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Marketing campaign services for
brands that sell to schools
Struggling to turn interest from schools into actual pipeline?
Do you want fresh, effective, and high impact ways to get in front of school staff?
You’re getting clicks. Maybe even free trial requests. But deals stall. Teachers ghost you. Nothing really moves.
In our experience most edtech and education companies don’t really have a lead problem. They have a campaign problem.
Kick start your journey into better marketing to schools
When this service makes sense
Most marketing campaigns aimed at schools fail for the same reasons:
- they don’t reflect how buying decisions actually happen in MATs
- they target individuals, not groups of decision-makers
- they create interest, but not enough trust to move forward
We design and run marketing campaigns that are built around how schools really buy, not how marketing theory says they should.
This isn’t for companies that just want “more activity”.
It’s for teams who know something isn’t working, but can’t quite see where it’s breaking down.
You’ll recognise this if:
- Your leads have plateaued. You’re running campaigns, but growth has flattened and you’re not sure if the issue is targeting, messaging, or something deeper.
- You’re getting interest, but no conversion. People click. Some even enquire. But very few turn into serious opportunities.
- You’re struggling to get into MAT decision cycles. You’re speaking to schools, but not reaching the people who actually sign things off.
- Your internal team is stretched or second-guessing strategy.
If that sounds familiar, you don’t need more tactics.
You need a campaign that’s built properly from the ground up.
Planning your next campaign strategy
Why most marketing campaigns to schools don’t work
Marketing to schools isn’t just “B2B with a different audience”.
It’s slower. More cautious. More political.
And most campaigns ignore that. Here’s where things usually go wrong:
They target the wrong level
Campaigns go after teachers or single roles, when decisions are often made across SLT or at MAT level.
They create curiosity, not confidence
A nice message might get attention. But school buyers are thinking: “Is this safe to choose?”
If your campaign doesn’t answer that, it’s dead in the water.
They don’t reflect the buying journey
Schools don’t move in straight lines. There are conversations, delays, internal discussions. Campaigns need to support that, not just generate clicks.
They rely on volume instead of trust
More leads won’t fix a weak proposition. It just creates more noise.
It’s things like this that is why campaigns that look fine “on paper” don’t turn into revenue.
How we build campaigns that actually convert in schools
Every campaign we run is built around three things:
- Where deals are breaking down
We look at your pipeline and identify where things stall. Is it awareness? Trust? Internal buy-in? - Who really needs to be convinced
Not just job titles. Actual influence across teachers, SLT, and MAT leadership. - What needs to happen for someone to move forward
Not just “click” or “download”. But: attend a demo, involve a colleague, take it to a meeting.
From there, we design thoughtful campaigns that guide buyers through that process.
Our campaigns are built around a simple principle: move school staff from awareness → confidence → action.
Awareness
Getting in front of the right educators with a message that reflects their reality.
Understanding
Helping them make sense of your offer in the context of their school or trust.
Confidence
Reducing perceived risk. Showing that your product or services has value. Making it feel safe for a school to move forward with a free trial, demo, or purchase.
Action
Creating clear next steps that fit how schools actually evaluate and buy.
For when you need to kick start something
Project based campaigns
Plenty of our clients, from blue chip businesses to scale ups to non-profits, want to work on a fixed time/fixed budget project. And that’s cool by us.
Common challenges:
- You’d like to boost lead generation for the start of term.
- You want to do a pre-launch campaign for an upcoming product
- You want to test different approaches to a customer segment
- You want to make a big splash for a one off event, webinar, etc
Rebecca Barnett – Learning Director at Aurora Orchestra
“Bee Digital have transformed our understanding of the EdTech market and we have really valued not only their expertise in this area, but also their eminently personable client-relationship style.
Nothing seemed too much hassle for them and they were always on hand throughout the project to support us.”
When you need sustained growth
Strategic, ongoing marketing support
Most of our clients are looking for sustainable, cost effective, and expert support to help grow their business.
Common challenges:
- Sales and marketing need a push.
- You want your team to be supported by the extra capacity and marketing brains at the Agency
- You want to boost your prospecting throughout the sales funnel
- You don’t have time or capacity to hire an in-house team
- You have a great product but are struggling to find your way into schools
Suitable for companies that want to partner with with and retain our expert school marketers.
- Strategic marketing strategies focused on your key goals
- Competitor analysis, social media audit, customer research – we do it all for you
- We handle execution on content, copy, design, Ads, video, social media, PR, and much more
- On going advice and consultancy from the Bee Digital team
- Dedicated (and private) collaboration tools and spaces
Daan Giesen, CEO, LessonUp
“With your outside-in view, you’ve made sure our messaging and value proposition is set in the right direction to get us moving forward in the UK market.
I think you guys truly have passion for education and expertise in your field of marketing.”
Common marketing tactics
Every campaign needs a unique approach, and our method is to combine different marketing tactics to stay focused on your business goals.
We don’t care what’s cool, we care what works.
Paid acquisition
Campaigns across Google, Meta, LinkedIn and programmatic networks to drive qualified traffic and leads.
Content marketing
Blogs, guides, and storytelling assets that build authority and attract organic attention over time.
Email marketing
Automated and campaign-based emails that nurture leads and keep audiences engaged.
Website design
Designing and refining websites that don’t just look good but convert visitors into customers.
Social media marketing
Organic posting, community management, and social ad campaigns across major platforms.
Influencer and UGC campaigns
Partnering with real teachers, creators, or sector experts to add authenticity and reach.
Video and creative production
Short-form ads, explainer videos, and storytelling campaigns tailored for web and social.
Events
and exhibitions
Strategy, creative, and follow-up support for trade shows, conferences, and launches.
The strategic campaign journey
As an agency that works exclusively with clients who specialise in the education sector, we scaffold our campaigns around a Customer Value Journey, founded in human psychology and science, that turns strangers into customers, and customers into repeat-buying brand advocates.
Phase 1
Discovery
- Research your company, product, & competitors
- Assess your current marketing strategies, including marketing collateral
- Create customer avatars
- Design and pitch a bespoke creative marketing campaign
Phase 2
Go live
- Asset, tech, and media creation
- Campaign deployment
- Audience building
- Testing and data gathering
Phase 3+
Amplification & Continuation
- Extend and scale up
- Conversion analysis
- Design the next campaigns or project to help your business grow, providing you with a new blueprint for success
Got a question?
It’s not always obvious what a marketing agency does for you! We get it. If we haven’t answered your question below please don’t hesitate to get in touch.
By partnering with a specialist marketing agency, you can tap into their industry knowledge and experience to create a marketing campaign that is tailored to your specific audience.
A generalist agency will cover multiple industries and apply their skills and knowledge in web design, SEO, email marketing, social media marketing, and digital advertising etc to fulfil the brief.
Which is fine if you sell washing powder, chocolate bars, or lipstick.
But while generalist marketing agencies may offer a wide range of services, they may lack the specific sector expertise and knowledge needed to effectively reach an education audience.
This is why partnering with Bee Digital is the right play if you operate in the education industry.
There’s no easy answer to this, except that no Agency should be thought of as a replacement for any in-house marketer. We work brilliantly with companies with large in-house teams down to smaller companies with no marketing staff at all.
What tends to work really well is if you have one of more marketing staff working alongside us gives them a huge boost in both capacity and access to expertise. They help guide us while we execute the campaign work.
Most of our clients are on retainer. This means we have agreed a monthly fee to fulfil an agreed on going strategy. This suits most brands as it gives amazing flexibility and full support when they need it. This typically priced from £4k+VAT per month upwards and is highly dependent on scope and scale. We’re always happy to discuss options.
Other clients need a new website, or have a project they want to deliver, or a fixed budget to run a one off campaign. This is bespoke work and a price is discussed during the prospecting process.
PS: We don’t bill by the hour, do batch work by the hour, or take a percentage of any Ad spend. Our work is much more collaborative and partner based so you get strong long term commitment from the agency as we work together on achieving your ambitions.
No. We try to keep our arrangements with our clients as simple as possible. That means no lock ins, deposits, or minimum terms.
But we would advise you to consider work over time – there’s rarely any quick fixes in the education sector. That’s why we ask for 8-12 weeks minimum to see significant progress towards your goals.
We have access to a full range of different marketing tools. We can (probably) use your CRM or our own in-house solution to run your campaigns.
Either way, you don’t need to worry about technology, integrations, development, design and so on. That’s a big benefit of working with us – we have all that stuff already.
Yep. We regularly make things for our clients. If it’s complex and we can’t do it in-house we have some amazing and trusted partners who can take care it.
Our only advice would be wait until you talk to us before deciding what the best approach is to meeting your goals.
Not really. We’re not that sort of agency.
Our value is in strategic planning, execution, and management. Social media may play a part of that, but a freelance social media manager might be a better fit if you just need content creating and publishing to your schedule.
We have clients that sell both in the UK and internationally.
If you want to reach teachers in any part of world book a discovery call and let’s chat about your options. If we can’t help you someone in our extensive partnership network might be able to.
That’s something we don’t do, as we’re more about finding, persuading, and building your audience so you can own it. But there are some agencies out there that can do that for you.
David Gafford, CEO, Creative Fusion
“Genuine, trustworthy and focused on positive ROI.
It doesn’t get any better than Bee Digital when it comes to digital marketing and moving the needle.”
