Inside AASA

Heidi Schmidt and Tara Gao on Partnerships
School Administrator, December 2017



Heidi Schmidt and Tara Gao
AASA PARTNERS WITH companies in the education field to provide supplemental support to AASA’s events and the products and services that serve as member benefits. These partnerships make possible high-quality programming and new initiatives at competitive pricing.

Two AASA staff members serve as the “go-to” individuals for outside sponsors and partners. They are Heidi Schmidt, the association’s director of corporate and strategic alliances, and Tara Gao, business and cultural exchange specialist and coordinator of the association’s School Solutions Center.

Schmidt came to AASA in June 2015, and six weeks later AASA adopted a new model for its sponsorship program. Gao has worked at AASA for three years.

The following interview with Schmidt and Gao by AASA staffer Liz Griffin has been edited for length and clarity.
 
What was it like to come on board just weeks before AASA was changing to a new model for sponsorships?
Schmidt: It worked out perfectly!  AASA had started the conversation with an outside consultant, IEG, on how to improve our sponsorship model. IEG helped us set a valuation of our offerings and services, and suggested we focus on more substantive efforts.

Before I came to AASA, I was the director of digital sponsorships at a well-known publication company, where I worked for 40 markets across the country. When coming on board at AASA, I was comfortable researching companies, dealing with numerous external clients and deadlines, and closing deals. This job has provided exciting new challenges as AASA’s sponsorship offerings have nearly doubled since I began.   

Why did AASA seek a change to its sponsorship program? 
Schmidt: AASA wanted to build deeper relationships with companies. Our previous model led to handling 50-65 small or one-off sponsors a year! That created a frantic pace and allowed only a transactional relationship with sponsors. Taking IEG’s advice, AASA eliminated smaller sponsorships, and built larger, more comprehensive partnership options for the companies wanting to be involved.

The change has allowed me to work closely with roughly 15 major partners and to communicate with Executive Director Dan Domenech and staff more effectively. It’s a win-win for all parties.     

Give a quick overview of the School Solutions Center and how it fits into the picture.
Gao:
In 2009, AASA launched the School Solutions to identify companies with services that saved them time and reduced costs. National Joint Powers Alliance was and is the premier member and continues to offer innovative, simple streamlined purchasing services with national contract pricing – where it does the bid and evaluation for a district. 

Today, about a dozen organizations are partners.
 
I deal exclusively with companies interested in promoting the sale of K-12 products or services. Heidi deals with companies seeking a deeper relationship with AASA and our members.

What’s unique about your work with the School Solutions Center? 
Gao:
One of the most interesting parts of my job is meeting with the companies. My boss, Chuck Woodruff, who previously served as chief financial officer in three large school systems, brings a lot of expertise to discussions. 

Many companies have such interesting ideas and solutions. For instance, I’ve seen some cool tech products – like an emergency notification platform (CrisisGo) and an online high school network (Fusfoo). And each of the Solution Center partners offers something different – online tutoring, STEM resources, professional development, etc.

I grew up in China, which has a very different education system, so I’ve learned about K-12 education in America and the role of the superintendent. 

How are your roles similar and how do they differ?
Gao: 
Both of us work with companies in the K-12 market and both help educate companies about our membership and how companies can connect with them. 

I’m AASA’s liaison with companies belonging to AASA School Solutions Center. They want help promoting their product or service to members. I describe members’ roles, give advice on the timing and content of their e-blast, sign them up for an exhibit booth at the conference and work with the magazine on its deadlines.

Schmidt: Some companies are looking for a deeper relationship with AASA and our members, not just immediate sales. These partners gravitate toward ongoing offerings that include face time with superintendents and in-depth participation at meetings. I help the company align its interests with what we offer, and allow them to bring their ideas of partnership to the table.
 
One new company that works with AASA assists with cultural educational exchange partnerships. How did that come to be?
Gao: We got visit requests from Chinese educators who hoped to see local schools and speak with AASA staff and educators about education here. Then we started arranging for members to go to China through the Discover China Program run by Triway International Group. A lot of partnership opportunities come up during trips. For example, we are working with a Wisconsin school district to host a group of Chinese students and an Arizona school district that plans to have their students visit China.  

How do members benefit from partnerships?
Schmidt:
Partnership revenue allows AASA to offer added value to members. This could be for a specific program, group, or cohort. The benefits can range anywhere from helping provide transportation to rural district site visits, to being able to serve a plated lunch instead of a box lunch. Ultimately, partnership revenue assists in executing our meetings the way we envision. The members feel well-treated and grateful to the partners, and the partners get to build those important relationships with our members in return. 
 
Are there any new plans you are working on?
Gao:
 We are always getting approached by new companies! That’s what makes it interesting. Our most recent partners are iTutor.com and Wonder Media, look forward to introducing their product to members. 

Schmidt: Yes! October 2017 was our first ever AASA Focus Groups: Preparing for the Future. It’s a great way for corporate partners to meet with AASA members to discuss their emerging products and services in order to gain invaluable feedback from these district leaders. 
 
 
*Inside AASA is a monthly feature about AASA services and products and the staff members behind them.*