Fresher
OFFER!
Don’t be bullied by the competition, capture the new
Form One market during the May back-to-school
period

The Form One Market
About 400,000 new individuals have entered the high school market
this year
The first weekend of May will be their first experience of a back-to-
school shopping – high school style
What’s so difference between high school back-to-school shopping
and the primary school experience? Independence.

The Form One Market
•High school teens get more & more independence within the family
structure, especially after they get into high school.
•Joining high school is a major transition. On average form one’s are
aged between 13-15 years.
•At this age, they are not only coming of age physically, but
psychologically as well. They are no longer children, but neither are they
adults.

Understanding the Form 1
•The high school years can be looked at as the ‘grey area’ between
childhood and adulthood. It is during this ‘grey area’ that teens start getting
social freedom within the family structure.
•The transition between primary and high school is a distinct step within
this grey area. So distinct it is that parents make a conscious, deliberate
effort to show these teens that they are giving them more freedom within
the family structure.

Understanding the Form 1
What This Freedom Means
Taken into a back-to-school shopping context, to the form one teen, this
freedom means:
1) I get to come up with my own shopping list
2) Mummy gives me shopping money (after vetting my shopping
list)
3) No more mummy to do my shopping for me (even if she’s with me
at the supermarket)

Understanding the Form 1
This is a make or break period for
your brand’s future
Get them now and they’ll probably
continue using your brand
throughout high school, and very
likely their entire lives
Miss them at this point and you’ll
probably struggle to get their
attention throughout high school,
and very likely their entire lives

The Fresher Back-To-School Offer
•Ensure your brand reports back-to-school early and get a
whopping 30% discount in the May issue of The Insyder!
•Book and confirm your back-to-school ad ON or BEFORE
March 14th and get a 30% discount off our rate card.
•No fine print, no conditions, just a 30% discount on back-to-
school ads booked by March 14th!
•May 2009 issue of The Insyder hits stands on April 28th.