Back-to-School Advertising: Not Just a Season

Topics: Digital Media, Media + Advertising

Posted by: Barbara Gretsch, CEO

While the “Back-to-School” season is commonly considered the months where college students get back into the swing of things after the summer break, marketing for this period should not be considered a flash in time.

Not only do preparations for Back-to-School (B2S) begin as early as June for these age groups, but so does the purchasing. To understand the back to school marketplace, consider the following:

Back-to-School Shoppers Equals Year Long Consumers:

In capturing back to school shoppers, find that not only the student but their parents’, friends and influencers are also consumers all year-round. Therefore, brand awareness, trust, and loyalty must be formed before the summer and fall seasons.

The Back-to-School Audience Equals Standing Out:

Our youngest generations encounter advertising of all forms. Not only are there radio and TV commercials vying for their attention, but there is a constant flux of media and advertising throughout any regular day-to-day activity of their day. Social media, desktop browsing, and smartphone applications are just a few means of reaching this group. With these all part of any day, make your impression stand out!

Take the Opportunity Equals Seize the Moment:

Understanding the audience, you are targeting is a valuable piece of the puzzle. While understanding when is the best time to target that audience is also helpful. Gaining longer-term recognition from this generation of back-to-school shoppers means getting their attention now, the time is always now!


Here at MSSmedia, we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSSmedia a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!

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