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Hi! I’m Melissa Heyeck, Senior Director of Marketing at EdWeek, and welcome to the first edition of The WirED Marketer. ✨
If you’re marketing to school districts, supporting marketers, or just want to think like one (and who wouldn’t? 😉), you’re in the right place.
Here’s the drill—every other week you’ll hear from The WirED Marketer with insights and data specific to K-12, relevant anecdotes and maybe an occasional meme if we’re feeling cheeky.
Glad you’re here.
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Your WirED Marketer,
—Melissa, Senior Director, Marketing at Education Week
Send ideas and feedback my way — mheyeck@educationweek.org.ㅤㅤㅤㅤㅤㅤㅤ⠀⠀⠀⠀
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What’s Trending ✨
Here’s a glimpse into what our readers are actively searching for and on which platforms they turn to for specific needs.
Top 3 searched terms on edweek.org in December ‘24:
- AI (But seriously, is anyone surprised by this?)
- Special Ed
- Science of Reading
Curious about last December’s top search terms? Science of Reading at #1, followed by AI (#2) and Math (#3). Math, interestingly, was #11 in December 2024’s list of top search terms.
Top 3 social media channels district leaders turn to for training and PD:
- YouTube
Source: EdWeek Research Center and EdWeek Market Brief 2024.
Where aren’t you going to find district and school leaders? Reddit. According to a 2024 survey conducted by the EdWeek Research Center, only 6% of the EdWeek audience relies on Reddit. PRO TIP: Take your money elsewhere for paid promotions for the time being. But hey, check back again this time next year because things change (slowly in K-12 though, am I right?). 😉
What We’re Reading 📚
[Short, Actionable Article] The Phrases in Marketing Materials That Make K-12 Leaders Uneasy from our pals at EdWeek Market Brief. The TL; DR – your choice of words matter. The language that you choose when marketing a product to districts can make or break your chances of landing a contract according to Market Brief reporter Emma-Kate Fittes.
The top 3 phrases that made K-12 leaders uneasy were diversity, equity, and inclusion (DEI), culturally responsive teaching and social justice.
Market Brief members can read this article here.
Pop Quiz! ⚡
How much do you know about the district academic officer buyer persona?
What is a major reason K-12 leaders might react negatively to vendor suggestions?
a. Vendors offering too many options
b. Vendors charging high fees
c. Vendors being too persistent
d. Vendors not understanding local funding realities
Events on our Radar 🎯
- [In Person] BETT – Headed to London? Let’s hang! We’re hosting a breakfast briefing: What To Know About Working in the U.S. Education Market - check it out.
- [Free Webinar] EdMarketer Quick Hit: What’s Trending among K-12 Leaders? Carve out 30 minutes and watch.
- [Free Webinar – TODAY!] Join EdWeek Market Brief for an open access webinar – Key Trends to Watch in the K-12 Market in 2025 – register here.
Meet The Marketer 👋
Our fearless leader here at EdWeek, Jen Mosley, VP of Marketing.
3 words to describe you: “Curious, Strategic, Tenacious.”
What should education marketers look out for in 2025?
“I suspect districts, as they compete for student enrollment and budget funds, will be laser-focused on transparency and results. They’re looking for tools that don’t just make big promises but prove their worth in real terms. An education marketer will need to bring the right data and case studies to light at the right time in the district’s learning journey and continuously re-emphasize once the prospect is a client. At the same time, personalized learning is gaining serious traction as schools search for tech that can adapt to each student’s path and make a dent in learning loss. The bottom line? If a product can’t show clear, evidence-backed impact and help create tailored learning experiences, it’s not likely to make the cut.”
What marketing related issue is keeping you up at night?
“Right now, it’s a balancing act—figuring out when to jump into new trends versus sticking with what we know works. It’s especially tricky in an industry (marketing) so focused on AI, where everything moves fast and ‘the next big thing’ is always just around the corner. Additionally, I’m also making sure my team has the time and space to build up their skills so we’re ready for what’s next. It’s a challenge to stay strategic and innovative without burning out on every shiny new tool that pops up.”
What advice would you give companies when it comes to selling in K-12 post ESSER?
“My advice? Marketing teams will need to be ruthlessly focused on gathering real-time intelligence straight from districts. Fortunately, my team has a direct line into this. We’re constantly adding our own questions to our Custom Research department’s bi-monthly district surveys and tapping into EdWeek Market Brief’s reporting for even more nuanced insights. Having this stream of raw, on-the-ground intel lets us adapt our strategies to what districts genuinely need, making our marketing approach grounded in the district’s point of view.”
Interested in more about women in leadership? We found this article fascinating, How Women Have Risen to the Top of the Education Industry — and Why Others Feel Held Back.
Say What?! 🦜
What we’ve heard at the watercooler, on social, out and about…
“Don’t sleep on CTOs when it comes to outreach to a district. They aren’t the people fixing printers anymore.”
The superintendent may not be the best contact. At Caddo Parish Public Schools the Supervisor of Educational Technology, Justin Steele, says a pitch for a new product related to curriculum runs through him before being raised to the CAO and he should be involved in the piloting and implementation.
—Emma Kate Fittes, EdWeek Market Brief Reporter
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 us what you thought of this newsletter — 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.