8:00 am – 2:00 pm
Registration and Attendee Networking Area Open
Attendee Networking Area sponsored by BLEgroup, a PCG Company
Exhibits in the Attendee Networking Area
8:00 – 9:00 am
Networking Breakfast and Birds-of-a-Feather Roundtables
Birds-of-a-Feather Roundtables sponsored by Agile Education Marketing and Classworks by Curriculum Advantage, Inc.
What’s top of mind for you at EdNET? These roundtables bring together attendees focused on a topic important to their business for an insightful discussion. Choose from topics ranging from industry trends to marketing creative. Share your experiences and your concerns with like-minded attendees, and you’ll come away with fresh ideas and valuable business connections.
General Session: Connecting the Dots: Applying E-tail Strategies for a Happy, Healthy and Growing Client Base
A data-driven CMO who has played both entrepreneur and “intra-preneur,” taking start-ups to success and helping businesses redefine themselves in the digital age
With Steve Gross
Chief Executive Officer, Calvert Education
Education companies can learn a lot from e-tailers. To create a holistic customer experience, it is essential to understand your customers and connect the dots on all touch points, across all channels on and off line. In a customer/client centric model, mapping and tracking the customer experience are key to understanding and optimizing your acquisition and retention strategy and will yield a happy, healthy and growing client base. But this is, as most know, easier said then done. Elissa and Steve will address the customer life cycle and the importance of championing and integrating a change management approach that will insure executive buy-in and success beyond marketing metrics to sustainable revenue lifts.
10:10 – 11:00 am
How to Build a High-Performing Salesforce for the K-12 Market (Leadership & Policy)
What’s the retention rate in your company’s salesforce? Do you lose your highest-performing salespeople way too soon? And do you have to keep a perpetual fire lit beneath your lower performers? McKinsey & Company has been studying the traits of the top tier and lowest performing sales people in technology companies and shares fascinating findings from the ed tech sector. This will be a discussion about what works—and surprisingly, what doesn’t—in ed tech sales.
Associate Editor, EdWeek Market Brief, and Industry and Innovation Writer, Education Week (moderator)
President, Dayton Johnson Executive Search and Consultancy
VP National Sales Manager, McGraw-Hill Education
Senior Advisor, McKinsey & Company
10:10 – 11:00 am
Clash of the Tech Titans: Amazon, Apple, Google, and Microsoft Battle It Out in K-12 (Market Trends)
The titans of the technology world are building a much bigger presence in the K-12 world, pushing to take advantage of the growing technological capacity of schools, the expansion of digital curricula and assessments, and the increasing emphasis on personalized learning. EdWeek Market Brief conducted an exclusive survey of 1,000 school administrators and teachers to better understand what they think of the tech titans’ involvement in education. That survey was complemented by additional analysis of how these companies are developing and marketing products to K-12 schools and what that means for educators and students. Hear the survey findings and engage in an interactive discussion with CoSN ed tech leaders about the results and what they mean for education companies working in the K-12 market.
Kevin Bushweller (moderator)
Executive Editor, EdWeek Market Brief
Executive Director of Technology, Gilbert (AZ) Public Schools
Partner and Managing Director, Tyton Partners
Thomas Ryan Ph.D.
CEO, eLearn Institute, Inc.
Director, Education Week Research Center, Education Week
10:10 – 11:00 am
Content Marketing—What Makes Educators Care About Your Content (Marketing)
Content marketing isn’t a fad; it’s a philosophy that’s uniquely effective with educators who see a sale not as a transaction but as an outcome of your investment in building a relationship with them. Come to this session for tips on creating strong content, determining what channels to use, setting goals, and measuring results.
Kristina James (moderator)
Director of Marketing, MDR
Marketing Manager, Quill.com
Senior Education Marketing Strategist, MDR
President, L. Wolfe Communications
11:00 – 11:20 am
11:20 am – 12:10 pm
Everything’s Coming Up Digital—and Here’s the Research to Prove It! (Market Trends)
Today’s K-12 schools are in the midst of an unprecedented transition from print to digital learning products as well as new and evolving channels for decision making and purchasing. Learn about key research findings from two leading educational organizations in the know – EDmarket Association and MDR. EDmarket Association will discuss key findings from its report, EDtech Distribution in an Evolving Marketplace, featuring data gathered from interviews with key industry leaders conducted by researchers at the Harvard Graduate School of Education. MDR will provide a 360-degree view of district and school priorities, implementation patterns, purchasing behaviors, and more, based on targeted surveys of district curriculum and technology directors as well as principals and classroom teachers from MDR’s annual State of the K-12 Market report. Key takeaways and how they impact educational marketers will be discussed.
President, K-12 Market Advisors
EDNET Insight Product Manager, MDR
President/CEO, Education Market Association
11:20 am – 12:10 pm
Email That Gets Clicks: 10 Tricks to Start Using Now (Marketing)
What subject lines get the most opens? What kind of copy gets potential customers to click? And how can you be certain your email is actually landing in customer inboxes? We’ll share what we’ve learned from deploying nearly a million emails every week!
Digital Products Director, MDR
Director, Retention Marketing, Odysseyware
11:20 am – 12:10 pm
Expanding Expectations in the PreK-12 Marketplace: Designing for All Learners (Development)
During the past decade, federal education and civil rights accessibility statutes related to Ed Tech materials and delivery systems have increasingly converged. References to Section 508, WCAG2 AA, Universal Design, and Universal Design for Learning are now commonplace in both federal and state procurement policies. Accessibility support is best designed in rather than added on, and while it exists as a compliance challenge, it can also accelerate product differentiation: personalization is based on learner variability, including students with disabilities, ELLs, and those in poverty. This session offers guidance and resources from the National Center on Accessible Educational Materials (AEM Center) and its work with SETDA to facilitate product designs that, while essential for some students, expand opportunities for all.
Head Genius, Marketing Genius Group
Senior Policy Analyst and Co-Director, National Center on Accessible Educational Materials (AEM Center), CAST
12:15 – 1:00 pm
Closing General Session: Digital Disruption in Education
She has an expansive background in strategy development, business operations, user-centered design, product management, and engineering
Lisa has helped transform legacy organizations and leadership through innovation, and she knows how to bring best practices from the tech sector to foster innovation in education, using user-centered design and open data to break new boundaries. She will share how College Scorecard is a great case study for how the federal government implemented user-centered design and open data to transform its approach to building more effective products.