Tuesday, September 27
9:45 – 10:45 am
The roundtables are an opportunity for you to meet and dialogue with other attendees on topics of mutual interest in a small group setting. Attendance at each Roundtable is limited, so be sure to pre-register now for the topic you most want to attend.
Insights and Data on District Purchasing Strategy, and Best Practice in K-12 Content Marketing
Table 1: Ben Delaney-Winn, Managing Director, Education Week
Using data from our most recent EdMarketer study – an annual survey of 600+ school district leaders and education company marketing executives – this roundtable translates insider-only findings into actionable and scalable strategies for marketing teams, sales leaders, and other K-12 industry executives. Education Week’s EdMarketer2016 survey asked K-12 marketing leaders about their content marketing practices and challenges, and queried district administrators on their views of the role student achievement plays in vendor selection, and about the challenges districts face across curriculum, instruction, assessment, technology, and whole child arenas. Attendees will gain insight into:
- District views on the most important factors influencing vendor selection
- Key resources district leaders rely on for information that informs their thinking on student achievement
- District perceptions of “what works” for improving achievement, including preferred areas for investment
- Tactics for increasing lead generation and for accelerating speed at which leads move through the funnel
- Brand awareness levels of leading K-12 education companies
- Biggest content marketing mistakes in K-12 marketing
- Highest performing content platforms education marketers are using
Education & Inbound Marketing: A Match Made in Heaven
Table 2: Jacob Hanson, Managing Partner and Chris Piehler, Editorial Director & Lead Storyteller, PR with Panache!
We are all in the education business, but we should be in the educating business. You don’t earn your buyers’ trust by sending them the same message over and over. You earn their trust by providing answers to their questions, solutions to their challenges through relevant content and meaningful interactions.
Come discover what the inbound marketing approach looks like and how it will help you build relationships with your decision-maker’s by providing relevant, useful content that captures their attention and informs their decisions no matter where they are in their journey to purchase.
In this birds of a feather roundtable, we will take a closer look at why a buyer-centric approach to marketing is tailor-made for education—and how you can use this approach to become the partner decision makers are looking for, not just a provider.
Come tell us your story and we will share insights on how you can find your match made in heaven!
Distribution and exposure for edtech products is an increasing challenge. Popular operating systems and web browsers provide convenient platforms for development, but don’t necessarily allow companies to rise above the noise – and sometimes can put them in direct competition with the platform providers’ own education offerings. What other OS- and device-agnostic platforms can help edtech companies gain exposure for, distribution of, and school-to-home adoption of their products? What features or characteristics are the most important in a platform? And how can edtech companies best leverage alternative platforms to drive success for their products
There comes a time in the lifecycle of every education company where you can’t grow just by opening up new districts, schools and customers. Growth, or maybe even survival, is going to depend on increasing the lifetime value of your customers.
We’re going to discuss how companies increase customer loyalty and engagement in the education market by design.
Student Learning and Data Integration: Authentica Solutions will discuss their experiences with successful data integrations for school districts
Table 5: Gary Carabin, Vice-President, Customer Success and Business Development, Authentica Solutions
As a K-12 software provider do you have a need to integrate your solutions with your school customers SIS or other K-12 enterprise applications?
Data integration is all we do at Authentica. We help solve the data integration issues for K-12 software companies and their customers. Join us in a round table discussion on the challenges faced by school districts and software companies with data integration.
Integrating a variety of student and teacher data has become essential for school districts. At the same time, the proliferation of K12 software has made system integration an overwhelming task for most district IT staffs. This is a problem Authentica Solutions specializes in solving with bi-directional data integration between K-12 enterprise applications and the Student Information System (SIS). The DataSense “platform-as-a-service” enables K12 software companies to embed common integration services within their offerings. Participants will examine the critically of getting data integration “right” and explore the cost-benefit analysis of data integration-as-a-service.
65% of U.S. students are in small districts.
92% of School Systems and 65% of students are in districts with fewer than 7,000 students.
The small districts are the largest sector of the education market, but the majority of vendors focus on the top 500 districts and neglect the largest segment of the market because the cost of sale is higher. The smaller districts lack the attention and support that larger districts receive impacting procurement and implementation.
The round table will address:
- Cost effective ways to address the small district market
- What firms are effective in this market and why?
- The viability of national ed Tech VARS to address procurement, installation and support of small districts
- What are the effective ways that the small district market is addressed…e.g. inside sales
- Will there be an increase in state, service center, and regional sales to address the small districts
- How is social media used to address small district sales?
What’s Changing in Education Marketing? Educators Have Something to Say…
Table 7: Charlene Blohm, President, C. Blohm & Associates, Inc. and Linda Winter, President, Winter Group
Educators tell us that every day, they’re asked to shift practices to address the latest policies, change instruction to meet new expectations, and integrate yet another technology “solution.” It all creates BIG challenges for education marketers…from basic positioning and messaging to pricing, pilots and promotions. We asked educators what’s working for them now and you can hear their answers in this roundtable conversation. From the length and timing of pilot programs to the new demand for individualized and personalized instruction, changing needs for customer support to the rise of the new decision-making unit, you’ll get the whole story. Linda Winter, President of Winter Group, and Charlene Blohm, President of C. Blohm & Associates, will share educator voices from focus groups and surveys conducted in recent months. You’ll hear their triumphs and challenges, wants and needs, complaints and praises, and leave this session with the tools and rationale to sharpen your marketing programs. With an opportunity to share your thoughts and ask your questions, this is a discussion not to be missed. Join us!
We all know that teachers are juggling many different responsibilities in their classrooms today. Recent research by MDR uncovers further insight into how their role is expanding to include writing curriculum, considering OER and managing multiple student devices. How does this impact your products, strategies & marketing plans? Marci Goldberg President of K12 Market Advisors and Rita Oates, president of Oates Associates share key highlights from two new Ednet Insight reports on these topics as well as fresh findings about teacher buying & spending. Join us in this discussion & share your thoughts and experiences about thriving in this evolving market environment.
Statics show that nearly 60% of students who enter college are not academically prepared. Furthmore, a high percentage of students who transition from K-12 to college never complete a degree program.
This session explores the various ways that technology, including personalized and adaptive learning, technology-based assessments and data analytics can be used to better prepare for their college careers.
The session also explores new tools and resources that are available to help prepare students academically for their college/university education and to help them select a career and degree program that aligns with their skills and interests.
Core Curriculum OER for 1:1—Shifting the Instructional Materials Budget
Table 10: Yoel Givol, COO, Exploros
OER is moving beyond fragmented content to curated core curriculum. What will be the impact on 1:1 schools? Whose business will be disrupted? Who will be the beneficiary?
How to Incorporate Social Emotional Learning and Assessment Into Your Product
Table 11: Kati Elliott, President, KEH Communications with Patrick Cozens, Marketing Director and Jessica Adamson, Director of Product Strategy, Apperson
A growing body of research shows that social emotional learning programs have an impact on student success. As more and more states and school districts seek to implement SEL policies and programs, publishers can help schools meet these new requirements by adding SEL themes and measurements into their products. Join us for a discussion about the growing emphasis on SEL and ways that publishers can integrate it into their products to help schools teach the “whole child.”
Open standards are designed to facilitate cross-application exchange of information. As digital natives, our students (as well as their parents and teachers) are increasingly expecting school and district systems to provide the same level of personalization and ease of use that is offered by modern social media and commercial applications. However, the edtech sector is only midway through the transition to open standards and interoperability.
At this roundtable, participants will discuss their experience, challenges, and questions about their use of open standards. What expectations are there for vendors to use open standards? Has lack of application compatibility ever impeded strategic business decisions?
Sales and marketing professionals rely on data more than ever before. However, even the most sophisticated business professionals run into obstacles with deriving insights from data. Join us for a conversation around the power of using data to get ahead of the curve.
Session participants will discuss:
- Accessing data in real-time to avoid conflicts
- Tips for ensuring data is quality data
- The power of personalization
- Using data to drive relevant content
- The power of segmentation
As corporate training and other professional development solutions migrate to digital delivery methods, how can corporate and institutional leaders measure their return on investment? Should ROI solely focus on quantitative results? This session will focus on both qualitative and quantitative factors influencing ROI and how business leaders can assess the impact on their employees and long-term growth of their businesses.
Marketing Automation Systems: A Marketer’s Dream or Worse Nightmare?
Table 15: Susan Meell, CEO, MMS Education and David Clemen, Digital Products Director, MDR
Marketing automation systems promise to solve every marketer’s problem — from improving the quality of leads, to generating higher lead conversion rates, and more sales. Yet, this isn’t the outcome everyone enjoys after they take the marketing automation plunge.
If you’ve implemented a marketing automation system, or are considering it, join our roundtable where we’ll share best practices, lessons learned, challenges faced and frustrations encountered – and the top five reasons marketing automation systems fail and how to overcome them. Bring your questions, success stories or failures – and let’s learn together!
Let Math Talk! Let’s share insights on preparing math equations to meet accessibility expectations.
Table 16: Peter Ramsdell, Director of Business Development, Professional Solutions, Texthelp
Join this discussion to share your experience with and learn from your colleagues in how to prepare math content for text-to-speech read aloud.
You may have already discovered that preparing accessible Math content is not the easiest part of developing your multiple subject solution. There are many little gotchas that can create development headaches.
Conversation starters will be to discuss three approaches in use today, which are simple math operators: imaging equations with Alt-text applied, MathML, and the use of ARIA labels.
Please stop by the round table to learn from your peers. A small insight learned here may enable you to save your company development time and money at a later date.
Texthelp has over 20 years of experience in providing accessibility and learning access support tools to publishers via our SpeechStream solution, and schools via our Read&Write software family. We can provide feedback on the journey the company has taken to make a difference in the lives of students with learning disabilities, English language learners, and ‘At Risk’ students.
Using Survey Research to Build Credibility through Thought Leadership
Table 17: Kristen Harmeling, Partner, and Meredith Lind, Partner, YouGov
No matter who the decision maker is when it comes to buying or adopting your product or service, it has been well-established that sharing value-added insights will reinforce your reputation as an expert in the field, and will help you create and strengthen relationships with customers and prospects. In this roundtable session, YouGov partners Kristen Harmeling and Meredith Lind will discuss best practices and offer case studies of ways in which survey research can be used to establish your company and brand(s) as thought leaders in the education market.
This session will provide survey and sampling tips as well as showcase how to turn data into deliverables for clients and other interested parties. Furthermore, we’ll demonstrate how organizations we’ve worked with have used survey and research data to push the conversation on issues that are of great importance to EdNet attendees, including the role of reading, parent and student views on engagement and motivation, parent disconnects regarding technology and 21st century learning skills, and educator perceptions on climate and culture initiatives.
Why Your Brand Needs a Storyteller in Today’s Market
Table 18: D. Frank Smith, Director of Content Marketing, Discovery Education
What sets your brand apart from the crowd? How do most people feel about it? Do your Twitter and Facebook followers look forward to your daily posts? For anyone interested in keeping their brand fresh, creating interesting, engaging content that’s on point with their message is a must.
The biggest brands today have discovered a more natural way of reaching their audience. Learn how a regular flow of branded content on your site can provide new meaning and attention for the work that you’re doing every day. Posts that are useful, enlightening or funny can fundamentally change how your brand is perceived. Great content will bring in new customers, expand your reach, and create a valuable platform to share your vision with others.
Smith is a former journalist with a decade of experience at daily newspapers and online publications. He made the leap to content marketing at a point of transition in both journalism and marketing — both industries were looking for new ways to broaden their reach and tell interesting stories. Learn how this beautiful marriage can become an asset for your company.
Moving the Sales Needle: 3 Ways to Double Your Traffic, Leads and Profits with Organic SEO
Table 19: Jenny Munn, SEO Consultant, The Munn Group
According to Forrester, marketing leaders will spend $103 billion by 2019 in an effort to grow and compete in the online digital marketing space. Search engine marketing (SEO & SEM) will capture the largest share of online spend in terms of investment spread across digital channels.
Education Marketers and industry leaders are increasingly investing resources into websites, content marketing, inbound marketing programs, digital PR and social media to keep up with increased competition and noise to get their messages out there.
It’s critical to ensure these efforts are best leveraged with organic SEO to improve ranking, visibility, traffic, leads and profits. Better visibility + Bigger Impact = Better Bottom Lines.
In this roundtable you’ll pick up tips on:
- Identifying keywords that convert
- Mobile SEO optimization
- Social SEO and social presence improvements
Insights you will gain from our roundtable discussion include:
- Amplifying your reach with organic SEO
- Increasing brand and product awareness with better keyword usage
- Understanding what works and what doesn’t with modern SEO today
- Understanding the way educators and decision makers search online for content
Join this conversation to get 3 takeaways on how to rank better in Google and drive more leads – and ultimately sales – into your pipeline. Snacks/brain food will be available!