Shake it off (literally)

 

Volume 42

Since our last newsletter, the Department of Education has been gutted—nearly half its staff laid off. And while a full shutdown would require Congress, an executive order is already in motion to begin dismantling it “to the maximum extent permitted by law.”

We’re all feeling the ripple effects. I recently shared my rage on LinkedIn, and I know many of you are feeling it too—fear, grief, anxiety, burnout. The emotional toll is real.

And its effects are trickling down to EdTech. Districts are facing funding uncertainty. Some sales cycles are slowing. Teams are under pressure to close deals amidst chaos and shortening runways. It’s a lot.

I’ve talked with folks across the industry who feel like they’re on the edge. If that’s you too—I see you. And I want to share something that helped me.

When my dad died from COVID five years ago, my entire body began to shake. It wasn’t subtle. While the shaking faded over time, I was left with a tremor in my right hand so bad I couldn’t hold a coffee cup without spilling or sign my name clearly. Doctors called it hereditary and prescribed meds to quiet it. But I knew something deeper was going on.

Eventually, I found somatic therapy. And slowly—through learning to embrace the shake—I found my way back to calm. Today, that tremor is nearly gone.

Turns out, shaking isn’t just something we do when we’re nervous—it’s also a powerful form of stress relief used by humans and even animals. It helps regulate the nervous system, reset our energy levels, and physically release what stress traps in the body.

So in case it helps, here’s how to do a somatic shake:

  1. Find a quiet space where you can move around. Comfy clothes are a plus.

  2. Start with a warm-up—stretch, sway, or breathe deeply.

  3. Begin shaking your hands and wrists. Let it move through your arms, shoulders, torso, and legs.

  4. Don’t overthink it—just let your body move how it needs.

  5. Keep breathing. In through your nose, out through your mouth.

  6. After 5–15 minutes, gradually slow down and give yourself a moment to sit or stand still.

I’m sharing this now because we can’t show up for educators if we’re stuck in fight-or-flight. We need clarity, calm, and groundedness.

And we need to plan ahead.

With so much uncertainty, more EdTech organizations are rethinking their strategies. Q2 is a critical window in the K–12 buying cycle—continue to share helpful content, show up consistently, and stay aligned with what your audience is actually focused on right now.

Next week, I’m headed to Social Media Marketing World to explore what’s shaking up the algorithms (pun intended) and what’s actually working in social media right now. I’ll report back soon.

Until then, if your body’s carrying more stress than you realize, try shaking it out—or better yet, dance it out.

We need you here—clear-headed, present, and ready to keep showing up.

Elana

 
 
 

​Build a Strong Instagram Presence for Your Brand

Thinking about launching your Instagram for the first time or reengaging your audience? LCG’s Instagram Starter Pack offers a simple, effective strategy to help you connect, engage, and grow your presence—without the overwhelm.

New, just launched
EdTech Good News

While Harvard’s admission rate remains low, the university is expanding its commitment to student success. Beginning in the 2025–26 academic year, families earning under $200,000 won’t pay tuition at Harvard College, the university’s undergraduate liberal arts program. Students from families earning under $100,000 will also receive free housing and books. With this expansion, roughly 86% of U.S. families would qualify for financial aid.

Marketing + Education Must Reads

Marketing

  1. A new Temple University study shows that ​Gen Z views micro-influencers as more authentic and trustworthy​ than celebrities, especially when it comes to learning about products on platforms like TikTok.

  2. This Social Media Examiner interview with Donald Miller breaks down ​how to tell customer-centered stories that drive action​ without sounding like a pushy marketer.

  3. Buffer shares real data on how posting consistently, even just once a week, can ​seriously boost your reach, engagement, and followers over time​.

  4. Charlie Hills breaks down ​why most people get LinkedIn wrong​, and how flipping your post structure can make your content way more engaging.

Education/EdTech

  1. In this op-ed, two state EdTech directors argue it’s time to stop waiting for national coordination and ​start building our own solutions to today’s biggest digital learning challenges​.

  2. EdWeek Market Brief ​unpacks the implications of the U.S. Office of EdTech shutting down​, and what it could mean for EdTech companies, school districts, and the future of digital learning policy.

  3. School and district leaders share ​strategies for navigating political pressure while staying focused​ on what matters most: students.

  4. A new study reveals that ​teachers are still facing worse working conditions​ than before the pandemic, highlighting the urgent need for district support and policy change.

  5. A new study shows most students aren’t getting the AI education they need, and Matt O’Hagan argues that ​schools must act fast to close the growing gap​.

[Bonus Whitepaper] The Learning Accelerator explores ​new approaches to assessment that go beyond traditional tests​, focusing on equity, student agency, and real-world learning.

[Bonus Newsletter] This ​higher education newsletter​ from our client, The UIA, is one of the most inspiring reads we've seen in a while.

 

🍿Get your popcorn ready. Because Careless People is spilling the tea, and Facebook is doing everything it can to mop it up.

This explosive memoir takes you behind the scenes at one of the most powerful companies in the world. From jaw-dropping decisions to internal chaos, it's a front-row seat you do not want to miss.

Meta moved fast to shut the author down—banning her from promoting the book, claiming it was “false” and “out-of-date,” and slapping her with legal action the day it dropped. 👀

Almost finished reading and… wow. Just wow.

📖 Grab your copy (physical might be safest 👀) ➡️ ​Buy the hardcover​ | ​Buy Kindle version​

🎧 Bonus: If you’ve got Spotify Premium, the audiobook is free.

Heads up! We’re an Amazon affiliate, which means if you buy something through our links, we might earn a small commission (at no extra cost to you). It helps us keep sharing helpful resources like this—for free.

And because soo much is changing…​here’s something else worth scanning​ the comments. Deep breaths.

 
 

Staying Steady in Uncertain Times

 

Volume 41

As we continue to settle into 2025, the education landscape is shifting fast. Uncertainty around Federal funding and the DOE, budget cuts to research, ICE raids impacting student attendance, declining literacy and math scores, and an overall market downturn have left many wondering what’s next. It’s easy to feel like we’re navigating rough seas without a clear direction.

It reminds me of this powerful story of my dad. He was a sailor just like his dad before him. It wasn’t just something he did–it was part of who he was. One time I was sailing with my dad in the San Francisco Bay when, out of nowhere, our mast cracked. Suddenly, a massive wooden mast was swinging violently side-to-side in the air, and before I could even process what was happening, my dad was already on it—wrestling it under control with skill and instinct, while flashing a hint of a smile. He wasn’t just reacting; he was fully present, alive in the moment.

I think back to that moment because it’s exactly what we need right now. Not panic. Not hesitation. Not dwelling on all the ways things could go wrong. We need quick, strategic action, the wisdom to navigate uncertainty, and the presence of mind to recognize opportunities—even in the chaos.

This February marks eight years of Leoni Consulting Group. When I started LCG, the goal was simple: help education brands tell their stories in an authentic, meaningful way while building real relationships. Over the years, it’s become so much more. We’ve partnered with organizations big and small to increase their brand awareness, engage their audiences, and drive impact, while always keeping the focus where it belongs: Educators and students.

Despite all the uncertainty, one thing remains clear: marketing will never be about quick conversions, flashy campaigns, or “spray and pray” tactics. It’s about trust, relationships, and providing real value. That’s what we’ll continue to focus on at LCG, and that’s how we’ll continue to navigate what’s ahead.

Let’s channel a bit of my dad—staying steady, focused, and ready to act when it matters most. Let’s focus on what we can control, roll up our sleeves, and do the work that truly makes a difference—supporting the educators who need us. Just like sailing was in his blood, this work is in ours. Everyone I’ve collaborated with in education shares that same deep sense of purpose—driven by a calling bigger than themselves to impact future generations. That’s why we do this work. That’s why we keep going.

Thanks for being on this journey with us. Here’s to what’s next,

Elana

 
 
 

​⏳ Last Chance: The 2025 EdTech Marketer's Planner

Time’s almost up! ​The 2025 EdTech Marketer's Planner​ will only be available for free until March 3. This go-to resource includes monthly calendars of K-12 and higher ed events, birthdays, conferences, and more that can help you create timely and valuable content and social media campaigns. Don’t miss out—​get your copy before March 3​.

New, just launched
EdTech Good News

Legendary musician, Paul Simon, is returning to the stage this year after stepping away from touring due to hearing loss. Our client, Stanford Initiative to Cure Hearing Loss (SICHL), worked with the 16-time Grammy Award winner and Rock and Roll Hall of Famer to get him ready to perform again.

Follow SICHL on Facebook, Instagram, YouTube, and Bluesky to learn about their groundbreaking work to cure hearing loss, which affects 1.5 billion people worldwide.

Marketing + Education Must Reads

Marketing

  1. Content marketing success isn’t about quick wins—it’s about consistently applying key principles, and these 10 laws from the Content Marketing Institute can help guide your strategy. 

  2. Amy Porterfield shares ​two essential copywriting frameworks​ she consistently A/B tests with her audience.

  3. LinkedIn now offers email performance metrics for newsletters, giving creators deeper insights into how their content engages subscribers beyond the platform.

  4. Social Media Examiner breaks down the top short-form video formats poised to go viral in 2025, helping marketers stay ahead of the trends.

  5. Sprout Social outlines essential social media KPIs to track, ensuring your strategy is data-driven and aligned with business goals.

Education/EdTech

  1. A new EdWeek study explores the impact of superintendent turnover on student outcomes, shedding light on the stability schools need for success.

  2. With funding cuts reshaping the EdTech landscape, EdTech Digest issues a call to action for innovators and educators to navigate the shifting future.

  3. Edutopia explores common learning myths students believe and how educators can help debunk them to foster more effective learning strategies.

  4. Veteran educator John Spencer introduces a continuum for AI integration in schools, helping educators navigate the balance between ethical use and innovation.

  5. A new analysis from The 74 highlights the standards gap, revealing why students often score proficient on state tests but not on the NAEP.

[Bonus resources] While tech.ed.gov is defunct, some folks have made ​the resources from the Office of EdTech available​ via Google drive.

[Bonus report] CoSN’s ​2025 Driving K-12 Innovation Report​ explores the top trends, hurdles, and accelerators shaping the future of educational technology.

 

Duolingo ​“killed” its mascot with a Cybertruck​—and somehow, it’s genius. In a world of polished campaigns, they’re fully committing to the bit, proving that silly, over-the-top marketing can drive engagement. It’s weird, it’s silly, and it’s working.

 
 

Tackling Education’s Big Shifts in 2025

 

Volume 40

As we close out January and step deeper into 2025, I’ve been reflecting on all the moving pieces shaping education and EdTech right now. From a new administration to the ever-changing social media landscape, there’s a lot to unpack.

The instability we’re seeing in social media is like nothing I’ve witnessed before. TikTok’s recent setback and the sudden rise of platforms like Red Note have shown just how quickly audiences can shift. At the same time, platforms like Meta continue to lose trust with their users—most recently by ending fact-checking in the U.S.—leaving brands and educators wondering where to focus their efforts. While Threads holds steady, Twitter/X remains a tricky space, and BlueSky grows in educator engagement but remains small, the uncertainty can feel overwhelming. But it’s also a reminder to stay adaptable, listen to our audiences, and be ready to pivot.

On the education front, the new administration’s impact on federal funding is still unclear, and the loss of ESSER funds continues to shape districts' budgets. While the future role of the Department of Education and Office of EdTech remains uncertain, the new administration has been moving quickly in some areas. They have revoked The White House Executive Order on Safe, Secure, and Trustworthy Development and Use of Artificial Intelligence and taken down all federal AI guidelines and resources (you can find the archived versions here). Additionally, drastic changes to immigration policies have led to a concerning rise in students skipping class out of fear of deportation.

At conferences like FETC, I heard educators asking hard questions about what’s next—questions about AI, professional development, and tools that can deliver real impact. AI continues to dominate conversations, particularly as it supports educators’ productivity and professional growth. But there’s still work to be done when it comes to directly impacting student learning outcomes. Scroll to the bottom of this newsletter to read from some educators about their insights from attending FETC.

Staying connected and listening has never been more important. Whether through conferences, social media, or email, authentic engagement is key. Educators value that connection in different ways—some enjoy chatting with exhibitors, while others prefer quietly gathering information to explore later. The takeaway? Visibility matters. While conferences and social platforms may not always deliver the metrics we want, they build awareness, trust, and relationships that aren’t easily quantified.

As we look ahead to the rest of the year, my advice is simple: Stay close to your audience. Understand their challenges and show how your solutions address their most-pressing needs. It’s fine to scenario plan, but don’t let the “what ifs” hold you back from taking bold, meaningful action.

 
 
 

The EdTech Conference Planning Social Media Checklist

Gear up for conference season with our free EdTech Conference Social Media Checklist—your ultimate guide to making the most of every moment.

New, just launched
EdTech Good News

In a surprise, U.S. colleges saw higher enrollment last fall. According to the National Student Clearinghouse Research Center, U.S. college enrollment grew 4.5% (817,000 students) last fall, with a notable 5.5% increase in the freshman class (130,000 students), driven by older first-year students. Community colleges, which saw significant pandemic-era declines, experienced a 7.1% rise in freshman enrollment and a 5.9% overall increase (325,000 students).

Marketing + Education Must Reads

Marketing

  1. Common keyword research mistakes could be holding back your SEO—here’s what to avoid. 

  2. Three hidden buyer signals that could be driving (or costing) your sales. 

  3. New path for SEO: AI is changing search strategy, requiring new approaches to stay visible. 

  4. Organic marketing fuels lasting growth by attracting and engaging audiences without paid ads. 

  5. How small-scale campaigns can drive big results when executed with the right strategy.

[Bonus] Reports worth perusing for trends and benchmarks: 

  1. 2025 Sprout Social Index (Sprout Social)

  2. State of Social Media Report (Meltwater)

Education/EdTech

  1. TeacherQuitTok reveals hard truths about educator burnout and what it takes to better support teachers in today’s classrooms. 

  2. Over 40% of K-12 companies faced layoffs last year, signaling shifts in the education market that leaders need to navigate.

  3. President Trump's recent actions—reversing policies on immigration enforcement in schools, dismissing book ban complaints, and eliminating federal diversity programs—have swiftly introduced a new culture of anxiety in education. 

  4. Leading through uncertainty requires courage—explore strategies to navigate the unseen challenges of educational leadership. 

  5. Post-pandemic enrollment shifts in the 100 largest school districts reveal key trends shaping the future of K-12 education. 

FETC Reflections

 
 
 

What Fourth Graders Taught Me About Marketing

 

Volume 39

Recently, I found myself explaining marketing to a group of fourth graders. That simple question—what is marketing?—surprisingly made me stop in my tracks. We spend so much time executing campaigns, analyzing metrics, and tweaking strategies that we sometimes lose sight of the heart of what we do.

One of my colleagues, Porter Palmer, reminded me that, as marketers, we’re chief storytellers. We create narratives by understanding who our audience is, what they care about, and what moves them (and specifically in EdTech, I like to align this with their goals and challenges). Connecting authentically, reaching for that emotional spark that translates into action—that is marketing at its best.

Explaining this to fourth graders was a fun exercise (they actually had some solid questions!). I talked to them about the importance of avoiding assumptions and biases (although I put it in simpler terms). Just because you love your marketing campaign idea doesn’t mean it’ll resonate with your audience. So, I gave them a “homework assignment” to talk to as many of their target audience as possible to find out what they like, what moves them, and where they're most likely to see and respond to their marketing campaign.

In EdTech, we often work with leadership steeped in K-12 experience, and because of that, there’s a tendency to assume that our own experiences are universal. “If it works for me, it’ll work for them.” But that’s not always true. So, take a page from these fourth graders and dive into conversations with your audience. You might be surprised by what you learn.

The last piece of advice I shared with the class—one I think we all need to remember—is that great storytelling and marketing require taking risks. You have to be bold, a little daring, and yes, sometimes even dip into the realm of “​edutainment​.” And let’s be honest, it’s a lot easier to tone down a creative idea than to make a boring one actually stand out.

[Slight soapbox moment] If your social media team is crafting content to impress senior leadership instead of engaging your actual audience, don’t be surprised if growth stalls. Your leadership isn’t your target audience. Real success is all about creating, testing, measuring, optimizing, and repeating—with your audience at the center.

Marketing, much like teaching, is about guiding, connecting, and creating moments that truly matter. During my time at Edutopia, I had the privilege of learning from George Lucas—one of the greatest storytellers of our time—who said, “The art of storytelling lies in reaching your audience’s hearts and minds.” That wisdom has stuck with me ever since.

Let’s move into November with purpose, creativity, and a little boldness.

 
 
 
EdTech Good News

Education is full of small wins and big milestones worth celebrating. This section highlights the bright moments and inspiring progress happening in education. Here are three stories we couldn’t help but share with you this month:

  • Over one million public service workers, including thousands of teachers, ​have had their student loans forgiven​ through the Public Service Loan Forgiveness (PSLF) program. We know some who are reading this. Congratulations, and thank you for serving your community.

  • It’s OK to count on your fingers! A recent study found that encouraging children to count on their fingers can ​boost math performance by up to 40%​. It’s a simple but effective way to enhance early numeracy, helping children grasp concepts faster and with more confidence.

  • ​A new $70 million federal investment​ will help train and hire 4,000 school mental health professionals, focusing on underserved communities. With greater access to counselors and social workers, students across the country will have more support to thrive academically and emotionally.

New, just launched
Marketing + Education Must Reads

Marketing/Community

Bonus reports:

Education

Bonus reports:

New EdTech Jobs
 

In the "​Scare a Teacher in 4 Words​" challenge, participants craft four-word phrases that play on common teacher anxieties. Examples include:

  • "The Wi-Fi is down."

  • "Surprise! Unannounced classroom observation."

  • "All students have questions."

  • "The copier is broken."

  • “In service professional development”

  • “Professional development ice breaker”

  • “Why is this sticky?”

Would any of these scare you or your teacher friends?

 
 

What does Q4 look ike in EdTech? EdTech Buying Cycle + Social Media Tips

 

Volume 38

A little random fact about me: I’ve always been drawn to war stories, and I’ve re-read Tim O’Brien’s The Things They Carried over and over again since high school. There’s something so raw and powerful about how he captured the weight soldiers carried in Vietnam—both physically and emotionally. It makes me think about the complexity of the burdens we all carry in education today.

While we may not be fighting a war, the challenges in K-12 are very real. Every time I read about another school shooting, ​I want to scream and cry at the same time​. No student should have to hide in fear, and no educator should have to risk their life. It’s hard to even put into words how heavy that weight is for all of the school communities affected by gun violence.

On top of keeping our students and educators safe, school leaders are carrying many other things this year. ESSER funds are running out at the end of the month, and ​92% of districts used those funds to purchase EdTech tools​. Although a majority of states and districts have plans in place to combat this fiscal cliff, the challenge to determine what stays and goes and where to find additional funding is significant. On top of funding uncertainties, AI has fundamentally changed the EdTech landscape and has already redefined how students learn and how teachers teach. Despite AI’s effect on K-12 education, only ​14% of states have AI initiatives in place​ , and an overwhelming majority (60%) of ​educators expressed a desire to receive guidance on using GenAI effectively​. The gap between what’s needed and what’s available has created a new divide entirely.

And that’s just one piece of it. Student mental health, retaining teachers, and student academic performance are more challenges our state, district, and school leaders carry every day. But even in the midst of these challenges, I continue to be inspired by the resilience of our educators and school and district leaders. They carry so much and yet keep pushing forward for the sake of their students.

As we approach School Administrator Week (October 8-14) and Principal Appreciation Month (October), let’s take a moment to recognize the incredible weight our leaders carry. Send a note of thanks to the administrators you work with, or share your appreciation on social media or through an email campaign. These leaders are holding it all together, and a little recognition can go a long way.

Looking ahead, our last quarter of the year includes many disruptions to the school schedule, including the election, two three-day holiday weekends, Thanksgiving and winter break, and unexpected snow/weather days. ​That’s why I always tell EdTech companies to treat Q4 as two months, not three​. October is your window to really connect and offer valuable support. The rest of the year will fly by, so now’s the time to make an impact.

As for what lies ahead for this school year, we’ll have to wait and see. But I’m hopeful. In the meantime, we carry these challenges together, and that makes all the difference.

 
 
 

[Infographic] ​Social Media ROI: Key Metrics at Each Stage of the Marketing Funnel​

Want to learn about all of the benefits of organic social media? ​​Our free infographic​​ provides all the metrics you can to track aligned with each stage of the marketing funnel.

New, just launched
Marketing + Education Must Reads

Marketing/Community

Education

Bonus Grant: ​Llama's Impact Grants​ support global educational initiatives that are building education products with AI (opportunity for up to $500k grant!).

Bonus Resource: ​ISTE's Generation AI​ initiative equips educators with resources to integrate artificial intelligence into the classroom, fostering critical AI literacy in students.

New EdTech Jobs
EdTech Good News

​Google.org​ has committed to investing over $25 million to support education nonprofits in equipping educators and students with essential skills for using AI. They expect to reach over half a million K-12 and college students, along with educators, by providing AI literacy training and supporting the development of culturally relevant AI curricula.

​ISTE​+​ASCD​ will receive $10 million of the funds over three years, impacting approximately 200,000 educators. The organization will collaborate on AI-related projects with six additional groups focusing on teacher and leadership development: the ​National Education Association​, ​Computer Science Teachers Association​, ​Center for Black Educator Development​, ​Latinos for Education​, ​Indigitize​, and ​PlayLab​. Other grantees include ​4-H​, ​aiEDU​, ​STEM From Dance​, and ​CodePath​.

​Read all about it here.

 

LinkedIn's reputation for cringe-worthy content has spawned entire social media accounts dedicated to documenting these moments:

 
 

Tips to Staying Afloat in August...🛶

 

Volume 37

As we approach Labor Day weekend, a time typically reserved for rest and reflection, I’m reminded of a simple yet powerful lesson I recently learned during a canoe trip I organized to celebrate a close friend’s birthday. He brought his 13-year-old daughter, who had never been in a canoe before. Before we set out, I gave her a quick lesson on basic paddle strokes, secured all their gear, and, with a reassuring smile, promised her that she wouldn’t tip.

But, as fate would have it, just five minutes into navigating the calm river, they approached a slight turn that created a small rapid. The moment the canoe began to wobble, her confidence wavered. She panicked, overcorrected, and leaned towards one side—ultimately tipping the canoe.

I swam out to them to ensure she felt supported and was okay. Still shaken, I brought her into my canoe to navigate the trickier parts of the river together. Before we continued, I reminded her of what had caused the canoe to tip. I told her that while I wouldn’t let us tip again, she had to trust me and, more importantly, herself. If she felt unsteady, all she needed to do was sink into the middle of the canoe, take a deep breath, and go with the flow—literally. The result? She stayed steady and centered, and more importantly, she stayed dry.

This experience struck a chord with me because it reflects how we often respond when life takes an unexpected turn. Our instinct is to panic, overcorrect, and try to regain control—often making things worse. But what if, instead, we paused and let go? What if we chose to go with the flow, trusting that sometimes the best course of action is to do nothing at all?

The truth is that control is an illusion. Teachers will undoubtedly face countless unpredictable moments this school year—moments they can’t foresee, let alone control, whether it be with their students, colleagues, parents, or community. And in EdTech, we’ll be navigating our own uncertainties, from fluctuating funding and shifting purchasing behaviors to the evolving needs of educators and students.

As we gear up for another school year, I encourage you to think about what’s worth rocking the boat for to ensure you stay afloat for the year. What knee-jerk reactions induce panic and entice you to do the exact opposite of what you should? What used to get you worked up that you now choose to let go? What matters most? You’d be surprised by what a slight pause and a deep breath can do to center you and keep you afloat.

A timely reminder – good marketers know the importance of timing when capturing their audience’s attention. This Labor Day weekend isn’t the best time to do so. Starting Thursday, you’ll notice more people checking out and disconnecting. So, go easy on any communications or social media posts. If you decide to post, keep it motivational, lighthearted, and entertaining.

Speaking of disconnecting, take the time you need to recharge whether you’re an educator or in EdTech. Resist the urge to dive into work or prep for the upcoming school week. Give yourself permission to step away from the computer and ease up on social media.

Let this weekend be one of rest, reflection, and reconnection with what matters most.

 
 
 

The EdTech Marketer's 2024 Planner - Extended Edition

Get ready for a strong finish in Q3 with our Extended EdTech Marketer's Planner, designed to simplify your marketing and content planning to drive more leads. With helpful templates, strategies, and editable calendars, it’s everything you need to stay ahead.

Made by LCG

Marketing/Community

  1. Instagram is testing a potentially major change to profile pages – making the squares in your profile grid vertical rectangles.

  2. Can a 1985 marketing playbook fix measurement problems in 2024?

  3. Expert formulas, blueprints, and tips for writing emotional and persuasive copy that will grow your online business.

  4. This seven-step email welcome sequence results in more engagement and sales.

  5. TikTok for brands: how to set up your account, develop a TikTok marketing content strategy, run ads, track performance and more.

Education

  1. Explore how educators can adapt to these changes by focusing more on things like creativity, critical thinking, and emotional intelligence—skills that AI can't easily replicate.

  2. These strategies help young students manage their emotions and behavior in the classroom. 

  3. Many schools are using outdated methods to teach reading, which don't align with scientific research on how kids actually learn to read effectively.

  4. The search for quick-fix education trends reflects deeper issues within the school system, suggesting that schools may be more focused on chasing the latest fads rather than addressing fundamental challenges in education.

  5. Helping students reflect on their own thinking can empower them to manage their learning more effectively and become better learners overall.

 

[Bonus] Want a brutally honest review of your Instagram account? This viral tool doesn’t hold back. 🤣

 
 

Welcoming Change ✨

 
LCG back to school enewsletter

Volume 36

And…Hello August! This month, many educators head back to school, and others try to soak up the last bits of summer and do their best to not talk about August​. As we all settle into a new routine, I’d like to talk about the sometimes impossible task of welcoming change. For some, this may seem like an oxymoron but these tips may not only help you welcome change but also help you to keep going when the change sets in.

First off, visualize. This tip sounds incredibly simple, but it can be oh-so powerful. As the school year approaches, start to visualize what success looks like. ​If you’re an educator​, ask questions like: “How do you show up? How do you collaborate with colleagues? What’s your routine like? How do your students engage with you?” If you’re in EdTech, how does your workflow change? How do you engage with educators? How will educators use your product or service? What will you and your team achieve? The more you can take the time to visualize and do something that captures this visualization (write it down, record a voice memo, post on social media, etc), the more likely this result will occur. This tip may seem a bit touchy-feely, but some of the most successful people​ use this technique and credit it for their success.

Then, stay present. With big changes, it can be easy to get sucked into a hole of anxiety. A meditation teacher once told me that there are two main types of people: those that live in the past and those that live in the future. The lucky get to enjoy living in the present. I think of this often as I notice my mind racing from the past to the future, leaving little time for the present. Although the habit of being present doesn’t change overnight, the first step is awareness. Where does your mind typically go? One way to take notice is to name your thoughts as they arise (say “past” & “future”) and gently end the thought. I’ve recently made a goal to sit and dedicate at least ten minutes every weekday to mindfulness. What’s your goal?

Although it's helpful to learn how to welcome change, it's equally important to develop habits that can help you thrive after the change and throughout the year. I recently learned about ​habituation​, which is "our tendency to respond less and less to things that are repeated or constant." As the new school year kicks into gear, we may be initially on high alert, whether it be excitement, anxiousness, or, more than likely, a healthy dose of both. But as time passes, things begin to normalize, and we react less and less. This can contribute to "feeling stuck," limit our creativity and innovation, and ultimately affect our stress and happiness levels. Try some of these tips to "dishabituate" to help you feel joy from the same things around you.

  • Take breaks. If you can, remove yourself from your environment — then come back. You’ll find you may have a fresh perspective and maybe even some gratitude.

  • Embrace variety. This can be something small like changing your route to work, trying out new recipes, or learning a new skill.

  • Value experiences over things. Make time for new experiences, like a book club, a concert, or even a trivia night with friends. We tend to reflect on good experiences, and they can continue to provide joy.

Hit “reply” and let me know how the new school year unfolds for you. Sending you love. ♥️

 
 
 
Made by LCG

Marketing/Community

  1. This post reveals a proven brand messaging framework to transform your pitch from cringy to confident. 

  2. Instagram has shared some new Reels tips to its Professional Dashboard in the app, with a listing of key pointers to help maximize your Reels content performance.

  3. Dive deep into the YouTube algorithm, exploring how it influences video suggestions and viewership to create high-performing video content. 

  4. Experts Reveal the worst (and best) advice on Using Generative AI in Content Marketing.

  5. This podcast episode covers balancing quality and quantity in video content marketing strategy.

Education

  1. This article explores a few case studies of AI in the classroom, acknoledging AI can’t replace teaching, but it can possibly make it better.

  2. Here are 10 recent studies that we think have something important to add to the field of education—and should be on every teacher’s radar. 

  3. This EdTech funder explains some of the traits or habits you've seen in the most successful founders of their portfolio companies. 

  4. Arkansas is having success solving teacher shortages by addressing barriers and combining several approaches. 

  5. Not everything has to be project-based. Choose a model that aligns with your standards. 

 

[BONUS] In the spirit of the olympics (Go USA!), these answers from teachers have us railing on the floor. 🤣

teacher olympic events would include...

  • Running to pee between classes

  • Who unjams the copy machine

  • Teaching with hair on fire!

  • Quickest eating lunch

  • Answering 3 to 4 students at one time that have different questions.

  • 100m dash to the staff room that has cake in it….

  • Writing in a straight line on the whiteboard

  • Identifying “What’s that smell”

  • Reading handwriting

  • Taking attendance and submitting it the fastest in a group of peers!

  • Seeing how many things you can accomplish in your thirty-minute lunch

  • Getting the trash can to the kid before he/she throws up on the floor.

  • Eating a donut w/o students noticing

  • Classroom object Dodgeball


Read them all in this Facebook group.

[BONUS bonus] Last month marked a very special anniversary for LCG’s Director of Joy, Porter Palmer. Porter has spent six years with LCG (and LCG is only 7 years old!). If you have not yet had the pleasure of meeting Porter, head on over to LinkedIn and read about all of the ways Porter shows up for LCG. 

 
 

Midyear Check-In: Gratitude and Goals 🌟

 

Volume 35

Wow! We’re officially halfway through the year. 🤯 Midway points like this before the back-to-school storm offer a perfect time for reflection. What’s working? What’s not? How well are you pacing towards your goals? Are you prepared for the 2024-2025 academic school year?

Although this line of thinking can be very practical and logistical, I personally like to weave in elements of gratitude and compassion as I reflect. This helps me not overly obsess about the things that didn’t get done or didn’t work and focus on the bigger picture. I mean, how truly lucky are we that we get to work in an industry as impactful as EdTech? Although it certainly has its challenges, I can’t think of another place I’d like to roll up my sleeves and do great work. Educators and students need our help more than ever.

Perhaps I’m more grateful than normal because of ISTE’s annual conference, which just concluded in Denver. This was my 14th ISTE, and seeing all of the educators and EdTech brands I’ve collaborated with over the years still gives me goosebumps. We get to collaborate and learn from some of the most inspiring and innovative people.

We felt so much support, kindness, and humor from so many folks in education at ​our 5th annual party at ISTE​. You all continue to fuel me to do even more in EdTech. This is true for educators as well. Many tell me that after spending time at ISTE with other innovative educators, they felt more recharged and ready to tackle another school year.

For those of you who didn’t attend ISTE, many EdTech trends that we saw at the start of the year continued to stay at the forefront. Although there continues to be a huge amount of attention centered around AI, I’ve noticed a welcomed shift. More and more people are asking critical questions about why and to what end AI is being used. Data privacy, standards alignment, and intentional integration into learning popped up more and more. AI sessions that just catered towards prompt engineering and what I call “shiny object syndrome tech” were met with educator critique. Emerging extended reality technology also seems to be here to stay, with more XR/VR companies exhibiting. It’s still early days, but I’m intrigued by the promise of the technology as more companies begin to provide curricula aligned to standards. Robots were also a common sight at ISTE, and the closing keynote highlighted a ballet dancer's passion for programming robotic dance partners.

Some of our team had the opportunity to visit the Molly Brown House Museum while in Denver, and I can’t think of a more inspiring person to end this letter with than Margaret Brown. She was known as a heroine of the Titanic and a philanthropist, and she famously said, “It makes no difference to me where I go. I am ready to go anywhere I am needed.” Thank you to all of you who continue to go where you are needed to help improve education.

I hope many of you continue to take a much-needed break for this holiday week, Elana

 
 
 

PS: Reply back to this newsletter to tell me about your ISTE experience. What trends popped out to you? What are you thinking about differently now?

[Download] The Extended EdTech Marketer's Planner​

Reach your content, social media, and event goals with ​our 2024 EdTech Marketer’s Planner​, packed with templates, strategies, and editable calendars.

Made by LCG

Marketing + Community:

💰 [Bonus] This conversation about content management + project management will revolutionize your content process. 

Education

 

[Bonus] Did you know that the word "Robot" comes from the Czech word “robota,” or forced labor, as done by serfs. Its Slavic linguistic root, “rab,” means “slave.” 🤯

 
 

We are more than just what we do for work.

 
An out of office message on a screen, saying "thank you for your message but I am currently out of office"
 
 

I recently shared on LinkedIn​ about a trip to Disneyland to celebrate my birthday. Many folks reached out to me and said they admired me for taking time off, especially when I ran a company. I simply replied, "The busier you are, the more time you should take off.”

I truly believe this, and since I'm in EdTech, I came prepared to prove my point with data. :)

Above all, time off can help you explore who you are BEYOND what you do for a living. There -- I said it. I know this is almost a travesty for all of us who work in EdTech or classrooms, but listen to me when I say, "We are more than just what we do for work." When you can tune out external noise and pay attention to your true self, you can reacquaint yourself with the essence of who you really are. What do you really want in life? Who are you apart from what you do for a living? These are big questions, but in my experience, when you get to explore these essential questions, you come back to work more grounded, centered, and confident.

As summer approaches, many of you educators, administrators, and EdTech folk may have the opportunity to take time off. My advice: Seize it and do not feel guilty at all. Listen to exactly what you need to recharge. Your body will tell you -- listen to it.

For those of you who admire those who take time off and haven't yet made it a habit, I want to share what a wise person said to me that made me pause: "What we admire in others is usually untapped potential in ourselves."

Send me your vacation pics or join me in normalizing taking off time and tag me in a LinkedIn post about your vacation.

 

PS: If you are in a leadership position and have a workplace culture that doesn't take much time off, consider forcing your team members. LCG is officially closed for the entire week of the 4th of July, for example. Just sayin'. 


PPS: Just taking a walk (even if it's inside on a treadmill) significantly increases creativity. If you’re an educator, join us for a “Mile a Day” challenge in June in our Nourished Teachers Facebook Group.

Join LCG in Denver

Our legendary ISTE party is back and better than ever! Join LCG in Denver for an epic camp-themed outdoor bash. Mingle with the coolest folks in EdTech, enjoy great vibes, and make unforgettable memories. Space is limited – RSVP today.

Made by LCG

Marketing + Community:

  • Robert Rose argues that brands should focus on creating engaging, ephemeral content that captures attention in the moment and drives users to owned media channels for further interaction.

  • Ever wonder how LinkedIn predicts virality? Check out this chart. Also learn helpful tips like adding only 3-5 people tags per post and maintaining a minimum of 12 hours between posts.

  • Although it’s all about Reels on Instagram, brands are experimenting with things like photo dumps, text posts by creating a flip-through carousel series, and other innovative tactics.

  • [Spoiler Alert] LinkedIn Data shows LinkedIn median social media interactions have increased by 76%, while median interactions on Facebook are down 80% (womp womp).

  • Learn email-marketing packed with myth-busting facts like open rates are not dead (they still have value as directional metrics) and that landing in the Offers tab is actually good! 

Marketing + Community:

  • COSN’s 2024 survey revealed that the overwhelming majority of EdTech leaders (97%) see benefits in how AI can positively impact education and over a third (35%) of districts report having a generative AI initiative.

    Reach Capital just released these Edtech Playbooks that are a wealth of topic-organized founder resources on things like fundraising and market research. 

 

When we can't begin to imagine things you are experiencing, we share memes. 🙂 Enjoy these light-hearted memes about what the end of May is like for teachers.

Exhausterwhelmulated (adj): 1. The feeling of being exhaused, overwhelmed, and overstimulated all at once. Also see Teachers, May..

These TikToks that made us smile:

 
 

Because of One Passionate Teacher

 

Volume 33

I've been fortunate to spend 16 years in EdTech. What keeps me excited to continue to devote my career to this industry? Quite simply, the teachers. Many may cite the impact on students, and while, of course, that's important to me, it's the teachers who have my heart and have fundamentally altered my life trajectory.

Teachers wield a power like none other in our lives. Teaching is the profession that creates all other professions. The average teacher affects over 3,000 students during their career, and 83% of students say teachers have boosted their confidence and self-esteem (Source: NCES).

Like many of you, a lot of who I am and what I do is because of one passionate teacher who took the time to believe in me. I'll never forget how my fourth-grade teacher, Mr. Follett, would look at me with a hint of challenge and intense belief in his eyes when he asked me to do something. I tear up even now writing this because it had such a monumental impact on a kid who was on a path full of self-doubt, non-belief, and apathy. Every time I pick up an interesting rock, identify a bird call, or figure out a challenging problem, I think of Mr. Follett and how my life would be fundamentally different if I didn't have his positive influence on me.

In my role at LCG, I'm lucky to talk to and hear from teachers every single day. Teachers are some of the most humble, dedicated, passionate, curious, and inspiring humans I've ever met. Ask a teacher to get something done with little time, no budget, and a mountain of challenges, and before you’ve finished asking, they'll already be halfway through the task. Their humor, grit, and intelligence are something I aspire to.

As May draws near, I urge you to do whatever you can to celebrate the remarkable humans that teachers are. Explore ​our gift guide​ for thoughtful appreciation ideas, and check out our popular post on ​what EdTech brands should try to avoid for Teacher Appreciation Week​.

And because we like to always lead by example, ​our Foundation​ is donating over $25,000 directly to teachers in the ​Latinos for Education​ teachers in honor of Teacher Appreciation Week.

Take care,
Elana

 
 
 

PS: If you're an educator reading this, reply to this email for a token of appreciation from our Foundation. 

​Updated 🌟 The Extended EdTech Marketer's Planner​

Download our newly-updated Extended Planner to help you easily create marketing and content plans that generate leads. It includes proven templates, strategies, editable calendars, and more that save countless hours of planning time.

Made by LCG