PTOs and PTAs: Could They Ignite Your Education Marketing Plan?

By Tim Sullivan, the founder and president of PTO Today, Inc. http://www.ptotoday.com/

Edited by Glen McCandless:Glen is an expert on selling andmarketing products to schools.For over 25 years he hasprovided the best sales adviceand business development servicesto the education industry.

Influence of Parent Groups and Volunteers is On the Rise

Today, parent groups are more essential than ever in our schools. Teachers and administrators are overworked, so volunteer leaders of parent groups are taking on planning and decision-making duties once reserved for paid staff. The result is that a variety of school activities and dollars filter through school parent groups, which are also taking on more advanced leadership responsibility.

What are PTOs and PTAs?

• The vast majority of schools in America have a parent group of one sort or another.

• Groups known as PTOs are independent groups working at their own schools.

• Groups known as PTAs are formally affiliated with their state and the national PTA.

• Today, 77% of K-8 groups are independent PTOs. Only 23% of groups remain PTAs.

PTA/PTO School-Market Buying Power is No "Small Potatoes”

• Parent groups raise roughly $2 billion annually from traditional fundraising sales, book fairs, school auctions, and donations.

• Auctions and other larger events are growing rapidly.

• They use this money to fund field trips, teacher stipends, new playgrounds and anything else to make their schools better.

Selling to Schools with PTOs and PTAs

• A successful fundraising offering is a complex endeavor, and the right product is essential.

• The product should have a fairly low price point.• The product should be consumable and require

frequent purchase.• The company that supplies the product has to have a

commitment to a comprehensive support program to make sales work easily and profitably for parent groups.

A Reality Check on Education Marketing with PTOs

Parent groups are not exactly clamoring for more fundraising options. So, before you get started:1) Could your brand and product help connect with family nights for schools? 2) Can your brand somehow help parent-group leaders attract more parents to PTO meetings? 3) Could your brand connect into the group-to-teacher pipeline that provides funds and supports stipends for teachers?

A Gateway to Parents Who Influence School Buying Decisions

• Parent-group leaders ultimately control much of what happens in the schools.

• Imagine how it would feel to be able to have predictable and meaningful conversations with decision makers who handle school budgets!

• Start with the Selling To Schools website for advice, tips and tricks on how to reach decision makers.

Engage the PTO

• The key to tapping into the PTO or PTA channel is to make sure your product reduces problems for the leader of the parent group.

• If you can provide valuable resources for parents, parent-group leaders will become great allies in promoting your brand.

Additional Resources

• For the full article of “PTOs and PTAs: Could They Ignite Your Education Marketing Plan?”, click here.

• For more free K-12 sales and marketing advice, click here.

• For a free 30-minute expert consultation, click here.