Annual spending on consumer goods (food, clothes etc.) for families with school-age kids is expected to reach $143 billion by 2010, according to Packaged Facts. Since moms make most of the purchase decisions for their families, consumer brand marketers must continue to look for new and more meaningful ways to engage the mom audience and make their brand message heard in this overcrowded, noisy marketing environment.
A through-school marketing program cuts through the clutter in the competitive marketing-to-moms space by putting a brand's message directly in front of a key demographic -- moms with school-age kids -- at a time and place when they are especially tuned in to messages and products that speak to their families' unique needs.
Why Through-School Marketing Gets Results
Tips for Executing a Successful Through-School Marketing Program
It's important to know what a typical school's event planning cycle is for the year. Schools make planning decisions months in advance so be sure you allow enough lead time to build momentum and anticipation for your program before it is actually executed. For example, we sign schools up for our Back2School program in the spring before school ends and summer begins. It's critical to get schools signed up to participate in the program in spring so they are ready to execute it come August.
Make it relevant to moms
Make sure your program is relevant to moms in the context of the school environment otherwise you might lose the brand goodwill that you hoped to garner by sponsoring a school program. For example, we set up a through-school sampling program for a client who wanted to distribute detergent samples to moms. Moms were given these samples while attending the Spring Carnival at school, an event where kids are likely to get quite dirty.
Give schools a real reason for doing it
The last thing you want to happen is for your program to come across as blatant marketing with no real benefit to the school. Make sure your offer has value to the school and that your key connection in the school (the person or group who will execute the program) can clearly see how the school and the school families benefit from running your program.