According to the National Center for Educational Statistics, an estimated 21 million students attended American colleges and universities in 2014. This is an increase of approximately 5.7 million students since fall of 2000. In 2011 through 2012, there were approximately 13,600 public school districts in America, with more than 98,300 public schools. In fall 2011 there were approximately 30,900 private schools.
What does this mean for distributors? It means that schools are a large market for promotional products, and there is plenty of room for that distributors to sell to a school or district’s specific needs. We spoke to two suppliers about what items distributors should focus on, what compliance standards to be aware of, and what to research to succeed when selling promotional items to schools and universities. Get those notebooks ready! This will be on the final exam.
Provide Useful Items
One of the harshest realities college students have to face is that when it comes to making meals, they’re pretty much on their own. Janine Cannici, marketing communications manager for VisionUSA, Rahway, N.J., mentioned two items that have been particular hits on campus. “Our Soup Mug Soupreme provides students in their dorm a great way to warm up soup, oatmeal and noodles,” she said. “[It’s] also great for teachers and administrators for use in their office and break room.” She added that with space for a full-color insert, VisionUSA’s ThermalTraveller Tumbler has been popular with schools looking to showcase their architecture or logos.
Brian Padian, senior vice president of sales, Logomark, Tustin, Calif., said that drinkware is always in high demand at schools. “Students take water with them everywhere on campus today,” he said. He added that schools can use kitchen accessories or drinkware to promote healthy eating programs. “Having school-logoed products that can be purchased to help promote school spirit and good health at the same time really fills a need.”
Know the New Tech
Education has become increasingly tech-based over the years. According to the National Center for Education Statistics, in 2009, Internet access was available for 93 percent of classroom computers, and 96 percent of computers that students could bring in were Internet-ready.
With the popularity of smartphones and tablets, Padian said that tech items are successful at schools. “Tech-related items are growing rapidly in demand,” he said. “Phone and tablet accessories come in many price points [and] are useful for most individuals—ranging from high-capacity power banks down to simple cable ties that keep your gear organized.”
Research the School
In order to figure out what items students will want—and more importantly hold onto—distributors should know the school. Students at a sunny school in the middle of Arizona are not looking for smartphone gloves, and a school in the rainy Northwest is not the best place for promotional sunglasses. “Doing research on the school(s) represented is worth the extra time,” Padian said. “Is it an urban atmosphere? Traditional? Bohemian? From there you can narrow down the items that would appeal to the typical student in each school.”
Distributors should also look into particular events the school holds, such as festivals, picnics and fundraisers, Padian said. “Recreation items get hot in spring and summer (BBQ sets and picnic blankets),” he said. “But the higher-end ones can often be used as gifts during the holidays.”
Many schools hold sustainability programs, such as recycling events and environmental awareness sessions. Because of this, Cannici said that providing sustainable and domestically produced products can give distributors an advantage. “Many of our items are made in the USA, which are appreciated by staff as more and more universities are looking to institute sustainable initiatives, as made-in-USA [items] require a smaller footprint.”
Study Up on Safety
A school’s primary concern is the safety and well-being of its student body, and distributors need to take that into account when they are selling promotional products. Padian said distributors should educate themselves on compliance regulations, and be sure to educate prospective new clients in the educational world about what products are best for their students. “[These clients] are tasked with ensuring the safety of the young people in their programs, and so we need to deliver safe products that consistently offer quality and compliance,” he said. “It is incumbent on us to be concerned for the health and safety of the young people who use the products we provide, and being able to communicate that concern to educational institutions can make the difference.”
