PTOs (Parent Teacher Organization) or PTAs (Parent Teacher Association) are more essential than ever in our schools. With teachers and administrators increasingly taxed by testing, reporting, and curriculum requirements, volunteer leaders of parent groups are taking on planning and decision-making duties once reserved for paid staff. The result is that a variety of school activities and dollars filter through school parent groups, which are also taking on more advanced leadership responsibility. Learn how to market to these groups here!

1. PTOs and PTAs: Could They Ignite
Your Education Marketing Plan?

2. By Tim Sullivan, the founder and president
of PTO Today, Inc. http://www.ptotoday.com/
Edited by Glen McCandless:
Glen is an expert on selling and
marketing products to schools.
For over 25 years he has
provided the best sales advice
and business development services
to the education industry.

3. Influence of Parent Groups
and Volunteers is On the Rise
Today, parent groups are more essential than ever
in our schools. Teachers and administrators are
overworked, so volunteer leaders of parent groups
are taking on planning and decision-making duties
once reserved for paid staff. The result is that a
variety of school activities and dollars filter through
school parent groups, which are also taking on
more advanced leadership responsibility.

4. What are PTOs and PTAs?
• The vast majority of schools in
America have a parent group of
one sort or another.
• Groups known as PTOs are
independent groups working at
their own schools.
• Groups known as PTAs are formally
affiliated with their state and the
national PTA.
• Today, 77% of K-8 groups are
independent PTOs. Only 23% of
groups remain PTAs.

5. PTA/PTO School-Market Buying Power
is No "Small Potatoes”
• Parent groups raise roughly $2
billion annually from traditional
fundraising sales, book fairs,
school auctions, and donations.
• Auctions and other larger events
are growing rapidly.
• They use this money to fund
field trips, teacher stipends, new
playgrounds and anything else to
make their schools better.

6. Selling to Schools with PTOs and PTAs
• A successful fundraising offering is a complex endeavor,
and the right product is essential.
• The product should have a fairly low price point.
• The product should be consumable and require
frequent purchase.
• The company that supplies the product has to have a
commitment to a comprehensive support program to
make sales work easily and profitably for parent groups.

7. A Reality Check on Education
Marketing with PTOs
Parent groups are not exactly clamoring for more
fundraising options. So, before you get started:
1) Could your brand and product help connect with
family nights for schools?
2) Can your brand somehow help parent-group
leaders attract more parents to PTO meetings?
3) Could your brand connect into the group-to-
teacher pipeline that provides funds and supports
stipends for teachers?

8. A Gateway to Parents Who Influence
School Buying Decisions
• Parent-group leaders ultimately
control much of what happens in the
schools.
• Imagine how it would feel to be able
to have predictable and meaningful
conversations with decision makers
who handle school budgets!
• Start with the Selling To Schools
website for advice, tips and tricks on
how to reach decision makers.

9. Engage the PTO
• The key to tapping into the PTO or
PTA channel is to make sure your
product reduces problems for the
leader of the parent group.
• If you can provide valuable
resources for parents, parent-
group leaders will become great
allies in promoting your brand.

10. Additional Resources
• For the full article of “PTOs and PTAs: Could
They Ignite Your Education Marketing Plan?”,
click here.
• For more free K-12 sales and marketing
advice, click here.
• For a free 30-minute expert consultation,
click here.