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1. Capture School Year-End Budget Dollars
Reach decision makers
by e-mail who have to make quick decisions about the end of the school
year purchases. Many schools must spend leftover dollars before the
school year ends. Most budgets close by June 30, and leftover money may not be allowed to roll over to the next school year. Often non-critical curriculum purchases are held until the end of the budget year to be purchased with the remaining funds,
if they are available. It becomes a “use-it or lose-it” scenario. This
is especially true with library budgets. Librarians often look to these late available funds as part of their annual purchasing cycle. Department chairpersons and educators use end-of-year money
on such items as classroom materials and workbooks to prepare for the next school year opening.
2. Influence Decision Making for the New School Year Budget
The majority of the fall purchasing decisions are made in late spring, so a timely e-mail can boost fall results. Now is the perfect time to showcase your products and services and become part of the new school year budgeting process as schools review their needs and finalize their plans for the 2006-2007 school year. E-mail your customers and prospects to get your products specified in the budget for back-to-school purchasing.
If you’ve
already sent your catalog or direct mail piece this spring, an e-mail message follow-up will make sure your products and services stay top-of-mind during the budgeting process.
3. Utilize School Closing Dates
Targeting by school closing dates is a great way to pinpoint the exact window in which to send that last “use-it or lose-it” reminder promotions. E-mail marketing is the most effective way to do this and can enhance a well-timed direct mail campaign designed to capitalize on these school year-end leftover dollars.
Make use of closing date data in your database or from a data provider to target schools with a series of timely e-mail campaigns. This approach will optimize your reach based on your own average marketing touch to sale.
4. Look for Opportunities Where Mild Winters May Mean More Dollars to Spend
The projected dramatic increase in heating fuel costs heavily influenced school budgets throughout the school year, with many schools building in increases as much as 35% to plan for the additional heating expenditures.
Since this winter was much milder in many regions, a number of schools will find themselves with additional dollars left in the budget. Many school systems held up curriculum spending because of the uncertainty of energy costs. But with budget surpluses, there are often opportunities for additional money to flow back into instructional-related purchasing.
5. Focus on HERA Fund Eligible Schools ($1.1 Billion in Total Funding)
E-mail is a great way to quickly reach out to schools that have HERA Restart and Impact funds that are designed to be spent immediately (Impact funds have to be spent by July 31, 2006).
- Significant funding has been allocated to a targeted area: To date, over $218 million dollars in HERA Restart funds have been awarded to 70 public school districts in
four states in the Gulf Region (Louisiana, Mississippi, Texas, and
Alabama). Another $550 million is on the way.
- Restart funds for eligible products have to be spent immediately: These products include instructional materials, supplies, textbooks, curriculum products, technology, and mobile classrooms. Construction or renovation projects are not included.
By segmenting your file to these affected schools and districts, you can
effectively reach them with your products and services to help them recover and rebuild to their former capacity.
The next two months is the best time to
take advantage of these opportunities, and MDR can get you started today with effective e-mail campaigns.
Visit http://www.schooldata.com/mdremail.asp to learn more
or call your MDR Representative at
800-333-8802.
Christopher Ziemnicki is a direct marketing veteran with ten years of interactive marketing experience. E-mail Chris at cziemnicki@dnb.com.
