As an established and well-known brand in the school uniform and apparel industry, French Toast was looking to expand its share of the market by reintroducing its branded SchoolBox spiritwear division to schools. With many competitors already in the spiritwear space, French Toast SchoolBox wanted to establish itself as a key player by delivering its unique value proposition to a key core customer base with purchasing power: school parent groups.
A comprehensive turnkey campaign including social, email, and digital invited PTO and PTA groups to learn more about French Toast SchoolBox via co-branded landing page on PTOtoday.com in exchange for 20 percent off their first spiritwear purchase and the chance to win “Chaos Coordinator” T-shirts for their board. Automated, daily delivery of fresh leads allowed French Toast SchoolBox to follow up immediately with key prospects via email or phone.
Within a 10-day period, more than 1,200 PTO and PTA leaders eagerly opted in to receive more information directly from French Toast about the company’s school spiritwear services. This resulted in brand affinity and an immediate opportunity for French Toast to jump-start new relationships and sales with more than 1,200 enthusiastic school decisionmakers at a key time of year: back-to-school.
Matthew Buesing, vice president, Customer and Digital Marketing
LT Apparel Group