Understand Education Marketing: Your K-12 & EdTech Glossary
Navigate the language of learning innovation and school outreach with confidence.
Whether you're an education provider, EdTech innovator, or K-12 marketing professional, speaking the industry’s language drives success. This continuously updated glossary defines:
Education Jargon (IEPs, SEL, STEM)
EdTech Essentials (LMS, adaptive learning, AI)
Marketing Strategies (anchor messaging, stakeholder mapping)
Why it matters
✓ Align teams & stakeholders
✓ Craft compelling campaigns
✓ Accelerate product adoption
Bookmark this living resource—we add new terms monthly to keep you ahead!
Jump to glossary terms in Education | EdTech | Marketing | First Step Playbook
Education
ACADEMIC INTERVENTION
Targeted support provided to students who are performing below grade level to help them meet academic standards.
ACADEMIC STANDARDS
Benchmarks that define what students should know and be able to do at specific grade levels and in particular subject areas. These standards often guide curriculum development and assessment.
ADMINISTRATOR
A professional who manages or directs an educational institution or a part of it (e.g., principal, superintendent, curriculum director).
ASSESSMENT
The systematic process of gathering and interpreting evidence to determine students' knowledge, skills, abilities, and progress toward learning goals. This can include formative (ongoing) and summative (end-of-unit or year) assessments.
BLENDED LEARNING
(Also listed under EdTech, but relevant as an educational model) An instructional approach that combines online and in-person learning experiences.
COLLEGE AND CAREER READINESS
The knowledge, skills, and dispositions students need to succeed in postsecondary education or meaningful employment.
COMMON CORE STATE STANDARDS (CCSS)
A set of educational standards in English Language Arts/Literacy and Mathematics that outline what students should know and be able to do at each grade level from kindergarten through 12th grade. While not universally adopted, they have significantly influenced state standards.
CURRICULUM
The planned and organized learning experiences that students are expected to undergo within a specific subject or grade level. This includes learning objectives, content, activities, and resources.
DIGITAL CITIZENSHIP
The responsible use of technology to engage with others and navigate digital environments safely and ethically.
DIFFERENTIATED INSTRUCTION
An approach to teaching that recognizes the diverse learning needs of individual students and adapts instruction, content, process, or product to meet those needs.
EARLY CHILDHOOD EDUCATION
Education and care provided to young children, typically from infancy through the age of eight, encompassing preschool, pre-kindergarten, and kindergarten.
EARLY LITERACY
Foundational reading and writing skills developed in early childhood (PreK-3) critical for academic success.
EDUCATOR
A person who provides instruction or education; a teacher, instructor, or professor.
ENGLISH LANGUAGE LEARNER (ELL)
A student whose native language is not English and who is in the process of learning English. These students often require specialized instructional support.
FORMATIVE ASSESSMENT
Ongoing assessments used by teachers and students during instruction to gather evidence of student learning and inform teaching adjustments. Examples include classroom discussions, quick quizzes, and observations.
INDIVIDUALIZED EDUCATION PROGRAM (IEP)
A legally binding document created for students with disabilities, outlining their specific educational needs, goals, and the services and supports they will receive.
INSTRUCTIONAL DESIGN
The systematic process of creating effective and efficient learning experiences and materials, often incorporating learning theories and pedagogical best practices.
K-12
An abbreviation used in the United States and Canada to refer to the range of years of publicly supported schooling from kindergarten through the 12th grade.
LEARNING MANAGEMENT SYSTEM (LMS)
A software application for the administration, documentation, tracking, reporting, and delivery of educational courses, training programs, or learning and development programs.
LEARNING OBJECTIVES
Specific statements that describe what students should know or be able to do as a result of instruction. They are often measurable and guide lesson planning and assessment.
LEARNING STYLES
The different ways in which individuals naturally learn best (e.g., visual, auditory, kinesthetic). While the scientific basis is debated, understanding perceived learning preferences can inform teaching strategies.
MULTI-TIERED SYSTEM OF SUPPORTS (MTSS)
A framework that provides increasingly intensive academic and behavioral support based on student needs.
NO CHILD LEFT BEHIND ACT (NCLB)
A U.S. federal law enacted in 2002 that aimed to improve educational outcomes by increasing accountability for schools and focusing on standardized testing. It has since been largely replaced by the Every Student Succeeds Act (ESSA).
PEDAGOGY
The art and science of teaching, encompassing the methods and practices used in instruction.
PROFESSIONAL DEVELOPMENT (PD)
Activities that educators engage in to improve their skills, knowledge, expertise, and other characteristics as a professional.
PROJECT-BASED LEARNING (PBL)
An instructional approach that engages students in extended, in-depth investigations of complex questions or problems.
SCAFFOLDING
Instructional techniques that provide temporary support to help students master new skills or concepts.
SOCIAL-EMOTIONAL LEARNING (SEL)
The process through which children and adults acquire and effectively apply the knowledge, attitudes, and skills necessary to understand and manage emotions, set and achieve positive goals, feel and show empathy for others, establish and maintain positive relationships, and make responsible decisions.
SPECIAL EDUCATION
Specially designed instruction, support, and services provided to students with disabilities to address their unique learning needs.
STAKEHOLDER (IN EDUCATION)
Individuals or groups who have an interest in or are affected by education, including students, parents, teachers, administrators, school boards, and the wider community.
STANDARDIZED TESTS
Assessments administered and scored in a consistent, or "standard," manner. They are often used for accountability purposes and to compare student performance across different schools or districts.
STEM EDUCATION
An interdisciplinary approach to learning that integrates science, technology, engineering, and mathematics.
SUMMATIVE ASSESSMENT
Assessments used to evaluate student learning at the end of an instructional unit, term, or year. Examples include final exams, major projects, and standardized tests.
SUMMER LEARNING LOSS
The decline in academic skills that can occur when students are not engaged in learning during summer breaks.
TEACHER EVALUATION
The process of assessing and providing feedback on a teacher's professional performance, often used for professional growth and accountability.
UNIVERSAL DESIGN FOR LEARNING (UDL)
An educational framework that guides the development of flexible learning environments that can accommodate individual learning differences. UDL principles include providing multiple means of representation, expression, and engagement.
VIRTUAL LEARNING
Education that takes place in an online environment, where teachers and students are separated by time or distance and interact through digital technologies.
WHOLE CHILD APPROACH
An educational philosophy that focuses on supporting all aspects of a student's development (academic, social, emotional, physical).
EdTech
ADAPTIVE ASSESSMENT
Assessments that dynamically adjust question difficulty based on student responses to precisely measure skill levels.
ADAPTIVE LEARNING
An educational method that uses computer algorithms to adjust the presentation of material based on an individual student's responses, providing a more personalized learning experience.
ARTIFICIAL INTELLIGENCE (AI) IN EDUCATION
The use of AI technologies to enhance teaching, learning, and administrative processes in education.
BLENDED LEARNING
An educational approach that combines online digital media with traditional classroom methods.
DATA VISUALIZATION (IN EDUCATION)
Graphical representation of student performance data to help educators identify trends and make informed decisions.
DIGITAL LEARNING
Any type of learning that is facilitated by technology or by instructional practice that makes effective use of digital technologies.
EDTECH (EDUCATIONAL TECHNOLOGY)
The use of technology to support and enhance teaching and learning.
GAMIFICATION IN EDUCATION
The application of game-design elements and game principles in non-game contexts, particularly in education, to increase engagement and motivation.
INTEROPERABILITY
The ability of different EdTech systems and tools to exchange and make use of data seamlessly.
LEARNING ANALYTICS
The measurement, collection, analysis and reporting of data about learners to optimize teaching and learning.
MOBILE LEARNING (M-LEARNING)
Learning facilitated through mobile devices like tablets and smartphones that allows for anytime, anywhere education.
PERSONALIZED LEARNING
An educational approach that aims to customize learning for each student's strengths, needs, skills, and interests.
SIS (STUDENT INFORMATION SYSTEM)
Software platforms that manage student data, including attendance, grades, schedules and other administrative functions.
WEB-BASED LEARNING PLATFORM
Any online system that delivers instructional content, facilitates communication, and/or assesses student learning.
Marketing
ACCOUNT-BASED MARKETING (ABM)
A targeted approach that treats individual school districts or institutions as markets of one with customized campaigns.
ANCHOR MESSAGING
A succinct, core message that serves as the foundation for all marketing communications, ensuring consistency and brand recognition, particularly important when communicating with diverse education stakeholders.
BUYER'S JOURNEY
The process education decision-makers go through from awareness to consideration to purchase decisions.
CALL TO ACTION (CTA)
A prompt used in marketing materials aimed at educators, administrators, parents, or students to encourage a specific action (e.g., "Request a Demo for Your School," "Download Our Free Guide for Teachers," "Enroll Now").
CONTENT MARKETING
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content tailored to the needs and interests of educators, administrators, parents, and students to attract and engage them. Examples include blog posts on teaching strategies, white papers on edtech implementation, and case studies of successful school partnerships.
CONVERSION RATE (IN EDUCATION MARKETING)
The percentage of recipients who complete a desired action (e.g., downloading a resource or requesting a demo).
CUSTOMER JOURNEY
The complete path a school, district, teacher, parent, or student takes from initial awareness of an education product or service to becoming a loyal user or advocate, considering unique touchpoints like school evaluations, curriculum adoption processes, and parent-teacher communications.
DIGITAL MARKETING
Utilizing online channels such as websites, email, social media, and online advertising to reach and engage education stakeholders.
EDTECH MARKETING
The specific application of marketing principles and strategies to promote educational technology products and services to schools, districts, educators, and parents.
INFLUENCER MARKETING
Collaborating with respected educators, administrators, or thought leaders in the education space to promote products or services to their followers and networks.
LEAD GENERATION
The process of attracting and capturing the interest of schools, districts, administrators, or educators who are potential customers for education products or services. This often involves offering valuable content or resources in exchange for contact information.
LEAD NURTURING
The process of building relationships with potential education customers through targeted, valuable content.
MARKET SEGMENTATION (EDUCATION)
Dividing the education market into subgroups (e.g., Title I schools, STEM coordinators) for targeted outreach.
MULTI-CHANNEL MARKETING
The practice of interacting with education stakeholders across various online and offline communication channels relevant to them, such as school websites, email newsletters, social media platforms used by educators, and attendance at educational conferences.
PARENT ENGAGEMENT MARKETING
Marketing efforts specifically aimed at informing and involving parents in their children's education and promoting educational resources or services to them.
PERSONALIZED MARKETING
Tailoring marketing messages and content to the specific needs, interests, and roles of individual educators, administrators, or parents.
PILLAR PAGE
A comprehensive web page that covers a broad educational topic relevant to your target audience (e.g., "The Benefits of Personalized Learning") and links to related, more specific content.
SEARCH ENGINE OPTIMIZATION (SEO)
Optimizing website content and structure to rank higher in search engine results for keywords that educators, administrators, and parents use when searching for educational resources or solutions.
STAKEHOLDER
Individuals or groups who have an interest in or can influence the marketing activities of an education provider or edtech company, including educators, administrators, parents, students, school boards, technology directors, and curriculum specialists.
TARGET AUDIENCE
The specific group of individuals or institutions that an education marketing campaign is designed to reach, such as elementary school teachers, high school principals, district technology officers, or parents of middle school students.
THOUGHT LEADERSHIP
Establishing oneself or one's organization as a recognized authority and source of expertise on a particular topic.
TOUCHPOINT ANALYSIS
Mapping all interactions between education buyers and your brand across their decision-making process.
VALUE PROPOSITION (FOR EDTECH)
A clear statement explaining how your product solves educators' challenges or improves student outcomes.
FSA Playbook
CAMPAIGN PLANNER
A tool within the First Step Advisors' Marketing and Sales Enablement Playbook used to build out specific marketing campaigns based on strategic themes, noting desired assets and quantities.
CONTENT PLANNER
A section of the First Step Advisors' Marketing and Sales Enablement Playbook where the types of marketing assets are mapped out for each campaign, aligned to strategic themes and pillar pages, including blog post titles and descriptions.
EMAIL PLANNER
A component of the First Step Advisors' Marketing and Sales Enablement Playbook containing the final drafts of email content to be deployed via a CRM.
K-12 MARKETING AND SALES ENABLEMENT PLAYBOOK
The comprehensive, strategic document developed by First Step Advisors that provides a detailed action plan for driving marketing and sales growth for K-12 education providers, built through a collaborative 90-day program.
LIST ACQUISITION
A section within the First Step Advisors' Marketing and Sales Enablement Playbook used to track contracts and details related to education data services leases.
MARKETING CALENDAR
A calendar view included in the First Step Advisors' Marketing and Sales Enablement Playbook, displaying all marketing live dates to identify overlaps and keep the team aligned.
MESSAGE MAP
A strategic tool and component of the First Step Advisors' Marketing and Sales Enablement Playbook used to identify primary stakeholders and understand their mindset, motivations, and pain points.
PILLAR PAGE
A high-level page, also known as cornerstone content, that summarizes a broad topic and links to related content, included as a key element in the First Step Advisors' content strategy within the Playbook.
SOCIAL MEDIA PLANNER
A section of the First Step Advisors' Marketing and Sales Enablement Playbook containing the final drafts of social media content to be deployed across major social media channels.
SPEAKERS BUREAU
A component of the First Step Advisors' Marketing and Sales Enablement Playbook used to document power users and clients who could serve as future webinar panelists, session speakers, or provide case studies/testimonials.
STRATEGIC THEMES
The high-level messaging themes used to guide campaign design, combining topics of interest to the target audience with the client's offerings and thought leadership positioning, a key element defined in the First Step Advisors' Playbook.
WEBINAR PLANNER
A section of the First Step Advisors' Marketing and Sales Enablement Playbook containing all the webinar information at a glance, along with links to more detailed planners.
