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Helping CPD brands connect with teachers
Teachers genuinely value great professional learning. They just don’t always have time (or budget!) for it.
We help CPD and professional development providers cut through the noise by positioning your offer as genuinely useful, not another demand on teachers’ diaries (or heaven forbid, a tick box exercise).
Why marketing CPD to teachers is tricky
Teachers are bombarded with “training opportunities.”
Every week brings another email about free webinars, masterclasses, or resources promising to transform teaching.
The issue isn’t demand, it’s trust and relevance.
They ask themselves:
- Is this really going to help me tomorrow?
- Who’s behind it – another supplier, or people who get classroom life?
- Will I be expected to buy something later?
When your message answers those questions early and honestly, you’ve got their attention.
Marketing to schools
Common challenges and pitfalls in CPD marketing
This is the part many brands get wrong.
Here’s what we see most often:
1. Selling inspiration, not application
Teachers have heard enough about “transformative learning experiences.” They want something they can use next week. Not in theory, but in practice.
2. Treating all teachers the same
A newly qualified teacher, a department lead, and a head of teaching and learning all respond to different things. One-size messaging doesn’t land.
3. Forgetting that time is the biggest barrier
Even free, high-quality CPD fails if it isn’t framed around teachers’ reality: squeezed hours, competing priorities, and endless initiatives.
4. Overusing buzzwords
“Empower”, “transform”, “innovate”, “unlock potential.” None of these empathise with the real challenges in schools. Specific examples do.
5. Hiding the commercial intent
If your training is part of a product or service offer, say so clearly. Teachers can spot a disguised sales pitch in seconds and they remember the ones that were transparent.
Why teachers value professional development
For most teachers, professional learning is a must have.
With workloads high and teacher retention being so critical, good CPD offers rare space to pause, reflect, and reconnect with their craft. The challenge for an CPD provider is that choice has exploded: webinars, coaching, micro-credentials, in-house sessions, self-paced courses…
That means marketing now plays a critical role in helping teachers decide which CPD feels worth their limited time.
98% of teachers and school leaders in England said they’d taken part in some form of continuous professional development in the previous year, proof that appetite for learning is high when access and purpose are clear.
85% of early-career teachers believe it’s important to dedicate time every week to professional learning. Engagement drops sharply when schools don’t ring-fence that time.
Nearly 40% of teachers say the CPD they receive doesn’t clearly improve their ability to perform their role, and only 24% feel it reflects pupil needs. This is a gap that strong, teacher-centred marketing can help close by clarifying purpose and impact.
Marketing to schools
How Bee Digital helps CPD providers reach teachers
We help CPD brands find their authentic voice building brands, websites, and campaigns that respect teachers’ time and intelligence.
That often includes:
- Audience definition and segmentation (classroom teachers, subject leads, senior leaders).
- Messaging frameworks that emphasise practical impact, not platitudes.
- Campaigns that mix value and visibility such as webinars, social storytelling, and referral loops.
- Landing pages and content design built for trust.
- CRM and follow-up sequences that nurture engagement without nagging.
What great CPD marketing looks like:
- Start with content teachers can actually use e.g. a free resource, or practical webinar
- Feature teacher or school voices (in our experience authentic peer endorsement beats any headline stat.)
- Align with curriculum or Ofsted priorities so it feels relevant to current pressures.
- Lead with clarity on time commitment: “30 minutes, on demand,” not “a transformative journey.”
Marketing to schools
Why Bee Digital
We’ve helped dozens of professional development brands communicate with teachers across every stage of their career.
We understand how trust forms and how word-of-mouth spreads through subject networks and online communities.
And we know how to balance your brand goals with the tone and timing that teachers respond to.
Our campaigns work because they feel like they were written by someone who’s been in the classroom.
Examples of the kinds of CPD projects we support
- Launch campaigns for new teacher development platforms.
- Engagement strategies for MAT-wide professional learning programmes.
- Lead generation for providers offering accredited teacher training.
- Brand refreshes for education consultancies and coaching services.
- Complete website redesign and value positioning
Results you can expect
- Higher webinar sign-ups and on-demand views.
- Better conversion from awareness to participation.
- Stronger long-term relationships with schools and trusts.
- Improved brand perception among teachers as a trusted learning partner.
FAQs about marketing CPD to teachers
How can we stand out among so many CPD offers?
Focus on what teachers get back like clarity, time saved, and confidence built. Avoid generic promises and show classroom value.
Should we market directly to individual teachers or schools?
Both. Individual enthusiasm drives early sign-ups, but sustained adoption usually comes through SLTs or MAT leadership.
Can marketing really help us secure DfE or accreditation partnerships?
Yes. Consistent, high-quality branding and evidence of engagement show credibility, two things funders and partners look for.
We’re funded or grant-based - do we still need marketing?
Absolutely. Funded projects still rely on teacher participation and visible impact. Marketing ensures your programme reaches the right audience while your funding lasts.
Emma Halder, co-founder
Rockerbox
“I would 100% recommend Bee Digital.
I couldn’t, honestly, recommend the agency more. I think in terms of the value that the agency has brought to my business, it’s been transformational in multiple ways.”
Emma Halder, co-founder
Rockerbox
“I would 100% recommend Bee Digital.
I have been overwhelmingly impressed not just by their knowledge or their way of communicating and the campaign that they put together, but that I’ve always felt that whenever I needed any help or support or I had questions, the agency team jumped on it straight away. It was almost like they are an extension of my team.
I couldn’t, honestly, recommend the agency more. I think in terms of the value that the agency has brought to my business, it’s been transformational in multiple ways.”
Danielle Antha,
Programme Manager, Childnet
“The results were great, and the team’s enthusiasm was infectious.
Something that made Bee Digital stand out was that they explored so many different techniques and methods to implement in order to drive results and it worked incredibly well. The design work was excellent and the final assets looked really good. They didn’t just send out generic, blanket emails – they took a much more tailored approach, helping to build our email list and segment our audience to maximise conversions.”
Great CPD deserves great marketing.
We help CPD providers communicate real value, build credibility, and grow participation in ways that last beyond one training cycle.
Ready to grow your teacher CPD audience?
