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Wellness Marketing Rules for Back-to-School

Michelle Peel

When most people think of getting students ready to go back to school, shopping is top of mind. Back-to-school season is a great time for retailers. In a recent survey of parents, RetailMeNot found that 96 percent of Americans will go to a brick-and-mortar store for their back-to-school shopping needs. Another study by the National Retail Federation states that back-to-school and college spending is estimated to reach $82.8 billion in preparation for the 2018–19 school year. Families with children in elementary through high school plan to spend an average of $684.79 per child for items including clothes, shoes, backpacks, and school supplies.

However, some of the most important back-to-school readiness items do not come from a store.

Did “Wellness” Make Your Back-to-School Checklist?

It should! Make your child’s wellness a priority this school year. According to the CDC, on average, elementary school children get eight to 12 colds or cases of the flu each school year, while middle and high school-aged children get four to six illnesses.

Get a healthy start to the school year with these back-to-school wellness tips for students of all ages:

  • Get 10 to 11 hours of sleep every night,
  • Exercise 40 minutes a day,
  • Eat foods rich in vitamin C,
  • Get a flu shot early in the season, and
  • Practice correct hand-washing.

It’s also important to schedule annual physicals prior to beginning a new school year. Don’t forget to ask about vision and hearing screenings during your appointment. Make sure your children are up-to-date on their immunizations by contacting their pediatrician or checking the CDC’s recommended immunization schedule for children.

Promoting Back-to-School Wellness with Mail

Even in an age of algorithms, apps, and Alexa, wellness providers are also using direct mail to reach parents of students during the back-to-school season. Here are a few examples of back-to-school wellness direct mail messages, all including coupons, that recently caught my attention:

  • Rite-Aid mailpiece with various coupons:

“Your back to school essentials checklist:

  • Math must-haves
  • Pencil case
  • Labels
  • Paper supplies
  • Essential medications
  • Immunizations”
  • CVS mailpiece with a 20% off coupon:

“Be Well, Do Well. From vaccines to sports physicals to notebooks and nutritious snacks, we have everything you need to prep for a successful school year! Stop in today.”

  • Kroger mailpiece with a $4 off coupon for one sports physical:

“Time for a sports physical? Our doors are open 7 days a week.”

Offers and copy are one thing, but reaching the right prospect with the right combination is key. Wellness providers can use the following direct mail best practices to attract parents of students during the back-to-school season and throughout the school year:

  • Messaging: As a parent of school-aged children, I know how busy our schedules can get. Messaging focused on convenient hours and ease of scheduling will get the attention of parents with school-aged children. Make it easy for us to find you by including a map of your location, address, phone, website, and business hours.
  • Personalization: Personalized and customized direct mail packages are more likely to be opened and read. For example: “Peel family, did you know we offer sports physicals that meet <SCHOOL NAME> requirements? Get your athlete game-day ready this basketball season.”
  • Coupons: Include a coupon with a discount for a back-to-school physical, or healthy drinks and snacks.

Learn more about how IWCO Direct can help direct marketers keep families focused on wellness during back-to-school season and throughout the school year. Contact us today.

link https://www.iwco.com/blog/2018/08/21/back-to-school-wellness/
Michelle Peel


Michelle Peel

As Sales Content and Research Manager, Michelle enhances the customer experience for our clients by keeping her finger on the pulse of key consumer trends, new vertical market developments, and competitor insights that impact their business. A graduate of Elizabethtown College with more than 20 years of direct marketing experience, she brings the “make it happen” attitude to IWCO Direct every day. She is a dedicated Pittsburgh Steelers fan who enjoys shopping, crafting, and spending time with her family.

More Posts by Michelle


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