Teacher spending power is strong. This group of consumers is responsible for a significant sum of money spent inside and outside of schools every year, whether they’re investing in classroom supplies, planning their next summer vacation, recommending workbooks to principals, or urging parents to download a new reading app.

McMullan webBy Ann McMullan, www.annmcmullan.com

This is the third in a series of five monthly articles providing tips for ed tech vendors to use when working with school clients to implement innovative solutions for teaching and learning. Each month we pull a leadership lesson from Life Lessons in Leadership: The Way of the Wallaby, a book I co-authored with Michael Barrett in 2016. The goal of this book is to provide leaders of all ages – “Leaders Ages 8 to 88” – with memorable strategies for leading people and processes, especially when it comes to navigating change.

In the previous two articles we addressed the critical leadership skills of listening and learning. This month’s reflections are on the topic of love, which is the focus of Chapter 3 in Life Lessons in Leadership: The Way of the Wallaby.


Every summer, millions of dollars are spent preparing for back-to-school. And this year, back-to-school spending looks like it’s going to be stronger than ever. This is great news for vendors — if you can break through all of the back-to-school messaging to reach your target audience and snag your market share.

Back-to-School Spending

The late-summer and early-fall months not only usher in a new school year, but they also encompass the second-largest consumer spending season, according to the National Retail Federation (NRF). It’s second only to Christmas!

Your marketing strategy has successfully driven educators to your website. Congratulations! You did it!

All of the work you’ve put into crafting your marketing campaigns has led you to this point. You’ve reviewed your customer and prospect database and created segmented lists. You’ve targeted email campaigns specifically to those lists. You’ve optimized landing pages to encourage CTA clicks. And of course, you’ve optimized your web pages for search.

How do you turn that website traffic into leads that will eventually generate revenue and return on investment? Conversion rate optimization, or CRO.

McMullan webBy Ann McMullan, www.annmcmullan.com

This is the second in a series of five monthly articles providing tips for ed tech vendors to use when working with school clients to implement innovative solutions for teaching and learning. Each month we pull a leadership lesson from Life Lessons in Leadership: The Way of the Wallaby., a book I co-authored in 2016. The goal of this book is to provide leaders of all ages (“For Leaders Ages 8 to 88”) and occupations with memorable strategies for leading people and processes, especially when it comes to navigating change.

Last month we explored the topic of why listening is the number one key skill for any leader. This month’s reflections come from Chapter 2 in the book.

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About Agile Education Marketing

We're the go-to people to build brand recognition and generate leads. Using our comprehensive EdConnect™ database of early childhood, K-12 and higher education institutions and personnel, Agile Education Marketing helps you reach educators at school, at home and online.