Dads are Getting Schooled

October 2, 2014
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There were more than 2 million stay-at-home dads in the US in 2012. With more dads participating in more school activities, the traditional, “mom exclusive,” messaging for back-to-school advertising just doesn’t cut it anymore. Brands need to craft a message that influences the entire family, in a “We’re in this together” style. But how?

Holly Pavilka’s interview with Tim Sullivan, President of School Family Mobile introduces the changing demographic and getting connected with the person holding the family’s purse strings.  Tim says, ” Dad is typically a dolt or never home.  Just like moms making lunches and driving mini vans.  We need to identify dad in more realistic ways.”  Here are five ways on how to do this:

  • use humor: show dad joking and having fun with his family
  • portray dad as confident
  • use messaging that is pointed and quick
  • showcase dad as problem solver–emotional and thoughtful
  • present dad as connected and not reliant on mom to save him

To see more ways on how brands should approach this new messaging and portray dads, read Holly’s article, Dads are Getting Schooled, on MediaPost.

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