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How to Rock Your (Last-Minute) Back-to-School Ad Campaign

Summer has a way of slipping by in the blink of an eye. Even when you start out with the best of intentions for getting your back-to-school ad campaign on track, sometimes life just gets the better of you. If you’ve found yourself deeply entrenched in the dog days of summer with no back-to-school ad campaign in sight, not to worry. There are still some last-minute options available to rock that advertising push.

While you’ve probably missed the boat on using print marketing materials for this back to school season, social media marketing campaigns can be much quicker to put together and are often very effective. 

Photo Promo

Parents love to share photos of their kids, so what better way to engage your customers than with a picture contest ad campaign. Ask customers to submit their favorite back-to-school photos on your Facebook business page. Next, get entrants to vote and advise them to encourage friends and family to vote for their photos too. This drives additional people to your page and gets more eyes on what you have to offer. The photo with the most votes at the end of the promotion is awarded a prize such as a gift card or free product/service.

Think Targeting

When planning school campaigns, many retailers see their target audience as parents, but focussing in on specific types of customers may be more advantageous. Using offers tailored to specific groups can really concentrate your marketing campaigns to bring in traffic. For instance, according to a 2017 Bizrate survey, dads spend approximately $200 more on back to school shopping than moms do. College students are another group to explore speaking directly to. Also, don’t forget about teachers; offering a discount specifically for them can really win fans, as many spend their own money on supplies for the classroom. 

Using social media, such as Facebook and Instagram, is a great way to launch a set of customized promotions, especially when you’re working under a time crunch. Know your target audience and tailor the messages and offers specifically to them.

Email Exclusives

If you’ve spent some time building up your email list, then a quick way to get the word out about your specials is through that list. Many parents and students do their back to school shopping early, but there are always some hold-outs. Getting a friendly back-to-school ad campaign email with a special deal is an excellent way to pull in the stragglers. It provides a reminder that back to school is right around the corner and can include a special offer such as ‘free shipping’, ‘BOGO’ or ‘15% off’ to help attract bargain hunters.

Invest in Influencers

Don’t forget about local influencers when you’re working on your last-minute back-to-school ad campaign. These people are experts at getting the word out fast. Contact a handful of popular local influencers to see if they’d be interested in a basic partnership for the back to school season. Work out a rate for the number of posts about your brand that you’d like to see within the time period you have in mind. Some may even be willing to exchange their services for your product/service. Just be sure to look for influencers who regularly speak to your target audience.

Back To School Board

Pinterest may not be the first option that comes to mind when planning last-minute campaigns, but the site sees a lot of traffic and many users admit to planning their purchases on there. Create and share a few Pinterest boards dedicated to back to school and direct link the items to your product pages so that shopping them is easy.  

The Countdown Is On

You are likely feeling the pressure of launching a successful back-to -school ad campaign, but don’t forget that your potential customers are also feeling the crunch as classroom time draws closer. You can use that sense of urgency to your advantage by promoting limited-time deals. School campaigns that run for ‘one day only’ or ‘only for the weekend’ tend to be motivating, as they drive home the fact that there is little time left to catch a deal and get everything needed for back to school.

No matter which back-to-school ad campaign(s) you decide to go with, be sure that your offer is front and center. Last-minute shoppers don’t want to have to hunt around for the deal.  
Remember, we’re easy to reach if you have any questions about quick advertising ideas. Give us a call at 818-703-0218 or visit our website to learn more about our media buying and planning services. Also, keep an eye out for more helpful tips on social media.

Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
20720 Ventura Blvd. Suite 140 Woodland Hills, CA 91364