Why Startups and SMEs Should Outsource Their Education Marketing Campaigns to Experts

Education marketing is one of the best ways for SMEs to break into the UK’s valuable education sector, and this upcoming school year offers a strong strategic time to get started.

Schools and local authorities buy everything from innovative teaching aids to advanced IT systems, teacher training courses and essential supplies. With the government committing an additional £2 billion in school funding for 2024/2025, the potential for small businesses to win lucrative contracts is more achievable today than a decade ago.

However, breaking into this market requires expertise, strategy, and resources – and these are qualities that outsourcing your educational marketing campaign can provide crucial help with.

If you’re considering your first education marketing campaign, here’s why partnering with experts like More Than Words Marketing could be the smartest move for your business.

The Challenges of Education Marketing

Understanding a Complex Audience

The education sector is not one-size-fits-all.

Each school, academy, higher education institution and local authority has unique characteristics and priorities shaped by their location, funding, size, and community needs. For instance:

• School Type: Are you targeting state schools, academies, or Special Education Needs (SEN) schools?
• Demographics: Does the school serve a disadvantaged area, have high numbers of English as a second language (ESL) students, or only teach higher education to adults?
• Funding and Decision-Making: Schools with higher proportions of pupil premium students may receive additional funding but also face stricter spending guidelines. Decisions often involve multiple stakeholders, including headteachers, business managers, and department heads.

Without a tailored strategy, it’s easy to miss the mark and waste precious resources.

Time and Expertise

Effectively creating and executing an education marketing strategy requires time, experience, and access to reliable data.

From understanding effective education marketing strategy to identifying the right contacts, this is no simple task. For startups and SMEs with limited resources, tackling these challenges in-house can divert focus from core business activities.

The Benefits of Outsourcing Your Education Marketing Campaign

1. Access Education Industry Expertise

Education marketing agency specialists, like the team at More Than Words, bring years of experience in connecting businesses with schools. We understand the nuances of the sector, from navigating procurement rules to creating messaging that resonates with educational institution decision-makers.

By outsourcing to us, you tap into a wealth of knowledge that would take years to develop in-house.

2. Save Time and Resources

Running a successful education marketing campaign involves:

• building or acquiring a targeted database list of UK schools and contacts,
• developing a multi-marketing channel outreach strategy (email, telemarketing, direct mail, digital marketing etc.),
• creating compelling content and messaging, and
• monitoring and optimising campaign performance.

Outsourcing allows you to focus on your core business while professionals handle the more time-consuming areas of your marketing effort.

3. Access High-Quality Data

A successful campaign starts with accurate, up-to-date data. More Than Words provides access to comprehensive UK school databases, including contact details for key decision-makers like headteachers and business managers. This ensures your direct and digital marketing strategy targets the right people with precision.

4. Create Tailored Messaging

Schools are inundated with generic pitches that don’t address their specific needs. Working with a specialist marketing team ensures you send out personalised messaging that speaks directly to your target audience, highlighting how your product or service solves their unique challenges.

5. Take Advantage of Multi-Channel Strategies

Education marketing activity requires a mix of outreach methods to maximise engagement. Specialists can execute a coordinated strategy, combining:

• Email Marketing: A preferred communication channel for educators, especially when concise and value-driven.
• Education Telemarketing: A follow-up method that builds relationships and clarifies how your offering can help.
• Social Media: Platforms like LinkedIn and Twitter can be used to share thought leadership content and engage with school communities.
• Direct Mail: Stand out with educational content via high-quality brochures or personalised postcards.

What Schools Look for in Suppliers

With school marketing, it’s essential to understand what decision-makers value most. Some key factors to consider include:

Compliance and Credibility

Schools are risk-averse and prioritise suppliers who demonstrate reliability and compliance. Accreditations, case studies, and testimonials from other schools can significantly boost your credibility.

Relevance and Value

How does your product or service align with the school’s goals? Whether it’s improving prospective students outcomes, saving time for teachers, or stretching budgets further, your offer must provide clear value.

Timing

Schools operate on academic and budgetary cycles. Tailoring your campaign to align with key purchasing windows - such as the spring term for budget planning or the summer term for finalising procurement - can improve your chances of success.

How More Than Words Can Help

As specialists in education marketing, More Than Words offers access to a dedicated education marketer, as well as a range of services designed to help startups and SMEs break into the education sector. We offer our clients:

1. Data-Driven Strategies

We provide access to comprehensive databases of UK schools, including detailed information on demographics, funding, and key decision-makers. This allows for marketing automation, and also helps us to target your campaigns with precision.

2. Tailored Campaigns

Our team creates tailored marketing strategies based on your unique products/services and overall goals. We consider everything from messaging tone to channel selection to ensure maximum impact.

3. Multi-Channel Outreach

Our experts execute campaigns across multiple platforms and use marketing automation to ensure your direct and digital marketing strategy runs smoothly.

We use a combination of digital advertising such as email, as well as telemarketing and direct mail to connect with educational institutions in the most effective ways.

4. Compliance and Best Practices

With a deep understanding of GDPR and other regulations, we ensure your campaigns are compliant and professionally executed, protecting your reputation while delivering results.

5. Proven Results

From improving brand awareness to driving lead generation and conversions, we have a track record of helping businesses succeed in the education sector. Our case studies highlight the tangible outcomes we’ve achieved for clients.

Top Tips for SMEs Starting Their Education Marketing Journey

1. Do Your Research: Understand the unique challenges and priorities of the educational institutions you’re targeting. Tailor your offerings to meet their needs.
2. Build Relationships: Focus on building long-term relationships with school decision-makers. Demonstrating genuine interest in their goals can set you apart.
3. Use Case Studies: Share success stories from other schools to build trust and showcase your impact.
4. Stay Relevant: Keep up-to-date with changes in education policy, funding, and trends to ensure your campaigns remain timely and relevant.
5. Partner with Experts: Don’t try to do everything alone. Utilise the experience and resources of an established marketing partner to maximise your ROI.

The education sector offers immense potential for startups and SMEs, but navigating its complexities requires expertise and resources. By outsourcing your first education marketing campaign to More Than Words Marketing, you gain access to a team that understands the sector inside and out. From data-driven strategies to multi-channel execution, we’ll help you connect with educational institutions and achieve measurable results.