The back-to-school season is not just a time for families to gear up for a new academic year; it’s also a golden opportunity for businesses to engage with their local communities.
For SMEs in New Zealand, creating a well-thought-out back-to-school campaign can drive brand awareness, strengthen relationships, and boost sales. Here are actionable strategies to make your campaign stand out.
1. Understand Your Local Community’s Needs
Before you start planning, take the time to understand what your local community truly values during the back-to-school season. Parents may prioritise affordability, while schools might need support for events or resources. Tailor your campaign to address these needs and show that your business genuinely cares.
Example: A stationery shop could create a bundle of essential school supplies at a discounted price, making it easier for families to prepare for the year ahead.
2. Partner with Local Schools and Organisations
Building partnerships with schools, PTAs, or local charities can create mutual benefits. Consider offering sponsorships, donating supplies, or hosting workshops.
Example: A tech business could sponsor digital literacy workshops for students or provide discounted devices to schools in need.
3. Run a Community Giveaway
Giveaways are a fantastic way to generate excitement and goodwill. Create a prize package with back-to-school essentials and involve the community by asking participants to share their favourite back-to-school tips or memories.
Tip: Use social media platforms like Facebook and Instagram to promote your giveaway. Encourage tagging and sharing to maximise reach.
4. Launch a Back-to-School Loyalty Programme
Encourage repeat business by introducing a loyalty programme tailored for the back-to-school period. Offer discounts, points, or free items for families making multiple purchases.
Example: A shoe retailer could provide a “Buy One, Get the Next Half Off” deal for families with multiple children.
5. Highlight Sustainability
Sustainability is increasingly important to New Zealand consumers. Incorporate eco-friendly options into your campaign, such as promoting reusable lunchboxes, recycled paper products, or sustainable packaging.
Example: A clothing retailer could launch a trade-in programme where customers bring in old uniforms to receive discounts on new ones.
6. Leverage Social Media to Share Value-Driven Content
Create engaging social media content that offers practical value to your audience. Share tips for preparing for the school year, organisational hacks, or DIY craft ideas for kids.
Tip: Use visually appealing formats like short videos, carousels, or infographics to make your content more shareable.
7. Host an In-Store or Online Event
Events are a great way to create a buzz while offering something valuable to your community. Consider hosting a back-to-school event, such as a “meet the teacher” night, a school supply drive, or a kid-friendly activity day.
Example: A local bookshop could host a storytelling session, offering discounts on books purchased during the event.
8. Support Local Causes
Align your campaign with a meaningful cause. Supporting underprivileged students or funding school projects demonstrates your commitment to the community and fosters goodwill.
Example: A cafe could donate a portion of its back-to-school season profits to a programme that provides meals to students in need.
9. Create a Back-to-School Survival Guide
Position your business as a helpful resource by creating a guide that offers advice, checklists, or tips for families preparing for the school year. Include subtle mentions of how your products or services can help.
Example: A gym could create a guide on maintaining a healthy routine for kids and parents, featuring tips for staying active during the busy school year.
10. Craft Personalised Email Campaigns
Use email marketing to send targeted messages to your customer base. Highlight exclusive offers, provide helpful tips, and share your involvement in local back-to-school initiatives.
Tip: Personalise your emails with the recipient’s name and tailor offers based on their purchase history.
Final Thoughts
The back-to-school season offers SMEs an incredible opportunity to connect with their local communities while driving business growth. By focusing on value-driven, community-centred campaigns, you can build lasting relationships and position your brand as a trusted partner. Start planning your campaign today and make this back-to-school season a success for your business and your community.
About The Why Marketing
Founded by Geoffrey Campbell in 2019, The Why Marketing specialises in providing tailored marketing solutions for SMEs in Tauranga, New Zealand, and the broader North Island area. With a focus on strategic planning, brand management, and digital marketing, we act as your Virtual Marketing Officer, delivering in-house and outsourced services designed to meet your unique needs. Our ethical approach and commitment to quality ensure that we deliver results that matter. Let’s build something great together.
