A Focus on Equity and Access
In the world of EdTech, the stakes are high, and the competition is fierce. Standing out is a necessity.
But how can you stand out? What can you do to set your brand apart from the rest?
It’s not just about promoting a product; it’s about fostering an environment where every student, teacher, and parent can access the tools to transform education. It’s about focusing on equity and access.
Let’s explore three critical strategies beyond the conventional EdTech marketing playbook. Because breaking through the noise means showcasing your product and making a genuine impact on the lives of those it touches.
#1 – Intentional Language: Crafting Your Brand’s Verbal Identity
Being intentional about the language you choose when marketing your EdTech solutions is critical. It’s not just about words on a page; it’s about crafting a narrative that resonates, connects, and leaves a lasting impression.
Every word carries weight and conveys a message.
Avoid Language that May Perpetuate Stereotypes or Biases
Be conscious of language that may inadvertently uphold preconceived ideas or prejudices. Opt for language that celebrates diversity instead. It’s not about being politically correct; it’s about creating an environment where everyone feels seen and valued.
Paint a vivid picture of your commitment to equity and access in education by choosing words that inspire and uplift.
Leverage Style Guides (They’re Not Just for Design!)
A style guide ensures that every message aligns with your brand’s voice and values. It outlines how your company talks about certain things: we say “this,” not “that.”
Whether a social media post or a blog, a well-crafted style guide ensures that your language remains cohesive and consistent. It equips your team, no matter their department, with the guidelines they need to communicate effectively about your product.
Let the impactful language you use across all marketing channels act as building blocks of a community passionate about changing education for the better.
#2 – Impact Statistics: Leverage the Power of Data
The second strategy for focusing EdTech marketing on equity and access is leveraging your impact statistics.
Build Credibility with Concrete Data
Clear statistics aren’t just impressive numbers; they’re the foundation for trust. When you back your claims with concrete data, you’re not just telling a story but providing evidence of your EdTech product’s efficacy.
Let the numbers paint a vivid picture of the real-world transformations your product brings, whether it’s improved test scores, increased engagement, or enhanced teacher efficiency.
Close the Sale: Visual Impact Statistics Influence Decision-Making
Make your impact statistics easily digestible. Well-designed data visualization helps prospects quickly understand the impact your product can have.
When they encounter compelling, visual impact statistics, they move from considering your product to envisioning it as an integral part of their educational landscape. Influence decisions by highlighting what your product does and how it closes the education gap.
#3 – Authentic Imagery: Look Beyond Stock Photos
Now, let’s chat about imagery. While stock photos serve a purpose, relying solely on them has drawbacks. Generic imagery lacks the personality and uniqueness that sets your brand apart. It’s time to move beyond the mundane and embrace visuals that resonate with authenticity.
You can create authentic imagery by showcasing real people, developing custom illustrations to level up your product and show how it works, or leveraging data visualization to demonstrate impact.
Whether you’re highlighting the excitement of a student mastering a new concept or the genuine collaboration between teachers and parents, authentic imagery creates a visual language that resonates with your target audience.
Showcase Real People
Showcase the diverse faces of your educational personas—students, teachers, and parents alike. Authentic photos humanize your brand, making it relatable and fostering a sense of inclusivity.
Build a visual story around the day-to-day realities of your users. Whether it’s a teacher navigating your platform or a parent witnessing their child’s educational growth, these moments resonate.
Let your visuals be a window into the real-world experiences that define your brand.
Use Impact Statements as Visual Alternatives
Sometimes, capturing the perfect moment isn’t feasible. In those instances, let data visualization become your visual alternative.
At educational conferences, for example, stand out by not having the same stock background. People can recognize the same imagery used across multitudes of EdTech brands. While they may not say, “Oh lookie there, there’s the same stock image model I’ve seen everywhere else,” it does make their eyes gloss over, unintentionally realizing they’re seeing the same thing repeatedly.
Don’t have authentic photos? Leverage your impact data. Instead of seeing a stock photo of the same girl reading a book over and over again, a giant banner that reads, “X students have learned to read with [insert project name],” hits home, too.And, in the best of both worlds, you have authentic photos and impact numbers. Seamlessly integrate them into well-designed imagery. Whether as captions, overlays, or integrated text, let your impact statements enhance the visual experience, reinforcing the real-world changes your EdTech product delivers.
Why Authenticity Makes a Difference
Now, why does all this matter? Why should you take the time to look at the language you’re using, highlight your impact, or put in extra effort to get authentic photos?
Let’s step into the shoes of a prospective user encountering your education marketing materials—a message crafted with impactful language that resonates, statistics that showcase real impact, and visuals that reflect their own experiences.
The result? A powerful, authentic narrative that transcends marketing and becomes a testament to the transformative power of EdTech.
Commit to Equity and Access Across Education Marketing Efforts
Inspire a commitment within your team and your brand to prioritize equity and access. Your marketing efforts aren’t just about selling a product; they’re about contributing to a more equitable and accessible educational ecosystem. Let every campaign, every word, and every image be a testament to this unwavering commitment.
Don’t have a style guide or authentic imagery? Don’t know how to craft well-designed, compelling impact statements? Don’t have time to improve your brand’s marketing to focus on equity and access? Book a call with us. With our clever list of capabilities, we have a solution for you.