Five ways EdTechs can communicate more successfully with schools and trusts

Schools and trusts value EdTechs that communicate clearly and show they understand the realities of school life. Here are five practical communication tips for EdTechs at any stage of growth.

Speak in language that makes sense in the classroom

Teachers and school leaders need clear, practical explanations of how a product helps.

Buzzwords and abstract promises tend to create distance.

Instead of “Ai-powered personalised learning at scale”, try “Helps teachers see who needs support quickly, without more marking”. And instead of “Transforming assessment analytics”, try “Highlights which topics pupils are still struggling with so you can address them sooner”.

To improve your messaging, try rewriting your homepage or pitch as if you were a teacher explaining it to another teacher in the staffroom. Talk about where it fits in the week, the lesson, or the parent meeting. Focus on making your message as clear as possible and emphasising how your product might help a student’s understanding or save a teacher time.

Build teachers’ confidence in your product by being transparent

Schools need reassurance that tools are safe, reliable and compliant before they can consider their features or impact.

Make it easy to find:

● Your Data Protection Impact Assessment (DPIA) guidance or template

● A clear list of sub-processors, that is the third-party platforms that process data on your behalf, such as hosting providers, analytics tools or ai services

● Where data is stored and whether it is transferred outside the UK/EU

● How your product aligns with DfE digital and technology standards

● Any security certifications such as Cyber Essentials

● If your product includes or uses AI features, be very clear about whether data is

collected, stored, shared or used personal data for any commercial purposes, including

further model training and fine-tuning

Be honest about where your product is in its journey

Schools and trusts understand that products evolve, but what erodes trust is vagueness or overstatement. If a tool is in development, or if pricing may change later, say so simply and directly.

For example: “This feature is currently in early rollout and we are refining it with feedback” or “This is free while in pilot phase; we’ll share future pricing clearly before anything changes”.

Schools remember companies who are transparent and those are the ones they return to.

Show the impact of your product through teachers’ voices

One specific, easy-to-understand example of how your product helped a school or trust is more persuasive than several promotional testimonials.

Practical, simple formats work well:

● A 45–60 second video of a teacher explaining how they use it

● A before-and-after comparison of time saved or workload reduced

● A case study with clear numbers, not general praise

Show awareness of the pressures schools face

EdTechs should acknowledge the limited time, budget constraints and varied digital maturity of schools and trusts.

Helpful signals include:

● Pricing based on active use, not total roll

● Dashboards that support both individual school and trust-level oversight

● Straightforward support options and response times

Good communication isn’t about selling harder or bold claims, it’s about showing that you can make a positive difference to day-to-day school life and that you understand how schools and trusts work, as well as the responsibilities leaders carry when choosing a new tool. The EdTechs that build trust are the ones that communicate clearly and with empathy and honesty.

If you’d like more information about how to ensure your messaging makes a good impression, contact us: dwhite@liftschools.org; jessica@sparrowhawkcommunications.com

Daren White, Academic Technologies Lead at Lift Schools, one of the UK’s largest Multi-

Academy Trusts

Jessica Shepherd, Founder and Director of education communications and PR consultancy

Sparrowhawk Communications

To talk to us about your website or any of your video, PR, communications or marketing needs, contact: jessica@sparrowhawkcommunications.com