What recovery taught me about leading through noise

 

Volume 46

Many of you may have heard that I recently fell and dislocated my knee, tearing a handful of things in the process. As my orthopedic doctor said, “Elana, when you do things, you do them really well.” Not the kind of compliment I was hoping for. 🙂

But the experience gave me a surprising lens to think about everything moving so quickly in AI and marketing right now. When I got my MRI and X-ray results, I ran them through ChatGPT. I even had Snoop Dogg narrate them to find some levity in the mess. It gave me insights and I thought I had a plan of action.

But it wasn’t until I sat down with my orthopedic doctor—who listened, asked questions, physically examined my knee, and took into account my lived experience—that his initial interpretation shifted. Not because the data was wrong, but because it was incomplete. It needed human context to work in concert with data and AI.

The same thing is happening in our world right now.

AI is disrupting everything. 60% of Google searches now end without a single click. AI tools like ChatGPT and Perplexity send less than 1% of traffic to external sites. People are hungry for fast answers, but those answers don’t always come with context or connection.

That’s why it's more important than ever to diversify where and how you show up as a brand.

✔ Grow your email list, and communicate consistently to provide value to keep it active.

✔ Show up with value, again and again. Consistency builds trust.

✔ Use video across platforms. It’s one of the highest-performing content types for reach and engagement.

✔ Build community where your audience already spends time (cough, cough, social media). Don’t wait for them to come to you.

Your website matters, but it’s never been the only place to capture leads or build trust. What if you could deepen relationships, drive action, and spark real conversations, without asking everyone to come to you?

Meanwhile, in education, we’re seeing even more disruption.

$5.4B of federal funds (Title I, II, III, IV) were frozen (now all have been released). Regardless of the funding being released, it created even more uncertainty in funding. Before the funding was released a majority of superintendents report that existing contracts funded by Title I-C, Title II, Title III, or Title IV were in limbo, and were looking at using local funds to cover some of the costs.

On top of that, The White House recently released an AI Action Plan that emphasizes innovation and infrastructure, but offers little guidance on how AI should be used in schools. There’s no mention of safety. No mention of ethics. And no clarity for educators. At the same time, they’ve launched a Presidential AI Challenge, asking students, teachers, and communities to build AI-powered solutions for real-world problems. Holly Clark, who has trained thousands of educators on how to effectively use AI in the classroom, recently shared her AI Educator Levels, which is one of the most helpful frameworks I've seen. There are new developments every day, and we’re all just trying to figure it out together.

But as we move fast, are we slowing down enough to ask the right questions?

This month, I also want to wish every educator reading this a joyful, grounded back to school season. I’ve been joining all of the free PD sessions that many EdTech brands are hosting for educators and I'm feeling the excitement. I know many of you are feeling the full range of emotions in the air: hope, anxiety, excitement, and everything in between, though. Breathe deep, friends.

If you're planning back to school outreach, here’s what I’ll say: Show up with empathy and go in with the intention to make educators’ lives easier. Don’t ask them to pilot something new or do anything that’s not aligned to their top priorities. If they already use your tool, support them with quick tips, helpful content, and best practices.

I know this is all a lot but we got this. We’ll figure it out together.

Until next time,

 
 
 

Kick off the school year with something special​

Whether you’re welcoming new teachers, supporting teammates, or just want to brighten someone’s first week back, our Educator Gift Guide has you covered. These are real recommendations from real educators, featuring items that bring joy, offer comfort, and make the return to school a little sweeter.

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EdTech Good News

The U.S. Department of Education has confirmed that schools can use existing federal grant funds to support AI tools that boost learning—like personalized instruction, AI-powered tutoring, and career exploration platforms. The new guidance also encourages schools to teach AI literacy, support educator training, and involve parents in decisions about responsible tech use.

Public comments are open through August 20—and if finalized, this could help unlock more funding and momentum for innovative, student-centered approaches to AI in the classroom.

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Marketing & Education Must Reads

Marketing

  • RYE Consulting on AI Procurement: Districts are starting to ask smarter questions before buying AI tools. Transparency, alignment to instructional goals, and long-term value are topping the list.

  • Shelby Jones on K–12 Sales Skills: The best K–12 sales teams are shifting from pitching to partnering. Skills like listening, adapting, and knowing the district’s real goals now matter most.

  • Clever on EdTech Integrations: Juggling logins and data syncs shouldn’t slow down learning. Clever’s latest report shows districts are prioritizing tools that integrate cleanly and securely.

  • Burbio on School Operations: Some districts are cutting programs. Others are shifting schedules or hitting pause entirely. Summer planning is starting to look anything but predictable.

  • Fast Company on STEM Access: Underserved students show high interest in STEM but are often left out of key opportunities. Closing the gap starts with better outreach and earlier support.

Education

  • Gaurav Vohra on LLMs and Search: Search isn’t dead, but it’s definitely changing fast. To stay visible, content needs to serve human readers and show up in AI summaries at the same time.

  • Jay Schwedelson on Weekend Sends: Weekends aren’t dead zones. Lower competition and higher intent make Saturday and Sunday prime time for standout emails, especially if you're testing new ideas.

  • B2Linked on LinkedIn Ads: Ad fatigue is real, even on LinkedIn. Rotating creative every two to four weeks keeps performance steady and audiences engaged.

  • LinkedIn & Edelman on Thought Leadership: Buyers aren’t just paying attention, they’re making decisions based on thought leadership content. Trust and expertise now drive more action than polished sales copy.

  • Edelman on B2B Thought Leadership: Mediocre content is worse than none at all. The latest report shows decision-makers trust brands that challenge their thinking and offer fresh insight.

  • Buffer on Content Formats: Carousels get saves. Reels get shares. Data shows that different formats drive different actions, so pick your post type based on what you want your audience to do.

  • Nonprofit News Feed on Search Traffic: Organic traffic is down, and nonprofits are feeling it. New data shows AI overviews and search changes are cutting visibility across the board.

Bonus:

 

See you next time!

The 3 questions education marketers should ask this summer

 

Volume 45

Fourth of July week has just passed, and in education, this is the one stretch of summer when the whole field exhales. A handful of you have just sprinted through ISTE at the start of the week, but even the busiest inbox slows by Wednesday. That pause can feel reckless while budgets tighten and sales drag, yet the move we resist most—stepping back, breathing, noticing—often lets us see the whole forest instead of the nearest trees.

My name, Elana, loosely translates to Tree of Life in Hebrew (fun fact: I may be the only non-Jewish "Elana" you will ever meet. My mom thought it was Hawaiian, and I was supposed to be born in Hawaii). The real “Tree of Life” is a 9-meter acacia that survives alone in the Bahraini desert, its roots reaching more than 30 meters down to hidden water. Scientists still debate how it stands, but locals know: deep roots and patient adaptation beat harsh winds every time.

That metaphor matters for those of us who market and sell in education. The marketers who survive downturns are the ones whose roots go deep. They can connect every campaign and every dollar to an outcome their organization cares about. They tell stories of impact no competitor or AI tool can copy, because the story is lived, not spun.

So give yourself permission to step away this week. Take the walk. Eat the funnel cake. Use the quiet to map the roots of your work:

  • What outcomes does your organization need most right now?

  • Which of your investments (time, budget, energy) feed those outcomes?

  • Where do you need new nutrients or a harder prune?

This is the same exercise we just finished at LCG. The result is our first on-demand LinkedIn course for company pages, the beginning of a larger plan to share practical, relationship-first tools with anyone who needs them, not just the clients we serve one-on-one.

Wherever you are during this 4th of July break, I hope you choose joy and let it fuel the creative work to come.

Until next time,

 
 
 

​🎉 Early bird pricing ends soon—June 30!​

Early bird pricing ends June 30! There are just a few days to get our brand-new course for just $395. Level Up Your Education Brand on LinkedIn is our first-ever online course, which teaches you how to grow your Company Page to generate brand visibility and qualified leads. Enroll today.

 
 

EdTech Good News

Arizona State University’s Next Education Workforce model is showing promise in tackling one of public education’s biggest challenges: teacher turnover. In a recent study, ASU and CRPE found that teachers working on a new team-based staffing model were half as likely to leave their schools as peers in traditional setups.

 

Marketing & Education Must Reads

Marketing

  • Jay Schwedelson on LinkedIn Links: Including links in your LinkedIn posts won’t tank reach, just place them thoughtfully and focus on delivering value in the post itself. 

  • Sprout Social on Benchmarking Tools:  Benchmarking isn’t just about numbers. Their templates help you compare performance by platform, industry, and audience size with more intention.

  • Social Media Examiner on Instagram Strategy: Focus your Instagram content on solving real problems. That’s what attracts quality leads who are ready to take action.

  • Email Marketing Heroes on List Building: You don’t need hours to grow your email list. Quick, high-impact tactics like lead magnets, quizzes, and social opt-ins can make a difference in just minutes.

  • Neil Patel on B2B Content: Most B2B content fails because it’s too focused on the product. Leading with insights, not features, is what builds trust and drives action.

Education

  • Forbes on Redesigning Schools for AI: To prepare students for an AI-driven future, schools must move beyond surface-level tech adoption. Real readiness comes from rethinking how and what we teach.

  • Education Week on Team Teaching: Teachers working in collaborative teams are twice as likely to stay in their schools compared to those teaching solo. Shared planning and instruction not only reduce burnout but also reignite passion for the profession.

  • EdSurge on Home-Based Child Care: For the first time in years, home-based programs are rising. Flexible funding and renewed support are helping providers stay in business.

  • DA Leadership Institute on Top EdTech: This year’s standout EdTech products support real-world skills, student engagement, and better teacher workflows. Districts are prioritizing tools that solve everyday problems.

  • Ben Kornell on ESA Market Growth: Education Service Agencies now serve 80 percent of U.S. districts. As they expand, they’re becoming key players in how districts find and vet EdTech.

  • The 74 on Elementary Math Prep: Most states aren’t adequately preparing future teachers to teach math. A new report urges stronger coursework and clearer expectations for elementary teacher prep programs.

 

See you next time!

AI won’t fix connection. We will.

 
lcg newsletter: AI in education

Volume 44

This time of year always brings up a lot: celebration, reflection, and urgency. For many of us in EdTech, it’s a full-on sprint to summer. For educators, it’s a transition into a new routine. And through it all, one theme keeps rising to the surface for me: the power of being seen.

This spring, the ​LCG Foundation​ had the honor of giving hundreds of microgrants to educators. The only catch? The funds had to be spent on them. Not their students. Not their classrooms. Just them. What came back made us cry. Photos of knife sharpeners, Minnie Mouse watches, and the most elegant garden shovels you’ve ever seen. They said things like, “Thank you for seeing me.” “Thank you for nourishing me.”

It hit us hard because we know how often teachers feel invisible. And the truth is, many of us do. In a world where technology races ahead, productivity keeps climbing, and connection feels harder to come by, we forget that what we really need is to be seen. Fully. As humans.

I’ll be honest, I’ve felt mostly unseen for most of my life. I’ve had moments this year where I’ve wanted to scream just to be seen (See me, as a human!!). The world is asking us to move faster, create more, and show up constantly. But sometimes, all we want is to be acknowledged and feel like we're seen -- that we matter.

When I attended the AI in Education Summit, school and district leaders echoed something important. The hope is that AI gives educators time back to connect with their students in the ways only humans can. BUT that only happens if we protect that time and prioritize relationships. One school leader said, “If AI isn’t helping us build more space for relationships, then what’s the point?”

Ezra Klein recently ​wrote a thought-provoking article​ where he said that if he had to choose between a school filled with AI and tech or one with no screens at all, he’d choose the latter. Not because EdTech is inherently bad, but because the human element of learning is irreplaceable. Tech should support and enhance relationships, not get in the way of them.

And while federal guidance on AI is still vague and ​funding cuts are trickling in more and more​, let’s not lose sight of what really matters. Let’s stay thoughtful. Let’s stay human.

To all the educators who have been wrapping up the school year: thank you. You helped move a child into the next chapter of their life. That’s not small. That’s everything.

To everyone in EdTech: we’re deep into the buying season. You’ve been pitching and planning for months, and now we are heading into the thick of it. These next few months matter. If there’s one thing I’ve learned, it’s that leading with empathy and going above and beyond to truly help is what truly cuts through.

Until next time,

Elana

 
 
 

​New Course! Level Up Your Education Brand on LinkedIn​

We just launched our first-ever online course, designed specifically for education brands. ​Level Up Your Education Brand on LinkedIn​ is a self-paced course that shows you how to grow your LinkedIn Company Page in less than five hours a week. You'll learn how to build a strategy, create engaging content, and drive real results without burning out your team.

💡 Early bird pricing is available through the end of June: $395 for full access to lessons, templates, and time-saving tools.

​Social Media ROI: Key Metrics at Each Stage of the Marketing Funnel​

Measuring what matters, like engagement quality and conversion signals, can help teams prove impact without getting lost in vanity metrics. This infographic helps you ​identify the key metrics that highlight the value of organic social​ at each stage of the funnel, from awareness to advocacy.

 
 

EdTech Good News

A ​recent poll shared by The 74​ offers a refreshing perspective: 72% of college students rate the quality of their classes as “excellent” or “very good,” and half say they’re very confident their education will lead to strong career opportunities.

It’s easy to miss the good news, but this stands out: college students are finding value in their classes and believe in the opportunities ahead.

 

Marketing & Education Must Reads

Marketing

[Helpful Grant-Tracking Resource] With three-fourths of NSF education research funding cut, the gap between tech innovation and evidence-based learning is likely to widen. (​Hechinger Report on NSF Education Funding​)

Education

Free Opportunity for Educators

Did you know the Norman Rockwell Museum offers a totally free virtual field trip for K–12 classrooms?

It weaves in art, social studies, ELA, and meaningful conversations about identity, justice, and storytelling. It’s flexible, classroom-ready, and 100% free. ​Sign up here​.

They’re also looking for a few teachers to help spread the word. Small time commitment, fun perks. Reply to this issue if you’re interested.

 

It seems like users are finally ​starting to call it X instead of Twitter​. Cool. But... who cares? The platform’s getting more toxic by the day, and the data shows reach and engagement are steadily declining. I’m watching it, but let’s just say it’s not where we’re putting our energy right now.

On a brighter note: one of our ​Nourished Teachers​ members ​turned a classroom reflection into a full-blown teacher anthem​. It’s sweet, it’s real, and if you’ve ever been in the trenches of a school year—you’ll feel it. It's a vibe.

To the Teachers Who Made Us Who We Are

 

Volume 43

This month’s letter is a little different. No trends. No industry updates. Just something that’s at the center of everything we do: teachers.

For a long time, I thought my story came down to one teacher, ​Mr. Follett​, my fourth-grade teacher who changed my life. But recently, I found a box of old schoolwork and flipped through years of essays, report cards, and assignments. What struck me most was just how many teachers left their mark. One wrote “You are beautiful” in the margin of a poem where I expressed that I wished I were. Another patiently reminded me that “a lot” wasn’t one word and encouraged my ongoing use of the Oxford comma.

At the time, these may have seemed like little things. But seeing them all together, page after page, hit me. It was never just one teacher. It was ALL of them. Every bit of feedback and every note of encouragement was a small thread in something much bigger. They weren’t just teaching me academics. They were shaping how I saw myself and who I believed I could become.

That’s the power of teaching. It is everyday work, often quiet and unseen. But it changes the trajectory of lives in ways we’ll never fully be able to measure. And it deserves to be seen.

This is why we created the ​LCG Foundation​. It's our way of shining a light on the moments that too often go unnoticed. Whether through microgrants or small gestures, we want to remind teachers that the work they do every single day matters.

As we head into Teacher Appreciation Week, I hope this is your reminder to go all out. Celebrate the teachers in your life loudly, proudly, and often. And when the week winds down, keep showing up for them all year long. If you’re looking for ideas, our newly updated ​Teacher Appreciation Gift Guide​​ is packed with meaningful ways to say thank you.

To every teacher reading this, thank you. Thank you for showing up. Thank you for believing in your students, even when they don’t yet believe in themselves. And thank you for pushing through the hard days. You may not always get to see the impact of your work, but I promise you, it’s there.

With deep grattitude,

Elana

 
 
 
 

​On Instagram? Educators are.​

If you’re not on Instagram, you’re missing key opportunities to connect with educators. Our new ​​Instagram Starter Pack​​ helps EdTech brands and education organizations build a polished, engaging presence with ready-to-use posts and templates, and more.

Teacher Appreciation Gift Guide​

From personalized stationery to self-care treats, this newly updated ​Teacher Appreciation gift guide​ rounds up meaningful gift ideas that show appreciation without adding clutter (hint: not mugs).

 
 

EdTech Good News

ISTE+ASCD, with a $1 million grant from Pinterest, just launched ​a digital wellbeing pilot​ to help students build healthier online habits.

Educators, school leaders, and mental health experts will collaborate in select districts to test strategies and find practical ways to support students' digital lives.

 

Marketing & Education Must Reads

Marketing

Education

[Breaking] The Trump Administration just signed an executive order to integrate artificial intelligence across K-12 education. ​Learn what it could mean for schools​.

[Bonus] To keep pace with rapid shifts in education, the "nation’s report card" is rolling out ​a new, smaller version aimed at delivering faster, more frequent insights​.

 

Free Opportunity for Educators

Did you know the Norman Rockwell Museum offers a totally free virtual field trip for K–12 classrooms?

It weaves in art, social studies, ELA, and meaningful conversations about identity, justice, and storytelling. It’s flexible, classroom-ready, and 100% free. ​Sign up here​.

They’re also looking for a few teachers to help spread the word. Small time commitment, fun perks. Reply to this issue if you’re interested.

 

This post caught our attention—and so did the comments.

A ​recent headline making the rounds​: “2 teachers on leave after getting into fight at school.”

The post got attention, but it was the comment section that really captured how educators are feeling. Some of the most-upvoted responses:

  • “No calming corner or another teacher’s room to cool down in?”

  • “No S team referral and 3 previous documented incidences prior to suspension?!”

  • “Were their parents called?”

  • “Did they build a relationship with admin?”

  • “Why didn’t you just give them a bag of chips and send them back to class?”

  • “Did admin try building a relationship with them? What interventions were tried first?”

If you’re looking to understand the lived experience of educators right now, you don’t need a whitepaper. Sometimes, the comment section is enough.

Shake it off (literally)

 

Volume 42

Since our last newsletter, the Department of Education has been gutted—nearly half its staff laid off. And while a full shutdown would require Congress, an executive order is already in motion to begin dismantling it “to the maximum extent permitted by law.”

We’re all feeling the ripple effects. I recently shared my rage on LinkedIn, and I know many of you are feeling it too—fear, grief, anxiety, burnout. The emotional toll is real.

And its effects are trickling down to EdTech. Districts are facing funding uncertainty. Some sales cycles are slowing. Teams are under pressure to close deals amidst chaos and shortening runways. It’s a lot.

I’ve talked with folks across the industry who feel like they’re on the edge. If that’s you too—I see you. And I want to share something that helped me.

When my dad died from COVID five years ago, my entire body began to shake. It wasn’t subtle. While the shaking faded over time, I was left with a tremor in my right hand so bad I couldn’t hold a coffee cup without spilling or sign my name clearly. Doctors called it hereditary and prescribed meds to quiet it. But I knew something deeper was going on.

Eventually, I found somatic therapy. And slowly—through learning to embrace the shake—I found my way back to calm. Today, that tremor is nearly gone.

Turns out, shaking isn’t just something we do when we’re nervous—it’s also a powerful form of stress relief used by humans and even animals. It helps regulate the nervous system, reset our energy levels, and physically release what stress traps in the body.

So in case it helps, here’s how to do a somatic shake:

  1. Find a quiet space where you can move around. Comfy clothes are a plus.

  2. Start with a warm-up—stretch, sway, or breathe deeply.

  3. Begin shaking your hands and wrists. Let it move through your arms, shoulders, torso, and legs.

  4. Don’t overthink it—just let your body move how it needs.

  5. Keep breathing. In through your nose, out through your mouth.

  6. After 5–15 minutes, gradually slow down and give yourself a moment to sit or stand still.

I’m sharing this now because we can’t show up for educators if we’re stuck in fight-or-flight. We need clarity, calm, and groundedness.

And we need to plan ahead.

With so much uncertainty, more EdTech organizations are rethinking their strategies. Q2 is a critical window in the K–12 buying cycle—continue to share helpful content, show up consistently, and stay aligned with what your audience is actually focused on right now.

Next week, I’m headed to Social Media Marketing World to explore what’s shaking up the algorithms (pun intended) and what’s actually working in social media right now. I’ll report back soon.

Until then, if your body’s carrying more stress than you realize, try shaking it out—or better yet, dance it out.

We need you here—clear-headed, present, and ready to keep showing up.

Elana

 
 
 
 

​Build a Strong Instagram Presence for Your Brand

Thinking about launching your Instagram for the first time or reengaging your audience? LCG’s Instagram Starter Pack offers a simple, effective strategy to help you connect, engage, and grow your presence—without the overwhelm.

 
 

EdTech Good News

While Harvard’s admission rate remains low, the university is expanding its commitment to student success. Beginning in the 2025–26 academic year, families earning under $200,000 won’t pay tuition at Harvard College, the university’s undergraduate liberal arts program. Students from families earning under $100,000 will also receive free housing and books. With this expansion, roughly 86% of U.S. families would qualify for financial aid.

 

Marketing & Education Must Reads

Marketing

  1. A new Temple University study shows that ​Gen Z views micro-influencers as more authentic and trustworthy​ than celebrities, especially when it comes to learning about products on platforms like TikTok.

  2. This Social Media Examiner interview with Donald Miller breaks down ​how to tell customer-centered stories that drive action​ without sounding like a pushy marketer.

  3. Buffer shares real data on how posting consistently, even just once a week, can ​seriously boost your reach, engagement, and followers over time​.

  4. Charlie Hills breaks down ​why most people get LinkedIn wrong​, and how flipping your post structure can make your content way more engaging.

Education/EdTech

  1. In this op-ed, two state EdTech directors argue it’s time to stop waiting for national coordination and ​start building our own solutions to today’s biggest digital learning challenges​.

  2. EdWeek Market Brief ​unpacks the implications of the U.S. Office of EdTech shutting down​, and what it could mean for EdTech companies, school districts, and the future of digital learning policy.

  3. School and district leaders share ​strategies for navigating political pressure while staying focused​ on what matters most: students.

  4. A new study reveals that ​teachers are still facing worse working conditions​ than before the pandemic, highlighting the urgent need for district support and policy change.

  5. A new study shows most students aren’t getting the AI education they need, and Matt O’Hagan argues that ​schools must act fast to close the growing gap​.

[Bonus Whitepaper] The Learning Accelerator explores ​new approaches to assessment that go beyond traditional tests​, focusing on equity, student agency, and real-world learning.

[Bonus Newsletter] This ​higher education newsletter​ from our client, The UIA, is one of the most inspiring reads we've seen in a while.

 

🍿Get your popcorn ready. Because Careless People is spilling the tea, and Facebook is doing everything it can to mop it up.

This explosive memoir takes you behind the scenes at one of the most powerful companies in the world. From jaw-dropping decisions to internal chaos, it's a front-row seat you do not want to miss.

Meta moved fast to shut the author down—banning her from promoting the book, claiming it was “false” and “out-of-date,” and slapping her with legal action the day it dropped. 👀

Almost finished reading and… wow. Just wow.

📖 Grab your copy (physical might be safest 👀) ➡️ ​Buy the hardcover​ | ​Buy Kindle version​

🎧 Bonus: If you’ve got Spotify Premium, the audiobook is free.

Heads up! We’re an Amazon affiliate, which means if you buy something through our links, we might earn a small commission (at no extra cost to you). It helps us keep sharing helpful resources like this—for free.

And because soo much is changing…​here’s something else worth scanning​ the comments. Deep breaths.

Staying Steady in Uncertain Times

 

Volume 41

As we continue to settle into 2025, the education landscape is shifting fast. Uncertainty around Federal funding and the DOE, budget cuts to research, ICE raids impacting student attendance, declining literacy and math scores, and an overall market downturn have left many wondering what’s next. It’s easy to feel like we’re navigating rough seas without a clear direction.

It reminds me of this powerful story of my dad. He was a sailor just like his dad before him. It wasn’t just something he did–it was part of who he was. One time I was sailing with my dad in the San Francisco Bay when, out of nowhere, our mast cracked. Suddenly, a massive wooden mast was swinging violently side-to-side in the air, and before I could even process what was happening, my dad was already on it—wrestling it under control with skill and instinct, while flashing a hint of a smile. He wasn’t just reacting; he was fully present, alive in the moment.

I think back to that moment because it’s exactly what we need right now. Not panic. Not hesitation. Not dwelling on all the ways things could go wrong. We need quick, strategic action, the wisdom to navigate uncertainty, and the presence of mind to recognize opportunities—even in the chaos.

This February marks eight years of Leoni Consulting Group. When I started LCG, the goal was simple: help education brands tell their stories in an authentic, meaningful way while building real relationships. Over the years, it’s become so much more. We’ve partnered with organizations big and small to increase their brand awareness, engage their audiences, and drive impact, while always keeping the focus where it belongs: Educators and students.

Despite all the uncertainty, one thing remains clear: marketing will never be about quick conversions, flashy campaigns, or “spray and pray” tactics. It’s about trust, relationships, and providing real value. That’s what we’ll continue to focus on at LCG, and that’s how we’ll continue to navigate what’s ahead.

Let’s channel a bit of my dad—staying steady, focused, and ready to act when it matters most. Let’s focus on what we can control, roll up our sleeves, and do the work that truly makes a difference—supporting the educators who need us. Just like sailing was in his blood, this work is in ours. Everyone I’ve collaborated with in education shares that same deep sense of purpose—driven by a calling bigger than themselves to impact future generations. That’s why we do this work. That’s why we keep going.

Thanks for being on this journey with us. Here’s to what’s next,

Elana

 
 
 

​⏳ Last Chance: The 2025 EdTech Marketer's Planner

Time’s almost up! ​The 2025 EdTech Marketer's Planner​ will only be available for free until March 3. This go-to resource includes monthly calendars of K-12 and higher ed events, birthdays, conferences, and more that can help you create timely and valuable content and social media campaigns. Don’t miss out—​get your copy before March 3​.

New, just launched
EdTech Good News

Legendary musician, Paul Simon, is returning to the stage this year after stepping away from touring due to hearing loss. Our client, Stanford Initiative to Cure Hearing Loss (SICHL), worked with the 16-time Grammy Award winner and Rock and Roll Hall of Famer to get him ready to perform again.

Follow SICHL on Facebook, Instagram, YouTube, and Bluesky to learn about their groundbreaking work to cure hearing loss, which affects 1.5 billion people worldwide.

Marketing + Education Must Reads

Marketing

  1. Content marketing success isn’t about quick wins—it’s about consistently applying key principles, and these 10 laws from the Content Marketing Institute can help guide your strategy. 

  2. Amy Porterfield shares ​two essential copywriting frameworks​ she consistently A/B tests with her audience.

  3. LinkedIn now offers email performance metrics for newsletters, giving creators deeper insights into how their content engages subscribers beyond the platform.

  4. Social Media Examiner breaks down the top short-form video formats poised to go viral in 2025, helping marketers stay ahead of the trends.

  5. Sprout Social outlines essential social media KPIs to track, ensuring your strategy is data-driven and aligned with business goals.

Education/EdTech

  1. A new EdWeek study explores the impact of superintendent turnover on student outcomes, shedding light on the stability schools need for success.

  2. With funding cuts reshaping the EdTech landscape, EdTech Digest issues a call to action for innovators and educators to navigate the shifting future.

  3. Edutopia explores common learning myths students believe and how educators can help debunk them to foster more effective learning strategies.

  4. Veteran educator John Spencer introduces a continuum for AI integration in schools, helping educators navigate the balance between ethical use and innovation.

  5. A new analysis from The 74 highlights the standards gap, revealing why students often score proficient on state tests but not on the NAEP.

[Bonus resources] While tech.ed.gov is defunct, some folks have made ​the resources from the Office of EdTech available​ via Google drive.

[Bonus report] CoSN’s ​2025 Driving K-12 Innovation Report​ explores the top trends, hurdles, and accelerators shaping the future of educational technology.

 

Duolingo ​“killed” its mascot with a Cybertruck​—and somehow, it’s genius. In a world of polished campaigns, they’re fully committing to the bit, proving that silly, over-the-top marketing can drive engagement. It’s weird, it’s silly, and it’s working.

 
 

Tackling Education’s Big Shifts in 2025

 

Volume 40

As we close out January and step deeper into 2025, I’ve been reflecting on all the moving pieces shaping education and EdTech right now. From a new administration to the ever-changing social media landscape, there’s a lot to unpack.

The instability we’re seeing in social media is like nothing I’ve witnessed before. TikTok’s recent setback and the sudden rise of platforms like Red Note have shown just how quickly audiences can shift. At the same time, platforms like Meta continue to lose trust with their users—most recently by ending fact-checking in the U.S.—leaving brands and educators wondering where to focus their efforts. While Threads holds steady, Twitter/X remains a tricky space, and BlueSky grows in educator engagement but remains small, the uncertainty can feel overwhelming. But it’s also a reminder to stay adaptable, listen to our audiences, and be ready to pivot.

On the education front, the new administration’s impact on federal funding is still unclear, and the loss of ESSER funds continues to shape districts' budgets. While the future role of the Department of Education and Office of EdTech remains uncertain, the new administration has been moving quickly in some areas. They have revoked The White House Executive Order on Safe, Secure, and Trustworthy Development and Use of Artificial Intelligence and taken down all federal AI guidelines and resources (you can find the archived versions here). Additionally, drastic changes to immigration policies have led to a concerning rise in students skipping class out of fear of deportation.

At conferences like FETC, I heard educators asking hard questions about what’s next—questions about AI, professional development, and tools that can deliver real impact. AI continues to dominate conversations, particularly as it supports educators’ productivity and professional growth. But there’s still work to be done when it comes to directly impacting student learning outcomes. Scroll to the bottom of this newsletter to read from some educators about their insights from attending FETC.

Staying connected and listening has never been more important. Whether through conferences, social media, or email, authentic engagement is key. Educators value that connection in different ways—some enjoy chatting with exhibitors, while others prefer quietly gathering information to explore later. The takeaway? Visibility matters. While conferences and social platforms may not always deliver the metrics we want, they build awareness, trust, and relationships that aren’t easily quantified.

As we look ahead to the rest of the year, my advice is simple: Stay close to your audience. Understand their challenges and show how your solutions address their most-pressing needs. It’s fine to scenario plan, but don’t let the “what ifs” hold you back from taking bold, meaningful action.

 
 
 

The EdTech Conference Planning Social Media Checklist

Gear up for conference season with our free EdTech Conference Social Media Checklist—your ultimate guide to making the most of every moment.

New, just launched
EdTech Good News

In a surprise, U.S. colleges saw higher enrollment last fall. According to the National Student Clearinghouse Research Center, U.S. college enrollment grew 4.5% (817,000 students) last fall, with a notable 5.5% increase in the freshman class (130,000 students), driven by older first-year students. Community colleges, which saw significant pandemic-era declines, experienced a 7.1% rise in freshman enrollment and a 5.9% overall increase (325,000 students).

Marketing + Education Must Reads

Marketing

  1. Common keyword research mistakes could be holding back your SEO—here’s what to avoid. 

  2. Three hidden buyer signals that could be driving (or costing) your sales. 

  3. New path for SEO: AI is changing search strategy, requiring new approaches to stay visible. 

  4. Organic marketing fuels lasting growth by attracting and engaging audiences without paid ads. 

  5. How small-scale campaigns can drive big results when executed with the right strategy.

[Bonus] Reports worth perusing for trends and benchmarks: 

  1. 2025 Sprout Social Index (Sprout Social)

  2. State of Social Media Report (Meltwater)

Education/EdTech

  1. TeacherQuitTok reveals hard truths about educator burnout and what it takes to better support teachers in today’s classrooms. 

  2. Over 40% of K-12 companies faced layoffs last year, signaling shifts in the education market that leaders need to navigate.

  3. President Trump's recent actions—reversing policies on immigration enforcement in schools, dismissing book ban complaints, and eliminating federal diversity programs—have swiftly introduced a new culture of anxiety in education. 

  4. Leading through uncertainty requires courage—explore strategies to navigate the unseen challenges of educational leadership. 

  5. Post-pandemic enrollment shifts in the 100 largest school districts reveal key trends shaping the future of K-12 education. 

FETC Reflections

 
 
 

What Fourth Graders Taught Me About Marketing

 

Volume 39

Recently, I found myself explaining marketing to a group of fourth graders. That simple question—what is marketing?—surprisingly made me stop in my tracks. We spend so much time executing campaigns, analyzing metrics, and tweaking strategies that we sometimes lose sight of the heart of what we do.

One of my colleagues, Porter Palmer, reminded me that, as marketers, we’re chief storytellers. We create narratives by understanding who our audience is, what they care about, and what moves them (and specifically in EdTech, I like to align this with their goals and challenges). Connecting authentically, reaching for that emotional spark that translates into action—that is marketing at its best.

Explaining this to fourth graders was a fun exercise (they actually had some solid questions!). I talked to them about the importance of avoiding assumptions and biases (although I put it in simpler terms). Just because you love your marketing campaign idea doesn’t mean it’ll resonate with your audience. So, I gave them a “homework assignment” to talk to as many of their target audience as possible to find out what they like, what moves them, and where they're most likely to see and respond to their marketing campaign.

In EdTech, we often work with leadership steeped in K-12 experience, and because of that, there’s a tendency to assume that our own experiences are universal. “If it works for me, it’ll work for them.” But that’s not always true. So, take a page from these fourth graders and dive into conversations with your audience. You might be surprised by what you learn.

The last piece of advice I shared with the class—one I think we all need to remember—is that great storytelling and marketing require taking risks. You have to be bold, a little daring, and yes, sometimes even dip into the realm of “​edutainment​.” And let’s be honest, it’s a lot easier to tone down a creative idea than to make a boring one actually stand out.

[Slight soapbox moment] If your social media team is crafting content to impress senior leadership instead of engaging your actual audience, don’t be surprised if growth stalls. Your leadership isn’t your target audience. Real success is all about creating, testing, measuring, optimizing, and repeating—with your audience at the center.

Marketing, much like teaching, is about guiding, connecting, and creating moments that truly matter. During my time at Edutopia, I had the privilege of learning from George Lucas—one of the greatest storytellers of our time—who said, “The art of storytelling lies in reaching your audience’s hearts and minds.” That wisdom has stuck with me ever since.

Let’s move into November with purpose, creativity, and a little boldness.

 
 
 
EdTech Good News

Education is full of small wins and big milestones worth celebrating. This section highlights the bright moments and inspiring progress happening in education. Here are three stories we couldn’t help but share with you this month:

  • Over one million public service workers, including thousands of teachers, ​have had their student loans forgiven​ through the Public Service Loan Forgiveness (PSLF) program. We know some who are reading this. Congratulations, and thank you for serving your community.

  • It’s OK to count on your fingers! A recent study found that encouraging children to count on their fingers can ​boost math performance by up to 40%​. It’s a simple but effective way to enhance early numeracy, helping children grasp concepts faster and with more confidence.

  • ​A new $70 million federal investment​ will help train and hire 4,000 school mental health professionals, focusing on underserved communities. With greater access to counselors and social workers, students across the country will have more support to thrive academically and emotionally.

New, just launched
Marketing + Education Must Reads

Marketing/Community

Bonus reports:

Education

Bonus reports:

New EdTech Jobs
 

In the "​Scare a Teacher in 4 Words​" challenge, participants craft four-word phrases that play on common teacher anxieties. Examples include:

  • "The Wi-Fi is down."

  • "Surprise! Unannounced classroom observation."

  • "All students have questions."

  • "The copier is broken."

  • “In service professional development”

  • “Professional development ice breaker”

  • “Why is this sticky?”

Would any of these scare you or your teacher friends?

 
 

What does Q4 look ike in EdTech? EdTech Buying Cycle + Social Media Tips

 

Volume 38

A little random fact about me: I’ve always been drawn to war stories, and I’ve re-read Tim O’Brien’s The Things They Carried over and over again since high school. There’s something so raw and powerful about how he captured the weight soldiers carried in Vietnam—both physically and emotionally. It makes me think about the complexity of the burdens we all carry in education today.

While we may not be fighting a war, the challenges in K-12 are very real. Every time I read about another school shooting, ​I want to scream and cry at the same time​. No student should have to hide in fear, and no educator should have to risk their life. It’s hard to even put into words how heavy that weight is for all of the school communities affected by gun violence.

On top of keeping our students and educators safe, school leaders are carrying many other things this year. ESSER funds are running out at the end of the month, and ​92% of districts used those funds to purchase EdTech tools​. Although a majority of states and districts have plans in place to combat this fiscal cliff, the challenge to determine what stays and goes and where to find additional funding is significant. On top of funding uncertainties, AI has fundamentally changed the EdTech landscape and has already redefined how students learn and how teachers teach. Despite AI’s effect on K-12 education, only ​14% of states have AI initiatives in place​ , and an overwhelming majority (60%) of ​educators expressed a desire to receive guidance on using GenAI effectively​. The gap between what’s needed and what’s available has created a new divide entirely.

And that’s just one piece of it. Student mental health, retaining teachers, and student academic performance are more challenges our state, district, and school leaders carry every day. But even in the midst of these challenges, I continue to be inspired by the resilience of our educators and school and district leaders. They carry so much and yet keep pushing forward for the sake of their students.

As we approach School Administrator Week (October 8-14) and Principal Appreciation Month (October), let’s take a moment to recognize the incredible weight our leaders carry. Send a note of thanks to the administrators you work with, or share your appreciation on social media or through an email campaign. These leaders are holding it all together, and a little recognition can go a long way.

Looking ahead, our last quarter of the year includes many disruptions to the school schedule, including the election, two three-day holiday weekends, Thanksgiving and winter break, and unexpected snow/weather days. ​That’s why I always tell EdTech companies to treat Q4 as two months, not three​. October is your window to really connect and offer valuable support. The rest of the year will fly by, so now’s the time to make an impact.

As for what lies ahead for this school year, we’ll have to wait and see. But I’m hopeful. In the meantime, we carry these challenges together, and that makes all the difference.

 
 
 

[Infographic] ​Social Media ROI: Key Metrics at Each Stage of the Marketing Funnel​

Want to learn about all of the benefits of organic social media? ​​Our free infographic​​ provides all the metrics you can to track aligned with each stage of the marketing funnel.

New, just launched
Marketing + Education Must Reads

Marketing/Community

Education

Bonus Grant: ​Llama's Impact Grants​ support global educational initiatives that are building education products with AI (opportunity for up to $500k grant!).

Bonus Resource: ​ISTE's Generation AI​ initiative equips educators with resources to integrate artificial intelligence into the classroom, fostering critical AI literacy in students.

New EdTech Jobs
EdTech Good News

​Google.org​ has committed to investing over $25 million to support education nonprofits in equipping educators and students with essential skills for using AI. They expect to reach over half a million K-12 and college students, along with educators, by providing AI literacy training and supporting the development of culturally relevant AI curricula.

​ISTE​+​ASCD​ will receive $10 million of the funds over three years, impacting approximately 200,000 educators. The organization will collaborate on AI-related projects with six additional groups focusing on teacher and leadership development: the ​National Education Association​, ​Computer Science Teachers Association​, ​Center for Black Educator Development​, ​Latinos for Education​, ​Indigitize​, and ​PlayLab​. Other grantees include ​4-H​, ​aiEDU​, ​STEM From Dance​, and ​CodePath​.

​Read all about it here.

 

LinkedIn's reputation for cringe-worthy content has spawned entire social media accounts dedicated to documenting these moments:

 
 

Tips to Staying Afloat in August...🛶

 

Volume 37

As we approach Labor Day weekend, a time typically reserved for rest and reflection, I’m reminded of a simple yet powerful lesson I recently learned during a canoe trip I organized to celebrate a close friend’s birthday. He brought his 13-year-old daughter, who had never been in a canoe before. Before we set out, I gave her a quick lesson on basic paddle strokes, secured all their gear, and, with a reassuring smile, promised her that she wouldn’t tip.

But, as fate would have it, just five minutes into navigating the calm river, they approached a slight turn that created a small rapid. The moment the canoe began to wobble, her confidence wavered. She panicked, overcorrected, and leaned towards one side—ultimately tipping the canoe.

I swam out to them to ensure she felt supported and was okay. Still shaken, I brought her into my canoe to navigate the trickier parts of the river together. Before we continued, I reminded her of what had caused the canoe to tip. I told her that while I wouldn’t let us tip again, she had to trust me and, more importantly, herself. If she felt unsteady, all she needed to do was sink into the middle of the canoe, take a deep breath, and go with the flow—literally. The result? She stayed steady and centered, and more importantly, she stayed dry.

This experience struck a chord with me because it reflects how we often respond when life takes an unexpected turn. Our instinct is to panic, overcorrect, and try to regain control—often making things worse. But what if, instead, we paused and let go? What if we chose to go with the flow, trusting that sometimes the best course of action is to do nothing at all?

The truth is that control is an illusion. Teachers will undoubtedly face countless unpredictable moments this school year—moments they can’t foresee, let alone control, whether it be with their students, colleagues, parents, or community. And in EdTech, we’ll be navigating our own uncertainties, from fluctuating funding and shifting purchasing behaviors to the evolving needs of educators and students.

As we gear up for another school year, I encourage you to think about what’s worth rocking the boat for to ensure you stay afloat for the year. What knee-jerk reactions induce panic and entice you to do the exact opposite of what you should? What used to get you worked up that you now choose to let go? What matters most? You’d be surprised by what a slight pause and a deep breath can do to center you and keep you afloat.

A timely reminder – good marketers know the importance of timing when capturing their audience’s attention. This Labor Day weekend isn’t the best time to do so. Starting Thursday, you’ll notice more people checking out and disconnecting. So, go easy on any communications or social media posts. If you decide to post, keep it motivational, lighthearted, and entertaining.

Speaking of disconnecting, take the time you need to recharge whether you’re an educator or in EdTech. Resist the urge to dive into work or prep for the upcoming school week. Give yourself permission to step away from the computer and ease up on social media.

Let this weekend be one of rest, reflection, and reconnection with what matters most.

 
 
 

The EdTech Marketer's 2024 Planner - Extended Edition

Get ready for a strong finish in Q3 with our Extended EdTech Marketer's Planner, designed to simplify your marketing and content planning to drive more leads. With helpful templates, strategies, and editable calendars, it’s everything you need to stay ahead.

Made by LCG

Marketing/Community

  1. Instagram is testing a potentially major change to profile pages – making the squares in your profile grid vertical rectangles.

  2. Can a 1985 marketing playbook fix measurement problems in 2024?

  3. Expert formulas, blueprints, and tips for writing emotional and persuasive copy that will grow your online business.

  4. This seven-step email welcome sequence results in more engagement and sales.

  5. TikTok for brands: how to set up your account, develop a TikTok marketing content strategy, run ads, track performance and more.

Education

  1. Explore how educators can adapt to these changes by focusing more on things like creativity, critical thinking, and emotional intelligence—skills that AI can't easily replicate.

  2. These strategies help young students manage their emotions and behavior in the classroom. 

  3. Many schools are using outdated methods to teach reading, which don't align with scientific research on how kids actually learn to read effectively.

  4. The search for quick-fix education trends reflects deeper issues within the school system, suggesting that schools may be more focused on chasing the latest fads rather than addressing fundamental challenges in education.

  5. Helping students reflect on their own thinking can empower them to manage their learning more effectively and become better learners overall.

 

[Bonus] Want a brutally honest review of your Instagram account? This viral tool doesn’t hold back. 🤣