There is a growing gap between how education is marketed to and how it is actually experienced inside schools.
Leaders are navigating full days that require constant context switching, balancing relationships with students and teachers, operational demands, and long-term decisions about tools and systems.
At the same time, marketers and vendors are trying to break through with messages about value, innovation, and now, AI.
In this episode, Elana Leoni sits down with Chris Lehmann, founding principal of Science Leadership Academy, to ground that gap in reality. Chris shares what his day actually looks like, how he evaluates vendors, where marketing efforts fall apart, and what earns his attention over time. The conversation then moves into AI, where the tension between possibility and risk is not theoretical. It is showing up daily in classrooms, policies, and conversations about integrity.
This episode is a candid look at what it means to engage education leaders in a way that is useful, honest, and sustainable.
What You’ll Learn
1️⃣ Why most education marketing fails to reach decision-makers
A principal’s day is fragmented and high-volume, leaving little room for cold outreach. Messages only land when they align to an immediate need or build on an existing relationship.
2️⃣ How trust is built in schools over time
Leaders engage with organizations that consistently provide useful, relevant value. Ongoing responsiveness, thoughtful content, and real partnership matter more than one-off campaigns.
3️⃣ Where AI is creating tension in classrooms right now
Schools are working through academic integrity, student learning, and appropriate use in real time. Leaders are cautious of messaging that overlooks the complexity and tradeoffs involved.
Quick Wins from the Lightning Round
Fast, direct answers from Chris, no filtering:
→ Most overused phrase: Student achievement
→ Biggest red flag: Anything labeled “now with AI” without real substance
→ You know a vendor is overselling when: They claim to solve everything
→ Most underrated strategy for improving learning outcomes: Reading
→ Word that will define the next school year: Authenticity
→ Where we would invest more budget: Teachers
What This Means for Marketers
School leaders are solving problems in real time with limited capacity. Most marketing misses because it ignores that context. Generic messaging, cold outreach, and overpromising, especially around AI, erode trust quickly. What works is relevance and consistency. Understand how schools operate, contribute value before asking for attention, and build relationships that can hold up over time.
Resources Mentioned in this Episode:
Building School 2.0 (Book by Chris Lehmann and Zac Chase)
A book on rethinking school design and learning in a modern contextPractical Theory (Chris Lehmann’s blog)
Chris’ blog with reflections on education, leadership, and pedagogyEduCon Conference 2027
An annual, educator-led conference focused on collaborative, discussion-based sessions about teaching, learning, and the future of schoolsASCD ISTE SmartBrief
A daily curated newsletter that summarizes key trends and news across educationGoogle Workspace (including Gemini)
Referenced as a widely used ecosystem with built-in AI tools and ongoing educator-facing updatesCanvas (LMS)
Highlighted for its product roadmap communication and responsiveness to educator feedbackWeVideo
Noted for providing relevant professional development and practical classroom use casesScience Leadership Academy (SLA)
Chris’s school, referenced throughout as the context for his leadership and decision-making approach
Elana Leoni, Host
Elana Leoni has spent nearly two decades helping education organizations grow through strategic marketing and storytelling. Over the past nine years, she has built and scaled Leoni Consulting Group, an education marketing agency that has partnered with more than 50 education and EdTech brands. Earlier in her career, she led marketing for Edutopia (The George Lucas Educational Foundation).
Chris Lehmann, Guest
Chris Lehmann is the founding principal and CEO of Science Leadership Academy Schools, a network of progressive public schools in Philadelphia, PA considered to be pioneers of the School 2.0 movement.
Chris has won the McGraw Prize in Education and has been named Outstanding Leader of the Year by the International Society of Technology in Education. Chris is co-author of Building School 2.0: How to Create the Schools We Need with Zac Chase and father to Jakob and Theo.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
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