If your back-to-school marketing strategy launches in late summer and wraps up after the first bell rings, it's time to re-think your approach. Take a moment to embrace a wider view of students. Sure, there's the elementary through high school population, but what about traditional and non-traditional college students or graduate school? Students attending schools that are in-service year-round is something to consider, as well. Marketing campaigns running from July through August are often too narrow in focus to include everyone who's heading to classes. Here's what to do.