Back to Basics: Trends and Educator Outlooks on School Spending A - PowerPoint PPT Presentation

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? Way too much 72% Somewhat more than necessary 21% Just the right amount 5% Somewhat less than necessary 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 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? Way too much 25% Somewhat more than necessary 52% Just the right amount 20% Somewhat less than necessary 2% Way too little 1% 0% 10% 20% 30% 40% 50% 60% Source: SMRI-MDR 2018 School Secretary Survey

What is your opinion of the number of spam emails received by yourself and others in your school each year? Way too much 37% Somewhat more than necessary 40% Just the right amount 18% Somewhat less than necessary 4% Way too little 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: SMRI-MDR 2018 School Secretary Survey

How would you rate the technology readiness of your school? Very technology ready 67% Somewhat technology ready 31% Not yet technology ready 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: SMRI-MDR 2018 School Secretary Survey

In my school at least one computer with Internet access can be found in: Every classroom 87% Most classrooms 8% Some classrooms 3% Few classrooms 3% 0% 20% 40% 60% 80% 100% Source: SMRI-MDR 2018 School Secretary Survey

Do you believe the majority of teachers view their email: All of the below 59% On their classroom computer 31% On a mobile device (cell phone, tablet, Blackberry) 9% On their computer at home 1% 0% 20% 40% 60% 80% Source: SMRI-MDR 2018 School Secretary Survey

In your opinion what is the single best way to advertise educational products and services to administrators? Email 34% Educator conferences 25% Direct mail (letters, catalogs) 15% Internet search engines 12% Web ads 5% Print ads in education magazines and journals 4% Social media 4% Personal sales call 1% Telephone call 1% 0% 10% 20% 30% 40% Source: SMRI-MDR School Secretary Survey

In your opinion, what is the single best way to advertise educational products and services to teachers? Email 32% Educator conferences 20% Direct mail (letters, catalogs) 17% Internet search engines 13% Social media 10% Web ads 4% Print ads in education magazines and journals 3% Personal sales call 1% Telephone call 1% 0% 10% 20% 30% 40% Source: SMRI-MDR 2018 School Secretary Survey

In your opinion, what is the single best way to advertise educational products and services? 40% 35% 30% 25% 20% 15% 10% 5% 0% Telephone call Personal sales Social media Print ads in Web ads Internet search Direct mail Educator Email call magazines & engines conferences journals Administrators Teachers Source: SMRI-MDR 2018 School Secretary Survey

School Marketers Most Effective Media vs School Secretaries Best Way to Advertise 40% 35% 30% 25% 20% School Marketers 15% Which is the most effective media 10% School Secretaries 5% Best way to advertise 0% 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? Much more 9% Somewhat more 16% The same as last year 45% Somewhat less 24% Much less 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: SMRI-MDR 2018 School Secretary Survey

In the 2017-18 academic year do you expect that your school will spend more or less on school supplies? Much more 9% Somewhat more 28% The same as last year 51% Somewhat less 11% Much less 2% 0% 10% 20% 30% 40% 50% 60% Source: SMRI-MDR School Secretary Survey

In the academic year 2017-18 do you expect that your school will spend more or less on digital/online instructional materials? Much more 7% Somewhat more 48% The same as last year 38% Somewhat less 8% Much less 3% 0% 10% 20% 30% 40% 50% 60% Source: SMRI-MDR 2018 School Secretary Survey

In the 2017-18 academic year do you expect that your school will spend more or less on instructional materials? 60% 50% 40% 30% 20% 10% 0% Much less Somewhat less The same as last year Somewhat more Much more Printed Material School Supplies Digital/Online Material Source: SMRI-MDR School Secretary Survey

What is the biggest issue facing your school administrators this year? School funding 56% Assessments, student performance on standardized tests 31% Improvement in technology readiness 8% Implementation of Common Core State Standards 5% 0% 20% 40% 60% Source: SMRI-MDR 2018 School Secretary Survey

In your school, where do funds for most classroom materials come from? School funds 68% Teacher out-of-pocket 18% PTA/PTO 4% Other 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: SMRI-MDR 2018 School Secretary Survey

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? Spending will significantly increase 6% Spending will somewhat increase 11% There will be little or no change in spending 52% Funds previously spent will somewhat free up 18% Funds previously spent will significantly free up 13% 0% 10% 20% 30% 40% 50% 60% Source: SMRI-MDR 2018 School Secretary Survey

Do you think that the Trump administration’s decision to return education policy decisions to the states will: Allow our school to do a much better job at meeting the needs 18% of students Allow our school to do a somewhat better job at meeting the 22% needs of students Will have little or no impact on our school's ability to meet the 42% needs of students Will somewhat hinder our school's ability to meet the needs of 12% students Will significantly hinder our school's ability to meet the needs 6% of students 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: SMRI-MDR 2018 School Secretary Survey

Do you think that school choice and vouchers that enable parents to choose alternative schools for their children would: Will significantly hinder our school's ability to meet the needs of 19% students Will somewhat hinder our school's ability to meet the needs of 13% students Will have little or no impact on our school's ability to meet the 34% needs of students Allow our school to do a somewhat better job at meeting the 17% needs of students Allow our school to do a much better job at meeting the needs 17% of students 0% 10% 20% 30% 40% Source: SMRI-MDR 2018 School Secretary Survey

School Marketer Survey

School Market Sales % Increase (Decrease) 2013-2018 Forecast 7% 6% 5% 4% 3% 2% 1% 0% 2013 2014 2015 2016 2017 2018 -1% -2% Source: School Market Research Institute, Inc.

Enrollment (000) by Grade Level 25,000 20,000 15,000 PreK Elementary Middle/Jr 10,000 Senior 5,000 0 2013 2014 2015 2016 2017 2018 Source: Projections of Education Statistics to 2025 by NCES

Sales Growth vs Expenditure Per Pupil in Constant $ 8.0% 6.0% 4.0% Sales 2.0% Exp. Per Pupil 0.0% 2013 2014 2015 2016 2017 2018 -2.0% -4.0% 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% Sales 0.0% New Hires 2013 2014 2015 2016 2017 2018 -2.0% -4.0% -6.0% -8.0% -10.0% Source: School Market Research Institute, Inc.

Sales Growth by Industry Segment 14.0% 12.0% 10.0% 8.0% 6.0% Publishing 4.0% School Supplies Furniture 2.0% 0.0% 2013 2014 2015 2016 2017 2018 -2.0% -4.0% -6.0% Source: School Market Research Institute, Inc.

Sales Growth by Market Segment 10.0% 8.0% 6.0% PreK Elementary 4.0% Middle/Jr Senior 2.0% 0.0% 2013 2014 2015 2016 2017 2018 -2.0% Source: School Market Research Institute, Inc.

Technology Budget Outlook: All Districts 2016-17 School Year 70% 60% 50% 40% Hardware Software 30% Training Support 20% 10% 0% Increase a lot Increase a little Stay the same Decrease a little Decrease a lot Source: EdNET Insight Survey by Market Data Retrieval

Districts Expecting Technology Budget Increases 2016-17 School Year 50% 44% 45% 42% 40% 35% 35% 32% 30% 25% 20% 15% 10% 5% 0% Hardware Training Software Support Source: EdNET Insight Survey by Market Data Retrieval

Back to Basic Marketing

School Marketers Most Effective Media 40% 35% 30% 25% 20% 15% 10% 5% 0% 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%