Back to Basics Slides-B… · Back to Basics: Trends and Educator Outlooks on School Spending • A webinar exclusively for Educational Book and Media Association members • Presented

Back to Basics:

Trends and Educator Outlooks on School Spending

• A webinar exclusively for Educational Book

and Media Association members

• Presented by Bob Stimolo, president and

founder, School Market Research Institute,

Inc.

• Includes recent data collected from:o Survey of school marketers

o Survey of school secretaries

o Tested marketing strategies and practices

School Secretary Survey

What is your opinion of the amount of direct mail

and catalogs that your school receives each year?

2%

5%

21%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Somewhat less than necessary

Just the right amount

Somewhat more than necessary

Way too much

Source: SMRI-MDR 2018 School Secretary Survey

What is your opinion of the number of email promotions

received by yourself and others in your school each year?

1%

2%

20%

52%

25%

0% 10% 20% 30% 40% 50% 60%

Way too little




Way too much


What is your opinion of the number of spam emails received

by yourself and others in your school each year?

2%

4%

18%

40%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Way too little




Way too much


How would you rate the technology readiness of your school?

2%

31%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Not yet technology ready

Somewhat technology ready

Very technology ready


In my school at least one computer

with Internet access can be found in:

3%

3%

8%

87%

0% 20% 40% 60% 80% 100%

Few classrooms

Some classrooms

Most classrooms

Every classroom


Do you believe the majority of teachers view their email:

1%

9%

31%

59%

0% 20% 40% 60% 80%

On their computer at home

On a mobile device (cell phone, tablet, Blackberry)

On their classroom computer

All of the below


In your opinion what is the single best way to advertise

educational products and services to administrators?

1%

1%

4%

4%

5%

12%

15%

25%

34%

0% 10% 20% 30% 40%

Telephone call

Personal sales call

Social media

Print ads in education magazines and journals

Web ads

Internet search engines

Direct mail (letters, catalogs)

Educator conferences

Email

Source: SMRI-MDR School Secretary Survey

In your opinion, what is the single best way to advertise

educational products and services to teachers?

1%

1%

3%

4%

10%

13%

17%

20%

32%

0% 10% 20% 30% 40%

Telephone call

Personal sales call

Print ads in education magazines and journals

Web ads

Social media

Internet search engines

Direct mail (letters, catalogs)

Educator conferences

Email


In your opinion, what is the single best way to advertise

educational products and services?

0%

5%

10%

15%

20%

25%

30%

35%

40%

Telephone call Personal salescall

Social media Print ads inmagazines &

journals

Web ads Internet searchengines

Direct mail Educatorconferences

Email

Administrators Teachers


School Marketers Most Effective Media vs

School Secretaries Best Way to Advertise

0%

5%

10%

15%

20%

25%

30%

35%

40%

School Marketers

Which is the most

effective media

School Secretaries

Best way to advertise

Source: SMRI 2018 Surveys-School Marketers vs School Secretaries

In the 2017-18 academic year do you expect that your school

will spend more or less on printed instructional materials?

6%

24%

45%

16%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Much less

Somewhat less

The same as last year

Somewhat more

Much more


In the 2017-18 academic year do you expect that

your school will spend more or less on school supplies?

2%

11%

51%

28%

9%

0% 10% 20% 30% 40% 50% 60%

Much less

Somewhat less


Somewhat more

Much more


In the academic year 2017-18 do you expect that your school

will spend more or less on digital/online instructional materials?

3%

8%

38%

48%

7%

0% 10% 20% 30% 40% 50% 60%

Much less

Somewhat less


Somewhat more

Much more


In the 2017-18 academic year do you expect that your school

will spend more or less on instructional materials?

0%

10%

20%

30%

40%

50%

60%

Much less Somewhat less The same as last year Somewhat more Much more

Printed Material School Supplies Digital/Online Material


What is the biggest issue facing

your school administrators this year?

5%

8%

31%

56%

0% 20% 40% 60%

Implementation of Common Core State Standards

Improvement in technology readiness

Assessments, student performance on standardized tests

School funding


In your school, where do funds for

most classroom materials come from?

10%

4%

18%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

PTA/PTO

Teacher out-of-pocket

School funds


The Trump administration has decided to return education policy

decisions to the states. What impact do you think that will have

on states spending to meet federal education requirements?

13%

18%

52%

11%

6%

0% 10% 20% 30% 40% 50% 60%

Funds previously spent will significantly free up

Funds previously spent will somewhat free up

There will be little or no change in spending

Spending will somewhat increase

Spending will significantly increase


Do you think that the Trump administration’s decision

to return education policy decisions to the states will:

6%

12%

42%

22%

18%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Will significantly hinder our school's ability to meet the needs

of students

Will somewhat hinder our school's ability to meet the needs of

students

Will have little or no impact on our school's ability to meet the

needs of students

Allow our school to do a somewhat better job at meeting the

needs of students

Allow our school to do a much better job at meeting the needs

of students


Do you think that school choice and vouchers that enable parents

to choose alternative schools for their children would:

17%

17%

34%

13%

19%

0% 10% 20% 30% 40%

Allow our school to do a much better job at meeting the needsof students

Allow our school to do a somewhat better job at meeting theneeds of students

Will have little or no impact on our school's ability to meet theneeds of students

Will somewhat hinder our school's ability to meet the needs ofstudents

Will significantly hinder our school's ability to meet the needs ofstudents


School Marketer Survey

School Market Sales

% Increase (Decrease) 2013-2018 Forecast

-2%

-1%

0%

1%

2%

3%

4%

5%

6%

7%

2013 2014 2015 2016 2017 2018

Source: School Market Research Institute, Inc.

Enrollment (000) by Grade Level

0

5,000

10,000

15,000

20,000

25,000

2013 2014 2015 2016 2017 2018

PreK

Elementary

Middle/Jr

Senior

Source: Projections of Education Statistics to 2025 by NCES

Sales Growth vs Expenditure Per Pupil in Constant $

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

2013 2014 2015 2016 2017 2018

Sales

Exp. Per Pupil

Source: Projections of Education Statistics to 2025 by NCES

Sales Growth vs % Change in New Teacher Hires

-10.0%

-8.0%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

2013 2014 2015 2016 2017 2018

Sales

New Hires


Sales Growth by Industry Segment

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

2013 2014 2015 2016 2017 2018

Publishing

School Supplies

Furniture


Sales Growth by Market Segment

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

2013 2014 2015 2016 2017 2018

PreK

Elementary

Middle/Jr

Senior


Technology Budget Outlook: All Districts 2016-17 School Year

0%

10%

20%

30%

40%

50%

60%

70%

Increase a lot Increase a little Stay the same Decrease a little Decrease a lot

Hardware

Software

Training

Support

Source: EdNET Insight Survey by Market Data Retrieval

Districts Expecting Technology Budget Increases 2016-17 School Year

44%42%

32%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Hardware Training Software Support

Source: EdNET Insight Survey by Market Data Retrieval

Back to Basic Marketing

School Marketers Most Effective Media

0%

5%

10%

15%

20%

25%

30%

35%

40%

Source: SMRI 2018 Surveys-School Marketers vs School Secretaries

Potential to Increase

Response Rates

List Selection Up to 500%

Offer Up to 100%

Timing Up to 50%

Package Up to 50%

Copy and Design Up to 30%

How Your Promotion

Dollar Is Spent

Cost/Piece % of Total

List Rental $.10 10%

Creative $.15 15%

Print and Mail $.75 75%

Total $1.00 100%

Marketing to Prospects

Market to schools and districts that

have discretionary monies.

Market to educators that are most in

need of supplemental materials.

Sales by Expenditures for

All Instructional Materials (AIM)

$78.27

$95.92

$279.42

$179.42

$124.34

$134.41

$130.14

$134.59

$149.82

$153.66

$118.51

$45.98

$0 $50 $100 $150 $200 $250 $300 $350

$500

$400-$499.99

$350-$399.99

$300-$349.99

$270-$299.99

$250-$269.99

$220-$249.99

$200-$219.99

$180-$199.99

$145-$179.99

$1-$144.99

Unknown

Sales per Institution

A

i

m

R

a

n

g

e

Sales by Allocation of

Title I Funds per Student

$147.43

$147.09

$130.04

$166.86

$0 $50 $100 $150 $200 $250

$275 +

$175-$274

$85-$174

$1-$84


T

i

t

l

e

I

A

l

l

o

c

a

t

i

o

n

Sales by Household Income (HHI)

$194.94

$148.71

$133.09

$120.82

$140.92

$0 $50 $100 $150 $200 $250

$70,000+

$50,000-$69,999

$40,000-$49,999

$35,000-$39,999

Under $35,000


H

H

I

Affinity Model Sales by Institution

Total Total Responding Total Sales Per

Decile Institutions Responses Institutions Revenue Institution

1 11,699 4,683 2,541 $875,465 $74.83

2 11,700 1,809 1,077 $643,277 $54.98

3 11,699 1,346 846 $454,166 $38.82

4 11,700 813 543 $281,666 $24.07

5 11,699 800 495 $167,086 $14.28

6 11,700 668 422 $143,309 $12.25

7 11,700 580 367 $112,572 $9.62

8 11,699 452 310 $67,523 $5.77

9 11,700 362 252 $46,497 $3.97

10 11,700 209 157 $27,118 $2.31

Affinity Model Sales/Contact

Total Total Responding Total Sales

Decile Institutions Contacts Institutions Revenue Contact

1 11,699 128,745 2,541 $875,465 $6.80

2 11,700 112,680 1,077 $642,277 $5.70

3 11,699 105,620 846 $454,166 $4.30

4 11,700 95,480 543 $281,666 $2.95

5 11,699 80,330 495 $167,086 $2.08

6 11,700 75,426 422 $143,309 $1.90

7 11,700 68,226 367 $112,572 $1.65

8 11,699 57,223 310 $67,523 $1.18

9 11,700 48,945 252 $46,497 $0.95

10 11,700 42,372 157 $27,118 $0.64

Affinity Model Educator Report

Jobs TitleTotal

Contacts

# Responding

Personnel

Personnel

Response

Rate

Total

Revenue

Ave Revenue

Per

Contact

School Secretary/Administrative Assistant 4,133 358 67.67% $114,238 $27.64

History Teacher 140 7 21.88% $3,093 $22.09

Assistant Principal 2,352 101 18.10% $38,874 $16.53

Superintendent 1,130 8 1.86% $7,333 $6.49

K-12 Social Studies Director 965 11 3.51% $5,315 $5.51

Seventh Grade Teacher 16,009 293 5.59% $76,837 $4.80

Director 165 12 60.00% $772 $4.68

Library Aide 433 8 3.69% $1,836 $4.24

Social Studies Teacher 10,303 166 4.11% $43,466 $4.22

Eighth Grade Teacher 11,439 185 4.73% $47,997 $4.20

The Best Prospects

Schools and districts located in

communities with high

household income.

Experienced educators new in

their current job.

Which teacher is most likely to

purchase supplementary materials?

52%

24%

8%

2%

23%

0%

20%

40%

60%

First year

teacher

Second year

teacher

Third year

teacher

Fourth year

teacher

Teaching 5+

years

Source: School Secretary Survey, School Market Research Institute, Inc.

NOTE: Multiple responses cause the total to exceed 100%.

When will your school begin to make decisions about

purchases made in the upcoming school year?

6% 5%6%

12%11%

19%

21% 20%

5% 4%

2%

1%0%

1%

0%

5%

10%

15%

20%

25%

Source: School Secretary Survey, School Market Research Institute, Inc.

NOTE: Multiple responses cause the total to exceed 100%.

When Orders Are Received By

School Secretaries From Educators

15%

11%

15%

25%

32%

14%

3%

9%

31%

13%

5% 5%

1%

0%

10%

20%

30%

40%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All

Year


Purchase Request Submission

For Fall Delivery Of Product

4.2% 5.3%

15.2%

25.9%

36.4%

12.3%

3.6%6.5%

8.0%

5.2% 4.3% 3.1%

0%

10%

20%

30%

40%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: Market Data Retrieval, Educator Buying Trends: A National Survey

Direct Marketing Theorem

Mailing the same promotion to the same

list, 4 to 6 weeks after the first mailing will

deliver approximately 1/2 the response

Typical Mailing Windows

In The School Market

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Ma

il V

olu

me

s

First mailing Remail to best segments

Institutional Purchases


Free Consultation

Free ½ hour telephone consultation

to any EBMA member

Please schedule an appointment at [email protected]

Sign up to participate in the next quarterly survey of school

marketers at

http://www.smriinc.com/survey.html

http://www.smriinc.com/survey.html

Back to Basics Slides-B… · Back to Basics: Trends and Educator Outlooks on School Spending • A webinar exclusively for Educational Book and Media Association members • Presented

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