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Raising Aspirations for Digital Education – A conference event

7th Jun 2018 @ 3:30 pm - 5:00 pm

How the edtech industry can work effectively with educators

Led by MirandaNet Fellows Christina Preston, Nihal Salah, Elizabeth Moore, John Galloway

A Better Conversation

In this session, educators and the edtech industry will work together to share knowledge and experience in order to increase the use of products and services in schools that will enhance learning and teaching.

We will look for new ways of interacting with schools leaders and teachers as well as working on influencing government policy.

To help make this workshop as effective as possible please complete this very short (two questions) questionnaire.


Over the past three decades, the education and edtech landscapes have changed drastically. In the 1990s to the first half of the 2010s, the UK market was more concentrated and budgets were ring-fenced for ICT resources and for the supporting CPD for teachers. This meant that teachers had the relevant support to effectively implement the technologies in their teaching practice.

A fragmented market

Anyone in education technology, whether teaching or developing and selling, knows it is a tough market. As educators of students and teachers, we cannot do our job unless we are fully equipped. We appreciate that currently the UK market has become increasingly fragmented making the cost of acquisition high for many companies: the right account holders in the universities, colleges and schools are difficult to identify and to persuade to buy. Sales cycles are long, buying processes and procurement are often complex and inconsistent across organisations.

Over the past few years, the edtech sector has become increasingly competitive with growth fuelled by interest from investors and large corporates. With a plethora of new edtech products entering the market, there is a gap between adoption and effective implementation of edtech in the classroom.

The only way to bridge this gap is for edtech companies to work more closely with educators.

Bridging the gap between the ‘ed’ and the ‘tech’

We suggest that working with educators to understand the practical application of a product, its impact and how to best position it is one of the key success factors for edtech companies.

Working with our commercial adviser, Nihal Salah, in this workshop, we will explore how edtech companies can work with educators to build, market and sell their products with more effect and less expense.

During this 90 minute session, we will cover some of these topics according to the interests of the group:

Developing Products Educators Need and Want

  • explore practical approaches edtech companies can take to collaborating with educators and taking a user centred approach to product development;
  • explain educators’ perception of different kinds of product research;
  • offer advice about how to submit for awards for your product.

Marketing and Selling Edtech

  • how to understand the decision making journey of your prospects, specifically in term of the users, influencers and buyers and how to develop marketing approaches that are relevant to each;
  • ● how to create personas to understand your target audience and market to them more effectively;
  • discuss channels to market including articles for the national and education press;
  • work on routes to tap into teacher expertise to develop compelling marketing content that educators will want to consume;
  • consider how to develop an influencer outreach strategy to raise awareness and gain ‘sticky’ users;
  • create a list of conferences and exhibitions where the costs are balanced by the benefits;

Influencing policy

  • devise ways of influencing government policy;
  • provide suggestions to help in funding applications.

This workshop is intended to be the first of a series in support of edtech companies who are selling into schools, colleges and universities. We hope you will join us in this journey which will have benefits for us all.

For conference sponsors: Please contact Christina Preston for more details. Email: christina@mirandanet.ac.uk


7th Jun 2018
3:30 pm - 5:00 pm




ITTE and Mirandanet International Conference: Raising aspirations for digital education – Winchester University

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