By Lee Ann Laban
Multi-channel Education Marketing Strategy & Demand Generation
By Lee Ann Laban
At this year’s TCEA Convention & Exposition, one of the most memorable activities on the expo floor wasn’t a product demo.
It was a scavenger hunt.
Kira Learning hid small “Platy” figures throughout the conference and encouraged attendees to bring them back to the booth for a surprise. The campaign generated anticipation before the event, engagement during the event, and social sharing afterward.
What stood out wasn’t the giveaway itself, it was the participation. Attendees weren’t simply being marketed to, they were becoming part of a shared experience.
That distinction matters.
For education companies marketing to schools and districts, building community is one of the most effective ways to build trust, strengthen customer relationships, and generate long-term advocacy. In a marketplace where educators are overwhelmed with messages and increasingly rely on recommendations from peers, community can become a powerful competitive advantage.
An audience is a group of people who consume your content. A customer is someone who purchases your product or service. A community is a group of people who participate, contribute, and have a strong positive identity with your brand.
A brand community consists of people who actively engage with your company, contribute ideas, share experiences, and feel connected to what you’re building.
Many successful education brands have intentionally cultivated strong communities around their products. Think Canva for Educators, Kahoot!, Nearpod, or BrainPOP. These organizations have created spaces where educators connect not only with the brand itself but also with one another.
That sense of belonging changes the relationship.
When educators identify with your brand, they move beyond being passive readers or occasional customers. They become advocates who share their experiences, recommend your solutions, and contribute to the growth of your community.
Community isn’t built through marketing messages alone. It develops when people feel seen, heard, and valued.
Community isn’t created through a single campaign or annual event. It grows through consistent opportunities for interaction. The most effective education brands create places where educators can return regularly to learn, share, and connect.
This might include:
The goal isn’t simply to produce more content. The goal is to create more meaningful engagement.
Community is already a core part of how educators and education leaders learn and grow professionally.
In a recent CoSN article, K-12 technology leaders described the value of having trusted peers they can turn to throughout the year to share challenges, exchange ideas, and learn from one another. Those professional relationships often extend well beyond conferences and formal events, creating ongoing networks of support and collaboration.
The same principle applies to education brands. When companies create spaces where educators can connect, contribute, and learn from peers, they move beyond traditional marketing and begin building genuine community.
When educators have opportunities to contribute their perspectives, ask questions, and connect with peers, they begin to feel ownership in the community itself.
Events can play an important role in this process.
The Kira example at TCEA worked because it encouraged participation. Instead of focusing solely on lead generation, the company created a shared experience that attendees wanted to talk about before, during, and after the conference.
The strongest event marketing doesn’t end when attendees leave the exhibit hall. It creates conversations that continue long afterward.
Community-building is often viewed as a customer engagement initiative. In reality, it can become one of the most effective marketing strategies a company has. Research from the 2025 Edelman Trust Barometer Special Report on Brands found that trust continues to play a critical role in how people evaluate organizations and the information they receive. In a market where purchasing decisions often involve multiple stakeholders and long evaluation cycles community-building is even more important.
Educators trust educators.
Educators often turn to trusted colleagues and professional networks when evaluating new tools and resources and are more likely to engage with brands that foster authentic relationships and create opportunities for meaningful peer interaction.
When members of your community share success stories, participate in webinars, contribute testimonials, or recommend your product to colleagues, they provide credibility that traditional marketing cannot replicate.
The stronger the community becomes, the more opportunities there are for authentic advocacy. The more advocacy you generate, the more trust your brand earns.
Over time, community becomes more than a customer retention strategy. It becomes a growth strategy.
One of the biggest mistakes organizations make is treating community as a campaign rather than an ongoing commitment.
Communities require consistent attention and leadership.
Other common mistakes include:
A large audience isn’t necessarily a community. A true community is defined by interaction, participation, and relationships. Without those elements, even the largest groups can become inactive.
Today’s educators are navigating increasing demands on their time and attention. At the same time, trust has become more difficult to earn.
That makes authentic connection more valuable than ever.
For education companies, community creates benefits that extend beyond marketing metrics. Strong communities contribute to higher retention, stronger customer relationships, increased referrals, and deeper brand trust.
In a world where many companies have access to similar technology, similar marketing platforms, and even similar AI tools, community can become a meaningful differentiator.
In education marketing, community isn’t a tactic. It’s a long-term investment in relationships. The brands that commit to those relationships are often the ones educators remember, recommend, and return to.
At Spyre Marketing, we help education companies create meaningful connections with educators through targeted content, strategic communications, and community-focused marketing programs.
Because the strongest education brands don’t just attract customers. They build communities that grow with them.
About Lee AnnLee Ann loves connecting people. A seasoned edtech conference organizer turned marketer, one of her favorite things is bringing people together, whether at industry events, around client brands, or at her monthly wine club, where engagement rates are measured in laughter and refills.
