What one superintendent really thinks about email 💥- 1/13/26

Hey Marketing Pals!

Here we are. 2026. Two weeks in. How’s everyone holding up?

There are 2 types of people in this world: those who love New Year’s resolutions and those who think they’re garbage. I love ‘em. My only problem? Whittling the list down and making the goals even remotely realistic.

Same goes for marketing. I want to do it all! Every channel! Every tactic! But if experience has taught me anything, it’s that doing a few things really well beats doing everything… poorly.

The start of the year is the perfect moment to look back—what worked, what didn’t—and be honest about what needs to go. Sunsetting a consistently underperforming campaign might be exactly what frees you up to invest in something that actually moves the needle.

One thing I’m doing this month: blocking a no-meetings day, parking myself in a cozy café (this requires a change of scenery), and auditing my 2025 campaigns and channels. Then I’m letting the data—not vibes—shape the plan for the year ahead.

ㅤ⠀⠀⠀⠀

Your WirED Marketer,

—Melissa, Senior Director, Marketing at Education Week

P.S. — 📩 Did someone forward you this email? Sign up here.ㅤㅤㅤㅤㅤㅤㅤ‎⠀⠀⠀⠀

ㅤㅤㅤ

✨ In this edition you’ll find:

But first, this quote (intentionally missing words because I’m sneaky like that) 💬

“_____ is the devil as a superintendent. It’s one of the biggest time sucks that I have, so I utilize AI tools that help sort _____ for me, beyond what ______ will do, and it allows me to know what action items I need to take.”
—Corey Smith, Superintendent of South Putnam Community Schools, IN

❓Curious what Smith is referring to? You’ll find it at the bottom of this email.

What’s Trending ✨ Career and Technical Education (aka CTE)

5 Things You Need to Know

In case you’ve been living under a rock, let this be your reminder. Right now, CTE is on the minds of all district leaders. Need an explainer on CTE? Here’s one.

EdWeek reporter, Arianna Prothero, states “There is a surge of interest in career and technical education programs at the secondary school level, fueled by concerns about the cost of college and opportunities to make good money in jobs that require technical skills, sometimes right out of high school.”

💡Companies that offer programs for multiple career pathways seem to be coming out of the woodwork and advertising with EdWeek these days. Why? Because EdWeek does a heck of a lot of reporting on CTE. Find it all here.

If your product touches instruction, assessment, workforce skills, or student engagement, here are 5 things you need to know straight from the EdWeek Research Center:

1. Only 23% of educators rated their CTE programs an “A”
2. 60% of districts have expanded their programs over the past 5 years
3. 70% of districts reported increased student interest in CTE
4. Fastest-growing pathways: digital tech, AI, IT, and cybersecurity
5. State investments in CTE are growing.

DO THIS 👇 Actionable Guidance for EdMarketers

Keep your emails short and sweet. A former manager once told me to remember “CCP” when writing emails. Here’s what that means:

⌚ And send your emails early in the AM. The K-12 leader is generally an early riser. EdWeek Research Center data continually tells us we have the best shot of getting engagement early in the day and the week. Resist the urge to send a Friday afternoon email, instead schedule it for Monday AM.

This recommendation is based on data collected by the EdWeek Research Center. Here’s my inspo 👇

When we asked district and school leaders what types of messaging is most likely to get their attention, here’s what rose to the top. Copy should:

1. Gets right to the point/is very brief (48%) – remember that CCP!
2. States pricing up front (46%)
3. Emphasizes alignment with district and state standards (39%)
4. Offers a free trial (37%)
5. Emphasizes a low/affordable price point (30%)

Note: Numbers are greater than 100% because respondents were encouraged to select all that apply.

POLL 📊

Last edition we asked people about the length of this newsletter, 85% of you said it’s just right. Thanks, marketing pals!

This edition’s poll: How often do you use Gen AI for work?

What We’re Reading 📚

[Article] CTE Is on the Rise. Here’s What Educators Say Would Make Programs Stronger

[Article] What’s Next: 7 Key Trends to Watch in the Education Market in 2026

Where We’re Headed ✈️

The real question is, where aren’t we headed?

Featured Events

BETT UK | We’re hosting a breakfast briefing on How to Navigate the U.S. Education Market. Tickets are still available here.

The new year is a great time to think about PD. I’ll be attending the EdWeek Market Brief Summit, November 11–13 in Nashville—join me, would ya? Hear directly from district leaders, network, and gain actionable K-12 market data and intel. Be sure to include the summit in your team’s PD budget. Register early to get the lowest price.

Quiz Yourself: How Is AI Reshaping K-12 Career and Technical Education? 🎯

What is the most common reason students pursue CTE coursework, according to a recent survey of K-12 administrators and classroom educators?

A. To prepare them for college in their fields of interest
B. A desire to complete their education as soon as possible
C. To fulfill a requirement in their district or school
D. To get well-paid local jobs that do not require postsecondary education
E. A genuine interest in a particular career path

Meet A Former Teacher, Now K-12 EdTech Executive 👋

Felicia Zorn, VP of Growth and Partnerships at Edthena

I met Felicia Zorn, VP of Growth and Partnerships at Edthena, at the November Market Brief Summit. Her energy was infectious, and her storytelling was top-notch. Here’s what she had to say.

3 words to describe yourself:
“Driven, Compassionate, Innovative.”

What’s keeping you up at night?
“Right now, I’m thinking a lot about the widening gap between the pace of innovation in edtech and the capacity of districts to absorb that innovation. K-12 leaders are navigating tighter budgets, staffing shortages, and rising expectations, yet the volume of “solutions” in the market keeps growing.”

Also, how do WE, as edtech leaders, ensure we’re not adding noise but truly adding value?
“To me, that means building with discipline, grounding decisions in real instructional priorities, and simplifying the work of educators. The companies that win in this next era will be the ones that reduce friction and complexity, not create it.”

What’s the one thing you wish all EdMarketers knew?
“I wish more EdMarketers understood the difference between ‘speaking to pain points’ and ‘respecting the people who carry those pain points every day.’

Marketing in K-12 isn’t just about being clever. It’s about demonstrating credibility and empathy. District leaders can tell immediately when a message is crafted to “win a deal” versus when it’s crafted to genuinely support their work.

The strongest marketing comes from teams who truly understand classrooms, listen to educators, and translate that understanding into clear, honest storytelling. If your message elevates educators instead of selling at them, it will resonate every time.”

What trend in K-12 are you following closely?

“I’m paying close attention to the shift from broad “AI curiosity” to concrete, instructional use cases that actually save educators’ time. For the last year, districts have been in exploration mode: pilots, committees, guardrails, and policy. Now they’re asking much sharper questions:

• Where does AI meaningfully reduce workload?
• How do we maintain teacher autonomy and instructional integrity?
• Which products are sustainable and safe?

I’m particularly interested in how AI is reshaping professional learning by making coaching more accessible, enabling feedback, and supporting teachers without increasing the burden on instructional leaders.

It isn’t about AI being in schools anymore. It is about how AI is respecting teacher expertise and experience while enabling them to do their best work more efficiently.”

Say What?! 🦜

What we’ve heard at the watercooler, on social, out and about…

“Email is the devil as a superintendent. It’s one of the biggest time sucks that I have, so I utilize AI tools that help sort emails for me, beyond what Gmail will do, and it allows me to know what action items I need to take.” —Corey Smith, Superintendent of South Putnam Community Schools, IN

EdWeek Market Brief members can read the full article featuring Corey Smith here.

That’s all folks. Thanks for reading. See you again in 2 weeks.

Your WirED Marketer,
Melissa AND team, because every marketer knows, it takes a village.

📩 Did someone forward you this email? Sign up here.

What did you think of this newsletter?

😍 I LOVED IT, 10/10
🤔 It was ok, 5/10
😒 Needs improvement, 1/10

We can help you develop a successful campaign tailored to your unique marketing goals. To learn more, contact Advertising & Marketing Solutions Director Mike Bell at mbell@educationweek.org.