Building Business by Going Back to School

For the last month we’ve all been bombarded by print, TV and radio ads whose sponsors claimed to be the ultimate resource for parents and students going back to school.  Now that the kids are all equipped and back in the classroom, it’s time to change the way you think about going back-to-school.  

Unlike these retailers, your business can provide real value to the teachers, students, coaches and parents in your community in ways that can boost your bottom line, build your reputation and give you the means to give back where it counts the most, right in your own neighborhood. 

To that end, I pulled a whole page out of my new book, 365 Days of Marketing, to suggest a whole host of ways you can build business while going back to school this year:

Hold a back-to-school open house with prizes, special offers, fall fashion show, school supplies, makeup and hair demonstrations, a celebrity look-alike makeover competition, refreshments, etc.   Attract attendees by holding a drawing for a complete set of free school supplies (or a school-year’s worth of a product or service). Afterward, send all attendees special offers for school-year products or services.

Create signage to draw attention to products you carry that address conditions, needs or problems common to school-age children. Include a FAQ (Frequently Asked Questions) list of common childhood needs, conditions or problems and the corresponding solutions you provide on your website, e-mail newsletter, blog, Facebook page, etc.

Sell special gift cards designed just for teachers and add greeting cards to your retail that have sentiments appropriate for teachers, mentors and coaches.  Create a special gift basket or gift set and promote it as an ideal gift for teachers and coaches during the upcoming holiday season or toward the end of the year as a thank-you gift.  

There are thousands of teachers in your community!  Give teachers a school-year marketing calendar that includes monthly offers or coupons, a school year book of offers or a set of coupons redeemable by month. Establish a standing discount for teachers and teacher-referral incentives. Design a school year calendar planner for teachers that also features monthly offers, product knowledge, a spotlight service or product of the month, etc.

Teachers represent large networks (teachers, students, parents, etc.) so each has the potential to refer hundreds of other community members to your business.  Teachers appreciate value and convenience, and they often respond to special offers created for them.  Create a special offer that all teachers (or even all school/district employees) can take advantage of either for a limited period of time or on an on-going basis.  Most of their days start early and end late, so set aside certain time blocks for teacher’s appointments or hold regular teacher’s happy hours.

Contact local public or private schools, school district offices or PTAs for permission to place flyers, catalogs, samples, menus or postcards in break rooms or to be distributed at meetings, in parent mailings, etc. Ask whether you can place ads or extend offers in school newsletters. Send treats or refreshments to school secretarial staff and teachers.

Support local school athletic, music, art, theater and other programs.  Help by displaying their posters, including announcements on bag stuffers and in your newsletters or even by selling tickets.  Attend school events. Donate to auctions and fundraisers.  Volunteer to serve on your PTA this year; for the cost of a few hours of your time each month, you will have the opportunity to interact with hundreds of parents in your community throughout the year.

Public schools may have regulations or policies which prohibit you from extending offers to their employees or students, but private schools are also an option. While private schools may represent smaller student bodies; their parents may be more likely to be part of your prime client demographic targets in terms of home ownership, income, professional work status, etc.

Adopt a local classroom - you can even make this a dually-beneficial project by ‘adopting’ the classroom of one of your children! Donate classroom supplies or supplies to help a needy student.  See whether there are special tools or equipment needed to enhance learning or improve conditions (such as a microwave for heating lunches). 

Contribute to drives for soup labels, box tops, canned goods and recycling projects.  Support fundraisers, host car washes and promote sales of cookie dough and wrapping papers by allowing students to set up sales stations at your business or including announcements in your newsletter or on bag stuffers.   

As you make donations, promote and contribute toward fundraisers, and help in other ways, write press releases to promote community involvement and note the role your business has played.  Submit press releases to local newspapers, radio stations and city magazines, and post a copy on your website. Feature announcements in your e-mail or printed newsletters or bag stuffers.

August 2011 -- Elizabeth Kraus – 365 Days of Marketing – www.12monthsofmarketing.net