teacher hires are likely to be more technology-friendly
than the teachers they replace and, consequently, should
enable the integration of technology into education at
an increasingly rapid pace.
A 500 Percent Increase in the Rate of Spending
Finally, when compared to the last 5 years, spending in education for the next 5 years is improving. From
the next 5 years, per pupil expenditures are expected to
increase to $12,460 or just over 10 percent.
Most school marketers have struggled over the past
5 years but the Projections forecast that the PreK-12
school market is in for a turnaround. Fall 2013 was the
projected start of the pendulum swing toward a stronger market. The forecast continues to look promising
for the next 5 years.
Do you expect economic conditions to improve before the end of the 2013-14 school year?
Modest Improvement
57%
No Change
38%
Modest Decline
3%
Major Improvement
2%
0%
20%
40%
60%
Source: 1st Quarter 2014 Marketer Survey, School Market Research Institute, Inc.
the fall of 2008 to the fall of 2013 public school expenditures grew from $550 billion to $564 billion or about
2.5 percent. From the fall of 2013 to the fall of 2018 they
are expected to grow to $640 billion or about 14 percent
— that’s an increase of 500 percent.
A good deal of this increase in spending is a result
of the expected increase in student population; however, the spending per pupil is on the upswing as well.
Over the last 5 years, per pupil spending went from
$11,175 to $11,322 or an increase of just 1.3 percent. In
Bob Stimolo, EDmarket’s Official School Market Consultant, is President of School Market Research Institute
(SMRI) a full-service marketing and research firm. We
encourage you to contact Bob for advice and counsel on
your marketing programs. There is no charge to EDmarket members. Call 1-800-838-3444 ext. 205 or email
[email protected]. Visit the SMRI website www.
smriinc.com.
LOOKING FOR A COST-EFFECTIVE WAY TO LOCATE
AND REACH POTENTIAL CUSTOMERS?
EDmarket iQ allows you to
identify districts, schools
and educators to target
for sales and marketing
promotions.
SEARCH
FOR MORE INFORMATION, VISIT:
www.edmarket.org/resources/edmarketiq.cfm
6 essentials | summer 2014
CONNECT
GROW