During the back-to-school marketing season, brands such as Chevrolet, Dole Fruit, Norton from Symantec, and Subway are connecting directly with a coveted demographic – parents of school-age kids – via School Family Media, Inc.’s Back2School 2008 program.  Back2School 2008 is School Family Media’s through-school, parent-focused marketing program encompassing print, online and back-to-school event sponsorship opportunities.  Other Back2School 2008 sponsors include family-focused brands such as: Lowe’s, Goldfish Crackers, Campbell’s Soup, Office Depot, Lexmark and the American Association of Orthodontists.    Heightened sensitivity around marketing to kids has led some consumer companies to veer away from school-related marketing programs.   Although the Back2School 2008 program is delivered through schools via PTO and PTA groups, it targets parents – not kids – and that appears to have been a key differentiator for participating companies. “Back2School 2008 is a unique, highly-targeted vehicle for us to get our ‘FRESH FIT FOR KIDS™’ message in front of Moms with school age kids in an uncluttered, relevant marketing environment,” said Heather Pastir, brand manager – Kids & Family, Subway Franchisee Advertising Fund Trust (SFAFT).  “We know that moms who are highly engaged with their kids’ education are also likely to be seeking out better-for-you food options for their kids so it was a great fit for us.”   A key component of the Back2School 2008 program is that participating brands receive category exclusivity across all program elements including print, online and event sampling. “We’re thrilled to have such a great lineup of blue-chip, family-friendly brands as sponsors” said John Driscoll, VP of sales and business development, School Family Media and upcoming M2Moms® presenter. “In the current climate, there appears to be a renewed emphasis and focus on targeting and reaching moms who today, perhaps more than ever, are the gatekeepers for a wide range of family purchases including everything from school supplies and groceries, to home furnishings and SUV’s”.  

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