We are a small, women-owned company that saw a need, created a business and is filling a unique niche. To our knowledge, no one else does what we do. Our biggest problem, however, is that our potential decision-makers are very small in number - one or two key PTA officers at elementary and middle schools in the Metro DC area. So, at most, we are trying to reach 2,000 people in a geographic area of millions. Therefore, we need very targeted, compelling material that we can drop off at school offices, send in mailers, or hand-out at events and to friends/neighbors to pass on.
Our primary target are PTA volunteers, who tend to be women aged 25-50 with kids in elementary or middle school. Some work f/t out of the home, some are SAHMs, but all are insanely busy. They volunteer for the PTA so have a vested interest in education and their kids. Key messages about our service to convey to them is that it's free to the PTA and will save them tons of time and effort, making their already crazy lives that much easier to manage.