Back-to-School Interactive Data

Data visualization enables marketers the ability to experience trends and more easily spot opportunities. We placed our back-to-school forecast in Tableau Public to piece together a story for our recent blog Back-to-School by the Numbers. For School Market Watch, we thought we’d give you one better by enabling you to access the same tool we used to prepare that post and explore for yourself.

  • Explore the Back-to-School season with charts and maps you can manipulate
  • Take a narrated by tour clicking on the gray Boxes
  • Learn how marketers leverage Back-to-School timing

How to Use This

For starters, tap on the introductory text in the gray boxes below for a week by week exploration of the MCH Back-to-School forecast. To select a specific week, slide the toggle at the top to arrive at the exact week you wish to examine. Tap on any part of the charts or maps for a pop-up with more details.


How do Marketers Leverage Back-to-School Timing?

A number of bright circulation managers, deeply familiar with these trends, begin mailing catalogs regionally in July based on back-to-school schedules. At times, they combine mailings with a series of supporting email deployments before, during, and after anticipated catalog delivery. They use email to increase frequency, drive greater awareness and increase catalog response rates.

Other marketers use a series of targeted email communications to engage educators during that brief period when they are back at their desks, quietly planning and anticipating students’ return. Their hope is to establish interest prior to the flood of post Labor Day communications and classroom distractions.

You can also use email as a tool to hone messages and offers prior to committing to a control in other channels. Because nearly 80% of results typically occur within the first 24 to 48 hours, there is ample opportunity to gather valuable intel before the school market has fully returned.