In order to develop a targeted vertical marketing strategy for the primary and secondary education markets a leading seat manufacturer engaged RSMeans Business Solutions to conduct a Benchmark Research Study and develop a demand model to determine the market size of seating for construction projects in the K-8 and high school sector. The project involved a state-by-state survey of spending patterns in educational facilities as well as the development of a model to predict future demand. RSMeans Business Solutions interviewed designers of school projects to identify trends in school design and to determine current practices on selecting school seating.

Major areas addressed in the survey included the impact of NCLB (No Child Left Behind) legislation and class size initiatives, school security, technology, non-traditional schools and amenities. The responses of those interviewed tended to be representative of design practices in regional geographic areas. Two themes for designing educational facilities emerged:

• The need for flexible usage
• The need to serve multiple purposes in the community

The primary focus of the survey was to assess purchase decisions for fixed seating and class room furniture and the results revealed that decisions were largely driven by "the percentage of the fixed seating area designed for community use". Price point, flexibility, durability, ease of repair, and vandal resistance were additional considerations. Due to code reviews, decisions about fixed seating were frequently made early in the design process.

By contrast, classroom furniture was considered "loose" and not part of construction documents or specifications. One architect mentioned client requests for large areas capable of accommodating two or three classes together. This was a comment echoed by a school design consultant working with many school districts that did not have fixed seating. The purchase decision tended to be made later, within six to eight months of the opening date.

The sources of information about fixed seating and classroom furniture were varied. A few firms had dedicated individuals who compiled lists of vendors and resource materials. Sometimes this would be an architectural professional, sometimes a librarian. Others used industry standard resources, e.g., Sweet's, their own libraries or the Internet. Some visited other facilities, and some invited vendor presentations and product displays.

Beyond collecting and analyzing architect/designers' observations, the client needed a model to predict future demand for furniture spending and to identify new market potential as well as specific sales targets within geographic areas.

Charts were developed to illustrate the volume of construction in 2004, state-by-state, and by project type and phase. For each building type, net/gross ratios and percentage allocations for each functional space were calculated.

The data set developed to determine construction volume over time, and space allocation was combined to project sales targets for the various building types and functional areas. Using a calculator function about data for each state, market share and cost for each type of seating can be determined, spending targets within a region and within each functional area can be developed.

There was general agreement among those surveyed that in the long run budgets have to increase. The driver for more spending is the growing burden of responsibility put onto the public school system in the form of 'un-funded mandates,' such as special education, speech pathology, ADA renovations, and regional programs, all of which require additional space.

Most architects indicated that they designed for at least ten years out in a community, based on demographic projections. As one architect said, "There has to be the recognition that if you are building schools expected to last 30, 40 or 50 years, that's a long time to last without significant repair, considering the abuse a building gets by putting a lot of people in a small space for a large portion of the day."

In addition, the school as the hub of the community serves many purposes. Many communities that do not have performance space offer musical and theatrical groups the use of schools for performances. Schools often become walk-in public health clinics and/or breakfast cafeterias for children.

Increasingly, adult students are changing careers and looking to community institutions to address their learning needs. This will have an impact on furnishings-larger desks and other accommodations will be required for adults utilizing school facilities.

HIGHLIGHTS OF THE STUDY:

1. Speed and ease of access are of primary importance in purchase decisions.
2. Designers are looking for functional versatility, durability and aesthetics as well as seamless and hassle-free delivery and service.
3. Reed Construction Data's Connect database provides detailed information on thousands of construction projects as they come online, and allows searches for specifications by product type and by manufacturer name.