How to get schools and districts to notice what makes your edtech different (Part II)

In Part I of this two-part series, I discussed how to get a different view of the competition and getting to the core of what’s unique about your edtech company. In this blog, I’ll talk about how to get schools and districts to notice.

Both small and large advertising budgets won’t get a good return unless the ads relay a simple message or story that is memorable and that they can connect with. By taking what’s unique about the organization and saying it over and over again, people will learn it and believe it.

It’s more than the marketing department that’s communicating the message. Everywhere that the brand is seen or heard should have that same message. From printed materials to the customer service online chat, from the support line to the sales force, everyone should live and breathe that same simple message. It takes at least 3-7 times for someone to remember a product or company name, so it’s going to take lots of repetition for someone to associate a product or service with that core message.

An example is Patagonia. They are “in the business to save our home planet.” OK, well, they’re in the business of selling high quality outdoor gear and clothing. But, they have many sustainable practices like being careful with (and publicizing) their supply chain, lots of their clothes are Fair Trade Certified, and they promote repairing and recycling their clothes.

What do you want people to think of when they your brand comes to mind? Let’s say there’s a reading app that helps kids with emerging English skills. This company keeps laser focused on their mission: helping kids be proficient readers by 3rd grade. How could they communicate that message? Videos on the web site showing kids using the app and showing their delight. Throw or sponsor family-friendly events where both the parents and kids can see the benefits of the app. Give employees time off to volunteer for book fairs or summer reading programs. Everything that the company does has something to do with reading at an early age.

Try brainstorming all the ways to relay your message. Please let me know if I can help!