Teacher Spending
they ’ re away from their classrooms during the summer months .
Takeaway : Despite the world ’ s growing reliance on the web , teachers value both new and traditional methods for connecting with retailers and education vendors . Vary your marketing approach to engage teachers online and off . Also don ’ t ignore the power of email for reaching educators . If your company hasn ’ t developed a targeted email strategy , you ’ re missing out on an opportunity to build brand awareness and develop meaningful relationships with educators .
Deep Discounts Lead to Loyalty
The Economic Policy Institute reports that public school teachers ’ weekly wages in 2015 were 17 percent lower than those of comparable workers . According to the Bureau of Labor
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Statistics , the average salary of a high school teacher in 2015 was $ 57,200 . Elementary teachers made even less with an average salary of $ 54,550 . Teachers tend to value vendors that acknowledge their financial circumstances and take steps to alleviate out-of-pocket spending . An overwhelming 84 percent of teachers said they are more loyal to brands that offer teacher discounts . One survey respondent ’ s comment echoes the opinions of many :
“ I appreciate it so much and respect those companies . We spend so much money out-of-pocket , and it ’ s nice to see companies recognize that and help teachers save where they can .”
Marketers can use the valuable email platform to extend exclusive savings to teachers . In fact , 59 percent of respondents say email is how they typically learn about companies
that offer teacher discounts . Teachers indicate that they ’ re most likely to put those discounts to use when purchasing office supplies .
Takeaway : Offering exclusive discounts to teachers can help you build stronger relationships and generate sales . But it ’ s important to make those discounts worthwhile . Seventy-four percent of respondents say savings need to be at least 20 percent or more . Consider offering these savings to educators through email .
About the Survey
The Understanding Teacher Spending and Loyalty survey is produced by Agile Education Marketing in conjunction with SheerID . Results are compiled from the responses of more than 500 preK-12 teachers across the nation . Survey respondents were comprised mostly ( 79 percent ) of classroom teachers , most of whom teach a core subject such as ELA , math , science , social studies , history and / or government . Respondents represent all grade levels : 62 percent teach PreK-6 ; 22 percent teach grades 7-8 ; 33 percent teach grades 9-12 . n
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JENNY SCHUMACHER is Vice President of Sales & Marketing for Agile Education Marketing . Shehas worked in the education world for 18 years in a variety of roles including sales , marketing , operations , and client services . Agile Education Marketing is the go-to-company to build brand recognition and connect with educators at school , at home and online through strategic lead engagement tactics including email , direct mail , digital advertising , and webinars . For more information on EDmarket ’ s partnership with Agile , visit : www . edmarket . org / resources / edmarketiq /
30 essentials | summer 2016