The WirED Marketer: 🙋‍♀️ Doesn’t everyone just want to be told what to do? …or is it just me? - 5/20/25

Hey there WirED Marketers,

Thanks to everyone who wrote back about a week ago requesting the K-12 buyer personas deck. It was nice to hear from you all, and I’m still soaking up the joy in knowing people are reading this newsletter!

This edition is packed with insights and data. Let’s get right to it, shall we?

You’ll find:

• A new “DO THIS” section featuring actionable advice on marketing edtech
• A weirdly accurate and silly quiz that everyone needs to take
• Why Teachers Don’t Want Your PD—a flash briefing at the upcoming June Market Brief Virtual Forum

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Your WirED Marketer,
—Melissa, Senior Director, Marketing at Education Week

P.S. — 📩 Did someone forward you this email? Sign up here. 
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What’s Trending ✨

Cellphone bans in schools.

Unless you’ve been living under a rock, you’ve likely heard about the wave of cellphone bans in schools and the growing concerns over classroom distractions.

Back in the ‘90s, we passed notes, played MASH (IYKYK), and maybe snuck in a round of Tetris on our TI-83s. Today, it’s Instagram, nonstop texts, and TikTok.

Sure, schools try to block this stuff on district-issued Chromebooks and such—but let’s face it, students usually find a workaround.

Meanwhile, teachers are doing their best to keep students focused. And Chromebooks? They’re not going anywhere. Most agree they’re essential.

So, if you’re an edtech company, how do you speak to these challenges in a real, relatable way? We’ve got you covered.

Do This 👇

3 Tips for Marketing Classroom Tech in a Crowded (and Skeptical) Market

📝 Quick note: As a mom of two young kids, I often worry about their tech use. And honestly, I feel like a walking contradiction many days. “Mommy, stop looking at your phone” is something I hear more than I’d like to admit.

Writing this section was tricky. I can easily put on my marketer hat and share quick tips—but as a parent, I care deeply about limiting screen time (just like many of your end users’ parents do).

It’s one of those moments where two things can be true: Tech is essential to K-12 learning, and it’s also okay to feel some skepticism and set boundaries when needed.

OK, off my soap box! If you’re marketing a tech-based product or service for the classroom, it’s critical that you address concerns of digital overload with empathy and care—don’t gloss over it.

Here are 3 recommendations to help you do this:

1. Help Educators Communicate Value to Families. Why? Many families and caregivers are becoming increasingly skeptical of screen time. You need to help explain “the why” behind tech use.

• ✨ DO THIS: Create a “Parent Guide” explaining “the why” in plain speak. Allow teachers to customize it to their liking and then they’ll be more willing to share it. When you craft it, put yourself in the parent’s shoes and try to specifically address their concerns.

2. Support Classroom Management, Not Just Engagement.

• ✨ DO THIS: if your product integrates with Chromebooks, emphasize compatibility with management tools like GoGuardian or Google Admin. Many teachers have their own concerns about tech-use, so ensuring they know that they will have some visibility and control can help them envision how they will implement effectively in the classroom.

3. Advocate for Digital Wellness—and Mean It.

• ✨ DO THIS: Consider a partnership with an organization that focuses on digital well-being like Common Sense Media or similar.

Have other ideas I’ve missed? Hit reply and share ‘em.

What We’re Reading 📚

[Article] The Steps Schools Should Take So All Students Can Use EdTech, Staff Writer at EdWeek Lauraine Langreo.

A big take-away here is that when developing edtech products, it’s critical that they are accessible to all. The article states, “For instance, let’s think about someone who may be hearing-impaired or has a visual impairment of some sort. That can be very difficult if their resources online aren’t accessible. It isn’t conducive for learning.”

When the purchasing team at a K-12 school district is reviewing products, chances are they’ve brought in special educators, speech pathologists and other specialized teachers to ensure that the products up for consideration will meet the needs of all students.

My take: Accessibility is not something to overlook; it should be front and center in your product development plans.

Pop Quiz⚡

OK, this one is silly and not education-related, but bear with me, k? My event marketing manager shared this with me because her results were absurdly accurate. The quiz is short and fun—it’s called, What’s Your Event Archetype?

I’m an “Art Social”. 👸🎨 (Does this make me fancy and cultured? Asking for a friend. 😉)

The reason I share this quiz is because I think it’s a great reminder that we should be having FUN with our content marketing. If this quiz was dull and predictable, do you think I’d be sending it to you? Nope.

So, this is your friendly reminder my fellow ed marketers, interject fun whenever you can!

Take the quiz here.

Events on our Radar 🎯

📆 June 10 & 11: The EdWeek Market Brief Virtual Forum

Sessions include:

• Why Teachers Don’t Want Your Professional Development
• Interest in Career Pathways is Surging. What Do Schools Need from Product Providers?
• AI Lessons From Other Sectors: What’s Coming to Your Education Organization

Grab your seat here.

Meet An Education Marketer 👋

Lisa Maria, Marketing Project Manager

3 words to describe you: “Reflective, Curious, Collaborative.”

What should every EdMarketer know?
“You can’t market effectively to district and school leaders without a deep understanding of the environment they’re working in. Staying informed on K-12 news isn’t optional—it’s foundational. The issues are complex, fast-evolving, and often politically charged. As ed marketers, our messages must reflect a substantial awareness of that context. That means subscribing to reliable education newsletters (EdWeek Update, edBiz Update, Chalkbeat, and The 74 come to mind), following trusted reporters and education-focused organizations on social media, and staying alert to policy shifts and funding changes. When you know what your customers and prospects are up against, you’re better equipped to communicate value—and offer support—in a way that actually resonates." 

What’s on your mind right now?
“Messaging. All the time. I think a lot about how to reach the right people, at the right moment, with authentic language that lands. That’s where the real craft comes in—being clear without being simplistic, being concise without losing meaning. Sure, AI helps, but for me, it’s a launchpad, never the final product. It takes curiosity to uncover what matters most to each audience, and collaboration—especially across teams—to ensure our messages align and evolve with our goals. Shaping the message thoughtfully is essential, so it reflects not just what we offer, but what our audience truly needs.”

What catches the attention of K-12 leaders?  
“Let’s be real: district and school leaders are extremely pressed for time. Their inboxes are overflowing, and their attention is constantly pulled in a dozen directions. So, what cuts through the noise? Specificity. Relevance. Trust. You can’t just drop jargon or vague promises. You need to show that you understand their most pressing challenges—whether it’s staffing shortages, community pressures, or shifting academic priorities—and speak to those challenges directly. Go where they go. Read what they read. And whenever possible, connect in person.”

Say What?! 🦜

What we’ve heard at the watercooler, on social, out and about…

EdWeek guest contributor, Larry Ferlazzo, asked teachers to share their best advice in 6 words or less. Here are a few that stand out to me:

• “Create awesomeness and share it prolifically.”
• “Edtech must be utilized with intentionally.”
• “Reach ALL students by differentiating instruction.”

There’s more where that came from. Read this 2-minute 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.

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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.