During the COVID-19 pandemic, many businesses in the education sector have been experiencing difficulties increasing their revenue and profit. Those education businesses include teaching materials suppliers and private schools. But, why marketing is import for private schools in the new-normal era? The reason is that they need to expand their promotion to gain students (as their customers). Private schools and teaching materials suppliers also need enhanced digital marketing strategies to survive their businesses in this particular time.
What guidelines do companies that sell educational products to primary and secondary schools observe? Ensure that products used for study and learning are purchased every month, but you can expect big ups and downs throughout the year. In the following guide, I’ll discuss insights from successful faculty sales professionals on these predictable purchasing patterns so you can adjust your faculty revenue and marketing strategies accordingly. Here’s the bottom line: there are only two primary drivers behind any educational product or service’s seasonal buying cycle: timing and funding.
Align Your Sales Plan to the Academic Calendar
The first and most important component influencing the timing of educational purchases is the start date of the entire year. It should be clear that the best time to introduce new instructional materials is the beginning of the school year. On the other hand, the way to analyze new assets, budget for them, and prepare for their use begins several weeks earlier. Targeted marketing to schools to offer a new curriculum or merchandise service beginning in the fall, followed by aggressive advertising that ramps up at the beginning of the calendar year and can last into the spring, is a proven way to increase revenue for the following academic year.
Focus on the Availability and Timing of Funds
Purchase spikes and where your product is most likely to be purchased through a purchase order with school or school district funding money; purchase patterns are determined by the fiscal year. For many public schools, the fiscal year begins on July 1. Therefore, there is a flurry of purchases during the spring and early summer.
Do Market Research
What I have clarified are guidelines for marketing to schools, not principles. Every solution and service may have a form, and also you will find variations in funding models that may affect the merchandise eligible for national program dollars. Over the last couple of decades, the effects of legislation and economic recession have made it difficult to forecast K-12 revenue. It is wise to do your homework to assess your product’s buying patterns most likely to experience in the current and projected sales environment. Basic university market research is a good place to start. Also, I recommend testing along with your advertising campaigns.
Keep Patience
There is one last word when considering college marketing and the faculty revenue cycle, and that word is patience. If you’re considering advertising to schools, keep in mind that revenue rarely comes in as quickly and at the pace that product developers would like. No matter how great you think, your product is, no matter how great the reviews are from educators who have tried your new product, be prepared for the entire school buying cycle to be lethargic. If you focus on best practices to promote education, you can be sure that your new educational product will be a smashing success and that revenue will come in from schools all year long.…