School’s out: Summer marketing strategies for kid-focused brands
Today is the last day of school for many kids. When the school year ends, the real fun begins – and so does the perfect opportunity for brands that serve families and kids. If you’re a parent you know the “I’m booooored” comments all too well. It should always be about your audience and you have the opportunity to fill a need during the summer. So take it.. If your business caters to children, parents, or both, now’s the time to turn up the volume on your seasonal marketing.
Here are some summer marketing strategies to help you connect with parents and families over the summer and keep customers coming back long after September rolls around.
1: Create a “Survival Guide” for parents
Kids seem to have endless energy in the summer, and it can be overwhelming for any parent or caregiver – especially if they are trying to juggle work and childcare. Brands that offer solutions (or even just a bit of sanity) are bound to stand out. I know I would like a bit of a reprieve!
Campaign idea:
Summer Survival Kit: Curate a bundle of your products or services that can help parents stay sane. This is also a great opportunity to partner up with complementary businesses to bundle products/services and share in the cost of marketing. Bonus points for offering a downloadable checklist or quick how-to guide!
2: Launch a weekly summer series
We’ve said it time and time again. Consistency is key with whatever marketing strategy you land on. In this case, whether it’s crafts, snack hacks, or themed activities, a consistent content series can build engagement and become something parents look forward to.
Content idea:
Make-It Monday: New DIY or activity idea every week using common household items (or your product!)
3: Host a family-friendly event
Have fun IRL! We get so caught up in digital tactics it can be easy to forget that planning for a real-life opportunity to connect with your audience is extremely valuable. Plan a low-barrier event like an ice cream party, scavenger hunt, story time, or parent coffee break. These events can double as great content opportunities and UGC drivers.
Bonus tip:
Encourage attendees to share photos using your event hashtag and tag your brand for a chance to win something fun.
4: Focus on social proof
If often make plans in the summer for my daughter and I after hearing about fun things from other parents. Tap into this by showcasing testimonials, user-generated content, and influencer partnerships. Your target audience needs to be able to see themselves in your marketing.
Social idea:
Create short videos or graphics featuring how your product or service made someone’s summer easier or more fun.
5: End-of-Summer “Back to Routine” Push
While everyone’s still in summer mode, you can start prepping families for what’s next – but not TOO early. No one likes to see back to school stuff end of July when they feel like summer is just getting started. Whether it’s back-to-school, fall programs, or a return to structure, begin building your funnel early.
Campaign idea:
“Back to Reality” bundles, checklists, or promos for early birds who prep in August.
Your audience mindset changes in the summer. Even if parents are busy working, they are always looking for ways to maximize the time with their kids. If you can speak to the realities of parenting during school break (the chaos, the joy, the snacks – MAKING LUNCH 3 TIMES IN ONE DAY BECAUSE YOUR KID IS HUNGRY), your brand can create genuine connections and lasting impressions.
Need help crafting your summer family-focused marketing campaign? Let’s brainstorm together!