Tag: outbound marketing


Apr

04

2016
Nothing Happens Without Engagement

K-12 Marketing Rules of Engagement

K-12 marketing strategy sets the direction that aligns with business goals. Marketing tactics creates the roadmap to achieve those objectives. But nothing, nada, happens without educator engagement. Engagement is multilayered, and has to satisfy a myriad of requirements. Here are some of the notables: Be a Storyteller  The best marketing tells stories. Those stories are most effective when they tell how educators’ lives are improved...

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Jun

24

2015
When Marketing to K-12, Know Your Targets

When Marketing to K-12, Know Your Targets

It’s an understatement to say that it’s an exercise in complexity to market to K-12. Here’s how it generally works (and I use the term “works” lightly): You want the largest possible sale. That means marketing that sets the stage for district-wide orders. But getting messages to district supervisors is like a hunt for the Holy Grail. And how easy is it to get ahold...

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Apr

10

2015
The K-12 Marketing Calendar:  Month by Month

The K-12 Marketing Calendar: Month by Month

We’re fast approaching the end of the school year.  And that’s the perfect time to organize and prepare for the coming school year, our next cycle.  First comes determining strategic objectives.  And that’s closely followed by tactics to support those strategies.  So get ready to create your K-12 marketing calendar for the 2015-16 school year. Every organization’s calendar is obviously going to reflect their specific...

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Mar

24

2015
K-12 is a whacky market

Purchasers, Users, Influencers: Sorting Out the K-12 Market

I’ll just come out and say it.  K-12 education is a whacky market.  Typically, if you market and sell curriculum products, the person who purchases your educational solution doesn’t use it, and probably doesn’t even understand it (Purchasing/Business Office). The stakeholders (Superintendent/District Curriculum Director) generally have nothing to do with its implementation or use. The implementers (teachers) frequently — and oftentimes mistakenly — aren’t targets...

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Nov

14

2014
K-12 Marketers:  How to Keep Productive Nov thru Jan

K-12 Marketers: How to Keep Productive Nov thru Jan

When marketing to K-12, the timeframe from Thanksgiving through New Years can be a challenging time to get the attention of educators. So what do K-12 marketers do when our outbound calendars are lean? Retool the website.   Your website is the living, breathing, and very public billboard for your company. Lift up the hood and take a good long look at it, and adjust...

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Sep

15

2014
Get your leads out of the cold.

Your List: Your Business Lifeline

Hopefully your company has well-defined processes to develop and collect qualified contacts, leads, customers, and anyone in your target market with whom you want to communicate. If not, now’s the time. Prospect and customer list development and management goes right up among the most important business development projects you can undertake. Just as with social media, your outbound communications will be wasted if the network...

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Aug

13

2014
August is the launching pad for the entire year.

Now’s the Time to Build Awareness

As I post this, it’s mid-August. We escape the remaining dog days at the pool, the beach, and maybe even in air-conditioned offices. But if you market products or services to K-12 education, then now’s the time to build awareness. Now’s when you announce to the market who you are, why you’re special, and what makes your products so amazing. Since K-12 education mostly purchases...

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Jul

14

2014
A top-down, bottom-up market approach.

Outbound Marketing to K-12 Education: Top-Down, Bottom-Up

For those of you who are veterans of selling and marketing to K-12 education, you already know what a challenging market it is. It’s a place where purchasers, influencers, and users are a tangled and confusing jumble of business office staff, administrators in district offices and at the school site, and classroom educators. It’s a market that differs from state-to-state, and each district may have...

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