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Education Buyers in the Spotlight

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For the second year running, C. Blohm & Associates and Winter Group teamed up to conduct two in-depth focus groups with educators attending the annual ISTE conference. We explored purchasing preferences, media and information habits, panelists’ engagement in social and other marketing media, and their perceptions about new trends and new challenges on the horizon. As always, the conversation was earnest, intense and enlightening.

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Education Buyers in the Spotlight

  1. 1. Operating with a full-time staff of 16 designers, production/programming artists, copywriters, account managers, media specialists, researchers and support staff, Winter Group serves a diverse group of clients in the education, publishing and nonprofit sectors. Our clients include The Wall ABOUT Street Journal, PBS/PBS TeacherLine, Epson America, Adobe, CTB/McGraw- Hill, Scholastic, The Verizon Foundation, National History Day, Amigos de WINTER las Americas, The Consortium for School Networking, Autodesk, ABC-CLIO, Math Solutions, Juniper Networks, Blackboard, e2020 and several other GROUP innovative organizations serving the education and library markets. Today, our services include a spectrum of digital and multimedia communications, direct marketing, advertising in multiple venues including online, mobile, WWW.WINTERGROUP.NET WWW.CBLOHM.COM social and print environments, lead and demand generation, market research, strategic planning, exhibit/environmental design, event management and the development of comprehensive branding programs. To learn more, contact Linda Winter at What’s Working. What’s New. linda@wintergroup.net, or 303-778-0866, x12. What’s In. What’s Out. Education Buyers in the Spotlight. A Year Two Report. Creating conversations between education publishers and media is the By Way of Introduction… primary activity at C. Blohm & Associates, Inc. We guide education companies For the second year running, C. Blohm & Associates and Winter in clarifying and delivering their communications—whether speaking to media, Group teamed up to conduct two in-depth focus groups with ABOUT chatting with industry colleagues or responding to customers and prospects. We help our clients build strategic communications plans that significantly educators attending the annual ISTE conference. We explored purchasing preferences, media and information habits, panelists’C. BLOHM & boost their visibility, which in turn has a substantial impact on their bottom line. Each client’s plan is customized to focus on their key audiences—teachers, engagement in social and other marketing media, and their perceptions about new trends and new challenges on the horizon.ASSOCIATES administrators, school board members, state and national policy makers, and parents. We execute and analyze media and public relations plans, create As always, the conversation was earnest, intense and enlightening. and deploy corporate visibility campaigns, and recommend and utilize PR techniques to support Web optimization strategies. Here are a few highlights… To learn more, contact Charlene Blohm at charlene@cblohm.com, or 608-216-7300, x17.
  2. 2. THINK THE DAYS OF PILOTS, FREE CIOS SCHOOL TRIALS + REFERENCE SITES ARE OVER? LIBRARIANS PRINCIPALS “My number one factor for making a buying decision is the ability to test drive it before we buy.”CLASSROOM WHO CURRICULUM & INSTRUCTION EDUCATORS TEACHERS participated? ADMINISTRATORS WHERE are they getting information and how much influence DO THE HOMEWORK SOCIAL does marketing really have? They actively research vendors through their STUDIES PLCs, conference speakers and the almighty TECHNOLOGY Said one informal colleague-to-colleague network DEPARTMENT DIRECTORS Industry publications in print and online are CHAIRS SPECIAL panelist, EDUCATION/ still “informational anchors.” SPECIAL They Google…first! PROGRAMS DIRECTORS “Apps are now part Blogs and social media are gaining in They want you to SHOW UP of our curriculum, and influence and importance. like curriculum, our school They want current information on your If it’s a good ad, article, or thought leadership website…they’re checking! board is now involved piece…it gets shared!WHAT are they buying? in the decision-making They want clear, credible information… process.” Bloggers are on educators’ radar consistently DEVICES, DEVICES, DEVICES. screens…regularly They want customization options PLCs are the “inside” source of information. They want opportunities to interact with Netbooks and Apps vendors in more casual settings eReaders Facebook? Sometimes. Interactive They are buying throughout the year Software and whiteboards productivity tools LinkedIn? More often. Virtualization Books solutions Pinterest, YouTube, TeacherTube? Gaining. Conferences are on the rebound…educators want to go, connect, learn and share in person. What’s driving these purchases? Common Core State Standards Hybrid instructional models Differentiation Educators are bracing for change… Strategies to “show” Concerns about Inquiry- Smart integration of The funding cliff for Common Assessments Pilot programs with engagement “Flipped” classrooms online assessments, based and technology and planning for grants and other The drive to “un-tether” bandwidth and differentiated new personal technologies funding sources teachers preparation instruction in the classroom

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