K-12 Email Lists: The Grant Idea

The K12 Marketplace
K-12 Email Lists:  The Grant Idea

Earlier in my education sales and marketing career in 2001/2 I worked for Thomson Learning.

Thomson is a large Canadian conglomerate that also includes Thomson Reuters, the news agency company. Thomson Learning was later sold to Cengage. The division I was assigned to work with was Peterson’s:  https://www.petersons.com/ Peterson’s has always been at the forefront of providing information about US college and universities (Peterson’s Guides). This includes reviews, admissions information, and test preparation for college entrance. I was in charge of managing the state of Florida.

“If you are looking for a top notch teacher email marketing list for back to school look no further than K12 Data. We provide the best education lists in the market.”

I had moved to FL in the late 90’s to open a language school for a CA based company and left a few years later with a great offer to sell into the education vertical.

So Peterson’s was launching a new FCAT Test Prep product for high school students at the schools. So the sale was to the schools themselves and selling another state-specific curricular product wasn’t flying off the shelves. The problem was that the state through FL Virtual was offering a free program called FCAT Explorer. Being endorsed by the state as the best test prep option made it difficult to compete with. But, honestly the product wasn’t that great.

“Principal email marketing lists and superintendent email marketing lists have never been easier to purchase and download. Try K12 Data today and see how inexpensive it is to build great education email marketing lists.”

This is where I had an idea to help catapult Peterson’s new online FCAT Prep product in the state. I went to marketing and explained my idea of holding a Grant Competition for the high schools in the state to take part in. The team created a one page slick that had 8-10 questions about the school, their population, their past scores and needs, technology, and their ability to implement the program. (I cannot say enough about how important it is to understand potential barriers to implementing any program- free or not. Do your homework on this point. Just because you sell it doesn’t mean your customer will use the product the way it is intended to be used and that can hurt your reputation as much as it can help). We were off. I began my campaign of spreading the word to all of the schools’ principals and Aps. The offer was a free Peterson’s online tutorial for an entire grade level at the school that had a value of $10k. It had all the compelling pieces, a newly created online test prep program that was far better than the Explorer, a perceived value of $10,000.00 dollars, and a competition. Everyone loves a competition for a chance to win something for nothing.

The responses were better than we had planned for. Now it was time to choose the two schools that would implement the program based on the applications. We chose one school in Miami-Dade and one in Broward. The two schools were quite visible in the eyes of the districts and these are the two largest districts in the state so there was a lot to gain if we pulled this off. The thing about standards-based testing and school scores is that it’s more important to pull a “D” School up to a “C” than a “C” School up to an “A”. And we did just that. We pushed two schools up to the next level and my sales job just got incredibly easier.

“Not all k-12 education email lists are equal. K12 Data created the Build A List page:  https://k12-data.com/custom_databases over a decade ago and it has now been implemented by other notable data companies’ websites.”


Charles Isham

K12 Data Inc.

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