Get Accepted in the Education Market
New technology and words of wisdom produce high scores for distributors.
Just as the standards for gaining acceptance into many schools and universities are high for prospective students, so are those for print distributors. The reality is that most institutions of higher learning want to see proof of hard work, enthusiasm and creative thinking before opening their doors to the businesses they contract through. After all, they have reputations to maintain.
One company that is making sure those reputations remain intact is DSI. For the past year, the Duluth, Georgia-based distributor has been introducing and selling a one-to-one marketing product to universities, as well as private and public schools.
According to Bob Harth, vice president of sales, the software product is designed to help schools multiply the number of applicants, recruit high-caliber students and increase enrollment. "This presents a radical change in the way most colleges have responded to prospective students," said Harth. "Many universities, and even private schools, are jumping on the chance to utilize this solution."
The product features a detailed online Web form that inquiring students can complete. Within seconds those students receive a customized and personalized PDF mini-catalog that is 100 percent relevant to them. A hard copy of that catalog is typically sent to the student within 72 hours as a follow-up.
Harth noted that the advantage of offering such a progressive solution is that it becomes a great door-opener into a market that can be difficult to enter. This is because the product offers schools the opportunity to be more selective among a larger pool of applicants, in addition to allowing admissions counselors to log into the administration site and review responses, order print materials and measure the response rate of the school's various approaches to communicating with prospective students.
To promote this product, DSI is working closely with Fort Wayne, Indiana-based Scope1 Marketing Technologies, which is targeting colleges in the Southeast.
Said Kevin Marguardt, higher education program manager, Scope1, "Most higher education buyers we've contacted have been enthusiastic about the solution. Like other industries, they are interested in technology, how it can benefit them, how it can put them ahead of their competitors and how it can deliver something that has value and distinction to prospective students."
When asked how schools are able to obtain the student data required for personalized marketing, Marquardt said it is typically gathered from a phone call, an advertising bounce-back reply card, the Web site or internal databases. "There is no spamming here," he assured. "All of the responses are initiated from an inquiry made by the student."
In terms of what distributors can expect for the future of sales in this market, Marquardt said recruiting through personalization is definitely a trend.
"When a college or university can achieve greater and faster results through the use of one-to-one marketing, have the systems be totally automated and save money over traditional methods, it only makes sense that more schools will want to use this solution."
Selling Smart
Whether selling new, high-tech products or traditional ones, Tim Resler, owner of the distributorship Print Media Plus and the manufacturer Western Tag and Printing, both of Camarillo, Calif., said there are a few tips and pointers distributors should know about in order to sell effectively to schools and universities.
"When searching for a buyer, first contact printing or Web services and feel around from there," he said. "That way distributors can begin to branch out to other individual departments where they are more likely to find buyers."
Having found a niche within the education market, Resler has become accustomed to handling universities—including Pepperdine University, Santa Barbara, Calif., and California Lutheran University, Thousand Oaks, Calif. From this experience, Resler said that some universities will claim they only print in-house. However, he added, it is impossible for a university to be able to handle all printing de-mands on its own since most in-house print services facilities are not that large or sophisticated.
Internal politics is yet another vital factor to consider when selling to universities. "Distributors should be careful of how they deal with their buyers," he warned. "In many cases, a relative of a university president is an employee and, possibly, a buyer. If distributors overstep their bounds with that relative, they may lose the account."
While understanding politics may be important in retaining business, knowing a university's budget is key for gaining it.
Said Resler, "When it comes to high-end universities, buyers are into image not price, so an idea solution will be better received. If selling to tight-budget schools, however, it's best to offer a price solution."
In any case, Resler recommended being aware of what is hip and what is not in the education market. "Ten years ago students went to college and took graphic arts classes and printing and lithography. Now, everything is Web-based," said Resler. In fact, one of Western Tag's distributors recently signed document solution contracts with two universities that opted to completely outsource their printing departments.
Another hot source for distributors is a university's bookstore. With the abundance of clothing, souvenirs and school supplies that require school logos, Resler said distributors can experience great profits by tapping into the ad specialty side of the market.
In conclusion, Resler reminded that opportunities for sales in this market are plenty. "Distributors need to be persistent, set themselves apart by providing high-quality work and offer clients what they need," he said.
By Sharon R. Cole