22 July 2021
Taking STABILO Back to School
The school year hasn’t even finished before attention turns to the next academic year for stationery brands. At BWP, our Back to School activity is already in full swing with targeted press outreach to make some noise around STABILO’s specialist handwriting and student ranges.
Stationery expert STABILO has considered carefully over the years how to develop stylish and practical handwriting solutions for children that will encourage positive habits at an early age. With new colourways and designs added to the EASYoriginal handwriting range and more colours than ever in the point88 fineliners and BOSS ORIGINAL highlighter collections, it was our job to spread the word among the consumer press.
We identified Christmas in July’s Back to School Virtual Press Pitching event as a super-efficient route to press already planning their Back to School coverage. With the focus products in place, we successfully presented STABILO's range to 31 target journalists from titles including ITV’s This Morning, HELLO!, Bella, Mother & Baby, Good Housekeeping and Indy Best, among others, over the course of one day.
Our allotted time with each group of media allowed us to talk them through the products and share the key features that make them so perfect for their Back to School audience. Many of the journalists were blown away with the options available for different age groups starting at Key Stage 1 and going all the way through secondary school up to university students.
After the event, we followed up with all attending press, sending each individual a personalised pack of STABILO products tailored to the focus of their Back to School feature, be it sustainability, handwriting or budget-friendly, and the relevant age group.
With shopping for the new school year set to kick off mid-August, we are now rolling-out STABILO’s Back to School comms to a broader mix of medium- to short-lead target titles to maximise press coverage during this key season for the brand. You can expect STABILO to be top of the class this coming school year!