• by Adrienne Levy , August 2, 2013

The end of the summer: You may be a little tanner, a little more relaxed after vacation, and a little bit sad that the carefree days of summer will soon be left in the sand. But the end of summer also means Back-to-School season, which brings with it a to-do list of stress-inducing tasks. Doctor appointments are scheduled at 7 a.m., and after-school activities and transportation still need to be arranged. Marketing mania presents a variety of must-have school supplies and accessories, and the mad rush to the retailers leaves the aisles scant.

This is one of the busiest times of year. According to Ad Age, back-to-school and back-to-college spending accounts for $84 billion in sales, making it the second-biggest season for retailers after the winter holidays.

This year, consider using other relevant, beneficial and unique initiatives to break through the Back-to-School clutter to let your message shine.

For example, August 4th–10th is the 3rd Annual National Exercise with your Child Week. The American Heart Association recommends that children and adolescents participate in at least 60 minutes of physical activity per day. Exercise lowers kids’ risk of heart disease and diabetes, raises good cholesterol and lowers blood pressure.

In the spirit of back-to-school, exercise also has positive effects on learning. John Ratey of the Harvard Medical School told ABC that "Exercise… makes our brain more ready to learn." A study from the University of Illinois also showed that exercise improved kids’ attention, information processing and cognitive tasks, and students' problem-solving abilities increased by 10 percent after 30 minutes on the treadmill. Exercise allows for brain cells to change, grow, and work better together.

Messaging around this special week can include how to establish a healthy routine, set a healthy example for your child, ease into the “waking up early” mode for school, maintain healthy habits through the school year and most importantly, how to savor time before the school bell rings. Help consumers enjoy the back-to-school time by taking their minds off of the mess and out into the sun.

By highlighting some of these overlooked aspects of the back-to-school season, you can expand your brand's reach by connecting on a more emotional and personal level and encouraging families to spend quality time together and enjoy the rest of the summer.