Crafting is currently an over $30 billion industry and the education market makes up a large part of it. Why? Because teachers know the educational value of teaching with crafts! The education industry spends $1.3 billion annually on craft supplies and teachers spend on average $250 a year of their own money on craft supplies. They know that hands-on assignments stimulate the imagination of their students and reinforce learning. As such, making your store “teacher-friendly” is an excellent way to build your customer base as well as develop positive community relations.

In 2002, the Craft & Hobby Association (CHA) released the groundbreaking study, The Academic Value of Hands-On Crafts Projects in Elementary Schools. It was one of the first studies ever to investigate the impact of hands-on projects and learning. The findings confirmed what teachers have known for years, that through crafts, students retain more information and learning is made easier. It was then that it became quite clear that educators are important promoters of crafting and they need to be targeted and catered to.

In response to the study results, CHA began outreach to the teacher community. The first step was implementing www.teacherplace.org, a special online resource site developed just for educators. The site is chock-full of information including creative project lesson plans, craft tips, educational research, testimonials and information about how teachers can work with local craft retailers. The site is an invaluable resource in giving practical ways educators can incorporate crafts into the classroom.

CHA has published the Making the Connection to the Educational Marketplace booklet that outlines how retailers can effectively market to their local teachers and leverage the power of hands-on learning. This step-by-step guide offers CHA members a range of suggestions and practical advice to reach the education arena and increase sales. The booklet is complete with ideas for setting up a store environment, staff training for educator's needs, sample letters that illustrate ways to reach out to teachers, and promotions that help build teacher and administrator support. The Making the Connection to the Educational Marketplace is a wonderful guide for retailers who would like to tap into this specific market. CLICK HERE to download the booklet.

You may also use the step by step guides and "fill in the blanks" media aids provided below to effectively plan and promote your in-store promotions and cater to the education market. Leverage the power of CHA's "Teacher-Friendly" branding campaign by incorporating the "teacher-friendly" logoin your promotional material. Most importantly, as you get ready to head back to school, keep an ear open for your customers" needs; this will help drive teachers to your store and keep them coming back all throughout the school year!

Guides and Media Aids

• Promotion Idea Sheet
  (ideas for organizing in-store events)
• Making the Connection to the Education Marketplace
  (tips for planning your in-store promotion)
• Sample Press Release
• Sample Media Alert
• Sample 60 Second PSA
• Sample 30 Second PSA