July 26, 2024  |  Peter Long

Back to School Marketing: Smart Strategies for Selling to Schools

Part 1 in our latest series on Back to School Marketing

As the back-to-school season approaches, MCH is here to equip educational marketers with a mini-series of invaluable insights. While we've already begun updating our Fall 2024 educational database with groundbreaking technology (more on that soon!), let's start with some foundational data every marketer should consider.

Key Education Market Statistics:

• U.S. School Districts: 18,479
• U.S. Schools: 125,086
  • Public – 101,868
  • Private – 17,349
  • Catholic – 5,954
• Total K-12 Enrollment: Nearly 55 million students
• Total K-12 Annual Spending: Over $830 billion (excluding one-time COVID funding)

Tip #1: Seize the Opportunity

Despite funding concerns and market fluctuations, 55 million students will walk through school doors this fall. Concerns about a national school budget crisis are overblown — schools are still projected to spend $830 billion this academic year to educate our children. Don't let your competition seize the opportunity by default. The education market is resilient, and ample opportunities exist to grow your business. Don't miss out on the potential for increased sales this year.

Tip #2: Targeted Marketing is Key

Instead of relying on broad marketing blasts, leverage the wealth of publicly available data in the education sector to precisely target your audience. Analyze where your products or services perform best – Do you see more success in wealthy districts or Title One schools? Larger urban districts or smaller rural ones? Focusing your efforts on the segments with the highest ROI is key to maximizing your marketing budget. MCH can help you identify these "sweet spots."

Tip #3: Understand Spending Patterns

Per-pupil spending can be misleading. While federal and state funds aim to equalize resources between schools, they often come with restrictions and reporting requirements. This leaves less room for discretionary spending compared to schools with strong local funding sources like property or sales taxes.

In our next installment, we'll delve deeper into the nuances of per-pupil spending and how funding sources impact purchasing decisions. For now, consider focusing your marketing efforts on districts with ample local funding, often found in more affluent suburban areas. These districts typically have more flexibility in allocating their budgets.

However, if your products or services cater specifically to federal programs like IDEA or Title One, tailor your approach accordingly. Otherwise, targeting wealthier suburban districts may offer a more promising starting point for standard products and services. Once you've established success in this segment, you can expand your focus to other areas.

Tip #4: Navigate the Pareto Principle (80/20 Rule)

The K-12 market is vast and diverse. In smaller, remote schools (often with under 100 students), the principal is often the key decision-maker. Larger districts may have specialized roles like technology specialists. In mid-sized schools, educators often wear multiple hats – a librarian might also be responsible for technology purchases. Therefore, your outreach and messaging should be tailored to the specific school size and roles you are targeting. Different educators have different needs and respond to different messages.

Tip #5: Maintain Clean Data

Teacher turnover is a reality in the education sector, and schools are increasingly implementing stricter email protocols to filter out low engagement and incorrect contact information. To ensure your messages reach the right inboxes and avoid being flagged as spam, maintaining accurate customer and prospect data is crucial. To avoid being blacklisted, be sure to download MCH's white paper on Email Communication Do's and Don'ts here. It will provide valuable insights into how to effectively reach and engage educators.MCH's school monitoring technology tracks millions of educator changes, helping you keep your lists up-to-date and capitalize on new opportunities while minimizing wasted efforts.

Next Up: School Funding – A Brighter Outlook Than You Think

Stay tuned for next week's MCH Monday Marketing Moment, where we'll delve into the surprisingly positive landscape of school funding. 

About MCH

For nearly a century, MCH has empowered educational marketers with the data, tools, and solutions needed to thrive. Our cutting-edge technology continuously updates and verifies millions of educator records, ensuring you have the most accurate information for your campaigns.

Ready to elevate your marketing? Contact MCH today at 800 776-6373.