Just because a child goes off to college does not mean a parent stops worrying about her offspring. This is what my mom always told me; apparently we are never allowed to grow up!
Is your tire shop located by a college or university? What kind of deals do you have for students and/or faculty there? How do you market to them? The students in college now are in a demographic that was raised on the internet, and social media are second-nature to them.
Some shops offer free air pressure checks for people who get services with them. This might be something you want to let them know. Maybe they don't know how to do tire pressure checks or maybe they just don't want to, but either way, their parents are going to want to make sure they are getting it done, somehow.
The truth is, many college students do not know how to check their pressure or their oil. My brother forced me to learn the basics when I started driving, but I know plenty of my friends never did.
Try hosting a "Back to School" car clinic. This is something that would be great to market on your social media pages. Reach out to the university or university groups and post on their pages to inform students of the clinics. At the very least, you will have people in the store, learning from you — the experts. When they need services, whom are they going to come back to?
Even if your shop is not by a college or university, that does not mean you cannot do anything for the season. For students with a long drive back to school, why not create some kind of "Back to School Checklist" for them for products or services you offer? Do you have any kind of emergency car kits you sell? You can market one as a "Back to School Kit."