Office supplies—defined as a lucrative niche that can widely range from small to large office supplies, and yet it is the one thing that fits every institution’s needs. All segments of the Business-to-institution (B2i) market are major office supply purchasers, so they deserve careful consideration when planning your marketing campaign.

All institutions use office supplies on a daily basis. They rely on basic office supplies, like pens and paper clips, to more complex office equipment, i.e. computers and furniture, to operate efficiently and effectively. The four institutional markets to target in your office supply marketing campaigns include education, healthcare, government, and religion.

In the education market, Schools and School Districts require numerous office supplies—pens, folders, office furniture, etc.—to serve the educational needs of their students. They also have additional office supply needs in order to support the job functions of their staff. The key school decision makers are the Principal, School Secretary, Bookstore Manager, and—depending on the offer—Classroom Teachers. At School Districts, consider targeting the Business Manager and Purchasing Director. Also, Libraries, Community Centers, and Child Care Centers are additional educational institutions that should be targeted for your office supply offers.

A second major target market for office supplies is healthcare. Hospitals are significant purchasers of these much needed supplies. They use a lot of office supplies to maintain the organization of hospital records, patient information, and daily operations. A few key decision makers include the Business Office Director, Chief Administrator, and Purchasing Director. Similarly, Nursing Homes and Community Health Centers also use many office supplies to sustain their organizations and should be included in your marketing campaigns.

Another chief target audience for your office supply offers are city and county government offices. Government agencies are responsive to office supply offers because they require these essential products to operate, as well as serve their citizens. One important tip to remember is to include all departments in your target audience, since most government offices have individual budgets for each department. The primary decision maker will vary in this sector, but typically the City Manager/County Manager are the main decision makers.

Lastly, a prime segment to target—yet often overlooked by marketers—is Churches. These religious organizations require office supplies to function properly and serve their communities with religious programs. The Pastor and Secretary are the main decision makers in this market.

Start promoting your office supply offers to the above key decision makers and enjoy elevated response rates. Click below for a FREE quote today.