Developing a Successful Marketing Campaign V Embroidery Project

Who will be the customer?

The school market is comprised of a diversified group of people from all types of backgrounds. With this in mind, it’s necessary to pick out the traits that they share in common, above the many differences. Also, we should identify all of the sub-groups within the primary market as follows:

School market subgroups

They all share in common the fact that they are associated with a particular school and generally wish to show their association and/or support. Because schools have “colors”, individual tastes will tend to have minimal influence.

In general, you are dealing with youth. Even the parents will lean away from typical adult conservatism, and take on a more youthful demeanor. So what the kids are wearing, the adults will wear too.

No particular income level association, but in general, schools tend to be very cost conscious. So approach them with a limited budget in mind.

What will you offer them? Now it’s time to address each of the sub-groups identified and do some brainstorming as to what types of products we should be showing each one. Sports teams – We need to first look at each sport that is offered at the specific school, then go from there. In general: uniforms, jackets, polos sweats, shorts, sweatsuits, windsuits, t-shirts, caps, lettermen jackets, and sport bags. Band – Sweats, Polo’s, Jackets, caps, equipment covers Cheerleading – Sweatsuits, windsuits, sweaters, jackets, shorts, sports bags Clubs – Polo Shirts, sweats, jackets, caps Teachers/Staff – Polo’s, sweats, sweaters, oxfords, jackets, neckties, tote bags Parents/Supporters – Polo’s, sweats, jackets, stadium blankets, caps Student Body In General – Caps, knapsacks, jackets, sweats Local Merchants – A mix of items related to Parents & Students in general

Up to this point, we’ve only identified garments. To make an exciting package, we need to put forth some creativity into creating a few eye-catching designs and combining them with selected garments in such a way as to create a complete package.

How will you reach them?

After establishing who the likely contact person(s) are for a given group, you need to determine effective ways of getting their undivided attention.

In the case of schools, there is very little advertising that can be done to reach these people. Typically, the best method is direct sales calls and presentations. Taking a look a the contact list, you see that we are dealing mostly with school staff: people who work all day, then change over to their extracurricular activities, which means you may have a hard time scheduling a sales call, at least during business hours. So, one key for reaching out to them is to be flexible.

NOTE: A creative concept with the school market is to approach different subgroups with the idea of purchasing “school spirit” items for resale as a fundraiser. Schools are always looking for ways to raise money for a variety of projects, so use this as a way to get your foot in the door.