Opinion
Education Opinion

I Try My Hand at Marketing Copy

January 28, 2008 1 min read
  • Save to favorites
  • Print

As an advocate for a market in school improvement products, services and programs, Iembrace marketing. I have criticized a view of marketing that deemphasizes the merits of whatever is being offered and “fit” with the buyer and instead focuses on pictures of happy children and vague but exciting copy.

Marketing materials include everything from postcards to “white papers.” On the latter end of the spectrum, we should see a reasonably balanced case for the broad product or service category, important considerations for buyers, and some sense of what’s for sale. Granted, these are not third-party reviews, but they should add value to the consumers decision making process. The smartest providers know that in the long run, bad matches lead to poor results and a questionable reputation does not add to the bottom line.

The ideal white paper is easier to specify than write. I recently took my hand to the task for the Center for Digital Education, MPR and Gateway on the subject of one-to-one computing. (See here.)

Given that I feel free to critique others, it’s only fair to give others a shot at me. Comments are welcome.

The opinions expressed in edbizbuzz are strictly those of the author(s) and do not reflect the opinions or endorsement of Editorial Projects in Education, or any of its publications.

Events

This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Recruitment & Retention Webinar
Be the Change: Strategies to Make Year-Round Hiring Happen
Learn how to leverage actionable insights to diversify your recruiting efforts and successfully deploy a year-round recruiting plan.
Content provided by Frontline
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Equity & Diversity Webinar
Critical Ways Leaders Can Build a Culture of Belonging and Achievement
Explore innovative practices for using technology to build an environment of belonging and achievement for all staff and students.
Content provided by DreamBox Learning
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Professional Development Webinar
Strategies for Improving Student Outcomes with Teacher-Student Relationships
Explore strategies for strengthening teacher-student relationships and hear how districts are putting these methods into practice to support positive student outcomes.
Content provided by Panorama Education

EdWeek Top School Jobs

Teacher Jobs
Search over ten thousand teaching jobs nationwide — elementary, middle, high school and more.
View Jobs
Principal Jobs
Find hundreds of jobs for principals, assistant principals, and other school leadership roles.
View Jobs
Administrator Jobs
Over a thousand district-level jobs: superintendents, directors, more.
View Jobs
Support Staff Jobs
Search thousands of jobs, from paraprofessionals to counselors and more.
View Jobs

Read Next

Education Briefly Stated: September 21, 2022
Here's a look at some recent Education Week articles you may have missed.
9 min read
Education Briefly Stated: September 7, 2022
Here's a look at some recent Education Week articles you may have missed.
9 min read
Education Briefly Stated: August 31, 2022
Here's a look at some recent Education Week articles you may have missed.
8 min read
Education Briefly Stated: August 24, 2022
Here's a look at some recent Education Week articles you may have missed.
8 min read