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Back-to-School Marketing: How Brands Can Connect with Students and Parents Online

By Michelle Hummel

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As summer winds down, attention shifts from beach days to backpacks—and for brands, this is a golden opportunity. Students and parents alike are actively shopping, planning, and scrolling for inspiration, making back-to-school one of the most influential moments on the marketing calendar.

But grabbing attention isn’t enough. To make real impact, your brand needs to connect, not just promote. Here’s how to build a back-to-school campaign that resonates and converts—on the platforms your audience already lives on.

1. Know Who You’re Talking To

Parents want solutions. Students want inspiration. Your content should speak to their mindset—and their needs.

✅ For parents: Highlight time-saving tools, affordable bundles, and stress-free shopping tips.
✅ For students: Focus on personal expression, productivity hacks, and trending must-haves.

Don’t assume one-size-fits-all. Craft messages that speak to each group with clarity and value.

2. Use Short-Form Video to Tell the Story

Back-to-school is a season packed with emotion—excitement, nerves, goals. Use Reels, TikToks, and Stories to show real-life moments that create a connection.

Try this:

Morning routine videos featuring your product
Student testimonials or transformation stories
Quick tutorials, tips, or unboxings

Let your audience see themselves in your content.

3. Tap into Trends + Timelines

August and September are prime time for limited-time offers, countdowns, and urgency-driven CTAs.

🎯 Create campaigns like:

“First Day Fits” series
“Back-to-School Essentials Week”
“Last-Minute Deals Countdown”

Match your marketing to key calendar dates: first day of school, Labor Day weekend, or local school district schedules.

4. Offer Value Before the Sale

Brands that educate, entertain, or empathize before they sell are the ones that win. Share valuable, relatable content alongside your promotions.

Post ideas:

“5 Things Every Parent Forgets on the First Day of School”
“How to Build a Budget-Friendly Study Space at Home”
“Must-Have Apps for High School Success”

This builds trust—and keeps your brand top of mind when it’s time to purchase.

5. Create a Community Feel

This season is emotional for many. Acknowledge that in your captions, Stories, and comments. Invite your audience to share photos, advice, or back-to-school wins. Celebrate their milestones with them.

Authenticity goes further than a flashy discount.

Make This Back-to-School Season Your Brand’s Breakthrough

Whether you’re selling planners, tech, snacks, or services—social media is your stage. And if you’re tired of guessing what to post or how to grow, we’ve built a community for that.

💡 Join SocialMediaEnthusiasts.com to access training, tools, content prompts, and a powerful network of creators and marketers. It’s where social media managers, marketers, and brand owners go to learn, connect, and grow.

📲 Ready to turn scrolls into sales this season? Join today and start showing up with strategy.

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