31/05/2008 by Tony Attwood.

Imagine a way of selling to teachers which is low in cost but gets sensational results.

(OK you’ve seen all these crazy promises about wonderful methods of marketing before - but stay with me here. In the 30 years I have been doing direct marketing into schools I haven’t made a claim like this before, so please give me a moment before you decide I’ve joined the crazy gang.)

What I am talking about is the sort of approach that might cost (say) 12p to reach a teacher and brings in a response rate of 2.5% on a product that sells for £20.

Or the approach which, when asking teachers to complete a research questionnaire brings in response rate of 8%, without even having to offer the teachers a reward for filling in the form.

Or consider a business in which you sell a major product that is comparatively expensive. You’ve tried direct mail, shows, telemarketing, everything, and nothing much works. So then you try this new approach. You spend say £400 on this new method and suddenly up pops some really serious enquiries.

At this moment you might start to take notice, on the basis that even though it might well be rubbish it is still worth a look, just in case.

Of course I would not in any way want to say that this new approach is going to replace the established media of shared and solo mail, nor the growing area of email advertising. But it represents a real alternative, and one that is delivering results for almost everyone who has used it thus far.

We’ve been running this new approach for around 18 months, experimenting by selling our own products and working with a limited number of companies who have been using the system to advertise products and services, and to undertake incredibly valuable research.

The new approach is a series of Targeted Newsgroups aimed at teachers under the brand name Education Management News. These services are the most cost effective form of advertising to teachers I have ever found.

Here’s a quick rundown of how the whole thing works…

The message and the medium: We email the subscribers of each news service a small number of news items and adverts each week.

The adverts: We can either run your advert as an advertorial news item or we can run it alongside the news as a straight advertisement.

The response rate: Because teachers opt-in to the service, and find the news (which is always specific to their interests) of great value, response rates are high. The response rate is not guaranteed of course, but we are finding that this service is generating exceptional response rates for many clients. If you were to have an advertisement that failed we would certainly work with you to find what has gone wrong, and how we can put it right – but we can’t guarantee that every offer will always work.

Reaching specific teachers: Just tell us who you want to reach – whether it is the headteacher in primary schools, the head of PSHE in secondary schools, bursars and administrators… Whoever it is we can arrange it.

Teacher numbers: The total varies depending on the subject. Recently launched editions of EMN might have 300 teachers subscribing, while those that have been running longer will have up to 2000. You are only charged for the number of subscribers you reach. Although you don’t reach all schools the response rate can be higher than some approaches where you reach everyone.

Pictures and graphics: The inclusion of pictures (even a logo) will reduce the number of schools that allow the piece through their firewall, so we don’t allow them. The same is true of attachments. However you should include a link to your web site and email address, as well as your postal address and phone number.

Free help on writing your advert to get the maximum response rate? That’s always part of the HHM offer, and indeed if you wish to run an advertorial the style must fit with our general approach. Please do call to talk this through.

Examples of news items: Go to www.schools.co.uk and scroll down the central column to the heading Read the latest Education News. You can then choose from a selection of our lists – but please note, not all editions of EMN are covered in this selection.

The research option: More details of a research programme are given at www.hamilton-house.com/gateways/Research.html

I want to go ahead – what now? Call 01536 399 000 or alternatively email me with details of who you want to reach and the advert or advertorial you wish to place.

Tony Attwood, Hamilton House Mailings plc

Posted in Uncategorized | Print | No Comments »

06/05/2008 by Tony Attwood.

Next term sees a number of changes to the way in which secondary schools operate.  I’ll try and cover some of these in forthcoming posts.

The most obvious change is the introduction of Diplomas in England from September 2008.   Five Diploma courses are being offered from then for 14 to 19 year olds, and this will affect initially GCSEs and later A level courses, although to begin with Diplomas will run alongside other qualifications

There is a fairly good intro at http://yp.direct.gov.uk/diplomas/

A small number of schools are going in a different direction and opting for pre-U qualifications instead, which represents a return to the classic exam-only A level and is being sponsored by the University of Cambridge.

In Wales getting on for half the secondary schools and FE colleges will be offering the Welsh Bac from September 08.  Schools in Wales will be introducing just two of the Diplomas, but in Wales they only offer the principle part of the course - not the literacy, maths and IT bit that surrounds all Diplomas.

The Welsh Bac is described at http://www.wjec.co.uk/index.php?subject=30&level=112

You can keep up to date with all the changes by subscribing to Education Marketing - the free daily news service delivered by email.  Just send an email to education-marketing-subscribe@yahoogroups.com.   If you are interested in reaching schools and want a free no obligation discussion on the options call Hamilton House Mailings plc on 01536 399 000

Posted in Uncategorized | Print | No Comments »

01/05/2008 by Tony Attwood.

Every week schools send my office questions - and mostly they are pleas for help.

Below there is a list of questions - this list is just one day’s worth of question.

What we do is forward these questions on to subscribers to our news and information service - and lo and behold they send in the answers.

Here’s the questions - you might find one of them relates directly to a product or service you supply. And even if you don’t you’ll appreciate that next week or the week after we could be dealing with something that is right up your street.

And if we are, I’ll tell you something very interesting and unexpected, right after this list.

1. I wonder if you can help me with a query. We are an independent school and need to create a new admissions register. We wonder if you have any information on where we might be able to buy one or if any of the other schools on your mailing circulation would be able to provide a prompt response.
2. Rats - any ideas from rural schools on safe ways to reduce the population??
3. Hand driers VS paper towels: Anybody looked into whether elec hand driers are more economical than paper towels?? We seem to use up LOADS of paper towels, and the Governors need to be convinced that this is not the way to go…..
4. Cleaning schedules: Do other schools use cleaning schedules for their cleaners to ensure that all areas in school are given a deep clean periodically?
5. What email system do the majority of schools use. We are experiencing major problems at present with our email provider and wonder whether any schools use Google Mail. If your school does use Google Mail what is your opinion of it? What are the safety levels?
6. Can I ask how schools without a dedicated HR/Personnel function manage the ever increasing workload connected with Staff Recruitment/Retention, Staff Policies and Procedures and Employment Law etc especially from, though not exclusively so, a Support Staff perspective. I seek guidance from an independent school viewpoint – do state schools generally have an HR Dept?
7. I would like to update our software to monitor school fund account and would like to ask other administrators which software they currently use and which they would recommend.
8. I would like to hear from anybody who has or is using the Tucasi School Cash Office and the Dinner Money Management software they are part of RM. I have seen a demo and it looks fantastic, but before I go ahead I would like to have some feedback on it. It would also be very helpful if anybody could recommend any other similar Dinner Money Management software they are aware of. I also would like to hear from any administrators who are or have used RM Integris web based MIS system. This is also something that I am looking into and recommendations would be much appreciated; especially if anyone can recommend a MIS that has a really good HR section. Obviously with the new workforce census coming into place the MIS would need to be compatible.

Now here is my “interesting point”. All these questions came from school adminstrators who have subscribed to the School Admin News Service that we run.

School adminiistrators, as you can see, are making all sorts of decisions day by day - but amazingly no one is mailing them with information or thoughts on this or any other topic.

If you feel your product or service ought to be considered by the administrators of the school, do give me a call. We can advertise it on this news serivce, or on an email to all schools, or on the weekly printed newsletter we send out, or as a leaflet in a shared mailing, or….

Interesting, don’t you think? (Well I do).

Tony Attwood 01536 399 000 (Tony@schools.co.uk)

Posted in Uncategorized | Print | No Comments »