The "Back to School" campaign began at the end of August 2023, specifically aimed at parents of college students starting their fall semester. The goal was to send them a thoughtful "I miss you" care package, utilizing a combination of email marketing and social media promoted ads. Due to the small size of the marketing department, I handled all aspects of this project.

I began this campaign by carefully selecting products to create the perfect care package. To entice customers, I combined a few must-have items like a water bottle, tumbler, and tote bag with some of our less popular products, such as a pillowcase and keepsake box.

To showcase these products, I photographed them both packaged together and arranged individually. After editing the photos, I created a Photoshop document to efficiently apply different designs to the products. The campaign featured 11 design variations, each tailored to one of the top 10 Greek organizations, along with one generic version for all other organizations. Each design incorporated one of the four designs available per organization on our website.

Considering the campaign's target audience of parents, I prioritized a simple and mature design concept. I focused on neutral colors against a marble background, incorporating the color palette of each organization for a subtle pop of color. This approach proved highly successful, leading to some of our highest sales.