School Diaries A unique advertising opportunity targeting children in education throughout the year
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School DiariesA unique advertising opportunity targeting children in education throughout the year
…and why should you advertise in one?
What is a school diary?
What is a school diary?
Diaries are supplied to pupils by their school and fit in line with the national curriculum.
They are a time management, planning and organizational tool which help pupils develop their planning skills.
The diaries also act as a communication tool between teacher, pupil and parent.
Since 2001 Boomerang Education have been market leaders in supplying diaries to schools.
A key work & life tool
Why should you advertise in one?
Boomerang’s diaries offer advertisers the chance to promote their brand or product.
• Your advert will be in front of your audience all day, everyday, throughout the school year.
• Your ad will receive stand out and cut through as the advertising to editorial ratio is less than 10%.
• You can build strong brand awareness among a very difficult to reach market.
Key Benefits
Why should you advertise in one?
• Students spend more than 50% of their waking hours at school, with their friends.
• Mintel reports that: ‘word of mouth advertising from friends has the consistent level of reach across the teenage population’, despite the omnipresent world of digital devices and social media.
• With the diary being an integral part of school life, this is an excellent opportunity to generate word-of-mouth and viral communication.
A Social Environment
Who can you reach?
Primary School Diary
Primary school diaries act as a log book as well as a weekly planner. Featuring reading records and spelling test lists, they are used both in school and at home and seen regularly by teachers and parents.
They also contain subject information, tips on spelling and grammar and information on how to keep safe on the internet.
The diaries are popular with publishers such as Bloomsbury and Penguin Random House who sponsor a reading record page.
You can reach 125,000 pupils, and diaries are used at least 3 times daily over 200 days in the 2016/2017 academic year.
Pupils 7-11
Secondary School Diary
Secondary school diaries feature a yearly planner as well as subject information, world maps, revision guides and time management tips.
Weekly entries are checked and signed off each week by both teachers and parents.
They are used every day as an organisational tool making them popular with advertisers like Stabilo, Rymans and book publishers.
You can get your brand in front of 500,000 students, and diaries are used at least 5 times daily over 200 days each academic year.
Students 11-16
6th Form Diary
As well as a weekly planner, the diaries feature information on UCAS, tips on decision making and personal finance including budgeting and saving.
During 6th form, students are preparing for leaving school/college making the diaries very popular with advertisers like the national careers service, you2uni and Camp America.
You can reach 100,000 students, and diaries are used at least 3 times daily over 200 days in the 2016/2017 academic year.
Students 16-18
The media opportunity
Double page spread Page or section sponsorship
Available in primary, secondary and 6th form diariesMedia Opportunities
Available in primary, secondary and 6th form diariesMedia Opportunities
Cover: inside, outside or both available Full page: half and quarter also availableWeekly banners and spot dates
Publication Details
Artwork deadline 29th April 2016
Distributed to schools in July and August 2016
Used in school from September 2016 to July 2017
Artwork specifications available on request
Ad rates on request
…& campaign dates
Recent Case Studies
Penguin ran a diary campaign for their 2014 teenage title list, featuring a competition which received over 10,000 entries. Vanessa Godden, Marketing Director - Publishing at Penguin Random House said:
“Penguin Children's have advertised in homework diaries for 3 consecutive school years, seeing fantastic growth in pupil engagement each year. We continue to find advertising within the diaries to be a uniquely effective way of targeting a triple hit of pupils, teachers and parents."
Penguin have booked with us for 5 consecutive years.
Secondary Diary
Penguin
Coppafeel reached teenage girls through Boomerang’s planners to educate and raise awareness of health issues.
“Being a breast cancer awareness charity aimed at young people, the sixth form diaries were a perfect opportunity to get our health messages into the hands of thousands of students.”Sarah Magee - Coppafeel - Student Boobs Team Manager
Coppafeel have booked with Boomerang for 3 consecutive years.
Secondary Diary
Coppafeel
Stabilo regularly use primary and secondary diaries to promote their product range throughout the year. They book a package to include a full page, back cover, weekly banners and spot dates.
“This is a great medium to contact children. The feedback from pupils & the entries we received from the competitions proved the ad to be a success. This is definitely a tool we will be keeping in the marketing mix for the future.”
Caroline Ridges Marketing Manager
Stabilo have booked with Boomerang for 9 years.
Primary and secondary Diaries
Stabilo
Guinness Book of World Records used primary and secondary diaries to promote their yearly edition of the book.
They took a double page, weekly banners and 6 spot dates in primary, along with an outside back cover and 3 weekly banners in the secondary diary. The campaign featured a competition to win an IPad mini and free copies of the book.
They have sold 500,000 copies in the UK and the book reached number 8 in the non-fiction book chart.
Primary and secondary Diaries
Guinness Book of World Records
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