While the country is officially known as the “United States of America,” our education system is anything but unified. It resembles 50 separate nations, with each state—and even some large cities—setting its own standards, goals, and operational guidelines. With such extensive fragmentation, it doesn’t look like there could be one single approach to marketing educational products. That’s because there isn’t.
So, how can you get in the multiple doors, windows, and gates? By tapping into Educational Service Agencies (ESA) and Purchasing Co-operatives (co-ops).
In this article, readers will learn about the role of ESAs and co-ops in education, and how they can leverage them for effective marketing of educational products. It also outlines how partnering with these organizations can enhance sales by reaching multiple districts simultaneously, scaling more quickly, and cost-effectively accessing smaller or rural districts. Finally, it offers strategies for building strong relationships, leveraging conferences, and positioning yourself as a valuable partner in education.
Defining ESAs and Purchasing Cooperatives
What is an ESA?
An Educational Services Agency (ESA) is an organization that provides support and resources to schools, teachers, students, and communities in the education sector. ESAs can take various forms, including regional co-operatives, intermediate units, or nonprofit organizations, depending on the educational system of a given state or country.
Participation in an ESA allows schools and districts to leverage specialized resources and expertise that enhance educational programs while reducing costs through shared services.
By joining an ESA, districts gain access to advanced professional development, specialized support services, and administrative assistance, all of which can improve operational efficiency. And being part of an ESA fosters collaboration with other districts, helping participants share best practices and innovative approaches that benefit educators and students.
Most if not all ESAs have a nonprofit designation and are viewed as quasi-governmental agencies—sitting between Local Education Agencies (aka schools and districts) and the state educational agency. They exist to provide needed services to schools and districts that would otherwise be unaffordable, such as:
- Providing training and resources for teachers and educational staff to enhance their skills and practices.
- Offering support to students with disabilities, including individualized education plans (IEPs) and related services.
- Assisting schools in developing and implementing curriculum that meets academic standards.
- Offering expertise in various areas, such as assessment, data analysis, technology integration, and instructional strategies.
- Facilitating shared resources and services among multiple school districts, such as transportation, health services, and administrative support.
- Assisting districts in identifying and managing federal, state, and private educational grants.
- Representing the interests of the education community at the local, state, or national level.
ESAs play a critical role in bridging gaps between local school districts and state education departments, helping to ensure that those entities are effectively utilizing their educational resources and that students receive the support they need to succeed academically. There are more than 550 Educational Service Agencies in the United States, which reach approximately 80% of schools.
All ESAs have their own qualities, standards, and preferences. However, you’ll often hear a common refrain: “We don’t promote one product over another. We won’t sell on your behalf.” This statement is necessary for them to make. That said, while they may not overtly promote your product, if it aligns with the services they offer (see above) they may be willing to meet with you and see how your product can help their agency’s objectives.
What is a Purchasing Cooperative?
A purchasing cooperative in education is an organization formed by a group of schools, school districts, or educational institutions that collaborate to pool their buying power for goods and services. Their primary purpose is to negotiate better pricing, terms, and services from suppliers than any single member could achieve on their own. This approach helps educational institutions reduce costs, improve efficiency, and ensure better access to high-quality products and services.
Purchasing Cooperatives provide:
- Cost Savings: By combining the purchasing needs of multiple institutions, cooperatives can negotiate volume discounts.
- Efficiency: Centralized purchasing reduces administrative overhead, as schools can rely on the cooperative to handle the procurement processes.
- Access to Expertise: Cooperatives often employ purchasing experts who can identify the best products and negotiate effectively with suppliers.
- Standardization: Members can standardize products and services across their institutions, simplifying maintenance and training.
- Compliance: Cooperatives ensure that purchases meet legal and regulatory requirements, particularly in areas like public sector procurement.
Purchasing co-ops cover a wide range of needs, including textbooks, technology, school supplies, maintenance services, and more. Today, there are a variety of co-ops—regional education service centers, state-level cooperatives, and national organizations.
The Association of Educational Service Agencies is the national organization for ESAs. The AESA is organized into five geographic territories—and these regions have meetings, conferences, networking events, and social media presence.
The Benefits of Working with ESAs and Purchasing Cooperatives for Education Companies
Getting that foot in the door of a territory, district, or state can be daunting, and by building relationships with ESAs and co-ops, you’ll find that the door opens much wider, more quickly.
Working with ESAs and co-ops allows you to:
- Execute one-to-many selling: Partnering with ESAs and co-ops allows you to present your solutions to multiple districts at once. This one-to-many approach not only saves time but also increases the efficiency of your sales efforts. By engaging with these organizations, which already have established relationships with their member districts, you can showcase your product or service to a broader audience in a single interaction. This amplifies your reach and improves the likelihood of adoption across multiple districts simultaneously.
- Scale quicker: Building relationships with ESAs and co-ops essentially creates a “quasi sales channel” that can accelerate your growth. These organizations often have robust professional learning networks that connect district leaders, curriculum directors, and other decision-makers. By leveraging these networks, you can gain access to key stakeholders more quickly and efficiently than through traditional sales approaches. This accelerated access speeds up the sales process and facilitates faster implementation and scaling of your solutions across multiple districts.
- Reach rural and smaller districts in a more cost-effective way: Rural and smaller districts often have limited resources and may be harder to reach through conventional sales channels. ESAs and co-ops serve as intermediaries that aggregate the needs of these districts, allowing you to more cost-effectively offer your solutions. By working through these organizations, you can reduce the costs associated with direct marketing and sales efforts to each individual district, while still addressing the unique needs of these communities. This approach also fosters trust, as districts are more likely to engage with solutions recommended by their trusted ESA or co-op.
- Build models for ongoing support and nurturing: By integrating your solutions into these existing support structures, you can create models for continuous engagement and nurturing. This helps districts maximize the value of your product or service and strengthens their commitment to long-term use. The ongoing relationship fosters trust and satisfaction, leading to higher renewal rates and long-term success.
Winning Strategies When Working With ESAs and Co-ops
- Cultivate strong relationships: When engaging with ESAs and co-ops, the first piece of advice is the same as working with schools or districts: prioritize relationship-building. Begin by thoroughly researching the landscape of the ESA or co-op you’re targeting. Understand which ESA or co-op a district is affiliated with, especially if you’re new to that region. Inquire whether there are other districts within that network that might benefit from your offerings. Leverage your initial engagements strategically. Use your first few customers in a new district or state as case studies to demonstrate the value of your solutions. To incentivize early adoption, consider offering these initial clients substantial discounts or exclusive benefits. These early adopters can serve as advocates and help establish your credibility within that region or agency.
- Position yourself as a valuable partner: To solidify your standing, focus on becoming an indispensable partner. Engage with the community by hosting informative sessions like lunch-and-learns or sponsoring the organization’s events. Offering discounts or providing free professional development and training can further enhance your reputation. By contributing to their events and providing added value, you build goodwill, translating into strong support from existing customers. Their advocacy can be a powerful tool in promoting your products and expanding your reach within the network.
Ride the conference circuit
Between national, state, and regional events, there is no shortage of conferences and events for ESA and co-op members. Just showing up at a conference won’t give you much of a return on your investment, so you must be strategic, which means:
- Skip the booth, buy a badge: Instead of investing in a booth, consider purchasing a full conference badge. This allows you to attend all aspects of the event, including pre-conference workshops and key sessions. Review the conference agenda in advance to select sessions that align with your goals for the conference.
- Engage actively: Instead of waiting for attendees to come to you, use your badge to move around the event, sit in the front row, and show engagement through body language. Take notes, nod in agreement, and ask thoughtful questions. After sessions, approach speakers or attendees, express what you found fascinating, and invite them to continue the conversation over coffee or a meal.
- Host networking opportunities: A small, informal gathering can be more effective than a booth in building meaningful relationships. Invest in a more personal approach by inviting educators and potential contacts to join you for a meal or a drink. Deepen connections by inviting them to join you and other educators for a discussion in a relaxed environment.
By adopting these strategies, you can create valuable relationships and potentially find opportunities for pilots or introductions, making your investment in the event far more impactful.
Marketing to ESAs and co-ops can be a strategic move to expand your reach, simplify the sales process, and increase your product’s presence in the educational sector. By doing your homework, making those connections, and building those relationships you’ll find that ESAs and co-ops can efficiently increase sales.
We are grateful to Charlene Blohm and Joyce Whitby, whose edWeb webinar— Education Sales Procurement Strategies: States, ESAs, and Consortia—provided the foundation for this post.