School Market Strategies that Drive Results

School Market Strategies that Drive Results Presented by Market Data Retrieval Speakers: Mike Subrizi, MDR Linda Winter, Winter Group Expert Panel: Marcia Kuszmaul, Microsoft Jessica Lindl, Riverdeep Megan Stewart, Macromedia Peter Grunwald, Grunwald Associates

Our Discussion Today Using data from MDR s K-12 technology survey to inform and power your sales & marketing programs K-12 technology marketing tips & techniques Our expert panel will provide insight on key questions Your questions 2

Number of Technology Educators 10-Year Trend 130,000 120,000 # of Educators 110,000 100,000 90,000 80,000 70,000 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 Source: MDR Teacher Universe School Year 3

MDR K-12 District Technology Survey Mike Subrizi Market Data Retrieval

MDR District Technology Survey Methodology Survey conducted in May 2005 Web survey promoted via email 600 districts responded Contacts were key district & technology personnel Purpose of survey: Assess current budget levels Forecast spending trends Determine key influences in buying process 5

Responses by District Size Very Very Very Small 13% Large 14% Small 43% Medium 30% District Universe District Enrollment Large (10,000+) Medium (2,500-9,999) Small (600-2,499) Very Small (Under 600) Percent of Districts 8% 22% 38% 32% 6

Technology Survey Respondents Tech Coordinator Superintendent 29% 28% Libr./Media Spec. Curriculum Coord. 9% 10% Business Manager 6% Board Member 3% 7

K-12 District Technology Budget Levels

District Total Technology Budget % of Districts 35% 32% 30% 25% 25% 27% 20% 15% 16% 10% 5% 0% Under $70,000 $70,000-189,999 $190,000-749,999 $750,000+ 9

Do you anticipate a technology budget change this coming school year (2005-06)? Increase 30% Remain the Same 39% Decrease 31% 0% 10% 20% 30% 40% 50% 10

Technology Spending Trends

2004-2005 spending changes over prior year Hardware 36% 43% 21% Software/Online Content 31% 51% 18% Training 26% 56% 18% 0% 20% 40% 60% 80% 100% Increase Unchanged Decrease 12

In 2004-05, from which of the following did you purchase technology products? Direct from Provider 79% Co-op Buying 43% Retailer 43% Reseller 29% Other 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 13

In 2004-05, from which of the following did you buy from most often? Direct from Provider 54% Co-op Buying 16% Reseller 15% Retailer 14% Other 1% 0% 10% 20% 30% 40% 50% 60% 14

How did NCLB affect the amount you spend on curriculum and data management systems in 2004-05 compared with the 2003-04 school year? Curriculum Systems 37% 59% 4% Data Management 42% 53% 5% 0% 20% 40% 60% 80% 100% Increase Unchanged Decrease 15

What is the greatest need your school district has in the area of technology for the 2005-06 school year? Hardware/Hardware Upgrades 71% IT Support Staff 59% Software/Online Content 58% Tech Training 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16

What are the top 3 technology investments your district plans to make for the 2005-06 school year? Student Computers 62% Network Upgrades 47% Instructional Software 29% 0% 10% 20% 30% 40% 50% 60% 70% 17

What Influences School Technology Purchases?

During the 2004-05 school year, were you required to use a preferred vendor list to purchase technology products? No No No 69% Yes 31% 19

During the 2004-05 school year, were you required to purchase only instructional software backed by scientifically based research? No No No 60% Yes 40% 20

How did you determine if the instructional software met that criteria? Vendor documentation 66% Recommendation from other schools 62% In-house expert evaluation 57% Favorable product review 43% Vendor confirmation 9% What Works Clearinghouse 7% Other 6% 0% 10% 20% 30% 40% 50% 60% 70% 21

Rate your preference for the different ways you can learn about new educational technology products and programs Colleagues 74% Conferences 64% Seminars/Workshops 59% E-mail 58% Prof. Journals 49% Web Sites 47% Direct Mail 33% Teleconf./Webinars 31% Direct Visits 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 22

Teacher s Use of E-mail and Online Purchasing 98% of teachers report that they have an individual school-based e-mail address 87% of teachers most often access their e-mail from classroom computers 82% of teachers access e-mail multiple times per day 54% have purchased educational products online 51% of teachers reported receiving <1 education related offer via e-mail per day 15% reported purchasing as a result of e-mail promotion 23

Survey Highlights A majority of larger school systems require a preferred vendor status Scientific-based research is required at a growing number of larger school systems (54%) Technology budgets are on the rise at over 30% of schools NCLB seems to be having an impact on curriculum and data management systems spending Student computers and network upgrades are the greatest need in the coming school year 24

K-12 Technology Marketing Tips & Techniques Mining the data for direction Linda Winter, Winter Group

What do we do now Capitalize on market realities Specific campaigns & outreach to districts and/or states that use preferred vendor lists: Versioned e-mails Variable data printing to customize direct mail Add credentials to our research investments Re-position and reinforce the validity and value of our research Better leverage from educator testimonials Better leverage from our own customer experiences 26

Have the patterns of influence changed? Colleagues rule everything else is support Conferences and workshops are the new there in marketing The answer is the mix not a single tactic There are some conundrums here Direct visits are last in terms of preference for new product information Direct provider purchases are first in terms of preferred purchasing methods 27

What s next now that we get NCLB? Continued emphasis on data management solutions and streamlined reporting Next generation curriculum systems More competitive pricing More curriculum standardization More hybrid learning Emphasizing the actual learning outcomes vs. the data gathering and reporting processes Using these investments to accomplish genuine reform and improvement 28

Keeping up with the changes Data from the survey indicate that we may want to emphasize traditional volume buys and packages in sales and marketing Closing the gap between need and ability to purchase, i.e. nearly 60% of our respondents indicated that they had a great need for software and online content slightly less than 30% indicated that instructional software would be among their top 3 technology investments 29

What s working E-mail to bookend campaigns Advertising and direct mail to support relationshipbuilding events and workshops Basics in terms of information, offers, and positioning Customized, personalized messages in every medium Communities of practice focused on specific products Educator involvement in new product development and marketing partnerships 30

Market Data Retrieval (MDR), a Company of D&B, is a leading U.S. provider of marketing information and services for the education market. MDR is headquartered in Shelton, Connecticut. MDR provides mailing lists, full-service e-marketing solutions, database marketing services, state-by-state school directories, and statistical reports and analysis about the education market. MDR's products and services are used to provide highly targeted mailing lists for direct mail marketing, telemarketing campaigns, market research, and product development.

For more information contact: Mike Subrizi Market Data Retrieval 1 Forest Parkway Shelton, CT 06484 Phone: 203-225-4737 Email: msubrizi@dnb.com Web: www.schooldata.com