
Gen Alpha, alongside Gen Z, has become the holy grail of communications: savvy, skeptical and increasingly influential. While brands grapple with earning their loyalty, an unexpected strategy is gaining traction—activating programs by meeting school needs. Once seen as off-limits, classrooms are now fertile ground for brands like Jersey Mike’s and Kleenex, creating mutual benefits for both schools and communicators.
Revenue, Resources and Recognition
With schools facing financial strains, brands are stepping in to provide much-needed resources. From offsetting costs to delivering rewards and recognition, brands are finding a way to support K-12 communities while connecting with elusive younger audiences.
For instance, 92% of school superintendents report worsening student health crises, yet 79% say they lack the staff to address the issue. With pandemic-related emergency funds drying up, brands have a clear opportunity to make a difference. By addressing these needs, brands not only support schools but also earn goodwill and loyalty from young consumers.
So why hasn’t this approach taken off sooner? The answer lies in trust.
Reimagining Brand-School Partnerships
Historically, brands struggled to balance school needs with business goals, breeding skepticism and mistrust. Critics of K-12 communication cite concerns about exploiting students’ impressionability and prioritizing self-serving programs. However, today’s partnerships are different.
Schools now enforce clear guidelines to ensure branded programs are age-appropriate, non-intrusive and aligned with educational goals. Brands that respect these boundaries and create value-driven initiatives avoid overstepping and build trust with educators.
This new era of collaboration empowers school administrators to customize brand programs for their communities, similar to how brands partner with content creators to engage audiences authentically.
What Success Looks Like
Leading brands like Jersey Mike’s, Costco, and Kleenex offer a blueprint for impactful K-12 marketing communications. Success begins with delivering clear value to schools, whether through product donations, funding, recognition programs or cost offsets.
Customizable and scalable programs follow. As Schools receive toolkits to deploy initiatives through print and digital channels, ensuring administrators retain control. Programs range from simple “student of the month” recognitions to national STEM contests, providing meaningful engagement tailored to school needs.
For instance, Jersey Mike’s “A Student Above” school partnership program empowered schools, impacting nearly five million students by providing tools for coaches and teachers to reward student excellence, saving on costs like catering and team meals while awarding thousands of dollars through competitions. More than 10 million coupons were distributed directly to students via trusted educators, creating impactful moments of recognition. For the brand, this campaign drove national and regional earned media, boosted local store traffic and built long-term loyalty with a key audience.
Kleenex’s “Heroes of the Classroom” teacher recognition contest, coinciding with the brand’s 100-year anniversary, centered around a nomination contest offering over $40,000 in prizes, including gift cards, classroom supplies and school funding. The initiative highlighted teachers as heroes by inviting community members to recognize their life-changing work while providing the school with free resources in partnership with Costco.
These partnerships are not one-sided. Brands allocating budgets see tangible benefits, such as coupon redemptions by students and staff. This mutual exchange strengthens trust while driving business results.
Building Long-Term Brand Loyalty
Schools sit at the heart of their communities, and brands that support them earn trust and goodwill from parents, teachers and administrators alike. By focusing on meaningful contributions—like funding school gardens, sponsoring nutrition workshops or providing free lunches—brands go beyond advertising. They position themselves as true community partners, reinforcing shared values.
Such programs foster lasting connections. Families and educators remember the brands that invested in their communities, creating loyalty that extends beyond a single campaign. It’s about serving, not selling.
Authenticity Meets Impact
Reaching Gen Z and Gen Alpha requires authenticity that traditional marketing communications often lack. Schools offer a unique opportunity for brands to connect meaningfully while addressing critical needs. By stepping into classrooms, brands aren’t just promoting products—they’re providing solutions, winning the trust of even skeptical school administrators.
Brands that activate in schools shift the narrative from selling to serving, building deeper connections with younger audiences. This approach doesn’t just meet immediate needs—it creates lasting impact and loyalty, making it a win-win for schools and marketers alike.
Karl Mawhinney is the CEO of Campus Multimedia, a K-12 marketing firm.