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Optimistic Pandemic-Prompted School Campaigns

Target Launched a New Back to School Campaign

— July 29, 2020 — Marketing
Target's new back to school campaign features a different attitude than previous years. Recognizing the uncertainty the world is facing, the ad features products like dorm room supplies for those returning to the campus and at-home study stations for those learning from home. The complex needs of grade school students, high school students, and college students are addressed with an overarching message of positivity at the center.

“Fall learning will look and feel very different this year—and families are balancing a lot,” says Jill Sando, executive vice president and chief merchandising officer, Style and Owned Brands, Target. “We want our guests to know that we’re here for them, no matter what. So we’re doing what Target does best—listening to their changing needs and designing incredible, affordable products and safe, simple, stress-free shopping experiences to help them send their kids to school or college—or settle in for at-home learning—on their terms.”

Image Credit: Target
Trend Themes
1. Positive Back to School Campaigns - Opportunities for brands to create uplifting and supportive marketing campaigns for students during uncertain times.
2. Addressing Diverse Student Needs - Potential for companies to develop products and services that cater to the unique requirements of grade school, high school, and college students.
3. Adapting to Changing Learning Environments - Innovation possibilities for businesses to provide solutions, such as dorm room supplies and at-home study stations, that accommodate different learning situations.
Industry Implications
1. Retail - Retailers can seize the opportunity to offer a wide range of back-to-school products and services that meet the evolving needs of students.
2. Education - The education industry can explore new methods and tools to support students in various learning environments.
3. Technology - Tech companies can develop innovative products and services that enhance remote learning experiences and facilitate seamless transitions between in-person and online education.
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