Episode 10
Why Marketing in Education Isn’t Like Marketing Anywhere Else
In this episode of All Things Marketing and Education, Elana Leoni sits down with Melissa Heyeck, Senior Director of Marketing at Education Week and creator of The Wired Marketer, a must-read newsletter for anyone navigating EdTech marketing.
With deep experience across the nonprofit and EdTech sectors, Melissa brings a sharp, empathetic lens to what it really takes to engage decision-makers in education. From what’s working in content marketing to the influence teachers actually have in purchasing decisions, Melissa breaks down where most marketers go wrong, and how to shift toward a more data-informed, audience-centered approach.
Together, Elana and Melissa explore:
- Why “teacher buy-in” is just as influential as state standards or research-backed claims
- What district leaders really mean when they say a product must be “research-based”
- How AI can support teachers, but why 71% still haven’t received PD on how to use it
- The case for doubling down on content marketing (especially in tight budget years)
- What newsletters like The Wired Marketer can teach us about helping, not hyping
- Why diversifying your marketing channels is no longer optional
This episode is a must-listen for education marketers trying to build trust, stay relevant, and connect with audiences in a rapidly evolving landscape. Melissa shares real data, actionable ideas, and a refreshing take on what it means to do marketing with purpose in K–12 education.
🎧 Plus: Find out what unlikely weekend hobby helps Melissa recharge and show up more grounded during the workweek. (Spoiler: it involves dirt, not decks.)
