Planning Successful In-Person Events for K-12 Leaders

7 Tips You Need to Know

In a recent survey conducted by the EdWeek Research Center, 90% of district leaders said that they would be interested in attending an in-person event where they’d learn in-depth about a job-related topic while networking with other administrators from neighboring districts.

But events are a lot of work. How can you ensure that your event provides a positive experience for school district leaders and delivers strong ROI?

Whether you’re planning a stand-alone event for district leaders or a program alongside an education conference, the following tips will set you up for success:

1. Create a Balanced Program.

Building an agenda is both an art and a science. It’s important to balance data-heavy “thinking” sessions with “feeling” sessions that involve storytelling, visuals, and other strategies to engage your audience on an emotional level. Regardless of the tone, be sure to end each session with a summary of actionable key takeaways.

2. Promote Your Event Across Channels.

Do district leaders learn about vendor activities and products via email, social media, or phone calls? According to a new EdWeek Market Brief report on Key School District Personas, it’s all of the above. You’ll inevitably need multiple touchpoints with your target audience to fill the room at your event. Find out how EdWeek can help amplify your message.

3. Emphasize Your Thought Leadership, Not Just Your Products & Solutions.

When designing your program, keep the needs of your K-12 customers front and center. Avoid the temptation to discuss your latest product, as this is a surefire way to turn off your target audience. Instead, focus on sharing data and insights that help K-12 leaders and educators do their jobs, weaving in your product only where it feels organic.

4. Interactivity is Essential.

Keep in mind that sitting and listening isn’t the best way to absorb new information. When planning your event, be intentional about incorporating icebreakers, breakout groups and other activities that get your audience talking. Use round tables or move chairs into a U formation to encourage conversation. And make sure that every presentation includes time for Q&A.

5. Build in Networking Breaks.

When it comes to event content, sometimes less is more. Since there’s only so much your audience can digest at one time, it’s important to build in breaks that include opportunities for attendees to meet one another and network. Consider providing attendees with a networking guide so that K-12 leaders can connect ahead of the event.

6. Expect Attrition.

Regardless of the type of event, conflicts come up that prevent people who register from attending (this is especially true for free events). When giving head counts to venues and caterers, plan for up to 40% attrition. You can minimize the number of no-shows by sending reminder emails and texts prior to the event.

7. Listen Carefully.

Curious about what role your team should play at the event? Remember that events are an opportunity to get valuable intel on K-12 leaders’ key challenges and pain points, so the best thing you can do is sit back and listen. Think about each session as a focus group and intersperse your staff around the room so you can hear the conversations happening at every table.

Did You Know?

EdWeek has a full-service events and marketing team that can do all the heavy lifting.

• When you partner with EdWeek to create custom regional events, our experienced team of event planners and marketers recruit attendees from our prestigious audience, and our editorial staff develop content from our award-winning newsroom.
• Sponsors receive full attendee contact information so they can nurture leads post event.

Interested in learning more? Contact Advertising & Marketing Solutions Director Mike Bell mbell@educationweek.org.

Let EdWeek take on the heavy lifting. From event logistics to promotion to programming we can help meet (and exceed!) your marketing goals. To learn more, contact Advertising & Marketing Solutions Director Mike Bell mbell@educationweek.org.