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For SMEs looking to break into the education sector, the 2024/2025 school year presents fresh opportunities to connect with schools and establish long-term partnerships.
This guide will provide actionable strategies for marketing to schools, help you navigate the complexities of education marketing, and offer valuable insights to ensure your campaigns resonate with your target audience.
Why Focus on Education Marketing?
Education is a thriving sector that offers immense opportunities for SMEs.
The UK has over 32,000 schools, including primary, secondary, higher education and independent institutions, making it a substantial market for businesses willing to tailor their products and services to this audience.
However, marketing to schools is different from traditional B2B or B2C strategies. Schools operate within tight budgets, have multiple stakeholders in decision-making, and value reliability, compliance, and educational impact over flashy sales pitches.
SMEs need to adopt thoughtful, relationship-driven approaches to stand out in this competitive space.
Key Considerations When Selling to Schools
1. Understanding the Decision-Making Process
Unlike in traditional businesses, purchasing decisions in schools often involve multiple decision-makers. These can include:
Headteachers: Often the final decision-makers for significant purchases.
Business Managers: Focused on budgets, compliance, and value for money.
Teachers and Department Heads: Influence decisions based on the relevance of your product or service to their teaching goals.
Governors: May review and approve large contracts.
To succeed, your education marketing strategy must address the concerns of all these stakeholders.
2. Budget Cycles
Schools operate on strict budgets, with most financial planning tied to the academic year (September to July). Key purchasing windows include:
Spring term: Planning and budgeting for the next academic year.
Summer term: Finalising purchases before the end of the school year.
Autumn term: Addressing immediate needs for the current academic year.
Businesses must align their campaigns with these cycles to ensure maximum impact.
Note: Higher education institutions update their value thresholds roughly every two years, which higher education marketers should bear in mind.
Before creating an educational marketing campaign as part of your higher education marketing strategy, check well in advance that your product/service is eligible for this type of marketing activity.
3. Compliance and Credibility
Educational institutions are risk-averse and prioritise working with trusted, reputable suppliers. Accreditation, case studies and testimonials are vital in building credibility.
Ensure your products meet regulatory standards, such as GDPR compliance for tech solutions or safety certifications for physical products.
Strategies for an Effective Education Marketing Strategy
1. Build a High-Quality Schools Database
A targeted, up-to-date database of schools is the foundation of any successful education marketing campaign. More Than Words offers a comprehensive UK schools marketing database, allowing you to connect directly with decision-makers.
Whether you are building your own database or outsourcing to a data provider, you must ensure your database includes:
School names and locations.
Contact details of key decision-makers (headteachers, business managers etc).
Student enrollment numbers
Educational institution type (primary, secondary, independent etc).
Ofsted ratings or specific focus areas (SEN, STEM etc).
2. Tailor Your Approach
Generic messaging is unlikely to be impactful when it comes to school marketing. Tailor your messages to the needs and priorities of different schools. For instance:
Primary schools: Highlight products that enhance student engagement and foundational learning.
Secondary schools: Focus on solutions that address exam preparation, STEM, and career readiness.
Independent schools: Emphasise premium, innovative offerings that align with their higher budgets.
Higher education: Prioritise products that help a higher education institution to appeal to potential students
Deciding which marketing channel to use largely depends on which decision-makers you are trying to reach.
Businesses may utilise a digital marketing strategy heavy on social media for student recruitment. But this is less likely to achieve results when geared towards education industry professionals.
Here, a customised email marketing campaign and follow-up call offers a strong, effective approach that can significantly improve engagement rates.
3. Offer Value-Driven Content
Position your business as an expert in the education sector by creating educational content that adds value. Examples include:
Case Studies: Showcase how your product or service has benefited other schools.
Whitepapers: Provide insights on pressing issues in education, such as budget optimisation or technology integration.
Free Resources: Offer downloadable lesson plans, guides, or tools that help teachers and administrators solve day-to-day challenges and appeal to students/prospective students.
4. Attend Education Events
Participating in education conferences and trade shows is a powerful way to meet potential clients face-to-face.
Key UK events for 2024/2025 include the BETT Show (focused on educational technology) and the Schools & Academies Show.
Use these opportunities to showcase your products, network with decision-makers, and build brand awareness.
5. Build Long-Term Relationships
Schools value long-term partnerships over transactional sales. Show your commitment by:
Providing excellent customer service and after-sales support.
Offering flexible payment plans or discounts for multi-year agreements.
Staying in touch through regular updates, newsletters, and follow-ups.
Top Tips for SMEs Selling to Schools
Understand Their Pain Points: Identify the specific challenges schools face, such as budget constraints, resource shortages, or staff training needs, and position your solution as the answer.
Simplify Your Offerings: Make it easy for schools to understand how your product or service works, its benefits, and its costs. Avoid jargon and focus on outcomes.
Be Persistent but Respectful: Decision-making in schools can be slow. Follow up consistently but be mindful of their schedules and workloads.
Use Testimonials: Share success stories from other schools to build trust and demonstrate your impact.
Highlight ROI: Clearly communicate how your offering will save money, improve outcomes, or reduce workloads.
Common Pitfalls to Avoid
Overloading with Information: Don’t overwhelm schools with excessive details upfront. Focus on key benefits and follow up with additional resources as needed.
Neglecting Compliance: Ensure all your marketing materials and processes align with GDPR and other regulatory requirements.
Ignoring Feedback: Listen to the concerns and suggestions of educators and decision-makers to refine your approach.
Relying on a Single Channel: Diversify your outreach methods to maximise your chances of connecting with schools.
