How To Write Killer Case Studies That School Administrators Can't Ignore
No industry needs case studies more than EdTech.
Education is a word-of-mouth industry. Administrators were once teachers, and they have connections in nearby districts, counties, and states.
It’s also worth mentioning: Educators and administrators attend conferences and belong to different networks. For example, district leaders belong to District Administrators and to the American Association of School Administrators. These organizations host and sponsor events nationwide. Many superintendents gather at these events to discuss issues and challenges over several days.
So, when you can't be at these summits and conferences every time, how can you build an EdTech marketing strategy?
Answer: Interview your current customers to build a library of case studies.
Do School District Buyers Really Want to See Your Case Studies?
Case studies are a strategic response to industry trends and district decision-maker preferences.
An EdWeek Market Brief survey found that 49% of district buyers seek out case studies. Why is that? These materials provide the data that district leaders need. They also offer insights for day-to-day school operations.
Don Cowart, superintendent of Coventry Public Schools, notes the delicate balance needed when relying on academic studies. In the article, he shares, "Research is crucial for making informed decisions, but it's easy to get lost in it. Sometimes, you find yourself so deep down the rabbit hole that it paralyzes your decision-making." This insight from Cowart proves that while thorough research is valuable, case studies are more influential because they’re accessible and applicable. Case studies provide evidence that's highly valued and decisive in the K-12 education market.
Top 5 Reasons Your EdTech Product Needs Case Studies For Marketing
While district decision-makers actively seek case studies, another significant advantage is that its low-hanging fruit. Engaging with your current customers to create these stories is inexpensive. And, it yields a big return on marketing investment.
Case studies are a direct way to connect with K-12 decision-makers. Your sales teams can easily share them during demos. When optimized with the right keywords, they rank well on Google, which strengthens your product's visibility.
Here's why incorporating case studies into your marketing strategy is beneficial and essential:
#1 Improves Visibility
Case studies get your EdTech product seen by the right people. Who doesn't prefer a good story to a pile of spreadsheets? A narrative tackling a problem and offering a clear solution is more digestible and far more engaging than heavy data sets.
#2 Creates Brand Awareness
Sometimes, we're so close to our products that we miss seeing them through someone else's eyes. Case studies bridge that gap. They get marketers in tune with district decision-makers' pain points, motivations, and needs. So, while you interview current customers to create a case study, you're also keeping a steady finger on your target audience's real needs. It's a win-win.
#3 Builds Credibility
Nothing speaks louder than proven results and efficacy. That's what school administrators want: something that actually works and gets used. Case studies provide tangible evidence of your product's effectiveness. It builds trust for your potential customers. They show your product's value and reliability. They are endorsements from real classrooms and schools.
#4 Costs Next to Nothing
Effective marketing doesn't have to drain your wallet. Case studies leverage what you already have—great results and happy customers. They're the epitome of word-of-mouth marketing. Educators talk, and this type of marketing asset speaks volumes. With some clever interviewing and design elements, case studies do the talking without the hefty price tag of extensive ad campaigns.
#5 Proves Real-world Efficacy and Adoption
These anecdotal stories serve as a testament to your product's efficacy and adoption. More importantly, they focus on positive student outcomes. This is the ultimate goal of any school administrator. When district leaders see case studies that mirror their own demographics and challenges—with clear success outcomes—they see a tangible, proven path forward with replicable results. This approach supports the relevance of your case studies. It makes them a powerful tool in reducing the perceived risk of adoption. It gets decision-makers to act with confidence based on demonstrated outcomes.
You can build a library of diverse case studies to demonstrate robust evidence of your product's value and foster meaningful connections with your target audience.
My 7-Step Process For EdTech Customer Interviews And Case Study Writing
Now that you see the power of case studies in EdTech marketing, let's review how to do them so you can create highly effective and relevant content. Because marketing assets like case studies should always be doing two things:
Resonating with your target audience.
Driving your marketing goals forward.
By following these steps, you'll build a marketing strategy that showcases your product's impact and value:
#1 Identify Your Central Message
Before you start the interview, know what message you want your case study to convey. This could be how your product improves student engagement, facilitates better learning outcomes, or streamlines administrative tasks. This should align with your content pillars. But, remember, the message should also match the needs of school administrators and show clear benefits.
Another important thing to remember here is that what you think will be the interview's premise might not actually happen. So, while you want a baseline of where the interview will go, be flexible in allowing it to take its own form.
#2 Choose the Right Customer to Interview
While this might seem obvious, it's still important to note. Not all customers can provide the insights you need. Look for educators or administrators who have seen tangible improvements after using your product. It's also beneficial if they’re influential or well-connected in their school communities.
Not every customer interview will result in a written case study, and that's more than okay. You might get powerful feedback to strengthen your product or an excellent testimonial. Just be open to hearing what the educator has to say. There will be plenty of interviews that do result in a published case study asset.
#3 Prepare for the Interview
Research the school district and find any relevant data, such as state report cards and test scores. Write your interview questions ahead of time.
Your questions should be open-ended and designed to elicit detailed responses. Ask about the challenges faced before using your product. Ask about the process of implementing it and the results seen afterward. Remember to probe for quotes that reflect satisfaction and enthusiasm about your product.
#4 Conduct the Interview
Build a rapport with your interviewees and make them comfortable. School administrators and educators present a very forward-facing facade. They might initially say what they think you want to hear rather than express their genuine concerns or experiences. You must, therefore, create an environment where they feel safe. Then, they will lower their professional facade.
Record the interview (with permission) so you can accurately capture their statements. Don't record the interview to start. Warm up with some getting-to-know-you questions. Ask them how they're doing, what's been happening in their district, or if they're in a location you’re interested in, talk about it briefly. Then, ask if you can record the interview for your own writing purposes, and no one will see it without their explicit consent.
Remain as present as possible. Listen intently and analyze body language. When you hear the administrator or educator say they've seen more student engagement without adding more detail, ask, "Can you tell me more?" Build off the questions and keep the conversation going.
#5 Gather Supporting Data
Quantitative data strengthens your case study. But, getting data only about your EdTech solution can be hard. School leaders and teachers are hesitant to say that your Edtech product was the only cause of impact. This is because there are many variables at play. But, they can provide qualitative data. You can still pull test scores, engagement metrics, or time-savings to demonstrate effectiveness. Work with your customer to gather this data so it accurately represents the impact of your product.
#6 Write the Case Study
Start with a compelling title that captures the success story. Use a narrative structure to guide the reader through the problem, the solution (your product), and the results. Include direct quotes and data points to add authenticity. Visual elements like graphs or photographs can make the case study more engaging.
#7 Seek Approval and Publish
Before publishing:
Get approval from your interviewee.
Share the final case study copy so they know how the information is presented.
Once approved, distribute the case study through your marketing channels.
Publish the case study along with several social media posts to drive traffic to the success story. Also, share exciting facets with your email list to drive traffic that way. You can also pull direct quotes from the case study for a compelling social media advertisement campaign.
Remember, the goal is to reach many school administrators. So, share your case study on social media, email, and conferences.
How to Tell Stories of Transformation and Success in Education
In the end, your case studies are not just about showcasing your product but about telling a story. A story of transformation, improvement, and success in school districts and classrooms. These stories resonate with school administrators because they highlight real-world applications and results. By following these steps, you can create case studies that capture attention and inspire action.
Want to go even more in-depth with my case study process?
The EdTech Case Study Blueprint is a comprehensive guide that offers:
A Granular, Step-By-Step Interview Process
Learn the art of conducting interviews that convert.
Helpful Digital Tools
Discover the digital tools that simplify and enhance your case study development.
A Proven Case Study Template
Get access to my meticulously designed template, tailored for maximum SEO impact in the EdTech sector.
The blueprint is for newcomers and seasoned marketers. It streamlines your case study creation process, captivates your audience, and drives results.
