Welcome to the first quarter of 2025! A new year brings fresh opportunities and challenges for educators, administrators, and parents alike. From navigating the post-holiday slump to preparing for spring initiatives, there’s plenty on the horizon.
For EdTech brands, Q1 is a pivotal moment in the K-12 buying cycle. This is the Consideration Phase—the time when schools evaluate new solutions for the upcoming academic year. For many EdTech brands, this is “go time” to hit the pedal to the metal to reach or exceed their ambitious goals (district partnerships, number of students served with their product, etc).
In this post, we’ll dive into key insights about Q1’s buying cycle, share actionable marketing strategies, and spotlight holidays, events, and conferences to guide your marketing and social media campaigns. Whether you’re planning email outreach, webinars, or social media content, this guide is designed to help you create impactful social media and content marketing campaigns that connect with your audience.
Ready to hit the ground running? Download our free EdTech Marketer’s Planner for all the dates, events, and content ideas you need to make 2025 a success.
Q1 in the K-12 Buying Cycle
The year's first quarter is a pivotal time in the K-12 buying cycle, aligning with the Consideration Phase. Schools and districts evaluate potential solutions for the 2025-2026 school year during this period. Understanding administrators' and teachers' unique priorities and challenges is essential to positioning your brand as a trusted partner.
This year brings added complexity due to federal funding uncertainty. The new administration has expressed interest in curbing federal education spending, with discussions around potentially shutting down the Department of Education altogether. While these shifts create ambiguity, it’s crucial to quantify the potential impact on district budgets.
Magic Moments: Align your goals with the needs of schools actively searching for solutions. Use email, webinars, and social media not just to promote your product but to show how you can help solve their top challenges and goals. How can your content resonate with what educators need while also meeting social media algorithm needs and your business objectives? The magic is in striking that balance.
Federal aid, though a relatively small part of K-12 funding at 13.6%, plays a critical role. Programs like Title I under ESEA and Part B under IDEA target gaps for students with disabilities and those from low-income households, supplementing state resources. However, funding distribution policies vary by state, adding another layer of complexity.
Adding to the challenge, the upcoming 2025-2026 school year marks the first without post-pandemic ESSER funds. These funds, totaling $190 billion, were the largest one-time federal investment in education and helped schools address student achievement gaps and chronic absenteeism. Want to go down a bit of a rabbit hole? Learn how those funds were spent and if that spending worked to increase student achievement and decrease chronic student absenteeism.
With budgets tightening, districts will prioritize solutions that demonstrate measurable impact on student outcomes, high adoption rates, and robust professional development programs. They’ll also need products that align with student data privacy requirements and integrate seamlessly into their existing tech ecosystems. Fun fact: The average school district uses 2,739 distinct tools annually and 1,436 tools monthly.
With budgets tightening and tech ecosystems becoming increasingly complex, administrators are focusing on solutions that align with district goals, deliver measurable impact, and offer flexibility in implementation. Their top priorities include:
Proven Impact: Tools and programs that demonstrate clear, measurable outcomes for students and teachers.
Strategic Alignment: Solutions that support key district initiatives like equity, SEL, or improved data management.
Cost-Effectiveness: Products that address multiple priorities or budget line items, offering flexibility and value.
At the same time, administrators face significant challenges, including tight budgets, limited time for product evaluations, and the overwhelming number of EdTech options available.
Pro Tip: To stand out, provide concise, data-driven resources like case studies, ROI calculators, and success stories. Tailored webinars or virtual demos can also help districts see exactly how your solution addresses their unique challenges, building trust and confidence in the decision-making process.
Education Holidays, Events, and Conferences
Below are some of the most important dates EdTech marketers should consider throughout the first quarter. We’ve also brainstormed timely content ideas that align with the needs and challenges of teachers and school and district administrators.
January
Kick off the year with resources tailored to educators’ needs this season. From key holidays to actionable strategies, it’s all in the planner. Download now to start planning January.
As the new calendar year begins, January allows educators to reflect, reset, and recharge. After winter break, teachers return with a mix of fresh energy and the challenge of re-engaging students after time away. For administrators, it’s a pivotal month dedicated to budget planning and evaluating solutions for the upcoming school year.
K-12 Educator and Administrator Priorities in January
For teachers, this time often sparks reflection on classroom strategies and goals. They’re seeking tools that provide quick wins, reignite student motivation, and set a positive tone for the semester ahead. Meanwhile, administrators are focused on assessing innovative solutions, planning professional development, and preparing their schools for long-term success.
For EdTech marketers, January is the ideal moment to connect with educators and administrators around renewal, goal-setting, and professional growth themes. By aligning your campaigns with their priorities, you can position your brand as a trusted partner in their journey to make 2025 a year of growth and impact.
How EdTech Brands Can Support Educators and Administrators in January
To make your content and marketing campaigns timely and valuable, focus on resources that address educators’ immediate priorities. For instance:
For Secondary School Teachers: Create a guide with strategies to re-engage students after the holiday break.
For Administrators: Offer templates for strategic planning or budget assessments to streamline their January workload.
Need inspiration? Looking for fresh ideas? Explore these TCI resources packed with quick, effective, and timely classroom activities to kickstart the new year.
Don’t Miss Holidays in January
National Technology Day (January 6): Highlight how technology can empower educators and students.
Martin Luther King Jr. Day (January 20): Share classroom resources promoting equity, diversity, and social justice.
Inauguration Day (January 20): Share tips for engaging students in discussions about leadership, democracy, and civic responsibility.
National Mentoring Month (all month): Showcase ways your product supports leadership and professional development.
February
Make February memorable with curated events, holidays, and strategies to connect with educators and administrators. Want the full list? Download the free planner today.
February combines winter’s challenges and hope for brighter days ahead. For educators, it’s a demanding stretch marked by state testing prep, student fatigue, and the struggle to maintain engagement. Yet, it’s also a month filled with opportunities to celebrate diversity and foster connection, especially during Black History Month.
K-12 Educator and Administrator Priorities in February
February is a busy and purposeful time for K-12 educators. Teachers are finding creative ways to weave themes of inclusion, equity, and kindness into their lessons, fostering meaningful connections with their students. At the same time, administrators are focused on supporting their teams while planning for the future, prioritizing strategies and solutions that advance district goals and long-term equity initiatives.
How EdTech Brands Can Support Educators and Administrators in February
February is the perfect time to align your campaigns with these themes. Here are a few ideas:
Honor Black Voices: Share resources like lesson plans, book recommendations, or activities that authentically celebrate Black History Month.
Support SEL Goals: Provide toolkits or activities that encourage kindness, empathy, and emotional growth in the classroom.
Show Educator Appreciation: Create targeted campaigns around Valentine’s Day or National School Counseling Week to recognize their hard work.
Tie Diversity to Subjects: Develop resources that integrate Black History Month into specific areas like science, math, or social studies.
Pro Tip: Check out this example from Teaching Tolerance, which offers practical and authentic lesson ideas for Black History Month.
Focusing on the themes educators value most in February—diversity, connection, and support—can help you create campaigns that resonate and make an impact during this challenging yet meaningful time of year.
Don’t Miss Holidays in February
Black History Month (all month): Share lesson plans, book lists, and activities to amplify Black voices.
National School Counseling Week (February 3-7): Highlight SEL resources to support students and counselors.
Valentine’s Day (February 14): Show love and appreciation for educators through gratitude campaigns.
Random Acts of Kindness Day (February 17): Share ideas for spreading kindness in schools and classrooms.
March
March ushers in the first signs of spring, bringing a renewed sense of energy and anticipation. For teachers and students, it’s the countdown to spring break, while administrators shift focus to preparing for the next school year. It’s also a month brimming with creative opportunities, from celebrating Pi Day to honoring Women’s History Month.
Spring into March with resources to inspire campaigns and connect meaningfully with educators. Get everything you need—download the planner now.
K-12 Educator and Administrator Priorities in March
March is a pivotal month for K-12 educators, with teachers and administrators tackling distinct but interconnected priorities. For teachers, test prep takes center stage, and many find ways to infuse creativity and fun into their lessons to keep students energized and combat burnout. Meanwhile, administrators are focused on critical tasks such as budget planning, making staffing adjustments, and preparing for end-of-year assessments to ensure a smooth finish to the school year.
How EdTech Brands Can Support Educators and Administrators in March
March is the perfect time to provide resources that simplify educators’ lives and inspire creativity in the classroom. Ideas include:
Pi Day Activities: Share math challenges or interactive lessons that make learning exciting.
Women’s History Month Resources: Highlight trailblazing women in STEM or offer classroom activities that celebrate women’s contributions across disciplines.
Time-Saving Tools: Provide solutions that help educators streamline their workload, freeing up time for meaningful instruction.
Seasonal Themes: Showcase ideas for spring-themed activities or outdoor learning to capture the season’s energy.
To ensure your campaigns resonate, tailor content to specific audiences:
For STEM Products: Spotlight stories of groundbreaking women in science for Women’s History Month.
For Elementary Educators: Share spring-themed activities or crafts to keep students engaged during the seasonal shift.
Pro Tip: For inspiration, check out this example from PBS LearningMedia featuring Women’s History Month classroom resources.
March Highlights
Don’t miss these key dates to connect with educators:
International Women’s Day (March 8): Celebrate women leaders in education and STEM.
Pi Day (March 14): Provide engaging math resources or classroom activities.
St. Patrick’s Day (March 17): Share festive lesson ideas or crafts for younger students.
Spring Equinox (March 20): Highlight outdoor learning activities or spring cleaning tips for classrooms.
By tapping into March's creativity and renewal, you can align your brand with educators’ priorities and create standout campaigns.
K-12 Education Conferences
Conferences offer a unique opportunity for EdTech brands, education leaders, and educators to connect, share insights, and collaborate on shaping the future of education. Q1 sets the stage for meaningful connections, with March being one of the busiest months for events. Major EdTech-forward conferences like FETC, TCEA, SXSWEdu, and BETT (UK) dominate the calendar, while AASA, ASCD, and CoSN are key for reaching school leadership audiences. Niche events like NSTA (science), CATE (California English), and NAIS (independent schools) provide targeted engagement opportunities.
Q1 is also the perfect time to plan your conference strategy for 2025. These events are a platform to showcase expertise, connect with decision-makers, and stay ahead of education trends.
Want to maximize your impact? Download our free planner to get a list of key conferences throughout 2025, and start building your strategy today.
January
1/14 - 1/17 FETC - Orlando, FL [EdTech]
1/18 - 1/21 AAPT Winter Meeting - Saint Louis, MO [Physics]
1/22 - 1/24 AAC&U - Washington, DC [Higher Education]
1/22 - 1/25 BETT UK, London, UK [EdTech]
1/26 - 1/28 CASE-NAIS, Washington, DC
1.26 - 1/29 TASA Midwinter Conference - Austin, TX [Texas school leaders]
February
2/1 - 2/4 LitCon, Columbus, Ohio [Educators]
2/1 - 2/5 TCEA - Austin, TX [EdTech]
2/2 - 2/4 NSBA, Washington, DC [K-12 education leaders]
2/5 - 2/7 NCTM - Kansas City, MO [Math]
2/6 - 2/8 AMTE, Reno, NV [Math Educators]
2/16 - 2/19 ACPA, Long Beach, CA [Higher Ed]
2/17 - 2/19 IDEAcon - Schaumburg, IL [EdTech]
2/21 - 2/23 AACTE - Long Beach, CA [Educator prep]
2/26 - 2/28 NAIS - Nashville, TN [Independent schools]
2/26 - 2/28 NCPN Connect Austin, TX [CTE for Higher Ed]
March
3/3 - 3/6 SXSW EDU - Austin, TX [EdTech]
3/6 - 3/8 AASA - New Orleans, LA [School leaders]
3/12 - 3/14 KYSTE, Louisville, KY [Kentucky EdTech]
3/15 - 3/19 NASPA - New Orleans, LA [Higher education]
3/16 - 3/19 ACTE National Policy Seminar - Arlington, VA [Career and technical education]
3.19-21 MACUL - Detroit, MI [Michigan]
3.20-22 Spring CUE - Palm Springs, CA [EdTech]
3.20-23 NSTA - Denver, CO [Science]
3/31 - 4/2 CoSN Annual Conference, Philadelphia, PA [EdTech/school leaders]
Education & Learning Birthdays
The first quarter of the year is a perfect time to celebrate the birthdays of influential figures in education and history. These moments can bring fresh energy to a season often dominated by standardized testing and winter fatigue, sparking creativity and inspiring meaningful classroom discussions.
Start by identifying birthdays that resonate most with your audience. Use polls or social media to discover which figures they admire—whether it’s a trailblazing scientist, civil rights leader, or educational pioneer. Then, create content that showcases their contributions, ties into your brand’s mission, and offers value to educators.
Ready to incorporate birthdays into your content strategy? Check out the list and image below for some of the most impactful figures to celebrate this quarter.
How to Maximize Your Marketing Efforts in Q1 2025
The first quarter of the year lays the groundwork for what’s ahead, offering a fresh opportunity to connect meaningfully with educators and administrators. While Q1 comes with challenges—like re-engaging students after the holidays and navigating state testing pressures—it’s also a season of renewal, reflection, and forward planning.
Using the strategies and resources in this post, you can align your campaigns with educators' and administrators' priorities. From celebrating diversity to offering tools that drive student engagement, Q1 is your chance to foster connections that lead to long-term success.
Need help? Download our free 2025 EdTech Marketer’s Planner, packed with strategies, tips, and calendars to help you craft marketing and content campaigns that resonate, generate leads, and strengthen relationships.
Here’s to a productive Q1 and a year full of impact and growth!
This post was written in collaboration with LCG Senior Marketing Manager Hillary Trussell and LCG Content Marketing Coordinator Jordan Moldenhauer.
