In this episode of All Things Marketing and Education, Elana Leoni sits down with Melissa Heyeck, Senior Director of Marketing at Education Week and creator of The Wired Marketer, a must-read newsletter for anyone navigating EdTech marketing.
With deep experience across the nonprofit and EdTech sectors, Melissa brings a sharp, empathetic lens to what it really takes to engage decision-makers in education. From what’s working in content marketing to the influence teachers actually have in purchasing decisions, Melissa breaks down where most marketers go wrong, and how to shift toward a more data-informed, audience-centered approach.
Together, Elana and Melissa explore:
Why “teacher buy-in” is just as influential as state standards or research-backed claims
What district leaders really mean when they say a product must be “research-based”
How AI can support teachers, but why 71% still haven’t received PD on how to use it
The case for doubling down on content marketing (especially in tight budget years)
What newsletters like The Wired Marketer can teach us about helping, not hyping
Why diversifying your marketing channels is no longer optional
This episode is a must-listen for education marketers trying to build trust, stay relevant, and connect with audiences in a rapidly evolving landscape. Melissa shares real data, actionable ideas, and a refreshing take on what it means to do marketing with purpose in K–12 education.
🎧 Plus: Find out what unlikely weekend hobby helps Melissa recharge and show up more grounded during the workweek. (Spoiler: it involves dirt, not decks.)
Resources Mentioned in this Episode:
The Wired Marketer newsletter
A twice-monthly newsletter by Melissa Heyeck that delivers data, insights, and actionable tips for EdTech and education marketers.Education Week Research Center
Melissa pulls much of her data from EdWeek’s in-house research team, which surveys K–12 district leaders and educators regularly on key trends.EdWeek Market Brief
A premium service from Education Week that offers in-depth market intelligence and analysis for K–12 companies.Education Week (main site)
Melissa references various editorial teams and story formats—news, explainers, and “warm and fuzzy” stories—all designed for K–12 audiences.Anne Handley’s newsletter
Melissa and Elana both praise this classic marketing newsletter as an example of thoughtful, reader-first content.MarketingProfs (Anne Handley’s company)
Referenced in connection with her thought leadership and newsletter.Marketing Brew
A daily marketing newsletter Melissa mentions for staying current with broader B2B trends.ISTE Seal / Common Sense Media Seal
Elana suggests these are potential ways to demonstrate “research-based” credibility when full efficacy studies aren’t possible.FETC (Future of Education Technology Conference)
Elana references this event when describing conversations with educators about AI adoption.Get in touch with Melissa: LinkedIn
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Melissa Heyeck, Guest
Melissa Heyeck is a Senior Marketing Director at Education Week, where she brings together strategic thinking, creative execution, and deep experience in the K-12 space to create marketing campaigns that fulfill EdWeek's mission AND pack and punch. She’s built her career at organizations like Discovery Education, Teaching Strategies, and now EdWeek — giving her a well-rounded view of what it takes to reach educators effectively. Melissa is also the creator of The WirED Marketer, a newsletter she boasts is "niche by design" written by an edmarketer for edmarketers. Her work is grounded in a sharp understanding of what K-12 leaders care about — and a firm belief that smart marketing should be anything but boring.
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.
Rate, Like, and Subscribe
Let us know what you thought about this episode by rating and reviewing our podcast. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let us know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast to be notified when we have more content to share with you.