MCH Education Marketing Tips
How to market smarter
The Education industry is enormous.
It encompasses institutions ranging from small private schools to large metropolitan districts with subdistrict offices. MCH compiles an extensive amount of information about schools and school districts so be sure to dig deeper by using the “See Also” cross-references on each page of our website.
The MCH Education database enables you to select the features that best fit your needs—whether it’s control, enrollment, funding, technology in use, or programs offered. We can help you create a multichannel campaign using postal addresses, email addresses, and telephone contact information.
With MCH, you also have access to teachers at their home address, home child care services, child care centers, school-based early childhood programs, schools and daycares with religious affiliations, and more.
MCH’s Monitor Service has been heralded as “The first real education marketing innovation in decades.” MCH uses advanced technology to update the school database 12 times a year, near real-time. New names are added to the database within the month after they were added to school website, other names are deleted, and the remainder of the names are verified as still there.
We are absolutely certain we can provide you with the freshest and most accurate data available in the education marketplace. You will have access to new names when the schools publish them, meaning you can make your brand one of the first they hear from. And, the best news, there is no additional charge for the new names so you are getting a premium list for your campaign.
For Monitor Service marketing strategies, click here.
For Monitor Service counts, click here.
Our online portal provides you with access to our entire K-12 database with 135,000 institutions, 5 million educators, and Redrock K-12 funding. No other online tool gives you the interactive sales, marketing, and market research capabilities that are available in Infinite Access.
Infinite Access is intuitive and in the words of subscribers, elegant. Every school and district has a profile that provides important facts about the institution at a glance. You can instantly learn the enrollment, administrator’s name and contact information, funds allocated to the district, and who is responsible for managing those funds. You can also see a geospatial view of the institution or view it as a traditional map. If you’re on the road, you can even see nearby schools or district offices.
If you need to reach teachers in a specific subject area or the Curriculum Director at every school in the country, you can get that information too. And, even better, you can export any of your searches to your desktop in an instant.
Timing is extremely important in the education marketplace. Administrators are very aware of use-it-or-lose-it mandates and are focused on spending remaining budget funds prior to June 30th. In a survey conducted by District Administration and MCH, 60% of the respondents indicated they had more than $1,000 remaining in their budget that needed to be used during the 90 days preceding the school fiscal year end. Respondents also indicated that they were spending their remaining funds on supplies, books and media, technology, curriculum materials, and professional development.
We also surveyed teachers about their email habits and summer purchases. In that survey, we discovered that the timing of institutional purchases is more flexible than it has been in the past and that teachers’ out-of-pocket spending is on the rise and occurs primarily during the summer months.
Teachers are responsible for the daily needs of more than 50 million students. Their needs range from books, supplies, sporting goods, furniture, food service, and transportation to technology products. In addition to spending their own funds for classroom supplies, teachers may influence purchasing from classroom, building, or district budgets.
You should market to teachers year-round – at their school postal address and email address, as well as at their home address. In the educator survey mentioned above, more than 77% of the teachers responded that they have access to their school email inbox during the summer months. In addition, they told us that they are most likely to open emails that relate directly to their job or include a special offer. And, 82.4% of the educators said they use personal funds to purchase educational products.
Targeting an individual by name is required for email marketing but it is not always necessary for direct mail campaigns. If the school secretary or mail room will know how to direct your mail by job title alone, it can be helpful to extend your mail to institutions where a contact name isn’t available.
The MCH School database is huge and the data can be sliced and diced to create the exact campaign you’re looking for. You can target schools by type from Adult Education and Charter schools to Magnet and Montessori schools. You can select from school programs and features including Before/After School Programs, Music Programs, and more. If you want to reach the schools with the highest instructional expenditure per student or by the student-to-teacher ratio, we have that too.
Simple terms like “middle school” can be deceptive. There are not set rules as to which grades comprise middle school. If you market products for seventh grade, for example, you will need to target a subset of elementary (K-8), middle (5-8), high (7-12), and combined K-12 schools. Read more about grade level data.
Elementary schools tend to have centralized oversight, so it’s important to include the Principal in your marketing campaigns. Purchasing decisions are less centralized at the secondary level, so individual educators and department chairs have significant influence. We also recommend including appropriate district-level decision makers for most school campaigns.
Private and parochial schools typically have less funding than public schools. Unless your offers are specifically geared to religious schools, you’re likely to get a larger return by targeting public schools.
District offices control school budgets, determine curriculum needs, set purchasing policies, and are ultimately responsible for the education of students they serve. The School District universe is small in relation to the school universe and is highly stratified. You only have to market to the top 1,000 districts to reach 50% of the market as measured by student population. The top 5,000 districts will reach more than 80% of the market.
There is a radical difference between large and small districts. The New York City school system serves more than 1 million students, but more than 2,200 districts (14% of the total) have 250 students or fewer. These districts clearly have different needs and buying processes. Districts influence school purchases and we recommend including districts in virtually all public school marketing campaigns.
Regular Districts are local Public School Districts; they may be Unified, Elementary, or Secondary. Unified Districts operate Schools covering Kindergarten or 1st grade through 12th grade. MCH also provides data for County, Department of Defense, Native American, Vocational Technical, and Year-Round Districts as well as Sub Districts, Supervisory Unions, and Area Education Service Districts.
We have created an entire suite of Channel_e™ email products to help you reach your email marketing objectives. If you want to create a multi-channel or trigger campaign, we can assist you. We provide a complimentary Pre-Deployment Analysis and Channel_e™ Enhanced Report with every email deployment. The report shows distribution of total opens, unique opens, bounces, click-thrus by job function, and institutional characteristics. In addition, our email specialists have created best practices document for marketers and for designers.
Analytics & Custom Data Services
We can help you identify the subsets of your markets that are most valuable to you with our ESP™ and Channel_e™ Profiles. These tools enable you to drop lower performing segments and focus your marketing dollars on higher potential prospects. The MCH Response Lab team has in-depth knowledge of our databases and understands the nuances and traps that can dramatically impact the results of a marketing campaign. Their services range from custom databases to file cleaning.
You can target the most responsive schools quickly with MCH’s exclusive Response Potential Model™. RPM ranks the K-12 market with a proprietary algorithm that identifies the schools and districts most likely to respond to offers for supplemental educational products.
At MCH, we know the education market is challenging and changing every day. It’s important to construct your marketing strategies built on a foundation of data and experience rather than chance and optimism. With MCH you have a partner committed to helping you understand the changing marketplace and creating a strategy custom-tailored toward your best prospects. Stay at the forefront of the educational marketplace by giving us a call today to discuss your needs.
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