3. EDUCATION
There are many reasons you should be selling into the education market—136,500 to be exact. That’s the combined total of public schools, private schools and postsecondary institutions, each with promotional needs, according to the U.S. Department of Education’s National Center for Education Statistics. Want additional proof? Turn to Stouse LLC.
The New Century, Kansas-based supplier has been helping distributors serve the education market for 40 years. Stouse LLC’s product line boasts decals of all sizes, bumper stickers and window clings, indoor and outdoor magnets, parking permits, badges, plastic discount cards, signs, roll labels and more.
“Discount cards continue to be a very popular item in this sector, as are parking permits, honor roll bumper stickers and vehicle magnets,” observed Jennifer Hoyt, senior marketing associate for Stouse LLC. “Coaches and teachers are always looking for products used to demonstrate school spirit, provide positive reinforcement, raise funds for programs and inform parents of special dates. Administrators also need items to control parking lot traffic and ensure the safety of students—both inside and outside of the facility.”
For extra inspiration, Stouse LLC offers a free school sample kit that distributors can show to clients. The kit includes these 11 commonly sold products:
- White vinyl and chrome bumper stickers with coupons printed on the backside liner
- A personalized pro-cut decal (with die-cut vinyl lettering)
- A static stick decal (window cling)
- An indoor calendar magnet with “at-a-glance dates”
- An outdoor magnet
- A deluxe loyalty card with discount card artwork
- A hang tag parking permit with a coupon on the back
- A paw print decal
- A clear decal
- A bookmark/ruler
The Issues
The numbers above don’t lie, but what about the challenges that have plagued the education sector for years? Let’s start with the budget cuts that have left schools with empty pockets and distributors with concerns. Hoyt isn’t too worried. When budget is an issue, she recommended items that create value and
solve problems. Think honor roll bumper stickers; roll labels for visitor badges,
student achievements, volunteer recognition and school pride; and economy rulers or bookmarks for incentives and student tools.
This is where it pays to make community connections. In a webinar titled “School Products Made Easy: A Formula for Success,” Hoyt cited the following resources:
- BNI: Business Network International
- Chamber of Commerce
- Restaurants
- Realty and insurance agencies
- Activity and fitness centers (e.g., trampoline parks, gyms)
- Sporting goods stores
- Automotive services
“I have talked to hundreds of distributors at trade shows and [have] given them the idea that they can ask a local business, like a pizza place close to the school, to buy advertising space and add a coupon on the back of a bumper sticker or parking permit,” Hoyt said. “The distributor can give the bumper sticker or parking permit away for free or at a very low cost to the school.
“The distributor makes their money in selling the advertising space, the local business gets their money in increased business from parents at the school (due to the coupon),” she added. “Distributors hear ‘no’ a lot, but I think most small businesses like to sponsor neighborhood schools. Everyone wins when this networking idea is used.”
Funding is another issue for schools. “The more creative the customer can be with solving problems at lower price points, the better,” Hoyt said. She listed these options in her webinar:
- Bumper stickers ($2.50): School name with a sport or club
- Magnets ($5.00): School pride, sports schedule, coupons
- License plates ($5.00): School name or mascot, sports
- Discount cards ($10 to $15): Highlight a club or sport and local vendors offering discounts or season schedule
And then there is safety. In response to growing concerns, elementary schools all over the country are adding parent pick-up programs that include a bag tag and a large hang tag parking permit with matching numbers. Here’s how it works: Administrators assign each child a code and provide corresponding hang tags to the pick-up drivers at enrollment. There are enough tags for three or more family members (say, one to each parent or guardian and one to an approved alternate driver). Motorists suspend the hang tag from their rearview mirror for easy identification at a distance.
The Selling Process
There are certain things distributors should know before calling on prospects in the education sector. First, understand that it can take time to develop contacts and relationships. Remember the community connections that Hoyt discussed earlier? Those people will be instrumental to your success, but networking within the school is equally important. “... There are the obvious school administrators making decisions, but there also are PTO officers, club sponsors and department heads (i.e., athletics, music, drama, science, etc.),” Hoyt shared. “And, don’t forget the parents. Many parents may own businesses that would be willing to sponsor school products. ... While the distributor may not be able to network with the parents directly, reminding the contact in the school to reach out to parents is always a great idea.”
In regard to timing, school products are sold throughout the year; but, similar to the retail sector, there are peak months. For the education market, it’s May through August. “The school districts are generally preparing for enrollment and purchase parking permits, at-a-glance calendars and other items related to getting the school year up and running,” Hoyt noted. “Fundraising items tend to kick off in the early fall and, again, in the spring.”
Although the sales cycle can trend longer, thanks to budget cuts, it evens out in the end. Hoyt concluded, “Once a distributor gets in the door and starts solving issues for a given school, the distributor will get more opportunities for higher-priced items we don’t sell, like screen-printed T-shirts or the embroidered music group uniform shirts.”