Welcome to SCHOOL MARKET RESEARCH INSTITUTE, INC. Online
Since 1980, SMRI, Inc. has studied the art of selling to schools with a focus on marketing to PK-12 schools and districts. We help our clients plan their education marketing strategies, create promotion materials, and target school administrators and teachers through a unique approach to list selection. We are proficient in reaching educators through direct mail, email, third party and social media programs. No other resource can compare to our depth of experience in the PK-12 marketplace.
Time to Plan for Winter/Spring 2021
Our previous survey of school marketers provided unique insights regarding the impact the COVID19 pandemic is having on our industry. At the end of the second quarter, survey respondents reported actual sales down by -26%, 9 points better than the forecast made at the end of the first quarter. Their overall sales forecast for the third quarter was -13% and the 2020 full year forecast was -17%.
One of the models emerging in the market involves teachers going to school in order to make use of the technology and students attending class remotely. In these schools, teachers are accessing their mailboxes along with their email.
According to the second quarter survey, 56% of respondents plan to mail in January 2021. For those companies that do mail there will be a significant decrease in competition in the mailbox. With more and more teachers attending school and fewer companies making mailings there is an opportunity to recover some of the lost revenues by mailing in the upcoming winter/spring season.
We have ongoing input regarding what is working in the education market. We ONLY work with school marketers and have been doing so for 40 years. We can help you develop offers that work, creative that has a successful track record, and postal and email lists targeted at educators with discretionary funds to spend. Let us help you with your next campaign. Please email Bob at firstname.lastname@example.org.
Actual Q2 Sales 9% Better Than Forecast
The Covid19 Pandemic was forecast to drop Ed Market second quarter sales by 35%. However, survey respondents reported actual sales declines of 26%. The overall sales forecast for Q3 is -13% and the 2020 full year forecast is -17%. That is encouraging in light of the many unknowns regarding school openings and the amount of remote teaching that will take place.
2020 May Prove Our Biggest Marketing Challenge
We are all hopeful that the back-to-school season will find educators ordering classroom materials and supplies as they have in the past. If schools remain open throughout the fall, teachers will need the instructional materials they are used to teaching with.
Learn How School Marketers Are Surviving the Pandemic!
Our first quarter survey of school marketers showed overall sales down -4%, but our respondents saw the devastating potential of Covid-19 on the school market. Consequently, their forecast for the second quarter was -35% relative to prior year. What actually happened?