Here are 10 ways brands in varying industries can use personalized video to deliver a relevant, 1-to-1 experience to consumers and help them prepare for their – or their child’s – return to school.

1. 10 ways to use personalized video
to help consumers go back to school
BEYOND
BACKPACKS
AND CRAYONS

2. Each year it seems
the final school bell has
barely rung before we’re
inundated with ads for
notebooks, pencils and
the latest sneakers.

3. The back-to-school season
isn’t just about grade-
school students, though.
There’s a much larger
opportunity for brands
across industries to
engage college-bound
students and parents of
school-aged children.

4. Back-to-school is one of the largest
consumer shopping holidays:
National Retail Federation forecasts
total spending will reach $68 billion
this year.
This means there’s a lot of marketing
clutter and brands that want to win
business need to stand out.

5. HOW DO
YOU BREAK
THROUGH THE
NOISE?

6. There’s no more effective way to
stand out than individually engaging
consumers with personalized
messages relevant to the timely
events in their lives, whether they’re
heading off to college or preparing
their child to return to school.
Choosing an engaging
communication medium
like video only enhances
the experience and
captivates audiences.

7. 10
Here are 10 ways brands
in varying industries can
use personalized video to
deliver a relevant, 1-to-1
experience to consumers
and help them prepare
for their – or their child’s –
return to school.

8. HOME GOODS RETAILERS
Back-to-school shopping is heavily pushed by
discounts and deals. Retailers eager to attract
shoppers should extend their ad messages
beyond price-cuts.
1
Mix useful advice like small-space
decorating ideas or organization
tips into personalized video
campaigns, or show students their
closest store location and
an offer to shop in-store
and pick up at the store
near their college.

9. HOME GOODS RETAILERS
As college students leave, parents find
themselves with an empty nest.
2
Target new empty-nesters with
videos full of inspiration and
furnishing options for converting
their college student’s bedroom
into an office, yoga room
or craft room, based on
their interests.

10. 3
ELECTRONICS RETAILERS
Students of all ages rely on the latest laptops,
tablets or smartphones to stay ahead in class.
Use personalized video ads to tell
a story relevant to the viewer’s
stage in life – for example, how a
young student aces an exam after
studying on his tablet, or how the
newest smartphone helps a college
student navigate around campus –
and showcase the product’s
features and real-time price.

11. BANKS
Whether a college student needs a local bank
close to school, or it’s time for a child’s first debit
card, banks have an opportunity to foster loyalty
with customers who are new to the bank – and
new to managing their finances.
4
Welcome new customers with a
personalized video that explains
their account or card benefits,
shows nearby ATM locations,
emphasizes online banking tools
and offers personal finance tips.

12. INVESTMENT FIRMS
Each year the back-to-school period reminds
parents that their child is one year closer to
heading to college.
5
$
Engage 529 plan holders with a
recap of their current savings
compared to projected tuition
rates. The personalized video
can also show how increasing
contributions now will greatly
impact savings and reduce
financial stress when their
child heads to college.

13. CABLE OPERATORS
One of the first priorities for students living off
campus is to set up their Internet and cable
service.
6
Use personalized video to detail
the installation process and help
new customers get the most out
of their service by offering on-
demand specials or explaining
how to create new
accounts for
roommates.

14. HEALTH INSURERS
As health insurers now sell directly to consumers,
they need to boost member engagement and
build loyalty.
7
Engage parents of school-aged
children with helpful advice and
guidelines for physical activity and
wellness reminders, then point
them to an online resource
center with recipes for
school lunches or healthy
after-school snack ideas.

15. HEALTH INSURERS
A healthy lifestyle is important at any age,
especially for college students living on their own
for the first time.
8
Remind college students to get
their annual physical with a video
that explains how to find an in-
network physician near their college,
while offering tips to avoid the
“freshman 15” with healthy
options at the dining hall
or in the dorm room.

16. AIRLINES
Out-of-state college students book several flights
to and from school throughout the year, giving
airlines an important opportunity to gain loyal
travelers.
9
Use personalized video to offer
students real-time fares for busy
travel times such as Thanksgiving
and the end of the semester, and
include a message about
building frequent flier miles
to use for a spring break
trip later in the year.

17. HOTELS
While parents helping with college move-in might
reminisce about their own college days, they’d
rather stay in a hotel than in a dorm room.
10
Target personalized video ads to
these parents offering a special
“college move-in” package. Continue
the experience with a post-booking
video that provides directions to
campus, highlights nearby
stores for last-minute dorm
shopping and recommends
nearby restaurants.

18. Smart brands know that tailoring
their messages to their audience
on an individual basis is the best
way to break through the back-
to-school marketing noise.
These are only a few ideas to
tell compelling stories through
personalized video; brands
have limitless possibilities to
engage customers throughout
the lifecycle and foster long-
term customer relationships.

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