Teachers + Parents: Unexpected Purchasing Power. February 26, 2015

Transcription

1 Teachers + Parents: Unexpected Purchasing Power February 26, 2015

2 Today s Speakers Karen Bantuveris Founder & CEO, VolunteerSpot Scott Brooks Vice President, Corporate Development, Agile Education Marketing Nicole Naviglia President, Shake

3 What s happening with education purchasing?

4 Education purchasing: The past

5 Education purchasing: Today

6 Who Makes Purchasing Decisions?

7 How to Engage Educators Direct Mail Digital Social Media Advertising Conferences Print Advertising Website Webinars Content Marketing

8 What Did the Survey Say? Not a surprise. Purchasing decisions are made in Q2

9 Calendar Year K-12 Purchasing

10 Meet the Mom Market ~82.5 million mothers of all ages in the US (Boomers to Gen X to Millennials) 35.7 million moms with children under 18 in Self-renewing: ~4 million babies born each year (40% to first-time mothers.)

11 35 Million Moms Strong 38,000,000 26,000,000

12 $2 trillion+ in Purchasing Power

13 Mom Outspends Dad In nearly every category Surprised?

14 Parents Have Money to Spend $26.7 Billion on K-12 Children $72.5 Billion including College Kids $ per family Back to School Spending

15 Moms Share and Learn From Each Other 97% of moms give advice to others about products and services. 74% purchased products mentioned in a blog 70% more likely to purchase a product recommended by someone they follow on social media 65% learned about a product or service through social media 66% view social networks as credible source of information 64% read online reviews before making a purchase

16 $2 Billion Raised by Parent Groups Direct Purchase or Influence the purchasing of school technology, playground equipment, software & supplies Primary Researchers & Decision Makers on educational choices, tutoring, supplemental education software and materials

17 What is VolunteerSpot? Free Online Tool That Simplifies Parent Volunteering 6 MILLION MOMS: School/Family focus Recruit parents to help Manage signup & scheduling Send automatic reminders Free and Easy (no password!!)

18 Unique Reach To influential, involved moms who care about education Mom of school-aged children Well-educated & cares about education Affluent Influential she s THAT MOM who is involved in and leads her children s many activities

19 Influencer-Chaperoned s Teachers Room Parents PTA/PTO Leaders 80% Open Rate Welcome - Trusted

20 Deep Social Engagement % Talking About Score consistently (vs 2-5%) Use Social to amplify campaigns, contests, blog engagement We KNOW what our users want to discuss

21 Join Our Growing List of Partners We reach parents! Ask us about sponsor packages to help meet your goals!

22 But Don t Just Take Their Word for It Researched, vetted and recommended Agile as our teacher-marketing partner; no one else could compete Agile very quickly and economically increased the volume, frequency and efficiency of our teacher- marketing program More s to a more accurate list lead to increased web and store, contest, promotion, and social media engagement Teacher-marketing program ran more smoothly and efficiently than ever, freeing us to be proactive in other areas of our business

23 So Many Moms, So Little Budget All moms is not your target: casting a wide net is expensive and inefficient You need a highly efficient, measurable, and effective marketing strategy and a dedicated partner who can deliver your message to the right audience.

24 Situation, Strategy & Approach Situation: Shrinking school dollars Strategy: Expand our consumer base by marketing directly to moms (for the first time, ever!) Challenge: Teachers know and love Carson-Dellosa - 95% awareness. Among moms about 5%. Modest marketing budget, high expectations, no room for risk. Approach: Comprehensive search for the right marketing partner that would allow us to reach moms as effectively and as efficiently as Agile did with teachers.

25 Finding The Right Partner: VolunteerSpot Only VolunteerSpot was capable of: Delivering our message directly to educated, motivated, highly-engaged moms efficiently and without waste Delivering opt-in leads ( s) quickly - allowing us to immediately impact the campaign with an marketing program Performance metrics and reporting Multi-touchpoint messaging including banner ads, s, newsletters, blog posts, social media support Placing us, an otherwise unknown brand, within a highly trusted and familiar environment giving us the third-party endorsement needed to establish credibility

26 enewsletter & eblast 22% open rate.56% CTO 21% open rate 5.5% CTR (wow!)

27 Campaign Far Exceeded Expectations Within the first two weeks Generated 20,000+ mom opt-ins Successfully launched new product line Increased site/store traffic Tremendously high click-through rates between.25% and 5.5% (industry average is.08%!) Contests blew all previous contests away Campaign Results Continue Better-than-expected participation rates, open rates, CTRs and opt-in response Increased brand awareness and affinity for Carson- Dellosa among moms Multiple campaigns completed, more planned in 2015.

28 Questions? Ask them now using the Chat Panel! Interested in hearing more case studies or learning more about Agile and VolunteerSpot? Get in touch!