Marketing to Educators
Namely, that the education indus-
try — just like any other industry to-
day — has undergone unprecedented
change, affecting schools, educators,
the way education marketers reach
them, and the data these marketers
are using.
Change can be disruptive and
has impacted the education industry
in many ways. Consider the major
legislative initiatives that altered the
education landscape in recent years.
Common Core State Standards were
adopted across the country, initiat-
ing widespread changes in teaching
techniques and assessment. Then
numerous states walked away from
Common Core, choosing instead to
adopt their own unique standards.
National standards, such as the Next
Generation Science Standards and the
ISTE Standards for Students, came on
the scene, presenting new guidelines
for student learning.
Today ’s e
du
The Fed-
opportunity it cre-
is in a co cation market
n
eral No Child
ates.
Take technology,
stant st
churn as
educator ate of
Left Behind Act
for
instance.
Not too
s ch
roles, im
plement ange
(NCLB) morphed
long
ago,
schools
and
learning
n
goals an ew
into the Every
teachers
were
struggling
d face
increasin
g
Student Succeeds
to adopt technology in
their tim demands on
e and en
Act (ESSA), and
a
meaningful way. The
ergy.
schools were
question, “do we need
faced with the
computers in schools?”
mammoth job of
was being asked on a local
interpreting and applying
and national level. Today
the new rules. And the drive
technology is virtually embedded in the
toward privatization has led
classroom, in school administration, in
to exponential growth of char-
assessment, and at home. Asking “do
ter schools, while public districts have
we need computers in schools?” is like
reorganized and consolidated, and
asking generations decades ago, “do we
many local schools have closed. The
need pencils and paper in schools?”
growth of online and virtual schools
has also presented new opportunities
Teacher Burnout and “Churn:” The
and challenges for states and school
Changing Landscape of Educators
districts around the country.
All of this change has a direct
While change may be a disruptor, it
impact on teachers. They face more
also sparks innovation. The flip side of
challenges on the frontlines than ever
the challenges of transformation is the
before. And as more is heaped on
Congratulations
KURTZ BROS.
on 125/100 Years!
Kurtz Bros. Clearfield Office Staff gathered on June 21 to celebrate the company’s 125 years.
2019 also marks the 100th anniversary of EDmarket (NSSEA) membership.
44 essentials | summer 2019