1

INCREASING SALES IN THE EDUCATION INDUSTRY

A COMPREHENSIVEWHITE PAPER

2

INTRODUCTION

UNIVERSITIES

HIGH SCHOOLS

ELEMENTARY SCHOOLS

PRESCHOOL

TRADE SCHOOLS, ACADEMIES

& APPRENTICESHIPS

LIFE LEARNING

CONCLUSION

3

4

7

12

15

17

19

21

TABLE OF CONTENTS

3

T he education industry is said to be a recession-proof market. In the worst of economic times, after the 2008 crisis, the education market remained steady and even showed considerable growth, all things considered.

The purpose of this document is to provide you with extended knowledge of the education industry as it relates to promotional products, as well as offer tips to help you expand your cap sales into the market.

In this guide, we will look at all institution levels from college to daycare and everything in between, so that you can have a better understanding of how to target each. You will learn how to reach out to common decision-makers in various educational institutions. You will also learn how to optimize sales among differing promotional product usage behaviors.

Among educational institutions, referrals can act as an “in” to parents, teachers, administrators, coaches, etc. Flex your networking muscles to maximize your selling potential.

4

UNIVERSITIES

4

5

T he collegiate retail industry is estimated to be worth an annual $10 billion. A study during the 2013 football season revealed that college students wear their school’s apparel 27% of the time, and that

number spikes after a winning game.

There are 2,618 colleges and universities in the United States, and they are a gold mine of promotional products. Everywhere you look, people are wearing branded hats, sweatshirts, and even fanny packs.

Logoed hats make the perfect addition to swag bags, which are given to incoming freshmen and high school seniors. Hats are also an easy sell to campus bookstores and local businesses in the community that are looking for items to sell or give away while supporting the school and its various campus activities.

GREEK LIFEIf four years of collegiate Panhellenic membership taught me anything, it

was this: we will buy literally anything if you put our letters on it.

If you’re wondering where the money goes that you put into your daughter’s account each week, check out all of the sorority paraphernalia in her dorm next time you visit.

More than 800 campuses support fraternities and sororities. To the entire Greek system, hats are an easy sell.

The functionality sells itself. Caps are perfect for bad hair days or running across campus when you’re late for class. And nothing pairs better with running shorts and rubber boots on a rainy, spring-semester day.

GREEK LIFE IS PRESENT ON

31% OF COLLEGE CAMPUSES, AND OVER

800 SCHOOLS SUPPORT

FRATERNITIES AND SORORITIES.

6

CLUBS & ACTIVITIESTexas A&M is one of the largest college campuses in the nation, with almost

60,000 undergraduates enrolled in 2015. Its website boasts over 1,000 student organizations.

Many universities offer a list of campus clubs on their website. With a little digging, you can contact decision-makers directly and let them know what branded hats can do to expand the impact their organization makes on the community.

ATHLETICSPeople go crazy for college sports, especially those of us residing in the

southern regions (I’m looking at you, SEC).

Make sure universities are including branded hats in their mix. They’re guaranteed to make a profit when sold at or around game time. Students, alumnae, and fans alike will purchase gear to wear to games and show their support.

GRADUATE SCHOOLSWhen students enter into a prestigious graduate program like Law School,

Medical School, or an M.B.A., they typically want to brag about it a little. They’re going to buy the “Harvard Law” hat over any other hat at the bookstore, because they identify with it. They may not have been planning to buy a hat at all until they saw one they felt connected to. Use this logic to convince campus stores these items are a necessary staple.

7

HIGH SCHOOLS

7

8

I t can be difficult to start working with a new school that you haven’t yet established a rapport with. Referrals from people who have an “in” can do wonders to help you kick-start a working relationship.

Have you worked with a coach previously? Do you know someone on the school board? Break out your Rolodex and see if you can make any connections. Smaller schools will usually have one buyer or decision maker. Larger schools may have one for each department. Try to schedule a meeting with the principal to discuss the school’s buying behavior.

To win that first sale, consider donating a percentage of the total amount of their order back into the school. This type of reciprocity will win you some faith and goodwill.

Once you’ve won the order, consider playing around with fun prints that complement or incorporate their mascot and colors. Send them samples periodically to keep them updated on the latest trends. Of course, color matching is of vital importance; don’t show up with maroon when the school’s color is crimson.

PRIVATEPrivate schools are independently funded through tuition, grants, alumni,

and community. They have their own set of regulations and curriculums with no interference from the government. They typically have smaller class sizes and rigorous admissions requirements.

Private schools are more likely to require student uniforms than public schools. Hats can serve as an add-on or an optional accessory.

With the price of tuition and the time commitment of required fundraising, parents and administrators may or may not be inclined to consider promotional hats as an effective marketing medium. Because of this, it’s important to provide evidence of ROI when approaching this market.

PRO TIP FOR WINNING THAT

FIRST SALE: CONSIDER

DONATING A PERCENTAGE

OF THE TOTAL AMOUNT

BACK INTO THE SCHOOL.

9

The average tuition for private high school hovers right about $13,000 per year. In order to provide this type of education, families either have a significant amount of disposable income, they live rather frugally to afford the luxury, or they were provided a scholarship.

Students whose families maintain a comfortable amount of wealth despite tuition fees will be more likely to involve themselves in extracurricular activities. And their families are more likely to make donations to cover activity expenses such as travel costs and promotional merchandise.

PUBLICPublic schools require no out of pocket costs to parents. They are funded by

state and local taxes, and subject to government restrictions and curriculums. Public schools are required to provide special education programs to children with learning or developmental disorders.

Some public schools offer a “school store” where students can purchase things like pencils and notebooks as well as merchandise branded with the school’s logo or mascot.

Logoed hats make great giveaways for events like orientation and pep rallies.

Many sports and clubs require little to no sign-up fees for public schools. This allows kids who may not have the financial prowess of other to be involved in activities beyond the classroom.

BOOSTER CLUB, PTA & PTOBooster Clubs, Parent Teacher Associations (PTA), and Parent Teacher

Organizations (PTO) are groups made up of parents and faculty who come together to serve students. They do things like raise money so a team can attend an out of town tournament or provide snacks and pencils during standardized tests.

DID YOU KNOW?

HATS CAN ACT AS AN OPTIONAL

ACCESSORY OR ADD-ON TO SCHOOL UNIFORMS.

9

10

CLUBS & ACTIVITIES29% of students are involved in a school club or organization. While

there aren’t quite as many organizations in high school as there are in college, the passion is undoubtedly there. Whether it’s debate club or saving the planet one recycling bin at a time; young people love a good cause. Additionally, you can capitalize on events like student government elections by providing caps, buttons, etc. Use the relationships you make with booster clubs to reach out to school officials to see what needs haven’t been met throughout the district. Then work with them to figure out how branded hats can fill the gaps.

ATHLETICSOver 55% of the 14.9 million high school students in the U.S. are athletes.

It goes without saying that branded hats are the perfect addition to any sports team. The players will love them, the fans, the parents; the entire community can get behind a high-quality cap that supports their school and all of its athletic endeavors. There’s a reason they’re called baseball caps, you know.

OUT OF 15 MILLION

HIGH SCHOOL STUDENTS,

OVER HALF OF THEM (55%) ARE

ATHLETES.

11

ELEMENTARY SCHOOLS

11

12

S chool-sponsored sports are less common at the elementary level. Often, athletics for younger children are organized through a community center or local league system. Reach out to your contacts

at the schools; chances are they can get you in touch with a decision maker for community activities as well.

Do not discount the power of promotional caps to these organizations, though. The more personalized, the better. Parent’s love to personalize the team uniform with things like “Panther Mom” or “Gavin’s Dad”. Trust me, my sister is that T-ball mom.

PRIVATEThe average tuition for a private elementary school education is about

$8,500 per year.

Private elementary schools tend to offer fewer extracurricular activities due to lack of governmental funding and smaller student populations. Without quiz bowls and science fairs to promote, you may have to get creative with your cap sales. One option is just to stick to the basics; you can never go wrong with mascots and school colors.

PUBLICPublic elementary schools are notorious for adorable age-appropriate events

like Christmas pageants, musicals, and holiday parties. Parents want to hold onto these precious memories. Hats and other promotional items can act as mementos or keepsakes they can use to look back on these times when their babies were babies.

BOOSTER CLUB, PTA & PTOAt the elementary level, these are often formed to foster relationships so that

parents can be more involved in their child’s education. These organizations often raise money to provide classroom supplies and resources, or host events like “Donuts with Dads/Muffins with Moms,” poetry readings, book drives, etc.

Speak with your contacts on the administration team to obtain a calendar of events so you can start planning out promotional strategies months in advance.

PRO TIP: OBTAIN A

CALENDAR OF EVENTS SO YOU CAN PLAN OUT PROMOTIONAL

STRATEGIES MONTHS IN ADVANCE.

13

PRESCHOOLS

13

14

W ith the rise in popularity of private preschools and lower level educational institutions, there are endless opportunities for growth. Parents will put their unborn babies on waiting lists early during a

pregnancy and some preschools still won’t have a spot by the time the child has reached the proper age.

Essentially, it is also broken into two types: public preschools (Pre-K, Nursery School) and private (Daycare, Headstart, Parochial School). But, there are many names they go by. Public preschools are through the state curriculum just like K-12, whereas private preschools charge a fee or tuition. In many states, however, public preschools are limited to low-income families.

Selling promotional hats to educational institutions at this level will be similar to selling to a small business, because, often, that is exactly what they are.

Schools will use caps as giveaways to new or potential parents as well as a part of the staff uniform. Caps can also be used as advertising tools at new-parent events like Lamaze classes, infant CPR courses, or infant development programs.

15

TRADE SCHOOLS, ACADEMIES &

APPRENTICESHIPS

16

T here are countless alternatives for post-secondary education beyond traditional college coursework. Trade schools (also called vocational schools) are institutions in which an individual learns to perform and

perfect a skill or trade. We’ve provided a small sample list below to give you some reference.

AUTOMOTIVE/MECHANICCOSMETOLOGY/BARBERCOMPUTER SCIENCE/ITCULINARYELECTRICALFIRE & POLICE ACADEMIESMASSAGE THERAPYPLUMBINGTATTOO ARTWELDING

These schools will have a much smaller enrollment number compared to conventional colleges. Promotional caps can help recruitment initiatives and allow students and alumnae to show pride in what they do and where they learned it.

17

LIFE LEARNING

17

18

E ducation is not synonymous with blackboards or teachers. Children are educated about life in many ways and in institutions that go far beyond a classroom.

A well-rounded child will be taught about things like health and social norms through a variety of situations that occur in group activities and shared spaces like gyms or camps.

YOUTH CENTERSThese can be either for-profit or non-profit organizations that act as a

meeting place for kids. The centers may involve helping children learn a skill or sport, or simply act as a daycare of sorts where kids can safely hang out during evenings or on weekends while their parents are at work.

A short list is provided below to give you an idea of the various types of youth centers available.

4-HAFTER SCHOOL TUTORING CENTERSBOY/GIRL SCOUTSBOYS & GIRLS CLUBSCHURCH YOUTH GROUPSROTCSPORTING CENTERSYMCA

19

SUMMER CAMPSCamps are an educational institution in a non-traditional way. Campers

learn specific skills or acquire knowledge in certain subjects all while learning valuable life lessons about social situations and independence from their parents. Hundreds of specialty camps are a quick Google search away, but a small list is provided below to give you a frame of reference.

CHURCH CAMPSDANCE CAMPSDRAMA CAMPSMUSIC CAMPSSCIENCE CAMPSSUMMER CAMPSSPACE CAMPSSPECIAL NEEDS CAMPSSPORTS CAMPSTECHNOLOGY CAMPSZOO CAMPS

Caps can be given out to campers and their families, or used by camp employees and counselors as part of the uniform. They even have the added benefit of providing protection from the sun.

Summer camps will often work within school districts to provide services like Field Days, team building programs, and character development activities. This is a great time for them to advertise by handing out promotional products.

20

A t Outdoor Cap, we want to help you win the sale. When you succeed, we succeed. That is why we are offering these selling kits to you absolutely free. It is important to us that

your customers realize and take advantage of the value promotional headwear can bring them.

The education industry is a multi-billion-dollar enterprise. With our high-quality headwear samples, the tips provided in this document, and your sales expertise, you should have no problem securing your piece of the market share.

For more information on increasing your promotional hat sales, visit our blog (blog.outdoorcap.com), and subscribe to our email updates. We offer free Business Development Kits periodically; you will be the first to know when new kits are made available.

YOU CAN SEE ALL OF OUR RESOURCES AND DEVELOPMENT KITS AT

OUTDOORCAP.COM/KITS

WRITTEN BY EMILY BARBEE