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How to Successfully Brand Your Business to the K-12 Audience

You may have noticed that lots of stores like Walmart and Target use a very basic technique for reaching kids. They put products at eye level, basically guaranteeing they’re going to be able to reach what they want. As kids get older, they can reach a little higher. So that Playstation video game is a little more expensive the higher in the case it sits. And that toy gets a little more complicated, requiring not 100 but maybe 1000 Lego pieces. Why do they do this?

Consider that the Department of Agriculture finds that cost of raising a child averages out at over $230,000 – and that’s before college. So, there’s clearly a lot at stake tapping into the K-12 demographic.

Beyond putting products at eye level, here’s some easy ways that your sales team can reach students effectively, and very importantly, ethically. 

  • Speak their language: Schools speak a very particular language. They’re the places of homework, tests, and recess. In your promos, play this up in a fun way. “Need a homework break?” Who’d say no to that? Lots of sports camps could call themselves “the ultimate recess.” That’s going to connect with kids in a fun way.
  • Speak their parent’s language: You’ve got to communicate with parents on every level possible. Be transparent about the health and safety of your product or service. If you can’t do that, you’re likely wasting your time and money.
  • Connect with what’s trendy and run kid-centered promotions: Products change fast. Trends don’t. If you can market yourself in trendy, fun way, you’re going to get repeat customers. And remember, a happy parent’s kids are happy. At a restaurant, it doesn’t cost much for kids to eat free, and happy parents can pass that great deal on.
  • Get yourself known in schools Sponsor events if you can. You want to create buzz around your service. Kids can do the branding for you. Are you an ice cream shop? See if you can get an ice-cream social going at school. Are you a food truck? Get yourself involved in field days.
  • Create Original Content Students are more tech savvy every year. They’re going to Google you. Probably run an Instagram search, too. In fact, you want them too – it means you’ve resonated. If you’re coming up with some cool content, that’s going to go a long way in getting them back in.

You can also sponsor a school newsletter with The School Communications Agency. We do the branding for you! Reach out to us – we’d love to hear from you.

About The Author

Chris Coomey is a teacher, writer, and community engagement specialist. When not working with students or writing about education, you can find him on his bike, on the basketball court, or out on a long hike on the incredible Colorado trails.