The Experts' Guide to the K-12 School Market [Hardcover]

Corey E. Brady (Editor), Carol Ann Waugh (Editor)

Book Description

Publication Date: March 1, 2002

This book answers a long-standing need for insight, ready reference, and perspective for those companies selling products and services to schools and libraries. Written by 72 of the industry's leading experts in market statistics and analysis, product development, marketing and sales, new and experienced marketers alike will find practical tips, techniques and tactics for developing and growing a profitable school customer base.

From textbook adoption cycles to the intricacies of selling digital content to educators, The Experts Guide to the K-12 School Market covers the essentials of selling to schools and delivers the facts, how-to's, and why's behind successful school marketing, product development and sales.

Chapters include: K-12 Market Trends, Developing Educational Products & Services, Marketing Plans & Strategies, Third Party Distribution, Sales Strategies, Direct Marketing, Space Advertising, Public Relations, Conferences & Exhibits, and Internet Marketing. Additional sections also cover common K-12 Industry Acronyms, Federal School Funding procedures and sources, and a comprehensive K-12 Industry Resources Directory.

There has never been a book that has covered this subject in this much detail. If you are selling to schools, or plan to, this is a "must read" for any professional.

Editorial Reviews

From Library Journal

In the 2000-01 school year, there were over 14,000 public school districts and over 111,000 public and nonpublic schools across the United States. Targeting products to this multibillion-dollar market is more challenging than ever, given its increased size and diversity not to mention tighter budgets, the greater technical sophistication of teachers, and restrictions on marketing directly to them. Editors Waugh (president, Xcellent Marketing) and Brady (manager, Texas Instruments' TI-Navigator networked classroom solutions) here provide a guidebook aimed at easing the process, adding their own essays to 70 others written by various experts in the school-publishing industry. Beginning with an excellent collection of 14 brief essays on market trends, this resource presents sections on developing educational products and services, marketing plans and strategies, third-party distribution, sales strategies, direct marketing, space advertising, public relations, conferences and exhibits, and Internet marketing. Each essay succinctly summarizes the key concepts, with continual emphasis on the highly professional nature of teaching and administering public schools in the United States. The essays are followed by excellent supplemental material, including key educational acronyms, data on federal funding for schools, and an invaluable collection of highly useful supplemental information on the K-12 industry, including resellers and distributors, creative agencies, developers and brokers of educational products, independent school consultants, books on marketing to schools, industry newsletters, and K-12 education magazines. Whether the reader is well seasoned or totally inexperienced in marketing products to this industry, this unique reference is essential for all professionals involved in selling to schools. Highly recommended, especially for libraries supporting K-12 schools. Dale Farris, Groves, TX
Copyright 2002 Cahners Business Information, Inc.

About the Author

Editors:

Carol Ann Waugh has more than 25 years experience in the publishing industry with an emphasis on developing, introducing and marketing new products and services to the library and education markets. She has executive management experience at TI-IN Network as Vice President of New Business Development, Progressive Grocer as Vice President, Butterick Publishing as Vice President and R. R. Bowker as Executive Vice President and Publisher, where she was responsible for introducing on of the first viable CD-ROM products – Books in Print. As an entrepreneur, Carol started, built and sold (to Xerox) an information database company specializing in collecting and publishing directories and newsletters about the emerging microcomputer industry in 1982. In 1986, Waugh formed a consulting company and since then, has worked with over 50 publishing companies nationwide to help them develop new products and marketing channels. Carol earned her undergraduate degree in Educational Theatre from New York University and her Masters of Business Administration degree from Pace University. Recently, Carol, in partnership with Linda Winter and Kathryn Kleibacker, has started up a new business called The Internet Monitor ‘— a company offering a variety of consulting services to the educational and reference publishing industry.

Corey E. Brady is an educator and a developer of education materials that use Web and network technologies effectively. As an instructional designer and programmer, and later as chief education officer and chief operating officer, Corey helped conceive, create and manage the online mathematics curriculum products of Boxer Learning, Inc. He is now with Texas Instruments, as manager of product strategy for the TI-Navigator networked classroom solution.

Product Details

• Hardcover: 400 pages
• Publisher: Internet Monitor (March 1, 2002)
• Language: English
• ISBN-10: 0967579228
• ISBN-13: 978-0967579221
• Amazon Best Sellers Rank: #2,724,973 in Books (See Top 100 in Books)

More About the Author

Carol Ann Waugh wrote her first book when she finished needlepointing a couch and needed another project. Starting out with a king-sized quilt in a design she created herself, she soon ran into problems and out of fabric. The Patchwork Quilt Design & Coloring Book was written to help other beginner quilters make their own designs, rather than making traditional quilts. Other books soon followed and today, Carol is a well-know fiber artist working out of her studio in the RiNo Art District in Denver, CO. You can see her work at her website www.carolannwaugh.com .