An effective back-to-school marketing program for ECPs has two major components: first, awareness about your practice within the community, and second, an office space that's welcoming to families. 

Is your practice well-known to families in the community? There are several ways to get the word out, especially during the back-to-school season. For starters, contact your local PTA, PTO and booster clubs. These organizations rely heavily on local businesses to sponsor events, print directories and fund extra-curricular activities. Make sure your practice is appropriately recognized for its donations as families tend to be very loyal to local businesses that support their schools. Sponsor a youth sports team (soccer, football, swimming, etc.) and offer discounts to the team families. Reach out to local pediatricians to build your referral base since back-to-school physicals often include simple vision screenings. With today's young families managing much of their lives via the internet, developing a social media presence is more important than ever. A basic website should give an overview of your practice and feature special promotions, current frames styles, doctor biographies, and perhaps vision health tips. The ability to make or request an appointment online would provide added convenience. If the thought of launching a website is too daunting, then at least create a Facebook page for your practice. Promote your back-to-school specials and post pictures of kids' and teens' frames (ask your vendors for images or simply share from their Facebook pages). Whatever steps you choose to increase awareness in your community, just remember to look for connections where the families are (i.e. at schools and extra-curricular activities) and through channels that are easiest for them (i.e. online). 

As for your office space, if possible, designate an area just for the youngsters. A child-sized table with a couple of chairs situated in a corner area is ideal. Add some children's books (such as those offered in our back-to-school promotion) and a few simple toys such as puzzles. Keep the toys minimal so the area is easy to keep tidy.  Your practice now has a Kids' Corner which signals your commitment to family eye care! Reward good behavior with a small parting gift.  Avoid anything edible, and instead opt for carrying an ample supply of colorful, oversized stickers. Kids will love to choose from a selection of sports, super hero and princess motifs. These few additions will help project the kind of family-friendly atmosphere that parents look for when choosing their vision providers. For more children's book titles related to optical, see our Pinterest board called Children's Eye Books.

Now is the time to act on your back-to-school marketing plan. As families in your community gear up for the new school season in the next few weeks, make sure that you practice is on the forefront of their minds!