Awards & Engraving

January '18

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38 • A&E JANUARY 2018 Providing awards and other customized products to these customers is a sure-fire sale, and one that can bring in the profit. In order to target the academic customer, retailers should look at the various sub- categories within this market and know exactly what specific needs must be met. CLASS ROSTER What classifies as an "academic award" is actually more than just a school-related trophy or plaque. Of course, there are the tra- ditional elementary school certificates, middle school participation awards, and high school trophies, but there are many more opportuni- ties to sell to the academic customer. Cathy Garcia, Marco Awards Group, has quite a list of what falls under the academic arena: all awards given for general scholastic achievement; and any school subject including music, the arts, drama, citizenship, attendance, student of the month, student council, physical education, band, honor roll, etc. "(There are even) some other less popular awards, such as a principal's award, reading, or most improved," she adds. Jean Chen, Crystal by Design, elabo- rates on this point, stating that academic awards can be for more than the stu- dent. "Recipients of awards/recognition falling into this category include students achieving a certain level of success, teachers that exhibit exemplary efforts, or even edu- cational facilities that have demonstrated excellence," she states. These awards also extend into all levels of education and all types of products according to Vince Frank, Catania Medallic Specialty. "Grade, middle, and high schools as well as colleges and universities all pur- chase academic items," he states. "Academic items are any medal, lapel pin, lanyard, or other product presented in recognition of achievements in a learning setting." By Cassie Green An Institution of Excellence SELLING THE ACADEMIC MARKET Y ou might think the aca- demic market is just a small piece of the awards puzzle. After all, it is a specif- ic niche that only targets one group of buyers. The reality is that, even though these custom- ers tend to only purchase dur- ing specific times of the year, the academic market is quite huge, encompassing multiple entities and age groups that have various recognition needs.

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