How Do School Budgets Work? Exploring School Districts’ Purchasing Cycles

Understanding when school districts purchase products and services is crucial for education vendors. That’s because timing your marketing efforts strategically can maximize your return on investment (ROI). Simply put, it’s not worthwhile to advertise offerings after budgets have already been drawn up and schools have bought what they need.

To get the best results, you must align your marketing content with the periods when schools are most likely to buy. But when are these optimal times? And when should you increase your marketing efforts, versus scaling back?

Read on to explore the phases of the purchasing cycle, including the best and worst times for education solution providers to advertise.

Education Budgets and Spending by Numbers

Before diving into the purchasing cycle, let’s take a look at some key financial statistics. According to Education Data, public schools serve over 50 million K-12 students and spend $857.2 billion annually—averaging just over $17,000 per student each year.

Schools receive more than $17,000 per pupil from local, state, and federal funding sources, totaling around $879 billion. Of this, federal government allocations come shy of 14% of the total budget, which is a little below $2,400 per learner. The rest of the funds come from state and local governments, with state governments spending only a few hundred dollars more than local ones. New York schools spend the most per K-12 student, while Idaho spends the least.

Interestingly, the total allocation from all government levels exceeds what schools spend, with the difference between spending and funding reaching $21.0 billion—or $420 per pupil. North Carolina, Arizona, and Idaho stand out for utilizing school funding most efficiently, having the least leftover money after spending their budget.

Despite this, American schools have a general fund for educational materials and student services provided by third-party vendors. Therefore, education solution providers need to strategically allocate their marketing spend to capitalize on opportunities throughout the K-12 buying cycle.

School budget

Navigating School District Purchasing Cycles

The Planning Phase: May to July or August

Also known as the “goals setting” or “needs assessment” phase, this is when schools begin and conclude their purchasing plans for the next academic year. During this budget process, teachers assess their needs and research which companies can best meet their requirements. Since more than half of educational institutions finalize their budgets between April and June, it’s crucial to focus most marketing efforts before this period.

By this time, the bulk of engagement initiatives should already be in play. However, vendors can allocate a portion of their budget for a final push before the summer. After that, it’s best to wait until the new calendar year to invest more time and resources into advertising.

The Awareness Phase: August to December

This stage typically occurs after the summer vacation. By now, summer has passed, and most purchases for the new academic year have been made. In short, intense outreach strategies are unnecessary at this point. Instead, focus on gradually introducing products to educators for the following fiscal year. However, avoid using too many resources just yet; save your major efforts for the new district calendar year.

Product and service providers should prioritize supporting educators who have already purchased and implemented their offerings. Word of mouth travels fast, so ensuring a good experience for current buyers is crucial. This period is ideal for solidifying your brand’s reputation through excellent customer support.

That said, consider investing some effort into marketing during late November and December. This is a strategic time to lay the groundwork before ramping up marketing efforts in the first quarter of the following year. Think of it as a period to slowly start influencing educators’ decisions for the next purchasing cycle.

The Consideration and Trial Phase: January to April

Sometimes called the “information gathering” or “research” stage, this is when teachers assess the previous year’s products and services. They evaluate what worked and what didn’t, deciding whether to make repeat purchases in the summer or seek new providers.

Districts and school boards typically set their priorities and begin budget planning in January. Allocations are provided the following month, with school and department budgets completed by March. This period is ideal for marketing, as educators are actively “shopping around” and advocating for their preferred products to their superiors.

Vendors should start marketing heavily as soon as schools reopen in January, rather than waiting until the end of this four-month period. This allows ample time to connect with educators and raise brand awareness for their products and services.

Generating and following up on new leads is crucial, as is nurturing relationships with existing clients. Engage with current customers to gather feedback and encourage repeat sales. Building a good reputation within schools is critical, given the high turnover rates in education. Educators you speak to one fiscal year may be gone the next, so maintaining a trustworthy business name is essential.

Districts and boards review budgets and make last-round revisions in April and May, with final budgets voted on in June. Vendors must maximize their marketing efforts before this period. Once budgets are set and purchasing decisions are finalized, the opportunity window closes, and it’s best to pause outreach initiatives for a while.

The Purchasing Phase: Summer

Between 60 and 70% of schools make most of their purchases during the summer months, typically in May, June, August, or September, depending on the school. By this time, purchasing decisions are finalized, so heavy marketing efforts after schools have closed for the summer are usually ineffective.

Instead, focus on reaching out to customers who have already made purchases for the upcoming academic year. Remind them that you’re available for support when students return to class. This approach helps reinforce customer relationships and ensures they know you’re there to assist them during the transition back to school.

Key Factors Influencing Purchasing Decisions

So, what are the main factors that influence the budget development process in public education?

• Curriculum alignment: Solutions must align with curriculum standards and educational goals, ensuring they directly support student achievement.
• School funding availability: The allocation of local, state, and federal funding is a major determinant, impacting the operating budget schools have to spend on new resources.
• Stakeholder feedback: Recommendations from teachers, administrators, and school boards heavily impact budget development and purchasing decisions—making their input crucial.
• System compatibility: Products that integrate seamlessly with existing educational tools and systems are more likely to be adopted.
• Proven success: A strong track record and positive results in other schools or districts build trust and encourage adoption.

4 Strategies for Effective Marketing to School Districts

Here are a few strategies you can implement to boost engagement with stakeholders at the right time in the budget development process:

• Tailor your content: Create personalized marketing materials that address the specific needs and challenges of individual school districts, so your solutions are more relevant.
• Time your outreach efforts: Plan your outreach during the awareness phase of the purchasing cycle to ensure your message reaches educational decision-makers when they’re most receptive.
• Showcase success: Share case studies, success stories, and research-backed evidence to highlight the proven effectiveness of your solutions and build credibility.
• Engage in-person: Participate in education conferences and trade shows to meet decision-makers face-to-face, allowing for direct engagement and relationship-building.

Simplify Timely School District Engagement With Agile Education Marketing

Education companies need to know the optimal times to invest their time, money, and effort in marketing to achieve maximum ROI. The first quarter of the new district calendar year (i.e., January to April) is critical for building brand awareness, as this is when educators reflect on the previous year and boards and districts set their budgets. The end of this period is ideal for final marketing pushes before June, while it’s advisable to scale back advertising efforts during the summer months.

Despite this information, making the right marketing decisions can still be challenging and confusing. The timing of purchasing cycles, combined with the constantly changing school contacts, adds complexity and can make marketing a daunting task for education providers.

Fortunately, Agile Education Marketing can lend vendors a helping hand. With our extensive education data repository and easy-to-use list-building tools, like Data Explorer, we can guide you through the complexities of the education market.

Ready to get the best results from your education marketing? Contact us today.