It\u2019s essential for education vendors to understand when school districts make their product and services purchases. That\u2019s because providers must time their marketing efforts to get the best return on investment. Essentially, it\u2019s not worthwhile to advertise offerings after budgets have already been drawn up and schools have bought what they need.<\/p>\n\n\n\n
So, businesses in this sector must craft and distribute their marketing content at the times that are most likely to eventually result in purchases. When are those periods? At what point in the year is it most beneficial to go all out on marketing, and when is it advantageous to push less or not at all? This article will explore the different phases of the purchasing cycle and the best (and worst) periods to advertise.<\/p>\n\n\n\n
It may be helpful to get a sense of finances and statistics before we dive into the purchasing cycle. According to Education Data Initiative<\/a><\/strong>, the public education system serves 49.6 million K\u201312 students. In doing so, schools spend approximately $857.2 billion, which works out to $17,277 per student annually.<\/p>\n\n\n\n Local, state, and federal governments collectively invest around $17,700 per student\u2014adding up to $878.2 billion in K\u201312 public education funding. The federal government covers about 13.6% of that total, or roughly $2,400 per student, which represents just 0.51% of overall taxpayer income. The rest comes from state and local sources, with states contributing $7,738 and local governments providing $7,562 per student.<\/p>\n\n\n\n What\u2019s notable? Schools don\u2019t actually spend all the money they receive. On average, K\u201312 public schools spend $17,277 per student, leaving $423 unspent per pupil\u2014which adds up to $21 billion left on the table nationwide.<\/p>\n\n\n\n Be that as it may, American schools do have budgets they must spend on educational materials and services provided by third-party vendors. These providers need to use their marketing spend carefully to capitalize on their opportunities to sell to schools throughout the K-12 buying cycle.<\/p>\n\n\n\n The purchasing cycle\u2014also known as the procurement cycle or procure-to-pay (P2P)\u2014is the step-by-step process businesses use to identify needs, evaluate suppliers, make purchases, and complete payments. It helps ensure cost efficiency, effective supplier management, and smooth day-to-day operations.<\/p>\n\n\n\n Schools follow their own purchasing cycles, which can vary based on district, funding sources, and local priorities. However, most go through a few common phases, and understanding these can help you time your outreach and tailor messaging to boost visibility at each stage.<\/p>\n\n\n\n Also called the \u201cgoals setting\u201d or \u201cneeds assessment\u201d phase, this is when most schools begin and then finalize their purchasing plans for the next academic year. Teachers assess their needs and do their research on which companies can best meet their requirements. More than half of educational institutions finalize their budget between April and June, so it\u2019s essential to do most marketing before this period.<\/p>\n\n\n\n In terms of marketing, the ship has mostly sailed by this time, but vendors can put a little bit of the budget behind doing one last push before the summer. However, after that, it\u2019s advisable to wait until the new calendar year before spending more time and effort on advertising.<\/p>\n\n\n\n This stage typically takes place after the summer vacation. At this point, summer has come and gone, and most purchases for the new year have been made. In short, there\u2019s no reason to do any sort of intense marketing. Rather, efforts should be focused on slowly introducing products to educators for the following year. But, don\u2019t use too many resources just yet: hold out for the new calendar year.<\/p>\n\n\n\n Rather, product and service providers should direct their focus toward supporting educators who have already purchased and implemented offerings. Word of mouth travels fast, and sometimes, a brand\u2019s reputation is what can garner the most sales (or the least). Giving buyers a good experience to ensure success is some of the best marketing vendors can do, especially during this period.<\/p>\n\n\n\n That said, it\u2019s worth investing some effort into marketing during late November and December, as this is an opportune time to lay the groundwork before going all out on marketing in the first quarter of the following year. Think of it as a period in which to slowly begin influencing educators\u2019 decisions.<\/p>\n\n\n\n Sometimes known as the \u201cinformation gathering\u201d or \u201cresearch\u201d stage, this is the period when teachers will be assessing the previous year, as ARCCD<\/a><\/strong> explains. They\u2019ll decide whether the products or services they\u2019ve used the previous year have worked for them or not. As such, they\u2019ll decide if they want to make repeat purchases in the summer or look for new providers.<\/p>\n\n\n\n Regarding districts and school boards, most set their priorities and begin budget planning in January. They\u2019ll provide allocations the following month and complete all school and department budgets in March. So, now is the ideal (and critical) time to invest in marketing, as this is when educators are \u201cshopping around\u201d and can make their case to their superiors.<\/p>\n\n\n\n Vendors should begin marketing heavily as soon as schools reopen in January after the holidays, rather than waiting for the tail-end of this four-month period. That way, they have a sufficiently lengthy period to connect with and raise brand awareness among the educators to whom they\u2019re offering their products and services.<\/p>\n\n\n\n It\u2019s critical to generate and follow up on new leads, as well as nurture relationships with existing clients or customers. It\u2019s equally vital to touch base with this second group to get their feedback and encourage repeat sales. Using client support as a mechanism to build a good reputation within schools is critical because high rates of education personnel turnover mean that the educators vendors speak to one year may be gone the next. So, a generally trustworthy business name among schools at large is essential.<\/p>\n\n\n\n Districts and boards review budgets and make final revisions in April and May, and vote on final budgets in June. So, vendors must market as much as possible before that period because once budgets are set and purchasing decisions have been finalized, the window of opportunity is largely gone. At that point, providers should hold off on marketing for a little while.<\/p>\n\n\n\n 60-70% of schools make most of their purchases during the summer months when students are on vacation during May or June and August or September, depending on who you ask. Purchasing decisions are done and dusted by now, so, realistically, there\u2019s no point in marketing too much once schools have already closed for the summer. Rather, direct your energy toward reaching out to customers who have already made purchases for the new academic year. Also, remind them you\u2019ll be there for support when students go back to class.<\/p>\n\n\n\n It\u2019s paramount for education companies to be aware of the best times to spend their time, money, and effort on marketing for maximum ROI. The first quarter of the new calendar year (January to April) is essential for brand awareness as that\u2019s when educators reflect on the previous year, and boards and districts set budgets. The tail-end of that period is essential for final pushes before June. Vendors would do well to curtail advertising during the summer months.<\/p>\n\n\n\n Despite this information, it can still be tough and perhaps a little confusing to make the right marketing decisions. Compound purchasing cycle timing with a near-constant change of school contacts, and it becomes clear that education providers have a lot to contend with when it comes to marketing.<\/p>\n\n\n\n Fortunately, Agile Education Marketing can lend vendors a helping hand. With our extensive education data<\/a><\/strong> repository and easy-to-use list-building tools, like Data Explorer<\/a><\/strong>, we can assist you while you navigate the education world.<\/p>\n\n\n\nWhat Is a Purchasing Cycle?<\/strong><\/h2>\n\n\n\n
Best Practices at Every Stage of the Purchasing Cycle<\/strong><\/h2>\n\n\n\n
1. The Planning Phase: May to July or August<\/strong><\/h3>\n\n\n\n
2. The Awareness Phase: August to December<\/strong><\/h3>\n\n\n\n
3. The Consideration and Trial Phase: January to April<\/strong><\/h3>\n\n\n\n
4. The Purchasing Phase: Summer<\/strong><\/h3>\n\n\n\n
Navigate the K\u201312 Purchasing Cycle With Confidence<\/strong><\/h2>\n\n\n\n