Planning for Back-to-School Season: Class is in Session

Black mother & daughter sitting at a table & doing homework
Many schools are still deciding how they want to approach back-to-school season in the midst of Coronavirus. Families could end up homeschooling, returning to traditional in-school learning, or doing a mixture of both.

Thanks to COVID-19, the first day of school is going to look a little different this year. And that means it’s time for marketers to start thinking ahead and planning their back-to-school campaign strategy. 

Depending on where they are in the US, some families may be looking at a return to homeschooling in the fall while others may be headed into the classroom full-time. Some may even be doing a split at-home, in-school schedule. Regardless, this fall is going to bring some new changes that parents haven’t had to consider before. 

To identify areas of opportunity for CPG brands, we at Quotient conducted an analysis on shifts in consumer behavior and uncovered data-driven insights from our exclusive retailer, shopper and point-of-sale data. Spanning across the Food, Beverage, Personal Care, Household and Over-the-Counter categories, we examined consumer behavior during the COVID-19 time period when schools first began closing down to identify key trends for brands.  



Using Data to Power Your Back-to-School Campaign Planning 

Our 2020 back-to-school eBook, “The New Syllabus | How Back-to-School Season Will Change in 2020,” explores in four sections the different parts of a school day: school mornings, class time, lunchtime and recess, and the after-school period. Each section contains specific and actionable insights about Food, Beverage, Personal Care, Household and Over-the-Counter products. These insights—which include data on sales lift, social lift, savings lift and more—are also accompanied by trend-inspired content ideas for your brand to execute against. 

For example, according to Quotient internal data, “Pancake/French Toast/Waffle Mix” experienced a 68% sales lift among households with kids during the March–May 2020 COVID period compared to the same time period in 2019. In Beverage news, “Frozen Fruit” experienced a 74% sales lift among households with kids during that same COVID period. So, how can Food and Beverage brands act on these insights? Use trend-inspired content ideas like Freezer Breakfast Burritos or Sunrise Smoothies to capture consumer attention during busy back-to-school mornings. 

Mockup of back-to-school eBook on a desk with a cup of coffee
“Pancake/French Toast/Waffle Mix” experienced a 68% sales lift among households with kids during the COVID period compared to the same time period in 2019.


Keep Back-to-School Season Flexible with Quotient Programmatic Campaigns

In addition to category-level insights, our eBook is packed with creative ideas and data about the back-to-school landscape as a whole. We designed this planning guide to help brands launch an impactful, meaningful back-to-school season. Our exclusive access to retailer, shopper and point-of-sale data enables us to use historical consumer behavior trends to make data-driven predictions for the future. Quotient’s programmatic campaigns allow brands to begin planning now while leaving room to shift budget, creative and strategy to adapt to the ever-changing marketplace.   

To learn more about how Quotient can bring your 2020 back-to-school campaign planning to life, download “The New Syllabus | How Back-to-School Season Will Change in 2020.” 

Posted in: Blog