Marketing Tactics

Oberlin, Ohio - College students budgeted an average of $447.75 for back-to-college shopping, not including textbooks. However, a recent student panel survey conducted by OnCampus Research, the research arm of indiCo, a division of the National Association of College Stores, shows that despite considering price the most important factor in back-to-school purchases, college students do not always follow or even create a budget.

Seattle -- Starbucks Coffee Company is making its Evolution Fresh juice and Evolution Harvest premium brands available at Whole Foods Market stores across the United  States. This expansion advances Evolution Fresh growth plans to be in approximately 8,000 Starbucks and grocery locations by the end of the year.

Tools for engaging with holiday shoppers on the most popular social platforms

Social media platforms offer retailers a chance for direct engagement with consumers as well as access to highly personalized data, all in real or near-real time. During the holiday season, with its intensified levels of competition and customer distraction, having the type of direct promotional connection with customers that social media can offer is more crucial than ever.

By Dawn Palmer, Accenture

New York -- Parents shopping for back –to-school goods react positively to ads that focus on sales and deals to maximize their appeal to shoppers, according to SAP Retail, and they react negatively to commercials that only serve as a reminder of the season. Using SAP’s social media analytics software, the company gathered social sentiment around the 2013 back-to-school season, analyzing more than 600,000 conversations across social channels, including Twitter and Facebook.

BATTLE CREEK, Mich. — Kellogg's has teamed up with Scholastic as well as actor and children's book author Taye Diggs to promote childhood literacy and the importance of having books in the home. 

In a public service announcement, Diggs explains how U.S. families can help give kids great starts with great stories by placing 200,000 books into home libraries, schools and local communities.

GOODLETTSVILLE, Tenn. — Dollar General is teaming up with Procter & Gamble to honor the nation’s schools and teachers as part of the company’s Every Day Heroes program.

Through its “Success Starts Here” national marketing campaign, including an advertorial in Better Homes & Gardens, the program recognized Boone County High School in Florence, Ky., and one of its teachers, Kimberly Shearer.

Hoffman Estates, Ill. -- Sears Holdings Corp. has been selected to participate in the U.S. Environmental Protection Agency's Energy Star National Building Competition: Battle of the Buildings, which is designed to help improve the energy efficiency of commercial buildings and protect the environment.