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If you’re at any number of public places in Pennsylvania during the school year, perhaps you’ll witness what Joe Lyons describes as “The Sea of Orange” – dozens or even hundreds of school children clad in orange shirts imprinted with a white bell. You might guess it’s a field trip, but it’s not the school you’d expect. The kids, after all, attend virtual school. “We’re very dedicated to the social development of our students. It’s part of our mission,” explains Lyons, executive director of communications for the Pennsylvania Virtual Charter School (PAVCS).
The sea of orange reveals just one major way the face of education is changing. Online K-12 learning is a $300 million market representing over 1 million students and growing, at an annual rate of about 30%. The PAVCS alone enrolls 3,800 and holds events across the state, including a “Discovery Days” event that functions both as a year-end celebration and the school’s open house/enrollment kick-off. During those events, the school hands out a variety of logoed merchandise, including imprinted apparel, journals and visors. In addition, the school advertises in print, radio, television and Internet media.
“Charter-school laws in Pennsylvania require that you install open enrollment,” says Lyons, “which means that you have to be open to everyone. The way they ensure that is that we are all required to do marketing.”
Virtual charter schools may represent the wave of the future, but it’s quickly becoming the reality of the present. Students across the country and world now enroll full-time or can supplement their normal classes by taking additional ones online.
For Mike Connor, president of school consultancy Connor Associates Strategic Services, online learning has arrived. “In terms of mastering educational content, it’s going to be more cheaply delivered and delivered toward the way a kid learns through online learning,” he says. “I think that’s going to change the whole ball game.”
Schools were always believed to be beyond the effect of recessions, and colleges flourished in the past decade, increasing enrollment of 18- to 24-year-olds in the U.S. by 4% from 2000 to 2008. But both public and private schools have begun to flinch. “Education used to be recession-proof, at least until the last economic downtown,” says Fritz McDonald, vice president of creative strategy for Stamats Inc., a leading higher-education marketing firm. “But in this particular recession, endowments took a huge hit, and obviously state budgets have taken a huge hit, and those two events are having a huge impact on the college and university world.”
One study by the American Association of Colleges and Universities (an association of private colleges) "predicts that by 2025, half of all the private colleges or universities in this country are going to have to close, merge or change their missions if they're going to survive,” says Mike Connor, president of Connor Associates Strategic Services, a school marketing and planning consultancy. “That's a pretty sobering fact because we're only 15 years out from that."
As a result, schools must visibly change the ways they market themselves. McDonald points out that colleges have become conservative with their marketing plans, yet they’re adopting social media at a faster rate than Fortune 500 companies. “They’ve been in the old recruiting model for a long time, and what they’re going through is a kind of sea change because of digital technology,” he says. “They’re confronting the fact that, for example, the Web is becoming the hub of their marketing and recruiting.”
Yet, it’s still proven that promotional products have a lower cost-per-impression than even prime-time television, with just 0.5 cents per impression as compared to TV’s 1.8 cents. When social media is paired with promotional products as a marketing strategy, several audiences can be conquered at once.
Connor sees value as becoming even more important for schools to justify, starting with what he terms “internal marketing” (word of mouth among a school’s current students and parents) and coinciding with regarding the entire school as a marketing organization. “They just can't claim it,” he says about schools’ demonstrating their value. “They can't just say, 'We're the best.' They got to be able to prove it."
The task for schools is going to be incredibly difficult as they grapple with what exactly constitutes a 21st-century curriculum. The standard brick-and-mortar school is no longer the only game in town. Home schooling is increasing by 15% per year. Charter schools now enroll over 1.5 million students in more than 5,000 schools. Independent study, online education, specialty schools and more all threaten the current order of education. “Education is going to be available anywhere, and from a variety of different sources,” proclaims Connor.
Even in the big-time world of college athletics, the new Carmelo K. Anthony Basketball Center made a monumental splash. With a price tag of $19 million, the Syracuse University practice center garnered national attention – not only for its fancy accoutrements, but for the $3 million individual donation that came from the school’s national-championship-winning alumnus and the facility’s namesake.
The dedication for the building was packed, featuring the men’s and women’s coaches, current players, Anthony himself and 250 donors and invited guests. To commemorate the event, which took place in September 2009, Syracuse put out a call to several promotional product distributors to solicit ideas. Creativity ultimately won the day when one distributor presented his idea: a navy mug with a picture of the building and the university’s trademark “S” logo. The kicker: special ink that caused the image to change when the mug is filled with liquid.
The Melo Center dedication showcases all the best qualities of a successful promotion in the education marketplace. The never-ending slate of events. The multitude of departments and student groups. The constant emphasis on marketing and recruitment. And lastly, a reward for strategies that go beyond just the cheapest price.
A business study conducted in fall 2009 found that nearly half of educational institutions expected to spend more on marketing in the second half of 2009 than the previous year. (The next-closest industry was only 27%). Nearly two-thirds (64%) of schools increased or maintained their promotional product spending in 2009. And out of all the industries surveyed, the education market had the highest number of respondents who believed promotional products deliver a positive return on investment.
Promotional marketing in the education sector is typically steady, because the market is believed to be a recession-proof one. “I don’t think it’s as adversely tuned into the peaks and valleys of the economy,” says one promotional products distributor. “I think it is more stable. Yes, during down times they may have fewer students. But they don’t eliminate departments, and their budgets may be reduced, but they’re not eliminated.”
Not only is the face of school marketing changing in the digital revolution, but the very idea of what constitutes a school is being radically transformed. The result is great challenges for those who fall behind the curve – and tremendous opportunity for those who can forecast the future of education.
Schools’ schedules are jam-packed with events. “There’s always something on a college campus that they want to commemorate,” says an account executive for an ad specialties company that works with schools like Texas Tech, Loyola-New Orleans, Auburn and many more.
A huge variety of items cater to educational institutions, thanks to the number of people involved and the wide range of individual preferences. When it comes to alumni groups and administrators, “They’re very concerned about how their logo looks, and they’re looking for classics,” says a rep for a custom-apparel company. “They’re looking for mugs, stainless-steel thermoses, things they know will last five or 10 years and alumni will look at and say, ‘Yeah, that’s something I want.’ ”
In comparison, the rep adds, “The students are looking for what’s hot now.” In translation, that means fashion that’s in tune with the times and tech toys that appeal to students’ electronic interests.
Start presenting ideas to clients for promotional campaigns centered around July observances.
The biggest promo focus in July is undoubtedly Independence Day, with flags and red, white and blue accessories everywhere. But it’s far from the only opportunity to build a unique – and impactful – campaign during the heart of summer. Whether it’s spotlighting small businesses or encouraging a day at the waterpark, these July observances are perfect canvases for an inspiring summer promo campaign.
The goal of this month-long observance is to encourage consumers to shop local and support their favorite indie retailers, from restaurants to bookstores to home goods.
Pitch: Work with your town chamber of commerce to distribute branded tote bags, stickers or other goodies for local small businesses to give out to their customers during the month of July.
Foldable reusable grocery tote bag
Despite the graham cracker’s unique origins as a supposed health food, they’re most well-known today for their use in desserts – which makes this observance the perfect excuse for a sweet promo campaign.
Pitch: Take inspiration from this observance at your next company picnic or employee appreciation event and send attendees home with a s’mores kit.
S’mores kit bag
National Give Something Away Day is all about doing something selfless for others: giving away time, money or no-longer-needed items. In the spirit of this observance, companies in any vertical can give out promo, but bonus points for campaigns centered around making someone smile.
Pitch: Organize a company-wide volunteer day, and thank participants with a little something to brighten up their desks.
Ceramic planter set
National Drive-Thru Day got its start at a drive-up-only Jack in the Box restaurant in San Diego more than 70 years ago – and it lives on today in Americans’ love for the fast-food pit stop mid-road trip and in the many restaurants that also offer carryout services.
Pitch: Suggest that restaurant chains – or any restaurant offering drive-up takeout – thank their customers for stopping by with a car-themed promotion like an accessory kit or cell phone holder.
Universal magnetic car phone holder
In the heat of the summer, what kid doesn’t like a day at the waterpark? Founded by Kalahari Resorts – an indoor waterpark chain – this observance aims to celebrate just that.
Pitch: Waterparks and swimming pools can give out toys like these reusable water balloons with an admission purchase on National Waterpark Day.
Reusable water balloons
Add an extra boost of recognition to your next promotional campaign with items from fan-favorite retail brands.
What’s hot in retail has always influenced what’s hot in promo. That goes for individual products and the current “it brands” in apparel, drinkware and beyond – and it’s not just about following the crowd that makes these brands special. In fact, three-quarters of end-buyers would have a more favorable view of an advertiser if they were given name-brand promotional apparel instead of a generic product, according to a recent study from ASI Research.
The 20 oz YETI Rambler is ideal for camping aficionados and morning commuters alike. It features a splash-resistant lid and double-wall insulation to keep drinks at the perfect temperature.
A perfect layer for unpredictable weather, this cotton/poly blend Carhartt hoodie is durable and warm. Great for the construction or manufacturing industries.
Crafted from 100% recycled polyester fleece and Fair Trade Certified, this full-zip Patagonia vest features a sweater-knit face, fleece interior and zippered pockets.
This 40 oz thermal tumbler from growing drinkware brand Owala is double-wall vacuum insulated with a dual-purpose threaded lid and built-in straw. Great for Gen Z-targeted promotions.
Transition seamlessly from the workplace to the golf course with a Peter Millar performance polo in a variety of striped patterns. A classic corporate gift.
Keep drinks cold for hours with a smaller version of the Stanley Quencher tumbler, made from recycled stainless steel and featuring a versatile FlowState lid.
Start presenting ideas to clients for campaigns centered around June observances.
Spring is on the horizon – and that means it’s time to begin planning for summer promo campaigns. In addition to large-scale nationwide observances that kick off summer like Memorial Day and Father’s Day, there’s plenty of more niche reasons to celebrate that could be perfect for the right client. June could be a particularly effective chance to target concert venues for World Music Day, for example. Use these product suggestions from ASI suppliers to jumpstart your June campaign plans.
This annual observance is meant to provide all cancer survivors with an opportunity to celebrate life and raise awareness about resources, research and legislation affecting cancer patients.
Perfect for: Hospitals, research organizations or companies who support cancer nonprofits can show support for survivors with appropriately colored ribbons or silicone wristbands.
Cancer awareness ribbons
Celebrated on June 9 each year, National Meal Prep Day was created to encourage amateur cooks and kitchen pros alike to prepare meals in advance to ensure healthy, balanced eating.
Perfect for: Encourage home cooking and healthy eating as part of a corporate wellness initiative by offering employees meal prep or food storage containers.
Wheat straw lunch box
All six species of sea turtles found in U.S. waters are currently classified as endangered – creating an observance like World Sea Turtle Day, which focuses on highlighting the importance of the animal.
Perfect for: Suggest that ocean conservation nonprofits, nature preserves or zoos host a kids’ event centered on sea turtles, complete with giveaways or prizes.
Turtle stress ball
June normally isn’t when people purchase new planners, but marking World Productivity Day could be a way to recenter your team on goals for the second half of the year.
Perfect for: Recommend that managers or department heads lead a goal-setting session using branded planners or notepads.
A5 leather planner notebook
Also known as Fête de la Musique, this annual observance was started in France but now is celebrated all over the world to highlight the universal appeal of music.
Perfect for: Free concerts and musical instrument retailers alike will need promo giveaways or merch items to celebrate this observance, whether that’s band tees or mini-microphones.
Mini-microphone