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leading. learning. innovating. inspiring. Reaching Teacher-Leaders who make and influence buying decisions

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Page 1: Reaching Teacher-Leaders who make and influence … · Reaching Teacher-Leaders who make and influence buying decisions. ... pede id elementum egestas, ... Teacher Magazine has served

leading. learning. innovating. inspiring.

Reaching Teacher-Leaders who make and influence buying decisions

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They are respected and sought out by their peers – other teachers follow their lead both personally and professionally.

They are a bridge between the teachers in the classroom and the administrators.

Principals and administrators recruit Teacher-Leaders and rely on them for guidance in school and district level decisions.

They are early adopters of technology.

They are directly and indirectly involved in the K-12 purchasing process through:

• Peer-to-peer infl uence • Research and reporting on products and services • Evaluation and selection of products reviewed in purchasing

committees• Recommendation of products for purchase at the building and

district level • Direct purchasing of resource materials • Management and assessment of pilot programs

PROFILE:Teacher-Leaders are highly effective teachers, mentors and decision makers with signifi cant infl uence on peers and administrators.

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Now more than ever before,

Teacher-Leaders are making and

infl uencing purchasing decisions.

Principals and administrators are

relying on Teacher-Leaders for the

information and guidance that drives

their decision making process on

everything from curriculum and

supplemental resources to technology

selection and implementation.

Teacher-Leaders are often the fi rst

to recognize the real needs in the

classroom and to understand any

shortcomings of existing teaching

tools. With this understanding, they

proactively research, identify, test

and select the products that best

support teachers and elevate student

performance.

In essence, Teacher-Leaders have

become the gatekeepers through

whom new products enter the

classroom. Engaging the Teacher-

Leader at an early point in the sales

process has become critical to the

success of K-12 educational product

and service marketing efforts.

Teacher Magazine recognizes the

essential role of Teacher-Leaders in

the purchasing process and positions

K-12 vendors to reach this infl uential

audience.

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Professional DevelopmentTeacher-Leaders select their own professional development programs, in addition to attending prescribed programs. They evaluate, recommend and coordinate professional development opportunities at both the school and the district level. Teacher-Leaders also seek out and attend conferences and seminars to augment their development, and they infl uence their peers to do the same.

CurriculumTeacher-Leaders initiate, participate in and manage curriculum focus groups and selection committees. Once a selection committee has been established, it is typically the Teacher-Leaders who coordinate vendor presentations and manage the review and rating process. Teacher-Leader assessment most often determines whether or not a textbook, program or other associated materials will actually be purchased.

Supplemental ResourcesTeacher-Leaders commonly select and purchase supplemental resources for both school and district level deployment. They have always been more likely than any other class of teachers to spend their own money on classroom supplies, but today it is not unusual for Teacher-Leaders to be given control of a supplemental budget for resource materials. They also participate in focus groups and review committees on resources ranging from software programs and learning kits to unique tools, such as whiteboards.

TechnologyAs early adopters of technology, Teacher-Leaders take the lead in technology review and selection committees. They frequently manage and participate in pilot programs, where their review and acceptance is a prerequisite for purchase. They also write grants to fund purchases not covered by school or district budgets.

The Role of Teacher-Leaders in K-12 Purchasing

“You certainly can’t tell from a catalogue which products will

work in the classroom. Teacher-Leaders take them into the

classrooms and assess how the teachers like them and how

well they do with them. Then they report back to me. If they

think it works, I buy it for the rest of the school system.”

– District Math Supervisor

“We still work with Principals and District Superintendents,

but we consider the Teacher-Leader a valuable starting point

and infl uence, as well as the one to provide validation of our

products.”

– Curriculum Sales Representative

“Selling isn’t the same in this environment – you can’t just put a

product out there and say ‘it’s a great product.’ It has to meet

the need and we can’t tell them what their needs are. Only

they can tell us that.”

– Curriculum Marketing Manager

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“As Department Chair, I write a 12-20 page report, including

costs, recommending what to buy, and I present that to the

school board and administrators (usually the superintendent

and assistant superintendent). They are really good about

fi nding money for the things that are important.”

– Math Teacher-Leader, Department Chair

“During the sales process we work with Teacher-Leaders and

their committees. There was a time when you had one high-

level decision maker and now people want to spread the liabil-

ity as much as they can…including conducting a pilot.”

– Technology Product Marketing Manager

TEACHER-LEADER

Pilot Program

EVALUATION & REPORT

Review & Selection Committee

TEACHER-LEADER

ESTABLISHCOMMITTEE

TEACHER-LEADER

VENDOR

TEACHER-LEADER

PRODUCT RESEARCHVENDOR PRESENTATIONS

TEACHER-LEADER

REVIEW AND EVALUATION PURCHASERECOMMENDATION

VENDORS

PURCHASE

NEEDS ANALYSIS

TEACHER-LEADER

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SCHOOLDISTRICTS

PURCHASES80%PURCHASES

$80%

SCHOOLDISTRICTS

25%25%

ROFILE:e average teacher leader fl uences other teachers endisse tempus, pede id elementum egestas,

odio cursus mi, vel gravida lectus ante vel urna.

enas nisi odio, aliquam sed, eleifend id, ultricies

rpis. Phasellus a tellus id dolor mattis ullamcor-

onec tincidunt auctor leo. Proin bibendum lacus

nte. Sed nec erat quis felis fermentum gravida.

aptent taciti sociosqu ad litora torquent per conu-

stra, per inceptos hymenaeos. Proin tortor felis,

ntum ut, pulvinar at, convallis in, eros. In diam

tristique in, molestie a, aliquam ac, nunc. Mae-

pretium, odio eu volutpat adipiscing, purus sem

llis nisi, dignissim imperdiet turpis dui eu nunc.

The K-12 Purchasing Reality: 25% of school districts are responsible for 80% of all K-12 purchases.

20%PURCHASES

$PURCHASES

$

75%75%

20%

SCHOOLDISTRICTSSCHOOL

DISTRICTS

$

PURCHASESPURCHASES

SCHOOLDISTRICTSSCHOOL

DISTRICTS

80%80%

25%25%

target your advertising dollars at the most influential readers

TEACHER MAGAZINE REACHES TEACHER-LEADERS IN THIS

POWERFUL PURCHASING SEGMENT

REMAINING 75% OF DISTRICTS MAKE ONLY 20%

OF K-12 PURCHASES

25% OF DISTRICTS MAKE 80% OF ALL K-12 PURCHASES

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10%Future Teacher-Leaders

10%Curriculum Supervisors

25%LeadingEarly Grade Teachers

10%Curriculum Supervisors

54%Department Chairs(grades 7-12)

Reading/EnglishMathScienceSocial StudiesComputer ScienceForeign Languages

26%LeadingEarly Grade Teachers(grades K-6)

10%Future Teacher-Leaders(grades K-12)

10%Curriculum Supervisors(grades K-12)

54%Department Chairs(grades 7-12)

Reading/EnglishMathScienceSocial StudiesComputer ScienceForeign Languages

26%LeadingEarly Grade Teachers(grades K-6)

10%Future Teacher-Leaders(grades K-12)

10%Curriculum Supervisors(grades K-12)

CIRCULATION

Teacher Magazine reaches Teacher-Leaders in the top purchasing districts across the United States – giving advertisers direct access to this powerful community of infl uencers and decision makers.

Total 100,000 ABC Audit Circulation

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rage

Where will you be when these Teacher-Leaders look for advice?

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Serving the High-Powered Community of Teacher-LeadersAssisting Teacher-Leaders is at the core of our mission. Teacher Magazine covers the tough issues impacting the American classroom, and provides Teacher-Leaders with service-oriented advice and tools to help them tackle those issues and succeed in their roles as educators and decision makers.

Published six times per year, Teacher Magazine is fi lled with stories that enrich, inspire and motivate Teacher-Leaders. Recurring editorial departments such as “Talkback” and “Reader’s Poll” (topic-specifi c comments and poll results excerpted from the web), “Tools of the Trade” (coverage of teaching tools and their usage), and “Ask the Mentor”

are just a few of the features tailored to support Teacher-Leaders. Take a look at some of

the topics for the upcoming publishing year.

AchievementAugust/September 2006How are schools around the nation meeting NCLB requirements? More importantly, how are Teacher-Leaders inspiring their students to go above and beyond the standard prerequisites?

TechnologyOctober 2006Long ago the importance of new technology was cemented into the future of K-12 education – from local to global levels. Which technologies have been implemented most successfully? Which ones are under utilized?

Alternative EducationNovember/December 2006From charters to private to online education and beyond, more and more families have turned to alternative education for their children. What role is each of these options playing in American education? How are today’s Teacher-Leaders adapting in each of these environments?

Professional DevelopmentJanuary/February 2007Professional development is absolutely imperative for today’s educators. What are the best practices and how are Teacher-Leaders fi nding unique ways to meet and exceed their obligations?

CurriculumMarch/April 2007How are innovative Teacher-Leaders perfecting their curricula so it meets NCLB requirements, but still keeps their students engaged in education?

CareersMay/June 2007

There are many career opportunities in education – both in and out of the classroom. What are some of the ways that

leading educators can address new challenges and succeed in their profession?

Editorial Calendar

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Print Advertising Opportunities

teachermagazine.org offers a number of online marketing solutions that meet all the needs and segments of the K-12 market and provide unparalleled reach.

BANNER ADSDisplay your banner ad and reach a select market corresponding to a specifi c topic area or our entire online audience.

E-NEWSLETTERSPlace your message in one or more of our nine, content-rich e-newsletters and connect with a targeted and captivated audience. These engaged readers are opt-in subscribers to e-newsletters such as Teacher Magazine Update, and EdTech Trends.

E-MAIL BLASTSReach 80,000 subscribers with an exclusive HTML or text-only e-mail blast that contains your marketing message. These subscribers have requested to hear from our advertisers. To keep interest high and opt-out rates low, only two e-mails per month are sent to this exclusive audience.

SPONSORSHIPSAttract top prospects by aligning your message with content relevant to your particular segment of the market. Sponsorship opportunities enable you to communicate with readers who are already actively participating and interested in the topic. Options range from sponsorship of special reports and online chats, to specifi c web content areas and more.

VIEWPOINTSPlace your white paper or advertorial in our Viewpoints section of edweek.org. PDF versions are posted online so readers can download, print and read them at their convenience.

Combination Rate:Ads of any size appearing in Teacher Magazine will count towards a frequency discount. Four- and six-time frequency rates apply.

Inserts:Advertiser- and publisher-supplied bound inserts and reply cards are accepted. Call for rates and requirements.

Online Advertising Opportunities

Page 10: Reaching Teacher-Leaders who make and influence … · Reaching Teacher-Leaders who make and influence buying decisions. ... pede id elementum egestas, ... Teacher Magazine has served

PROFILE:the average teacher leader infl uences other teachers Suspendisse tempus, pede id elementum egestas,

ipsum odio cursus mi, vel gravida lectus ante vel urna.

Maecenas nisi odio, aliquam sed, eleifend id, ultricies

vel, turpis. Phasellus a tellus id dolor mattis ullamcor-

per. Donec tincidunt auctor leo. Proin bibendum lacus

nec ante. Sed nec erat quis felis fermentum gravida.

Class aptent taciti sociosqu ad litora torquent per conu-

bia nostra, per inceptos hymenaeos. Proin tortor felis,

elementum ut, pulvinar at, convallis in, eros. In diam

tortor, tristique in, molestie a, aliquam ac, nunc. Mae-

cenas pretium, odio eu volutpat adipiscing, purus sem

convallis nisi, dignissim imperdiet turpis dui eu nunc.

TEACHER MAGAZINE MISSION

Nominated for multiple national awards, Teacher Magazine has served the teaching profession with its high-quality writing and thought-provoking stories since 1989.

Our mission is to serve the Teacher-Leaders who are working with and inspiring their 3.5 million colleagues to evolve our nation’s approach to K-12 education. Our goal is twofold: to foster the Teacher-Leader community through service-based journalism and actionable advice; and to position K-12 vendors to reach and engage these Teacher-Leaders in their education, business and personal decision- making process.

We encourage the vision of Teacher-Leaders as an essential community of inspired teachers who are helping to keep our nation competitive in the global economy.

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800.346.1834 [email protected] www.teachermagazine.org

Teacher Magazine6935 Arlington Road, Suite 100Bethesda, MD 20814

About Editorial Projects in Education

Editorial Projects in Education, Inc. publishes

Teacher Magazine, teachermagazine.org,

Education Week, edweek.org and Agent K-12.

We also publish periodic special reports on

issues ranging from technology to textbooks, as

well as books of special interest to educators.

We are a nonprofi t, tax-exempt organization

based in Bethesda, MD. Our primary mission

is to help raise the level of awareness and

understanding, among professionals and the

public, of the important issues in American

education today. We cover local, state, and

national news and issues from preschool

through the 12th grade.