Teacher Appreciation Week is a wonderful time of year to honor teachers and garner their loyalty by providing them with gated, exclusive offers. Teachers love exclusive offers. 94% of teachers will go out of their way to shop at a company that provides a teacher discount. And 84% will tell their colleagues about your exclusive offer. Watch to learn seven sure-fire ways to capture this market, and hear how leading brands like Target and TOMs launched an exclusive offer for teachers that helped acquire new customers, increase revenue, and create lasting relationships. In this webinar you will learn how to: * Create an offer teachers will love. * Connect with teachers online and through social media. * Time your promotion for success.

1. 7 Best Practices for Marketing
March 13, 2019
WEBINAR
How to Make Teachers Your Next Growth Segment
to Teachers

2. Speaker
Bill Schneider
Vice President of Product Marketing

3. Agenda
● Teacher Shopping Preferences and Stats
○ Market size
○ Buying behavior
● 7 Best Practices
● TOMS Case Study
○ Recognizing customers in a new way
○ TOMS gated offer Campaign
○ Results

4. Shopping Preferences
and Stats

5. Teachers
6+ MM Teachers, Professors and
Administrators
● 4 MM K-12 teachers
● 1.7 MM college faculty & 1 M administrators
● Teachers spend $1.5 billion of their own money on
school supplies each year
● 94% of teachers will go out of their way shop at a
company that offers a teacher promotion.

6. Teachers Out of Pocket Spend Skyrockets
39
in spend for
classroom supplies,
instructional
materials, and
professional
development.
%

7. 71of teachers
spent $500 over
the course of the
year on their
classroom.
%

8. As Spending Rose, Discount Use Remains High

9. Teachers Prefer Online Discounts

10. Top Shopping Categories
Teachers blend practicality and fun with teacher specific promotions

11. How
Teachers
Find Deals

12. 7 Best Practices

13. Make Your Offer Exclusive
01

14. Gated offers are promotions designed to target
members of a particular group based upon
their occupation, life stage or affiliation, like
students, the military or teachers.
What is a Gated, Exclusive Offer ?

15. Verification Makes Your Offer Exclusive
VERIFY ELIGIBILITY

17. tap into natural desire to be recognized
share rewards
with other
teachers
Why It Works
PERSONAL
Recognizes
person’s unique
status
EXCLUSIVE
Scarcity drives
action
SHARED
Because its
exclusive its
shared
84%
of teachers
Choose a retailer
over another if
they have a
teacher offer
83%
of teachers
Gated offers
and to share with members of your own tribe.

18. Target the Demographic
Majority
02

19. Over 40
Who are teachers?
KEY
DEMOGRAPHICS
50
White
77
Women
14 YEARS
53 HRS
Average
Work Week
%
% 80%
Average
Tenure

20. Create Messaging that is
Genuine
03

21. What messaging should I use?
Teacher messaging focuses on
community, service and, dedication Discounts appeal too:

22. Leverage the Power of WOM
04

23. Activate Social

24. Popular Hashtags
# Edchat
# Edtalks,
# Edumatch,
# Teaching
# Education
# STEM
# STEMed
# Teacher
# Future Ready
# Learning

25. Get Seasonal
05

27. One time offer or Everyday discount?
● Time-limited / one-time offers
● Seasonal or event driven offers
(Back-to-School, Veterans Day)
Structure programs to maximize customer acquisition and loyalty
● Evergreen % discount (10-20%)
● Make stackable with other offers
● TOMS has 10% evergreen offer and bumps it
up during key time periods
● Provide VIP experience
ACQUISITION FOCUSED ACQUISITION AND RETENTION

28. Most Preferred Promotions

29. Make It Highly Visible and
Accessible
06

30. Multi-touch promotion to drive repeat sales
How often should I communicate?
Lowes is launching a
radio campaign to
support military program
this summer.
Emails
Blog
Radio Ads
Targeted
Broadcast

31. Engage Online
07

32. Embed throughout website and demand channels
How should I promote?
Include link on homepage
J. Crew Footer
Add opt-in to form
Promote in social channels
Link on product pages

33. CASE STUDY
TOMS’ Gated Offer
Campaign

34. Gated Offer Program
● Attract new customers
● Increase online conversion rates
● Uphold dedication to corporate social responsibility
Program Goals
What is it?
A protected offer for eligible teachers.

35. How It Works
01 02 Develop a landing
page for customers to
Create offers for key
customer segment
03
Have customer verify
eligibility to receive the
offer
04 Present reward
05 Re-market and
build relationship
TEACHER
“Raise their Hand”

36. 46%
of rewards
Gated Offers
Deliver Results
went to
customers that
were new to file.
10%
of eCommerce
sales from new
demand channel.
ROAS
20:1 ENGAGED
CUSTOMERS
TOMS’ gated offer program delivered real
results across all segments. Below are results
from our Teacher program.

37. Tap into your customer’s tribe
01
02
03
04 Use exclusivity to drive action
Thoughts
Recognizing teachers is good for the
community and it’s good for business
Go deep -- customers want more than
just a one-time promo
Final

38. Q&A

39. Use Messaging That Appeals to Values

40. 84
of teachers
recommend retailers
who offer teacher
discounts to friends and
family and to other
educators.
% 83of teachers
said they’d choose a
retailer over another if
they offer a teacher
discount.
%