Word-of-Mouth
Marketing?
WHAT IS
BUILDING TRUST WITH EDUCATORS
At its core, word-of-mouth marketing builds trust, and marketers have relied on
this tactic for decades. However, COVID continues to change how teachers
share information, and Catapult X asks the question, "Are there generational
dierences in how educators shout their preferences?"
25% 57% 46% 37%
50%
GEN X
28%
MILLENNIALSBABY BOOMERS
22%
Gen X Dominates
THE EDUCATION MARKET
With 57% of teachers who left the profession over the age of 50, the education
market has experienced a generational shift. Gen X now dominates decision
making for educational technology purchasing.
100
WHAT TYPE OF
Word-of-mouth marketing
do educators trust most?
Should your marketing mix change? It depends. Baby Boomers at the district level
still influence the largest budgets. All generations agree that case studies,
teachers pick awards, and teacher testimonials in advertising should be a part of your
marketing mix. Key generational preferences could, however, affect your strategy.
0
GEN X
MILLENNIALBOOMER
Blogs from
educators
Case studies with
data on student
learning outcomes
Social media buzz
(Facebook, Twitter,
LinkedIn, YouTube)
Teachers pick awards
from associations
(NSTA, NABT, AAPT)
Written review in a
teacher journal
(NSTA, NABT, AAPT)
Teacher testimonials
in advertising
39%
42%
45%
38%
28%
66%
67%
76%
My colleague tells me a
product is great
6
6
%
3
8
%
3
3
%
2
8
%
2
5
%
2
5
%
1
2
%
6
7
%
1
4
%
3
0
%
3
9
%
3
3
%
1
3
%
2
4
%
4
5
%
3
4
%
2
7
%
2
4
%
1
5
%
4
2
%
7
6
%
GEN XMILLENNIALBOOMER
Blogs from
educators
Social media buzz (Twitter,
Facebook, LinkedIn, YouTube)
Written review in
a teacher journal
My colleague tells me
a product is great
*Concepts adapted from "Contagious" by John Berger
Over 25% of teachers
changed jobs after
March of 2020.*
57% of teachers who
left the profession after
March of 2020 were
over 50 years old.
46% of teachers
who left the profession
taught math and 37%
taught science.
*Early retirement, career change, leave of
absence, and new roles were cited.
Source: Diliberti, Swartz, Grant, "Stress Topped
the Reasons", Feb 2021. Rand Corporation.
*Educators chose "all that apply"; therefore,
percentages of all subjects taught >100%
March 2021 survey conducted by Catapult X with STEM educators from grades 3-5
Developed in collaboration with MCH Strategic Data
n=418
*
99
99
Six Key Principles
to Drive Conversations
APPLIED TO STEM EDUCATION
We all love good stories. Tell how your
brand increases student learning and
provides critical resources for teachers.
STORIES
Meet standards, save time for teachers,
engage students—these are the practical
values STEM educators live by.
PRACTICAL VALUES
Public brand visibility is key to being
found. How do you manage your
earned-media attention?
PUBLIC
Help teachers connect to your brand
emotionally. When educators care deeply,
they are more likely to talk about it.
EMOTION
Is your brand associated with an event, idea,
image, or educational experience, which
triggers STEM educators to think of you?
TRIGGERS
People love to share recommendations among
their peers to increase their status, making them
look high-tech, knowledgeable, discerning.
SOCIAL CURRENCY
*
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STEM Education Marketing?
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