Hey party people,
It’s Teacher Appreciation Week! Cue the music!
Honestly…one week a year feels a little light, IMO. (Same goes for Mother’s Day, but that’s a separate campaign I’m working on right now with my stubborn and ungrateful children, lol).
But seriously, if your brand is doing something for teachers this week, make it authentic.
I’m told that teachers can spot performative appreciation from a mile away. Literally, my brother-in-law (a teacher) told me this just last week when I reminded him that yes, I’m in ed marketing, and no, I wouldn’t pull some gimmicky and cheap promotion out of a hat for Teacher Appreciation Week.
A last-minute discount or a polished press release feels like a self-serving optics play. What does resonate? Genuine empathy, real support, and a clear understanding of what their day-to-day actually looks like.
The best brands don’t just celebrate teachers for a week. What they do is build with them, listen to them, and show up year-round. So, do that.
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Your WirED Marketer,
—Melissa, Senior Director, Marketing at Education Week
P.S. — 📩 Did someone forward you this email? Sign up here.ㅤㅤㅤㅤㅤㅤㅤ⠀⠀⠀⠀
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✨ In this edition you’ll find:
- EdTech backlash
- Improving your AI messaging
- A cartoon that made me chuckle
What’s Trending: EdTech Backlash
When Oprah, a U.S. Senator, and Hugh Grant are all on the same anti-edtech talking point, you’re no longer dealing with a fringe movement. It’s mainstream, people.
In fact, according to an EdWeek Research Center Survey, 61% of educators say most parents feel there’s too much tech in schools.
Here’s the thing: it’s probably not your product that’s the enemy; it’s the prevalence of screens. It’s fair to assume that parents aren’t distinguishing between a math practice platform and TikTok. Our job as marketers is to close that perception gap. Lead with purpose and outcomes, not features.
Schools that have high levels of trust with parents don’t abandon tech, but they are intentional about the tech they do use, and they are skillful in communicating this. According to an EdWeek article, districts creating parent communications around how and why specific tools are used are seeing less pushback.
For marketers, this means developing content that helps your customers make the case to their communities.
And because my worlds routinely collide, here’s a real-life example: As a mother of a second grader, I want to understand what my son wouldn’t be able to do without the tech he’s using. I bet there are some compelling points to be made there.
Read more on the edtech backlash here.
Two Ways to Improve Your AI Messaging
Quick note: It’s tempting to lead with the shiny capability “our AI does X, Y, and Z!” But here’s the thing: your buyer has heard that pitch. A lot. And chances are, they’re growing increasingly skeptical.
The districts that are moving forward with AI-powered products right now likely aren’t doing it because a vendor dazzled them with features. They’re doing it because of a word-of-mouth recommendation, or it earned an ISTE seal. It’s all about trust.
Here are two pro tips:
- Make your data privacy stance impossible to miss. Districts are putting AI governance questions directly into RFPs. If a procurement officer has to dig for your answer, that’s a problem.
✨ DO THIS: Add a plain-language, one sentence data privacy and AI governance statement to your product page, your pitch deck cover, and your email footer. Not legal boilerplate but plain speak. Something like: “Student data is never used to train our models. Ever.” If you can say it, say it loudly. - Acknowledge the skeptics. Remember when NYC banned AI in schools? And when Duolingo went “AI-first” and caught major backlash? Both felt slightly tone-deaf (IMO) because they picked a side instead of meeting educators where they actually are: somewhere in the middle, trying to figure it out.
✨ DO THIS: In your next campaign email, acknowledge the complexity. Maybe it’s a statement saying, “We know AI in the classroom isn’t simple, here’s how we think about it.” That transparency helps to build trust.
What We’re Reading 📚
[Special Report] Curious how you stack up? Check out the 2026 Market Brief State of the Industry Report. Written by Michelle Caffrey, this report uncovers growing levels of optimism in the future of K-12 sales, even as new data show many education companies are experiencing worsening financial conditions.
[Article] Ed Tech Marketing Emails Bombard Superintendents, Chalkbeat. This article was a real eye opener for me. As a marketer who relies heavily on the email channel, it was the wake- up call I needed. Plus, there’s an embedded pop quiz. I got 100%, NBD.
Poll
Marketing pals, I loved hearing that over 70% of you would be up for a WirED Marketer meet up at ISTE+ASCD. If this comes together, you’ll be the first to know!
This week’s poll is about print marketing.
Poll: What are your thoughts on good old fashioned print marketing?
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Events on Our Radar 🎯
The 2026 Market Brief Virtual Forum – June 11, 2026
You’ll come away understanding…
- How to navigate the new federal Department of Education and the increasingly divergent handling of K-12 across states
- The new benchmarks school districts are using to define student success, and how they expect companies to play a role in reaching them
- What forces are reshaping the future of education in the U.S., and where there are new, emerging areas of opportunity
- How to build resilience through a wave of pushback against tech and AI
Register here. And if you register before May 22nd there’s an early bird discount.
Say What?! 🦜
What we’ve heard at the watercooler, on social, out and about…
Source: From a LinkedIn post by Marketoonist, Cartoon Powered Marketing
That’s all folks. Thanks for reading. See you again in 2 weeks.
Your WirED Marketer,
Melissa AND team, because every marketer knows, it takes a village.
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We can help you develop a successful campaign tailored to your unique marketing goals. To learn more, contact Advertising & Marketing Solutions Director Mike Bell at mbell@educationweek.org.
