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Marketing to schools by sector
There’s one absolute in education sector marketing: there isn’t a single route into schools.
Teachers are not a monolith. They are as diverse, nuanced, and human as the rest of us.
Treating educators as a set of job titles in a predictable procurement chain is the fastest way to kill your marketing.
See how education marketing changes across sectors from edtech and SEND to charities, MATs, and curriculum brands.
Understanding how every part of education connects and buys differently
Each corner of the education world has its own decision-makers, culture, and pace.
The way a MAT executive thinks about procurement is worlds apart from how a literacy charity engages teachers, or how an AI start-up introduces a brand-new product.
We’ve spent years helping education brands of all shapes and sizes navigate those differences to find the story, the right strategy, and the personal tone that fits their audience.
Marketing to schools for:
Edtech and innovation
Technology moves faster than schools ever can and that tension is where most marketing falls apart.
There’s a natural tendency in edtech to promote technical wizardry at the expense of speaking directly about educators challenges.
We help edtech brands bridge that gap: from early start-ups trying to earn credibility, to established companies ready for a rebrand, to new products needing a story teachers can trust.
Marketing to schools for:
SEND, inclusion, and wellbeing
SEND, inclusion, and wellbeing brands operate in one of the most personal spaces in education.
Every school, to varying degrees of success, attempts to address and invest in these areas, which means the challenge isn’t just awareness. If you represent a company working in this complex space you need to find sensitivity, empathy, and accuracy.
But you also need to temper that with reality. No matter your values or mission, you still need to show educators that your service is worth their time and attention.
Marketing to schools for:
Curriculum and classroom
Teachers don’t buy “resources.” They buy help with teaching their subject. They buy outcomes. They buy reliability.
The tone, priorities, and timing of your marketing all change depending on whether you’re talking to maths leads, literacy coordinators, or STEM directors.
And this is worth nailing. Because every subject is hugely competitive, and getting your strategy wrong could mean the difference between a few hundred customers and a few thousand.
We help subject-based brands build campaigns that sound like they come from inside the classroom, not outside it.
Marketing to schools for:
Leadership and professional development
Great CPD can change a teacher’s week or their whole approach to the job. But getting them to notice it, trust it, and make time for it? That’s the hard part.
The professional development market is crowded with noise, from webinars to one-off training days. What teachers actually want are learning experiences that feel relevant to the classroom they’ll walk into tomorrow.
That’s where the right marketing makes the difference. We help CPD and training providers earn teachers’ attention for the right reasons.
What connects them all?
James Simms, CEO
The Everlearner
“I would without hesitation recommend Bee Digital. That would be heartfelt, genuine, and I would happily make that recommendation. I’m delighted we found you guys.”
Every part of the education sector has its own voice but, as we have always promoted at the agency, trust is always the common thread.
Schools buy from people who understand their world, whatever part of that world they work in.
That’s why our strategies don’t start with channels or content. They start with context.
Whether you’re a start-up, charity, or established supplier, we’ll help you find the approach that fits your sector and the schools you want to reach.
Ready to sharpen your marketing to schools?
Book a consultation call with our team today and take the guesswork out of your school marketing.
