It is never easy to get a complete picture, but as far as can be seen a significant number of schools have held back on their purchasing during the last two terms. As a result of this, and changes in the financial regulations controlling schools, there should be a lot of buying between now and Easter.
There is a combination of reasons as to why this has happened. First, e-learning credits came to an end in August 2008, so there was a lot of focus on spending those in the summer term. Also the year 07/08 had seen the enforced using up of previously held back money, which had resulted in a lot of expenditure prior to April 2008.
In the autumn term 2008 there was further cautiousness, as schools got used to the new financial system.
But this term brings us to the end of the school’s year, and for the first time around 95% of the school’s budget must be spent by April 5. Hence the expectation that sales will be interesting, to say the least.
(If you would like to know more on this topic, there are further details in the School Expenditure Report. There’s a link at the end of this email).
At the same time we have interesting changes afoot in terms of methods of advertising. By and large the number of campaigns aimed at schools has remained static for the last few years. But the means of sending the messages to schools has changed.
Many of the campaigns that were running through solo and shared mailing have gone across to email – some companies emailing schools, and some emailing teachers direct. This has benefited everyone because it has made it more likely that each message will get through and be read.
If we take shared mailings for example, the number of items per pack is now smaller than three years ago, and this is always good news for response rates. Likewise the amount of solo mail reaching each teacher is considerably reduced.
If you would like to read the Schools Expenditure Report (which includes the annual “When to Mail Schools” guide) please go to www.hamilton-house.com/free%20reports/When.pdf
If you would like to know more about our shared mailing services please do take a look at www.shared.org.uk – or call myself or my colleagues on 01536 399 000.
One more thing: I’ll be at the BETT Show this Friday, so if you’d like to have a chat there do give me a call on 01536 399 000 and we’ll fix up a time.
Tony Attwood
PS: Final option – Hamilton House runs a daily news service for companies interested in knowing exactly the government is doing in relation to schools, and how it affects school purchases. If you would like to receive these emails just send an email to education-marketing-subscribe@yahoogroups.com It is completely free, and you can of course unsubscribe at any time.