It s all about timing: The K-12 ed marketing cycle January 15, 2015
Today s Speaker Matt Laddin CEO, Insight29
Agenda The K-12 education cycle How we market Timing the tactics
Pull, don t push. K-12 education is a great marketplace, one of the best, but it s difficult. Keep at it! Persistence is crucial!
Understanding the school year cycle is essential when marketing to K-12.
Immutable laws Purchasing decisions are made end of school year
Immutable laws Most purchases occur over the summer
Immutable laws K-12 is an inflexible market when purchasing
Immutable laws...and you won t change this no matter how you try
Typical 8-Week Mail Response Curve Week 2 Week 4 Week 7 Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8
K-12 Response Curve, Same Period Week 7 Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8
K-12 Cycle May July August - December January - April Summertime Planning Awareness & Familiarity Consideration & Trial PURCHASE
Planning May July Give me six hours to chop down a tree and I will spend the first four sharpening the axe.
Awareness & Familiarity August -- December Questions to Answer: Who Are You? Why Should I Care? How Are You Different? How Can You Ease My Considerable Burdens? Outbound Start: August 15 th (or so) Audience: Decision-makers; Influencers Level: District & Site-Based Call to Action: Find out more. Outbound Stop: Nov 15 th Dec 15 th
Consideration & Trial January - April Questions to Answer: I Have an Idea Who You Are. How Does Your Product Meet My Objectives, and Help Me Reach My Goals? Outbound Start: Early January Audience: Decision-makers; Influencers Level: District & Site-Based Call to Action: Buy Now. Outbound Stop: April 15 th - 30 th
Purchase Summertime
Calendar Year K-12 Purchasing 60-70% JAN FEB MAR APR MAY JUNE JUL AUG SEPT OCT NOV DEC
How We Market Email Social Media Website Direct Mail Public Relation s& Media Content Marketing Webinars Conferences
Timing the Tactics Email August -May Most companies rely heavily on email for outbound Email allows for quick hits to the market. Easy to understand interaction data Aug-Dec: CTA is leads Jan-Apr: CTA is buy Tread lightly: mid Nov thru end Dec
Timing the Tactics Direct Mail Aug Nov Jan -April Can be highly effective Expensive trial and error is necessary Much longer campaign lifespan Timing sensitive due to deliverability issues Absolute dead zones: mid-nov thru Jan1. & mid/end April thru Aug.
Timing the Tactics Website Year Round As this is the face of your company, keep it up-to-date year round. Keep in mind K-12 seasonality when messaging on your website. Review design & navigation at least every 2 years to see if it needs updating.
Timing the Tactics Content Marketing Year Round Always develop meaningful marketing content. Yes, this means blog.but content marketing means more than that. Keep it visible. Keep it relevant. Your best SEO tactic.
Timing the Tactics Social Media Year Round Choose the media that s right for your business. Develop your networks wisely. Don t over-extend. Use social media as a delivery mechanism for your marketing content. Social media in our market creates ripples, not waves.
Timing the Tactics PR & Media Year round if target audience is district level and principals. Aug-June if teachers. Year Round
Timing the Tactics Conferences As they happen What s the plan? What s your cost of exposure? Think outside the hall. Depending on what you re trying to achieve, it might be better to do something else entirely. Don t go just because you always go.
Timing the Tactics Webinars Aug-May Both Fall and Spring. Great tactic for building awareness and generating later stage leads. Showcase product. One event can generate significant leads.
Planning Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec Email Direct Mail Website Content Social Media PR Conferences Webinars
In Summary You can t change the time-sensitivity of K-12.
In Summary More outreach rather than less, but the right outreach.
In Summary Use the right tactics for your business.
In Summary Planning is essential.
In Summary Test. Keep your opinion to yourself.
In Summary K-12 education is a great marketplace, one of the best, but it s difficult. Keep at it! Persistence is crucial!
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