Helping to bring quality education materials and services to schools for over 30 years.


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.

Here ere are important reasons why you should mail this fall.
- There is still a lot of money normally spent by this time of year that schools and educators have not spent.
- Money is available from new budgets that rolled over on July 1 .
- There is $13 billion in federal bailout money available for education.
- Many companies are not mailing so there will be less competition for those who do.
Schools are going to spend the money they get regardless of whether students return to school. In 2011-12, following the banking crisis the Obama administration pumped some $70 billion in federal funds into education. It was a banner year for school marketers.
If you're thinking of just mailing to your customers, keep in mind that you will experience a decline in sales because customer files diminish each year in the neighborhood of 20%-30%. You will not have any way to replenish that without prospecting.
Let us help you develop a direct mail campaign. Please email Bob at

A Tough Q2 for School Marketers

Actual Q2 Sales 9% Better Than Forecast

Aug 14, 2020

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.

Your Best Ever Back-to-School Catalog

2020 May Prove Our Biggest Marketing Challenge

Jul 15, 2020

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.

Will Remote Learning Destroy Your Business?

Learn How School Marketers Are Surviving the Pandemic!

Jun 17, 2020

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?