Aug 26 15

Hello School Year!

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Check out our most recent e-blast below and learn more about summer vacation trends!
Steel – Back to School Email



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Family targeted Marketing


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SUMMER: SHORT, SWEET AND MORE FLEETING THAN EVER. Summer vacation. We love it when it arrives. We miss it when it’s gone. But what is the real story of why kids get summer breaks, and what are the trends that are shaping its future?
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Just WHERE DID THE IDEA OF summer break COME FROM?
Most of us think that summer break was created to help with life on the farm. But this tradition actually comes from a nineteenth-century belief that the brain is a muscle that can be injured from too much work and stress, and that children need a break from learning, homework and emotional stresses like peer pressure, cliques and bullying. Add the desire to escape the heat and viola – you’ve got summer vacation!
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Does summer vacation feel shorter? It probably is.
If you feel like your child’s summer vacation is shorter than yours was, you’re probably right. More and more schools are shifting the start of the school year into August, some as early as the first week. The main reason for the shift seems to be to provide teachers more time to teach before standardized tests are given. (But don’t tell your kids; they’ll hate taking tests even more than they already do!)
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The CNN map below shows a sample of school start dates across the U.S. It’s important for marketers to remember that although parents may be well informed about when their child heads back to school, they may not be mentally prepared for the earlier start date. In coming years we need to be more sensitive to the fact that children might not be the only modern family members who are not ready for summer vacation to be over!
Map of Back-to-School dates
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Have a Great School Year!
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Steel Branding is a brand-focused communications firm specializing in marketing into family life in the digital age. Rather than merely focusing on a capability, market or tactic, Steel uses Adthropology™ to gain insight into the social dynamics and habits unique to this new evolution of the nuclear family. Whatever the brand, Steel can help integrate it into the family in a way that will drive spectacular new growth.
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