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Hey there WirED Marketers,
A lot has happened in K-12 since the last time you heard from me. Some days, it feels impossibly hard to keep up…and I work for a K-12 news organization, so I really have no excuse! 😅
Politics aside, I think most of us can agree that things are moving fast. There’s a whole lot of uncertainty and many individuals in K-12 (and beyond) have lost their jobs. So, here’s your gentle reminder to keep at it. Whether it’s working hard to push your marketing strategies through, searching for a meaningful new job, or just getting through the day—I see you.
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Your WirED Marketer,
—Melissa, Senior Director, Marketing at Education Week
What would you like to see included in future editions? Simply hit reply and send me a note.ㅤㅤㅤㅤㅤㅤㅤ
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👇 In this edition you’ll find:
- Actionable Tips for Managing a Shifting Market
- Conference Strategies That Work
- Quiz: What’s going on with K-12 Funding and Policies?
What’s Trending ✨
Deals are taking longer to close—that’s the new reality. The days of billion-dollar surges into K-12 are behind us. Here’s the thing: when the market changes, our strategies must evolve with it. It’s as simple as that.
My colleague Elaina Hundley, Assistant Director of Subscription Growth and Audience Lifecycle Marketing, shares 5 tips for navigating a rapidly changing market:
1️⃣ Don’t panic. Market changes can be intimidating, and even those who seem calm, cool, and collected might start to panic. Try not to go down that path. Take a deep breath and look for opportunities to meet your customers where they are.
2️⃣ Get into the shoes of your K-12 partners. When things change, new needs and challenges emerge. Your partners may be trimming the “nice-to-haves.” Pay attention to their mindsets. Listen closely.
3️⃣ Address those needs directly and understand the difference between the must-haves and nice-to-haves in your portfolio. Consider repositioning existing products or services to emphasize how they solve high-priority problems.
4️⃣ Keep it simple and strategic. Don’t jump at every idea or change course too quickly. Take in the market and respond with sustainable and easy to understand solutions.
5️⃣ Remain thoughtful. Listen to your K-12 partners to ensure your messaging and sales approach are tailored to their current needs and adapt as they evolve. Focus on being the calm, reliable, and trusted advisor they need to weather a time of uncertainty.
What We’re Reading 📚
Article: Conference Campaign: Strategies That Grab Leaders’ Attention at Trade Shows
Chances are your marketing strategy includes attending conferences and tradeshows. Face-to-face conversations with your key buyers, badge scanning galore, exhibitor lists, and swag for days—where else are you going to find this?! That said, a lot of money goes into exhibiting and sponsorships, and you want to make sure that money is well spent. My colleague on the EdWeek Market Brief team, Alexandria Ng, wrote a data-packed article on what K-12 leaders are looking for at a conference.
If you do nothing else…
Find yourself a product evangelist. You know what’s not that compelling? Seeing a sales rep demo a product (sorry, sales friends). What’s a whole lot more impactful is seeing the end user—the district leader or even the teacher—use the product. So, work hard to nurture those relationships (looking at you, customer success!) and put your best customers on the main stage. Your sales reps will thank you.
Ng writes, when the team at Renaissance Learning, a K-12 software company, prepares for a conference, they usually tap into their Renaissance Educator Network, a group of educators who use the company’s products. Their VP of Marketing Operations, Linda Germain, states, “We want to make sure [attendees] are hearing from people who are in the classroom using our product, not necessarily from us,” she said. “So, we try to get authentic folks who champion our products to come to these events and speak on our behalf.”
Pop Quiz! ⚡
The Trump administration has slashed research spending, issued sweeping closures of DEI programs, and set a goal of disbanding the federal education department—actions with both immediate and potentially long-term effects on both K-12 schools and the marketplace that supports them.
Every edmarketer needs to understand what these changes look like. Test your knowledge.
Meet The Education Marketer 👋
Robyn Miller-Tarnoff, EdWeek’s Assistant Director of Communications & Content Marketing
3 words to describe you: “Brave, Caring, a Connector.”
What’s your best advice to marketers who are trying to get K-12 leaders to attend their events?
“I’m always thinking about what motivates K-12 leaders to sign up—then actually show up—for our events. Sometimes it’s a speaker they recognize or identify with because they share a job title.
But more often, K-12 leaders register when they clearly see how the event will help them do their jobs, whether it’s solving problems from the central office or supporting teachers and students in the classroom. As a marketer, I focus on helping district and school leaders make that connection and see what’s in it for them. Sometimes that means featuring access to exclusive content, but it can also be as simple as an opportunity to network and enjoy a nice meal.”
What’s on your mind right now?
“I’m thinking about how to best serve our audience during this time of political turbulence while also raising the visibility of our trusted brand. The dismantling of the Department of Education and the cancellation of federal grants is sending shockwaves through the field. Fortunately, EdWeek provides excellent, non-partisan coverage of what’s happening in Washington and how it’s impacting schools and districts nationwide.”
What do you wish every EdMarketer knew?
“The power of thought leadership to make a good impression on prospective K-12 customers is critical. I sometimes see sponsored content that’s focused on celebrating the accomplishments of the company, rather than their K-12 clients, and I want to say, “It’s not about you, it’s about them.” District leaders are wary of being pitched a product or service, but if you can share compelling data or examples of how schools are successfully engaging with your product, they are much more likely to look favorably upon your brand.”
Say What?! 🦜
What we’ve heard at the watercooler, on social, out and about…
“Does Anyone Care How Hard I Worked Today?” Principals and teachers get candid about morale in this EdWeek article.
That’s all folks. Thanks for reading. See you again in 2 weeks.
Your WirED Marketer,
Melissa and team because every marketer knows, it takes a village.
What Did You Think? 👀
Tell me what you thought of this newsletter. Send ideas! Just say hi. — mheyeck@educationweek.org
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We can help you develop a successful campaign tailored to your unique marketing goals. To learn more, contact Advertising & Marketing Solutions Director Mike Bell at mbell@educationweek.org.