Messaging consultant for education founders who want to sell to schools - without shady tactics

Your product might be great, but if the messaging isn't landing, it won't make a difference where it matters most. Laine Education helps education businesses communicate their value in line with right-fit schools' priorities, in terms school professionals actually trust.

Why Selling to Schools Feels Impossible

Selling to Multiple Stakeholders in Schools

Practically every education company right now says they're transformational, empowering students and saving teachers time.

But while you sound like everyone else, how will teachers and school leaders know your product or platform is right for them?

More than ever, you need to stand out. Become the obvious solution.

Even the most straightforward purchases by schools can involve 3 or 4 people in roles with different priorities. Your value needs to be immediately recognisable to each and memorable enough to endure through sales cycles.

Rebekah has worked on both sides - as a teacher, curriculum leader, and across commercial roles in edtech.

Meet Rebekah, Laine Education

'I saw market share giants buying domination and dubious "impact" marketing. I started Laine Education to help founder-led companies building for schools gain a competitive advantage, ethically.'

A former science teacher with an MA in Education Policy, Rebekah landed a job in edtech while researching policy and felt conflicted by the commercial reality of the wider education industry and her role in it.

How is Laine Education Different?

Özlem Bitlis – Founder, BlendIn Kids

'She took every detail of our work seriously and helped us refine our messaging for schools... After her guidance we were also able to onboard two new schools to our pilot, this time paying.

Kari Vitikainen – Founder, Optico Oy

'Rebekah helped us view our work through several valuable international perspectives... I came away with clearer thinking, greater confidence, and strong trust in her judgement.'

Foundations to Attract and Convert Right-Fit Leads

Outsourcing to a marketing agency or single-channel outreach without a clear message just buys a bloated pipeline of wrong-fit leads.

An External Perspective that Builds In-House Capability

A fresh pair of eyes can identify and help resolve GTM and scaling issues by refocusing next steps with shared language across business functions.

Education Messaging that Empowers Your Teams

Every campaign testing new messaging is another batch of leads burned. Selling to schools is based on trust, built by consistency across touchpoints.

Most companies struggling with selling to schools will, at some point in their journey, reach out to a marketing agency.

You might marvel at the impressions and leads, only to later blame your sales reps for not converting them into demos and sales.

Or you gawped at the cost bought an email list instead.

Both options skip over the foundations of education messaging, burn runway and - even more costly in this sector - risk brand reputation.

Clear, consistent and coherent positioning and messaging helps you sell to schools by building trust; bridging from evidence to echo education professional's priorities.

My approach is based on policy research, grounded in lived experience in schools and applied to commercial functions for impact-focused education businesses.

When to Work Together

Here are some of the ways I help founder-led education companies selling to schools.

Expanding into New School Sectors

Getting sucked into sales calls or onboarding new hires taking too long?

Communicating Proof

If a new hire needs to work out how to talk about your product(s), or even experienced reps get stuck with certain stakeholders, you have a messaging problem. Your team might have inherited your scripts, but not the authority that makes them work.
I get what you know out of your head and adapt it for scale.

It's not enough to have a functioning platform.

Effective education messaging is supported by proof that your product is implemented effectively in schools and, if relevant, positively impacts student learning outcomes.
Most companies selling educational products to schools don’t need an in-house expert converting findings into marketing copy, but getting it wrong risks the trust you've worked so hard to build.

Tailoring Messaging for Schools

'Typical business advice doesn’t work with these school leaders!’

Sales and marketing strategies need to be selected and adapted to work in competitive education markets, with a foundation of stand-out positioning and consistent, coherent messaging.
Most marketing agencies don't understand this and aren't incentivised to upskill your in-house team.

Scaling Education Sales

School structures vary a lot within education systems, let alone across them!

If you welcome a teacher in Scotland to the new school year in September, they will think, 'you don't understand my school'.
My approach is more than just words, it's about developing understanding of right-fit school professionals and localising GTM strategy to build positive, trustworthy relationships.

Ready to Connect?

A strategy call is perfect for you if you relate to one of the examples above, or you think positioning and messaging consulting services might be a good-fit for your situation, and you're ready to explore a project-based engagement.

A focused, zero-pressure discussion about your goals and current challenges with selling to schools.

or, connect on LinkedIn.

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Book a Strategy Call

rebekah@laineeducation.com

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POSITIONING · MESSAGING · COMMUNICATING EVIDENCE

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