Schools continue to rule as the top market for promotional products for the fifth consecutive year, as colleges and universities as well as private K-12 schools compete to attract a dwindling number of students. University enrollment has been on a downtrend for the past six years, with more future pressure stemming from the falling U.S. birthrate since the Great Recession of 2008. Nathan Grawe, an economist at Carleton College in Minnesota, told The Hechinger Report that starting in 2025, the college-age population will drop by 15%.

“Colleges and private schools are competing for a shrinking pool of students, amid high sticker prices and alternate avenues for education,” says Paula Gossett, senior promotional consultant at Geiger (asi/202900). Some high school graduates are going directly into the workforce, taking classes online or attending vocational programs, which Gossett says is an up-and-coming category within education.

Five-Year Snapshot: The education market declined for the second straight year but remains the leading market for promotional products for the fifth consecutive year.

As a result, it’s open season on admissions and recruiting for promo products reps, as schools are spending top dollar to attract and enroll students. Promotional items are an ideal way to foster school identity and pride, a critical part of attracting students and encouraging alumni to stay active and generous to their alma mater.

In fact, colleges are recognizing the value of offering better quality products, and thanks to healthier budgets are willing to spend more money to promote their programs, says Tony Poston, founder and president, College Hill Custom Threads (asi/164578). “Schools want students and their families to use and wear their brand, and are willing to spend more to do so,” he says, noting that a few years ago, schools would only spend a couple of dollars for inexpensive items.

The greater availability of fashion-forward apparel pieces and the use of social media is playing a big part in spreading the word. Poston cites the example of Carhartt, a heritage workwear brand that has gained recent notoriety in fashion circles and is now being offered by SanMar (asi/84863). “All we have to do is put a few posts on social media and people are hitting us up left and right,” Poston says.

Top Tip Many large universities and colleges, and now even many smaller schools, outsource their trademark and licensing responsibilities to organizations like College Licensing Co. or Learfield Licensing Partners. “Figure out licensing before you start selling in this space,” recommends Tony Poston, president of College Hill Custom Threads.

Geiger’s Gossett also uses social media to stay on top of developments with her clients. “Follow their social media,” she suggests, “and if you see they have an event coming up, be proactive in reaching out to offer assistance.”

Creativity is important in this sector. For one private high school, Gossett recommended a virtual reality tattoo. Once applied, it’s viewed with an app downloaded to a cellphone. The school mascot jumps up and invites the student to visit the school. She says it went over very well with the potential students.

“Students are the tastemakers around the world,” says Poston. “After graduation they’ll go on to corporate jobs, and we’ve seen how it helps increase our market share as they branch out into different industries.”

A brand-name bag, like this JanSport (JS004) backpack, will always appeal to students. Starline USA (asi/89320); starline.com