widest spectrum of possible customers if you're targeting shoppers in the US.

In contrast, schools in Australia and New Zealand usually begin in late January or early February, while schools in Japan start in April. In these cases, you'd probably want to begin your marketing efforts in early January and March respectively to increase your chances of success in attracting consumers' attention.

And although it's important to start your back-to-school promotions early enough to catch people when this kind of shopping is on their minds, you don't want to end your campaigns too early either!

Regardless of where your business's ideal buyers are located, you're bound to have customers who wait until the very last moment to begin shopping for supplies before heading back to school.

Source: Milled

Whatever deals and discounts you choose to implement during this season, promote them across your online store, social media, and email newsletters. Consider adding a countdown timer or limited-time bonus to create urgency.

And don’t forget to optimize your mobile site—shoppers are often on the go, especially during back-to-school chaos! With a great promotion, you'll turn busy shoppers into loyal fans.

Source: Rouje

To make the launch successful, aim to build anticipation ahead of time through sneak peeks on social media and email campaigns. In addition, be sure to tie the launch to an exclusive promotion to boost excitement. A great launch taps into the energy of the season and gives customers a reason to keep coming back to your brand.

Source: Farmacy Beauty

To create successful email newsletters, focus on clear, attention-grabbing subject lines that reflect the urgency and excitement of the season, making subscribers want to open your messages to learn more.

You'll also want to segment your audience so you can target parents, students, or teachers with tailored content. For example, parents might appreciate tips on saving money, while students may be drawn to trend highlights.

Keep your design clean, mobile-friendly, and visually appealing, and always include a strong call-to-action, like a limited-time offer or exclusive discount. With the right approach, your back-to-school emails can drive engagement and boost product sales for your ecommerce business!

6. Share useful content 

Creating and sharing valuable, relevant content to engage your audience and build brand awareness, rather than directly promoting your products, is what's known as content marketing.

For back-to-school marketing, content marketing is a powerful tool because it allows you to connect with parents, students, and teachers by offering helpful information, tips, and solutions during a busy time. It helps your brand stand out as a trusted resource while subtly showcasing your products.

There are many creative content marketing ideas for the back-to-school season. For instance, you could write blog posts about “must-have supplies” or offer downloadable checklists to help parents stay organized. Video tutorials on DIY school projects or tips for first-day outfits can engage students. 

For teachers, educational resources or lesson-planning tips can drive interest. You could also create social media content, such as fun polls, quizzes, or behind-the-scenes looks at your products. By focusing on value, your content can build trust, boost engagement, and ultimately lead to more sales.

7. Jump on viral social media trends

If you've spent any time at all on social networks, you've bound to come across viral trends performed by hundreds, thousands, even millions of users. These trends capture attention quickly and connect your brand with the energy of what's happening right now. 

Tapping into popular challenges, hashtags, or memes can aid you in reaching a wider audience, especially among students who live for the latest online craze. It’s a chance to show your brand’s personality and stay relevant in the fast-paced social media landscape.

Types of trends to try include viral TikTok challenges, Instagram hashtag campaigns, or participating in trending meme formats. You could even come up with your own back-to-school challenge—like students showing off their first-day outfits or organizing their school supplies.

Source: The North Face

And remember... The early bird gets the worm! To succeed, you'll need to act quickly. 

Viral trends come and go fast, so be prepared to jump in when they’re hot. Make sure the trend fits your brand’s tone and target audience. The key is to be authentic and have fun, while subtly spotlighting your products.

8. Host a contest or giveaway on social networks or your website

Brands in all kinds of industries can benefit from organizing contests and giveaways on social networks or their websites, as these events can build excitement, drive engagement, and attract new customers. Furthermore, they offer the opportunity to obtain valuable user-generated content.

Everyone loves the chance to win something, especially during the busy back-to-school season when budgets are tight. It creates buzz around your brand, encourages social sharing, and increases your audience reach while giving your customers a fun, rewarding experience.

There are endless types of contests or giveaways you could organize, such as the following:

• Social media photo or video contest: Ask parents or students to share their “first-day-of-school” looks showing how they incorporate your products for a chance to win a prize, like a free product or an enticing discount.
• Back-to-school essentials bundle: Put together a nice package of goodies for a simple giveaway, including necessities as well as maybe some treats, to capture attention quickly.
• School supply wish list: Create a giveaway for teachers or a random draw for anyone subscribing to your newsletter.

To maximize success, make sure to promote the contest heavily through social media, email, and your website. Keep the entry process easy, set clear rules, and highlight the exciting prizes to create urgency and buzz. With a little creativity, your contest will not only boost visibility but also foster stronger customer connections!

9. Collaborate with influencers

With parents, students, and teachers all looking for recommendations during this busy time, influencers can authentically showcase your products to their engaged audiences. Whether it’s a trendy backpack or helpful school supplies, influencers bring a personal touch that helps potential customers see how your products fit into their lives.

Influencer marketing is a powerful back-to-school digital marketing strategy because it taps into the trust and relatability influencers have with their followers. Wondering what kinds of influencer content to use for your campaigns? Here are a few ideas to inspire you:

• Highlight the features and benefits of your products with back-to-school hauls, "What's in my bag?" videos, or product unboxings.
• Create back-to-school preparation guides to spotlight your online store's offerings and provide valuable content to your target audience.
• Offer influencers exclusive discount codes to share with their followers, driving traffic directly to your site.

When deciding what content creators to work with, be sure to partner with influencers who align with your brand values and whose audience overlaps with your target market. Encourage them to be authentic in their campaign messaging, as their genuine enthusiasm will resonate most with followers.

With the right influencers, your campaign will feel personal, fun, and highly effective!

Source: Target

10. Invest in paid advertising

Depending on your budget, you may want to also consider investing in paid ads for your back-to-school marketing, as this will allow you to reach your target audience exactly when they're searching for solutions.

Paid ads give your brand visibility in a competitive market. Whether it's Google Ads, social media platforms, or display ads, you can strategically position your products in front of the right people at the right time.

There are several types of paid ads to explore:

• Search ads ensure that your brand pops up when users are hunting for school supplies or trendy back-to-school gear.
• Social media ads on platforms like Instagram or TikTok can highlight products through carousel images, stories, or even interactive polls, capturing users' attention.
• Display ads on educational websites or blogs can increase awareness with eye-catching visuals.

To get the most from your paid ad investment, be sure to use precise targeting—focus on demographics, interests, and behaviors that match your ideal customers. Pair ads with irresistible deals, and monitor results to fine-tune for the best performance. The return on investment will make your back-to-school campaign a major success!

11. Partner with an organization that promotes education

Teaming up with an organization that supports education is a win-win for your back-to-school marketing strategy! It not only aligns your brand with a positive cause but also builds goodwill with parents, students, and educators.

By partnering with an educational nonprofit or school district, you show your business's commitment to giving back and supporting student success, which resonates with socially conscious shoppers.

To make the most of this partnership, choose an organization whose mission aligns with your brand’s values. You could donate a portion of sales to fund school supplies, sponsor local education events, or even collaborate on exclusive, co-branded products. Remember to promote the partnership across your online store, social media, and email campaigns, highlighting the impact your customers are making by shopping with you.

Making education a core part of your campaign will help you to not only increase sales but also create meaningful connections with your community—turning customers into long-term advocates for your business!