Market Focus - Marketing to Teachers (1,084 words)
Internet advertising on some of the myriad education-oriented Web sites is another good promotional plan. Richard Datz, vice president of global sales for EducationWorld.com, says advertisers on his site fall into four categories: traditional education companies such as publishers; technology firms, such as computer and software makers; new education companies, such as online learning sites; and consumer product marketers, such as credit card companies and auto manufacturers. "Overwhelming, our site audience is female, so that bodes well for consumer advertisers," says Datz.
Some education-oriented organizations, such as the American Federation of Teachers (AFT), don't rent their membership or customer lists. "People in the education space are different from normal b-to-b buyers," says Datz. "They don't always appreciate their names being out there on the market."
That said, however, many media outlets that target educators do accept space ads, card deck ads, banner ads and other types of promotions. And some education associations, such as AFT, allow vendors to market to their members through their member benefits departments.
When & What They Buy
Optimal timing of a direct mail campaign depends largely on whether you're targeting classroom teachers, school administrators or district supervisors. "Most promotions are mailed August through October," says Subrizi, with more going out January through April to support second-semester product needs and to cash in on left-over budget money that must be spent before June."
Most mailers, he notes, avoid the pre-holiday weeks of November and December, as well as late in the school year after May. "The summer months," Subrizi continues, "can be effective for marketers targeting school administrators—many of whom don't have the summer off and are planning for the coming school year."
As noted, it's important for marketers to first determine whom within a state, district or individual school is charged with buying their type of product. A specialized list company can help.