Messaging Consultant for Companies that Sell to Schools

Your product can be great, but if the messaging isn't landing, it won't count where it matters most. I help companies that sell to schools stand out and earn trust with right-fit buyers and users, with one coherent story for every role in adoption, purchase and retention.

When you have impact and evidence to shout about, I can also help your team turn research, pilot findings and impact data into messaging that stands up to scrutiny.

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.

A Messaging Strategist Who Taught in Schools

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, reach out to a marketing agency.

But if the problem isn't really with leads, you'll have a bloated pipeline and struggle to convert leads into demos and sales... if you're there already, reach out or book a strategy call and let's tackle it together.

Selling to schools is all about trust. Strong positioning and consistent, coherent messaging help you stand out and build relationships with education professionals. Earn trust by communicating your evidence in ways that stand up to scrutiny.

My approach is research-based, practical and draws on real experience working in schools and with them through roles leading international partnerships and marketing.

When to Work Together

Here are some situations where I help founder-led 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 clear 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.

Are You Ready?

A strategy call is perfect for you if you relate to one of the examples above or you think working with a messaging consultant 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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Next Step: Book a Strategy Call

rebekah@laineeducation.com

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POSITIONING & MESSAGING · COMMUNICATING EVIDENCE

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