Welcome to the second quarter of 2025—a time of both transition and uncertainty in K-12 education. The past few months have been a whirlwind, with policy shifts, budget challenges, and emerging trends reshaping the landscape for educators, administrators, and EdTech brands alike. How can your brand remain relevant and supportive during this critical moment?
This post will help you align your marketing, social media, and content strategies with the real-time priorities of K-12 decision-makers. Below, you'll find:
✅ Actionable marketing strategies for engaging educators and administrators
✅ A deep dive into the K-12 buying cycle in Q2
✅ A complete list of April – June education holidays, events, and conferences
We create these quarterly blog posts as an easy resource for EdTech marketers to use when planning. Want to be the first one notified when we launch these free blog posts? Sign up to our email list to receive quarterly notifications:
Q2 2025 in the EdTech Buying Cycle
Typically, Q2 is a pivotal time in the K-12 buying cycle when schools transition from the Consideration Phase—the final stage of evaluating solutions—into the Purchasing Phase, when decisions are made before fiscal year deadlines. For EdTech brands, this period is a high-stakes moment. The window for influencing district decisions is narrowing, and standing out in a crowded marketplace requires more than just visibility—it demands relevance, trust, and value.
But this year, external forces are adding new layers of complexity to an already intricate process.
A new administration has already sent shockwaves through the education sector, raising concerns over the future of Federal funding, the Department of Education, and critical programs like Title I. Budget cuts to education research have left national organizations scrambling for support (WestEd’s open letter underscores the urgency), while immigration raids have disrupted student attendance and, in turn, school funding. Meanwhile, the aggressive rollback of DEI initiatives and terminology has forced many education brands to erase mentions of equity, SEL, inclusion, and belonging from their materials—leaving curriculum providers scrambling and educators uncertain about what they are still allowed to teach.
At the same time, data continues to paint a sobering picture of student achievement. The latest NAEP report shows little improvement in reading and math scores since their dramatic declines in 2022, driving many education organizations and EdTech companies to shift their messaging toward academic outcomes—particularly in literacy and mathematics.
And then, there’s AI. The rise of artificial intelligence in K-12 education has been swift, even if daily classroom adoption remains limited. EdTech companies are rapidly integrating AI into their products, and of the 150 early-stage education venture rounds this year, 62% mentioned AI in their funding announcements. The sheer scale of AI-driven innovation is staggering—just look at this map of 400 companies leading the charge.
With so much in flux, the K-12 buying cycle is feeling the strain. While federal dollars represent only a fraction of school funding, With so many shifting dynamics, the K-12 buying cycle is feeling the strain. While federal funds account for a smaller percentage of overall school budgets, their impact varies significantly across districts and education brands. When uncertainty is high, schools tend to extend their already long purchasing cycles, delaying decisions as they navigate budget constraints, evolving policies, and competing priorities.
For EdTech brands, the challenge is clear: How do you support decision-makers in Q2 while ensuring your brand remains relevant and trusted in an uncertain landscape? The key lies in aligning your marketing and sales strategy with real-time district priorities, providing data-backed proof of impact, and offering solutions that support long-term success.
With the Consideration Phase coming to a close and purchasing decisions on the horizon, now is the time to fine-tune your outreach, engage educators and administrators where they are, and position your brand as a trusted partner in student success.
Education Holidays, Events, and Conferences
Below are some of the most important dates EdTech marketers should consider throughout the second quarter. We’ve also brainstormed timely content ideas that align with the needs and challenges of teachers and school and district administrators.
April
As the school year reaches its final stretch, April marks the end of the "Consideration" phase in the K-12 buying cycle. Schools are finalizing their evaluations of EdTech solutions while administrators juggle hiring decisions and state testing logistics. Meanwhile, teachers focus on ensuring students meet learning standards while managing the stress of standardized testing and disrupted schedules.
K-12 Educator and Administrator Priorities in April
For teachers, this month is all about keeping students engaged amid test prep, final projects, and spring fatigue. They’re looking for tools that provide efficient review strategies, stress management resources, and interactive learning activities to keep students motivated.
Administrators, on the other hand, are finalizing purchases, hiring decisions, and strategic plans for the upcoming school year. They need case studies, decision-making frameworks, and evaluation tools to guide their final choices before budget deadlines.
How EdTech Brands Can Support Educators and Administrators in April
To create meaningful engagement, focus on resources that align with their current needs:
📌 For Teachers: Share test prep guides that reduce student stress, interactive review activities that promote engagement, and brain break strategies to help with focus and retention.
📌 For Administrators: Provide evaluation checklists to assess edtech effectiveness, success stories that highlight real impact, and purchasing guides to navigate budget cycles. With many districts making purchasing decisions in the spring, resources on grant funding and ROI-driven case studies can be especially valuable.
Don’t Miss Holidays & Key Events in April
Poetry Month: Celebrate the power of poetry in classrooms, libraries, and communities across the country.
National Library Week (April 6-12): Spotlight literacy tools, research resources, and digital libraries.
Earth Day (April 22): Highlight sustainability initiatives and environmental education programs.
National Dissertation Day (April 26): Celebrate educators pursuing advanced degrees and lifelong learning.
Key Conferences: NSBA (April 4-6), AI Show (April 5-7), ASU+GSV (April 6-9), AERA (April 11-14), – great opportunities to engage district leaders, researchers, and EdTech investors.
May
As the school year winds down, May is a month of recognition, appreciation, and transition. Teachers are celebrating student milestones while wrapping up the academic year. Administrators are reflecting on successes and challenges, finalizing purchasing decisions, and planning summer professional development.
May is also Teacher Appreciation Month, a time to honor educators for their dedication, resilience, and impact. With graduations, award ceremonies, and year-end celebrations filling the calendar, it’s the perfect time to engage school communities with messages of gratitude and reflection.
K-12 Educator and Administrator Priorities in May
For teachers, May is about maintaining engagement while closing out the school year. They’re looking for fun review activities, creative ways to celebrate student growth, and self-care strategies to avoid burnout as they wrap up the semester.
Administrators are finalizing budgets, reflecting on school-wide improvements, and preparing for summer training programs. They need leadership insights, retention strategies, and professional development resources to support their teams for the upcoming year.
How EdTech Brands Can Support Educators and Administrators in May
To make your messaging timely and impactful, align with their current needs:
📌 For Teachers: Share classroom wrap-up activities, reflection exercises, and appreciation campaigns to recognize their hard work.
📌 For Administrators: Provide end-of-year assessment tools, leadership resources, and retention strategies to help them prepare for the next school year.
Don’t Miss Holidays & Key Events in May
Teacher Appreciation Week (May 5-9): Engage educators with appreciation campaigns, giveaways, and recognition efforts. Teacher Appreciation Day is May 6.
Mental Health Action Day (May 15): Share wellness strategies for educators to recharge over the summer.
Graduation Season (May-June): Highlight student success stories, transition resources, and career readiness tools.
Memorial Day (May 26): Acknowledge the day with meaningful content honoring its significance.
Key conferences: NAFSA (May 27 - May 30)
June
As the school year officially comes to a close, June offers a slower pace for reflection, recovery, and preparation. Educators are wrapping up the academic year, with some diving into summer professional development while others take time to recharge. Administrators, meanwhile, shift their focus to strategic planning, hiring, and preparing for the next school year.
While classrooms may be empty, educators remain engaged—seeking resources, training opportunities, and new ideas for the upcoming year. June is the perfect time for EdTech brands to provide value through professional learning, leadership development, and summer engagement strategies.
K-12 Educator and Administrator Priorities in June
For teachers, June is a mix of recharging and professional growth. Some seek learning opportunities, curriculum planning tools, and workshops, while others prioritize self-care and mental wellness before the next academic cycle begins.
Administrators use June to finalize hiring, review district initiatives, and strategize for the year ahead. They need leadership insights, budget planning tools, and data-driven resources to help them make informed decisions.
For EdTech marketers, June is an ideal time to focus on future planning, professional growth, and strategic decision-making—positioning your brand as a resource for summer learning and back-to-school success.
How EdTech Brands Can Support Educators and Administrators in June
To engage effectively, offer resources that align with their evolving needs:
📌 For Teachers: Share self-paced professional development, summer learning ideas, and wellness resources to help them reset.
📌 For Administrators: Provide leadership strategy guides, hiring toolkits, and back-to-school planning frameworks.
Don’t Miss Holidays & Key Events in June
National Higher Education Day (June 6): Celebrate lifelong learning and professional development.
Juneteenth (June 19): Promote educational resources focused on history, equity, and inclusion.
First Day of Summer (June 21): Offer lighthearted content or summer engagement tips for educators.
World Social Media Day (June 30): Share insights on building a strong online presence in education communities.
Key Conferences: ASCD + ISTE (June 29 - July 2), NCSC (June 30-July 3), PBL World (June 24-27) – great opportunities to engage district leaders, researchers, and EdTech investors.
K-12 Education Conferences
Conferences in Q2 provide a prime opportunity for EdTech brands, school leaders, and educators to collaborate, share insights, and shape the future of education. As schools finalize decisions for the upcoming year, these events serve as critical touchpoints for discussions on policy, innovation, and purchasing.
Major EdTech-forward conferences in Q2 include:
ASU+GSV Summit (April 6-9) – A must-attend event for investors, startups, and education innovators focused on EdTech funding, AI, and the future of learning.
ISTELive (June 29 - July 2) – One of the biggest K-12 technology events of the year, ISTE brings together educators and EdTech professionals to explore cutting-edge classroom technology and digital learning strategies.
For school and district leaders, these events are key:
NSBA (April 4-6) – A critical conference for K-12 policy and governance, drawing school board members and superintendents from across the U.S.
AERA (April 23-27) – The leading research-focused event for education policy and practice, ideal for those shaping evidence-based strategies.
Niche and subject-specific conferences in Q2 provide targeted opportunities:
PBL World (June 23-26) – Dedicated to project-based learning, bringing together educators looking for hands-on strategies to engage students.
Why Conferences Matter in the Second Quarter:
Spring is a pivotal time for decision-making in K-12 and higher education. These conferences allow EdTech brands to showcase solutions, engage with decision-makers, and build relationships ahead of the back-to-school season. Whether you're attending, exhibiting, or speaking, having a strategic conference presence in Q2 can position your brand as a key partner in education innovation.
April
4.3 - 4/5 AAC&U Conference on Diversity, Equity, & Student Success, San Juan, PR [Higher ed]
4.4 - 4/6 NSBA - Atlanta, GA [School leaders]
4.6 - 4/9 ASU + GSV Summit - San Diego, CA [School leaders, EdTech]
4.9 - 4/11 Digital Learning Summit, San Francisco, CA [EdTech]
4.12 - 4/16 AACC - Nashville, TN [Community colleges]
4.23 - 4/27 AERA - Denver, CO [Education research]
May
5.27 - 5/30 NAFSA Annual Conference and Expo, 2025 - San Diego, CA [International education]
June
6/15 - 6/19: IRLN, Chicago, IL [Multimedia literacy]
6/16 - 6/18: AP Annual Conference, Boston, MA [Advanced Placement]
6/16 - 6/20: London EdTech Week, London, UK [EdTech]
6/23 - 6/25: CCSSO NSCA, Denver, CO [Student assessment]
6/23 - 6/26: PBL World, Napa Valley, CA [Project based learning]
6/26 - 6/30: ALA, San Diego, CA [Library]
6/29 - 7/2: ISTE, San Antonio, TX [EdTech, educators]
6/29 - 7.2: ASCD Annual Conference, San Antonio, TX [EdTech, School leaders]
Education & Learning Birthdays
The second quarter of the year is a perfect time to celebrate the birthdays of influential figures in education and history. As the school year winds down, these moments provide fresh opportunities to spark creativity, inspire students, and encourage 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 Q2 2025
The second quarter of the year presents a crucial window to deepen connections with educators and administrators as they finalize purchasing decisions, wrap up the school year, and prepare for what’s next. While Q2 comes with its own challenges—like balancing end-of-year demands with future planning—it’s also a time for reflection, celebration, and strategic growth.
Using the strategies and insights in this post, you can align your campaigns with the evolving needs of schools and districts. Whether it’s providing resources for student engagement, supporting professional development, or celebrating milestones like Teacher Appreciation Week and graduation, Q2 offers countless opportunities to position your brand as a trusted partner.
Want to stay ahead? Join our email list to be the first to hear about new insights, resources, and content from our team—so you can maximize your impact in education year-round.
Here’s to a successful Q2 and a season of meaningful engagement and growth!
This post was written in collaboration with LCG Senior Marketing Manager Hillary Trussell and LCG Content Marketing Coordinator Jordan Moldenhauer.
