3 tips for successful PR planning and execution.
Back-to-school shopping is big business for consumer brands. Marking the second largest shopping season of the year, Americans are expected to spend $80.7 billion with the start of the school year in 2019. This consumer spending spree offers opportunities for companies across many industries, but also brings with it the challenge to stand out from the crowd.
If you’re looking to take advantage of the back-to-school season, a strategic PR campaign can help elevate your messaging and generate awareness with target audiences. Here are three best practices to keep in mind to make the grade when it’s time to activate:1. Be On Time
The back-to-school season is particularly long, partially because there isn’t an official school start date in the U.S. Some schools on the west coast begin as early as July, while most northeastern districts don’t start until after Labor Day. To avoid starting too early or late, get out your planner and strategically align your activation with the needs and wants of your target markets.
2. Apply Old Lessons
You don’t need to reinvent the wheel to make an impact with a campaign. Revisit and revamp tactics that have been successful in the past and think through how you can creatively leverage them again. This year, Kroger put this concept into action when they partnered with influencers to create a back-to-school challenge on TikTok. In doing so, the grocery chain was able to take a proven social media strategy and play it over to a new, growing platform.
3. Activate Your Social Circle
Back-to-school season is a great time to engage with target audiences online and it’s the perfect time to see if your brand will work on any of the new apps that Gen Z buyers are using. Pinterest and Instagram have been hot in the past, but in 2019, TikTok has been gaining traction with teens and college-aged consumers. Brands should consider following Kroger’s example to leverage the app to execute creative marketing strategies and introduce new capabilities to customers. Brands might also want to connect with parents who likewise turn to social media for help making purchasing decisions. If you work with a clothing brand, for example, you might partner with a mom blogger to host a giveaway that can help build excitement and exposure for your product.
If you’d like more inspiration for back-to-school season, see how MyEyeDr. was able to connect with young pupils thanks to a tailored media relations strategy. And, if you need a little tutoring for future PR campaigns, please contact us to help you get prepared!