Many businesses falsely assume that schools are an easy target market. They see schools as homogenous, numerous, contactable, well-funded and recession proof. The reality is the school market is highly fragmented, difficult to connect with, tightly budgeted and extremely competitive. It is also heavily influenced by hidden networks, which can amplify the importance of a school’s experience with your business well beyond their school fence.
The first thing to understand is the main market segments.
These are defined by state and territory, sector and type creating 48 different segments. Within these will be other considerations, for example Catholic schools will be part of a diocese which are managed separately within each state. Independent schools may also be affiliated with a religious institution, with some of these being larger and more influential than others.
Another key factor to consider is the size of the school (number of students) as this, combined with its location and socio-demographics will have a significant impact on the school’s needs, priorities, and finances. This is also strongly influenced by whether the school is growing or shrinking.
Eddee has an interactive tool that can readily investigate and review the Australian school market to identify the number and location of schools that might be potential partners and/or customers of your business. We also have a sound knowledge of the competitive landscape. This has helped shape the go-to-market strategy of our clients to reduce their cost of acquisition and build long term viable school partnerships.