One of my favorite movies, IN GOOD COMPANY, stars Dennis Quaid as Dan Foreman, an advertising sales manager who works for the fictional Sports America magazine. I sympathize with Dan when he takes a 6-hour flight from Newark to Los Angeles, for a meeting with a key prospect…a meeting that lasts less than 30 minutes.
Upon his arrival in LA, Dan calls on Philip Baker Hall’s character, Eugene Kalb, who is the CEO of a large sports apparel company. Dan wants Eugene to advertise in Sports America magazine. Eugene proclaims loudly; “They say people don’t read magazines anymore. Something about no one wants to bother with left-eye, right-eye movements on the page. So why should I buy an ad in your publication?” Good question.
Somewhere during my 34 year ad sales career (including my newspaper and telephone directory days), “advertising” and “print advertising” in particular, fell out of favor among some media buyers. With the rise of digital technology platforms and click-through reporting matrices ruling the times at ad agencies, the tried and true platform of print suddenly became regarded as an ineffective messaging tool. This is a mistake.
The fact of the matter is that educators, and particularly superintendents, prefer print publications as a primary resource for industry insights and expertise. My magazine, District Administration is one of the prime professional solutions for school administrators. They still frequently share articles and ads from department to department, office to office, with an in-person hand-off of the current issue. The bottom line is: print remains powerful.
Print advertising is still one of the most effective methods for building your brand. This is true across all solution categories in the market. Print campaigns are perfectly suited for displaying strong visual elements that communicate your values and your commitment to improving education. Effective print advertising plays a critical role in occupying the mind share of the education buyer.
In addition to traditional print brand advertising, the emerging field of Content Marketing also holds great promise for K12 solutions providers. While display advertising promotes the visual intelligence of your brand to new buyers, content marketing acts as a powerful reinforcement tool in assuring current buyers that they made the right decision. It also convinces skeptics that your products and services are the right fit for their needs.
Successful content marketing campaigns involve collaboration between the advertiser and the media outlet (such as District Administration) to create a unique piece of content that conveys tangible value to the reader, and provides key information for turning prospects into buyers.
It is crucial to make sure potential buyers are comfortable with your presence in the education market throughout the procurement process, and strategic content marketing gives you a competitive advantage by addressing the three key questions district leaders ask when selecting vendors:
- How well do you understand the world of K12 education?
- What experience does your company have in serving K12 education?
- How are other school districts using your products/services to meet their education objectives?
In addition to powerful print advertising opportunities and creative content marketing campaigns, District Administration offers its partners a full suite of print and digital solutions, customizable to your specific market objectives.
Did you know that more than 200,000 K12 buying prospects receive DA every month?
You know you’re “In Good Company” when you advertise with DA!
If you would like me to help you develop a winning content marketing campaign, please contact me at firstname.lastname@example.org or 609-242-4294.