Keeping Up to Date on District Administrator Changes

As school reform continues to build momentum and the complexities of funding management increase, districts are changing the responsibilities of many of their key administrators, and they’re adding new administrators to tackle new challenges. It’s critical to keep up with these new functional assignments and job titles in areas such as Teacher Mentor programs, bilingual and ESL programs, and Character Education, because often these educators are looking for new materials and have received significant funding to establish or grow new programs.

This year, for example, more than 3,500 administrators, up 26% from last year, are tackling the challenge of Character Education for their districts, and there are over 4,000 administrators, up 31% from last year, whose professional focus is teacher mentoring.

In addition to targeting administrators by job title and function, marketers can also target these decision makers based on their job tenure, using selections that will reach those who are new to their jobs and institutions within a one- or two-year time frame. With a full 18% of the adminstrators moving, transferring, or retiring on average per year, fresh opportunities await those marketers who focus on school professionals who are relatively new to their positions, as they typically are charged with implementing new or expanded programs and often are the beneficiaries of additional funding and administrative support.

By the same token, targeting administrators who have longer tenure in their positions may also be effective, as these individuals may wield considerable influence within the district’s decision-making community on issues such as major consideration projects.