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.

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.

Marketing/Community

Mastering AI in marketing is a journey—these five levels guide marketers from beginner to advanced strategies, unlocking AI’s full potential.
A recent FeverBee survey reveals that while generative AI holds promise, most online communities find it premature for effective integration.
The Content Marketing Institute's latest research highlights that 58% of B2B marketers rate their content strategy as only "moderately effective," with many citing a lack of clear goals and resources as primary challenges.
Instagram's head, Adam Mosseri, advises that using carousel posts can enhance reach, as they encourage more interactions and provide multiple opportunities for engagement.
CEOs are increasingly expected to use LinkedIn to enhance public profiles, with executive posts driving higher engagement than corporate content.

Bonus reports:

This B2B Social Media report reveals that TikTok's engagement surge, Instagram’s carousel dominance, and a shift toward shareable content across platforms as direct messaging grows.
Sprout Social’s 2024 Social Media Report reveals that 'edutainment'—content that combines education and entertainment—is the top way brands can boost awareness and engagement.

Education

Navigating election discussions in the classroom can be challenging—these five steps offer guidance for creating a balanced, respectful environment for students.
These 7 practical strategies empower educators to celebrate student progress, helping make each student’s academic growth clear and confidence-building.
This optimistic perspective highlights key reasons to feel hopeful about the future of public education, from innovative teaching methods to strengthened community support.
Educators can create a respectful, inclusive environment with these actionable steps for supporting gender inclusivity in schools.
A recent EdSurge article emphasizes that for girls to thrive in STEM fields, building confidence is as crucial as developing competence.

Bonus reports:

Understanding diverse learning differences is essential for effective teaching—this guide offers insights into supporting students with varied learning needs.
Project Unicorn's 2024 State of the Sector Report analyzes K-12 school systems' data capabilities, offering insights from 194 local education agencies to enhance educational outcomes.

Director, PK-12 Communications - Whiteboard Advisors
Partnership Director - K12 Coalition
Content Strategist/Writer - CB&A
Events & Partnerships Marketing Manager - MagicSchool AI
Director of Membership and Corporate Engagement - SETDA
Senior Field Marketing Manager - Brisk Teaching
Program Manager for School & Community Grants - U.S. Department of Education
Vice President, Business Development - Common Sense Media
Content Marketing Specialist - Engage2Learn
Teacher Marketing Manager - Nimble

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?