Back-to-School media planning FAQs

It's not all backpacks and pencils; any CPG brand can get in on the spending frenzy.

Creators, Coupons, Click-and-Mortar shopping drive back-to-school sales in a year of uncertainty

It's almost time for the kids to head BTS (back to school)! *Hold for applause*

Beyond being the "most wonderful time of the year" for parents, it presents an incredible opportunity for a midyear revenue bump for brands of all types, not just folders and notebooks.

So, how do you build a campaign that converts? Let's answer some...

FAQs about back to school media planning:

1. When should we start running back-to-school campaigns?

2. Should we target parents or kids?

3. How should we allocate budget between media channels?

4. How do we compete with Amazon's dominance in the BTS space?

5. How do we track the impact of upper-funnel awareness on lower-funnel conversions?

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1. When should we launch back-to-school media campaigns?

Start in early summer and keep going. The back-to-school season is a quick flash in the pan. Many consumers decide on purchases weeks before school actually starts, so don't wait too long to launch your campaigns.

In 2026, the National Retail Federation reported that 32% of shoppers had started their back-to-school shopping by early June, up from 22% just two years ago!

But don't cut it short, either! Different states start school in different months. And some families wait to get teacher supply lists or class schedules to buy supplies, so last-minute deals are a key component of the season. Stay active through September!

2. Should we target parents or kids separately?

Consider parents' challenges and concerns when sending their kids back to school. After all, kids aren't the only ones with new schedules in the fall! Parents and caregivers adjust their weekday routines, too, so your messaging should reflect this. New solutions to save time or energy will surely be appreciated!

For food and beverage brands, parents need on-the-go convenience for rushed breakfasts, packable lunches, dinner between practices, and car snacks. Brands that offer prepared or pre-cooked meals, ingredients that speed up or simplify the feeding process can capitalize on parents' needs through their messaging.

Over half of millennial parents say their kids influence their back-to-school purchases (relatable content right there). While much of your content should center on explaining to parents why your product should be their go-to, don't forget about co-viewing media opportunities like Connected TV and YouTube, so the kids know it, too. 

A mix of channels that speak to both parents and children will go a long way toward your success.

3. How should we allocate budget between media platforms?

This, of course, will depend greatly upon your unique audience, product, budget, and goals. But there are a few main ways to frame your media strategy:

a. Product-focused approach

Naturally, CPG brands will want to focus their marketing budgets on retail media networks like Amazon, Walmart, and Target with sponsored search marketing. Adding back-to-school-related keywords to your search mix can boost visibility and drive sales.

• For example, a granola bar company could add long-tail keywords like "granola bars for school lunches", or "healthy after-school snacks" to their current bidding strategy.

b. Content-focused approach

These days, shoppers predominantly discover brands on social media and learn about trends from social influencers.

Deloitte’s back-to-school survey showed that 75% of Gen-Z parents and 46% of millennial parents plan to use social media in their shopping journey.

• JanSport backpacks’ “Always With You” campaign used absurdity and humor in its TikTok and YouTube ad spots to appeal to Gen Z shoppers. This strategy hooks viewers with entertainment and then talks about the product, as opposed to centering product features like the search strategies above.

Social media platforms are now brand discovery hubs, and search engines are now mid-funnel. Learn how to meet savvy consumers everywhere they search.

c. Repurpose content across channels

Historically, most BTS shopping took place in brick-and-mortar stores. But now, click-and-mortar shopping is the preferred modus operandi. This could look a few different ways: 

• Buy Online and Pick Up In Store (BOPIS)

• Click and Collect, or buying online and returning in-store (BORIS)

• Discovering brands in one digital channel and purchasing in another

So, a linear model of your customer journey is really indefensible now. Learn some more updated ways to think about your ideal customer's path to purchase below:

4. How do we compete with Amazon's dominance in the back-to-school space?

   
   

Though everyone is trying to save money amid inflation, offering discounts alone won't set your brand apart. The strong sales reports coming out of this year's Prime Day indicate that people are willing to spend right now!

What keeps you top-of-mind in a sea of sameness is your brand equity, and it must be nurtured year-round to show up when it counts. 

Click to learn how to build brand equity that lasts

• Emphasize a specific brand value that's important to your ideal buyers. For example, clothing brands could highlight their commitment to “sustainable fashion” or “eco-friendly” materials. 

  
  

  • A food brand could boast "allergy-free" or "nontoxic", something important for most children. Highlight something unique your competitors don't have.

• AI LLMs are the funnel now. Surely we couldn't get through an article about product marketing without mentioning AI or agentic commerce, could we? Real quick: what the retailers and commerce partners actively partnering with OpenAI are designing the future of retail and e-commerce. Conversational AI is a new purchase channel. And, as of very recently, we can start to buy ads there. Learn more below:

AI tools like ChatGPT and Claude will soon collapse the customer journey into a single conversation, and brands need a full-funnel media strategy to own them.

6. How do we track the impact of upper-funnel awareness on lower-funnel conversions?

You can do this a few different ways, depending on your campaign objectives, budget, and KPIs: 

A. Utilize full-funnel attribution models

Multi-Touch Attribution (MTA). MTA models give credit to all touchpoints in the customer journey, allowing you to understand how upper funnel activities contribute to conversions.

Media Mix Modeling (MMM). MMM analyzes the overall impact of different marketing channels on sales, helping you understand the contribution of upper funnel efforts. 

We’ve got the breakdown on how to determine whether MMM or MTA is right for your media campaign analysis!

B. Implement testing

Geo-Testing. Run campaigns in specific geographic areas to isolate the impact of upper funnel activities on sales and conversions. 

A/B Testing. Test different ad creatives, targeting strategies, and other variables to optimize your upper funnel campaigns. 

Analyze Data from Multiple Sources. Integrate data from various platforms (Google Analytics, social media analytics, advertising platforms) to get a holistic view of your marketing performance. 

C. Zoom out to the lifetime customer relationship

Long-Term Perspective. Recognize that upper funnel marketing often has a delayed impact on conversions, and avoid focusing solely on immediate results. Avoid the trap of short-termism!

Build Relationships. Emphasize building brand loyalty and fostering long-term relationships with customers, not just focusing on individual sales. 

Dig deep into your particular audience’s content & consumption habits, and build a custom-tailored media plan that makes your brand stand out from the crowd (in a good way). 

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