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In today’s crowded digital landscape and with marketing budgets tighter than ever, brands are looking for fresh, innovative ways to connect with younger audiences. One emerging frontier? K-12 schools. These classrooms are no longer just hubs of learning—they’re evolving into powerful spaces where brands can make a meaningful impact while building long-term affinity.

Whoa… you mean vending machines for soft drinks and chips?

No.

From sponsoring STEM programs to supporting arts initiatives and even helping address teacher burnout, brands are finding creative, value-driven ways to engage.

But how can marketers navigate this opportunity ethically, ensuring their efforts genuinely support students and educators? Let’s explore how to strike the right balance in this delicate but promising space.

Listen For
6:45 Kleenex’s “Heroes of the Classroom” Campaign
9:12 Key Metrics and Emotional Engagement
12:16 Core Principles: Jersey Mike’s Community Engagement
19:16 Recognition Programs: Kroger’s High School Initiative
21.42 Answer to Last Episode’s Question from Guest Frank Strong

Guest: Karl Mawhinney

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Campaigns Karl mentioned

• Costco/Kleenex
• Big 5 Sporting Goods
• CM Facebook

Stories and Strategies Website

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