Tag: Schools

  • What Does AI Readiness Mean for Schools? – The 74

    What Does AI Readiness Mean for Schools? – The 74


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    Class Disrupted is an education podcast featuring author Michael Horn and Futre’s Diane Tavenner in conversation with educators, school leaders, students and other members of school communities as they investigate the challenges facing the education system in the aftermath of the pandemic — and where we should go from here. Find every episode by bookmarking our Class Disrupted page or subscribing on Apple Podcasts, Google Play or Spotify.

    Michael and Diane sit down with Alex Kotran, founder and CEO of the AI Education Project (AIEDU), to dive into what true “AI readiness” means for today’s students, educators and schools. They explore the difference between basic AI literacy and the broader, more dynamic goal of preparing young people to thrive in a world fundamentally changed by technology. The conversation ranged from the challenges schools face in adapting assessments and teaching practices for the age of AI, to the uncertainties surrounding the future of work. The episode asks key questions about the role of education, the need for adaptable skills, and how we can collectively steer the education system toward a future where all students can benefit from the rise of AI.

    Listen to the episode below. A full transcript follows.

    *Correction: At 17:40, Michael attributes an idea to Andy Rotherham, The idea should have been attributed to Andy Smarick.

    Diane Tavenner: Hey, Michael.

    Michael Horn: Hey, Diane. It is good to see you as always. Looking forward to this conversation today.

    AI Education and Literacy Insights

    Diane Tavenner: Me, too. You know what I’m noticing, first of all, I’m loving that we’re doing a whole season on AI because I felt like the short one was really crowded. And now we get to be very expansive in our exploration, which is fun. And that means we’ve opened ourselves up. And so there’s so much going on behind the scenes of us constantly pinging each other and reading things and sending things and trying to make sense of all the noise. And just this morning, you opened it up super big. And so it works out perfectly with our guest today. So I’m very excited to be here.

    Michael Horn: No, I think that’s right. And we’re having similar feelings as we go through the series. And I’m, I’m really excited for today’s guest and because I think, you know, there are a lot of headlines right now around executive actions with regards to AI or, you know, different countries making quote, unquote, bold moves, whether it’s South Korea or Singapore or China and how much they’re using AI in education or not. We’re going to learn a lot more today, I suspect, from our guest, and he’s going to help put it all in the context, hopefully, because we’ve got Alex Kotran, excuse me, joining us. He’s the founder and CEO of the AI Education Project, or AIEDU. And AIEDU is a nonprofit that is designed to make sure that every single student, not just a select few, understands and can benefit from the rise of artificial intelligence. Alex is working to build a national movement to bring AI literacy and readiness into K12 classrooms, help educators and students explore what AI means for their lives, their work, and their futures.

    And so with all that, I’m really excited because, as I said, I think he’s going to shed a little bit of light on these topics for us today. I’m sure we’re only going to get to scratch the surface with him because he knows so much, but he’s really got his pulse on the currents at play with AI and education, and perhaps he can help us separate some of the hype from reality, or at least the very real questions that we ought to be asking. So, Alex, with all that said, no pressure, but welcome. We’re excited to have you.

    Alex Kotran: I’ll do my best.

    Michael Horn: Sounds good. Well, let’s start maybe just your personal story right into this work and what motivates you around this topic in particular, to spend your time on it.

    Alex Kotran: I’ve been in the AI space for about 10 years. But you know, besides being sort of proximate to all these conversations about AI, you know, I don’t have a background in software, computer science. I don’t think I have ever written a line of code. I mean, my dad was a software engineer. He teaches CS now. No background in technology or CS, no background in education. And so I actually, I had funders ask me this when I first launched AIEDU like, well like, why are you here? Like, what’s, what’s your role in all of this? You know, my background is in really political organizing. I started my career working on a presidential campaign, went and worked for the White House for the Obama administration, doing outreach for the Affordable Care act and other stuff like Ebola and Medicare and, and then found myself in D.C.

    and after I just kind of got burned out of politics for reasons people probably don’t need to hear and can completely understand. And so it wasn’t that I was so smart to like, oh, I knew AI was the next thing. I just was like, I really want to move to San Francisco. I visited there, visited the city like twice and just fell in love and sort of fell into tech and an AI company that was working in cleantech. And so I was sort of doing AI work before it was really cool. It was like back in 2015, 2016. And then I ended up getting like what at the time was a kind of a really random job that I had a lot of mentors who were like, I don’t know, Alex, like AI, like this is just like a fringe, you know, emerging technology kind of like, you know, 3D printing and VR and XR and the Metaverse, you know, is that really like what you should do? And I just had like, nah, I just want to learn.

    It seems really interesting. And that’s why I joined this AI company essentially working for the family office for the CEO. It was like, sort of a hybrid family office, corporate job, doing CSR, corporate social responsibility in the legal sector. This is the first company to build AI tools for use in the law. And so I was sort of charged with how do we advance the governance of AI and sort of like the safe and ethical use of AI and the rule of law. And so I basically had a blank canvas and ended up building the world’s first AI literacy program for judges. I worked with the National Judicial College in Stanford and NYU Law, trained thousands of judges around the world in partnership, by the way, with non profits like the Future Society and organizations like UNESCO. And because my parents are educators, I, you know, and my parents are foreign immigrants as well.

    And so they always ask me about my job and really trying to convince me to go back, to go to law school or get a PhD or something. And I was like, well, no, but, you know, I actually, I’m, I don’t need to go to law school. I’m actually training judges. Like, they’re, they’re coming to learn from me about this thing called AI. And my mom was like, oh, like, well, that sounds so interesting. You know, have you thought about coming, you should come to my school and teach my kids about AI. And she teaches high school math in Akron, Ohio. And I was just like, surely your kids are learning about AI.

    That’s, you know, my assumption is that we’re at a minimum talking to the future workers about the future of work. I just assume that, you know, like, you know, judges who tend to be older, like, they kind of need to be caught up. And after I started looking around to see, like, is there other curriculum that I could share with my mom’s school, I found that there really wasn’t anything. And that was back in 2019. 2018/2019. So way before ChatGPT and thus AIEDU was born when I realized, OK, this doesn’t exist. This actually seems like a really big problem because even as, even as early as 2018, frankly, as early as 2013, people in the know, technologists, people in Silicon Valley, labor economists, were sounding the alarms, like, AI is, you know, automation is going to replace like tens of millions of jobs.

    This is going to be one of the huge disruptors. You had the World Economic Forum talking about the fourth Industrial Revolution. Really, this wasn’t much of a secret. It was just, you know, like, esoteric and like, you know, in the realm of like certain nerdy wonky circles. And it just, there wasn’t a bridge between those, the people that were meeting at the AI conferences and the people in education. And I would really say, like, our work now is still anchored in this question of, like, how do you make sure that there is a bridge between the cutting edge of technology and the leadership and decision makers who are trying to chart a course not over the next two years, which is sort of like how a lot of, I think Silicon Valley is thinking in the sort of like, very immediate reward system where they’re just, you know, like, they’re, they’re looking at the next fundraise. But in education, you’re thinking about the next 10 years. These are huge tanker ships that we’re trying to navigate now and we’re entering.

    I think this is such a trope, but, like, we are really entering uncharted waters. And so, like, steering that. That supertanker is hard and I suppose to really belabor it as maybe AIEDU is sort of like the nimble tugboat, you know, that’s trying to just sort of like, nudge everybody along and sort of like guide folks into the future. And that demands answering some of this core question of the future of work, which hopefully we’ll get some more time to talk about.

    Michael Horn: Yeah, I want to, I want to move there in a moment, but I, but first, like, I maybe I don’t know that all of our audience will be caught up with all the, you know, sort of this macro environment right where. Where we sit right now in terms of the national policy, executive actions as it pertains to AI and education. They’ve probably heard about it, but don’t know what it actually means, if anything. And so maybe sort of set the scene around where we are today nationally on these actions? What if it is actually meaningful or impactful? What if it is maybe more lip service around the necessity of having the conversation rather than moving the ball, just sort of set the stage for us where we are right now.

    Alex Kotran: It’s really hard to say. I mean, there’s been a lot of action at the federal level and at state levels and schools have implemented AI strategies. The education space is inundated with, like, discussion and initiatives at working groups and bills and, you know, like, pushes for, like, AI and education. I think the challenge now is, like, we really haven’t agreed on, like, to what end? Like, is this, you know, are we talking about using AI to advance education as a tool? So, like, can AI allow us to personalize learning and address learning gaps and help teachers save time, or are we talking about the future of work and how do we make sure kids are ready to thrive? And there are some that say, well, they. We just need to get them really good at using tools. Which is a conversation I literally had earlier today where there was like a college to career nonprofit and they were like, well, we’re trying to figure out what tools that help kids learn because we want them to be able to get jobs.

    I think like AIEDU, like, our work is actually, we don’t build tools. We don’t even have a software engineer on our team, which we’re trying to fix, like, if there’s a funder out there that would like to help fund an engineer, we’d love to have one. But our work is really systems change. Because if you like, zoom out and like, this is, I think, where I do have this skill set. And it’s kind of like, again, it’s a bit niche.

    The education system is not. It’s not one thing. It’s like, it’s sort of like an organism. The same way that like redwood trees are organisms. Like, they’re kind of all connected, the root structure. But it’s actually like you’re looking at a forest that looks very different, you know, that’s not centralized. You know, every state kind of has their own strategy. And frankly, every district, in many cases, you’re talking about, you know, in some cases, like government scale, procurement, discussion, bureaucracy involved.

    Advancing AI Readiness in Education

    Alex Kotran: So if you’re trying to do systems change, this is really a project of like, how do you move a really heterogeneous group of humans and different audiences and stakeholders with different motivations and different priorities? And so our work is all about, OK, like, setting a North Star for everybody, which is like defining where we’re actually trying to go, what. And we use the word AI readiness, not AI literacy. Because what we’re, what we care about is kind of irrespective of whether kids are really good at using AI. Like, are they thriving in the world? And then like, how do you get there? Like, like most of our budget goes to delivering that work, you know, doing actual services, where we’re building the human, basically building the human capital and like, the content. So like training teachers, building curriculum, adapting existing curriculum, more so than building new curriculum, but like integrating learning experiences into core subjects that build the skills that students are going to need. And those skills, by the way, are not just AI literacy, but durable skills like problem solving, communication, and core content knowledge frankly, like being able to read and write and do math, we think is actually really important still, if not more important. And then sort of the third pillar to our work is really catalyzing the ecosystem.

    And because the only way to do this is by building a movement, right? Like, sure, there. There’s an opportunity for someone to build a successful nonprofit that’s delivering services today. But if you actually want to change the world and really solve this problem on the timescale required, you have to somehow rally the entire, there’s like a million K12 nonprofits. We need all of them. This is like an all hands on deck moment. And so our organization is really obsessed with, like, how do we stay small and almost like operate as the intel inside to empower, like, the existing nonprofits so that they don’t have to all pivot and, like, become AI because, like, there’s just not enough AI experts to go around. If every school and every nonprofit wanted to hire an AI transformation officer.

    Like, there just wouldn’t be enough people for them to hire.

    Diane Tavenner: Yeah, they’re still trying to hire a good tech lead in schools. We’re definitely not getting an AI expert in every school soon. So you’re, you’re speaking my language, you know, sort of change management, vision, leadership 101, etc. I’m wondering, you know, sort of not necessarily the place we were thinking we’d go in this conversation, but I think it’d be fun to go, like, really deep for a moment that I think is related to your North Star comment. What does school look like in the age of AI? When kids are flourishing, when young people are flourishing, and when they’re successfully launching? I think that’s what the North Star has to describe.

    And you just started naming a whole bunch of things that are still important in school, which feel very familiar to me. They’re all parts of the schools that I’ve built and designed and whatnot. And so I think one of the interesting things is maybe we’ll then build back up to policy and whatnot. But, like, what does it look like if we succeed, if there is this national movement, we’re successful. We have schools or whatever they are that are enabling young people to flourish. What do you think that that looks like?

    Alex Kotran: Yeah, this is the question of our day. Right. I mean, I think this is where, I mean, just to go back to this, like, state of play. I think, like, we’re kind of. It’s very clear that we are in the age of AI, right? This is no longer some future state. And frankly, like, ignore all the talk about AI bubbles because it kind of doesn’t matter. I mean, there was, there was like, there’s always a bubble. There was a bubble when we had railroads.

    There was a bubble when we had, like, in the oil boom. There was a bubble with the Internet. You know, there probably will be some kind of a bubble with AI, but that’s kind of like part and parcel with transformational technologies. Nobody who’s really spent time digging these technologies believes that there’s not going to be AI sort of totally proliferated throughout our work in society in like, 10 years, which is, again, the timeframe that we’re thinking about. The key question is, though, like, what is it? Like, what does it mean to thrive? And so there’s more than just getting a job. But I think most people would admit that, like, having a job is really important. So maybe we start there and we can also talk about, you know, the, the social, emotional components of just sort of like, being able, being resilient to some of like, the onslaught of synthetic media and like, AI companions as other stuff. One of, if not the most important thing is, like, how do you get a job and like, have like, you know, be able to support yourself and, and that question is really unanswered right now.

    Uncertainty in AI and Future Jobs

    Alex Kotran: And so everybody in the education system is trying to figure out, like, well, what is our strategy? But we don’t know where we’re going? Like, we really do not know what the jobs of the future are. And like, I’ve, like, you hear platitudes like, well, it’s not that AI is going to take your job, it’s that somebody using AI is going to take your job. Which is a kind of a dumb thing to say because it’s, it’s correct. I mean, it’s like, it’s like, basically like, okay, either AI is going to do all the jobs, which I don’t like, like, that actually may happen, some people say, sooner than later. I just assume it’s going to be a long, long time if it ever, if we ever get there. And so until we get there, that means that there are humans doing jobs and AI and technology doing other aspects of work. So, like, what are the humans doing is really the important question. Not just like, are they using AI? But like, how are they using AI? How aren’t they using AI? Until we get more fidelity about what the future of work looks like, what are the skills you should be teaching? Because, like, you know, like, I think a lot about, like, cell phones.

    And you go back to 2005 and you can imagine a conversation where it’s like, and all this is completely true, right? In 2005, it would be correct to say that, you know, you will not be able to get a job if you don’t know how to use a cell phone. You will be using a cell phone every single day, whether you’re a plumber or a mathematician or an engineer or an astrophysicist. And yet I think most of us would agree that, like, we shouldn’t have, like, totally pivoted education to focus on, like, cell phone literacy because, like, nobody’s going to hire you because you know how to use a phone and AI like, probably is going to some degree get there. I mean, it’s already sort of there, right? Like, sure, there are people who will charge you money to teach you prompt engineering, but you could also just open up Gemini and say, help me write a prompt. Here’s what I want to do. And it will basically tell you how to do it.

    Diane Tavenner: I mean, we. You’ve seen this. You might not be old enough to remember this, but I was a teacher when everyone thought it was a really good idea to teach keyboarding in school. It’s like a class. What we discovered is actually if you just have people using technology, they learn how to use the keyboard. Right? Like, it happens in the natural course of things and you don’t have a class for it. So what I hear you saying is like, your approach is not about this sort of, you know, there’s some finite set of information or skill, you know, not even skills in many ways that we’re going to teach kids. But it’s like, what does it look like to have them ready for the world that honestly is here to today and then keeps evolving and changing over the next 10 years? And so where to even go with that, Michael because.

    Michael Horn: I mean, part of me wonders, Alex, like, if I start to name the things that remain relevant, what, like, maybe the conversation to have is like, what’s less relevant in your view, based on what the world of work and society is going to look like?

    What’s the stuff that we do today that you know, will feel quaint? Right, that we should be pruning from?

    Diane Tavenner: Yeah, cursive handwriting. That is still hotly debated by, by the way.

    Alex Kotran: But, you know, although you get like Deerfield Prep and they’re going back to pen and paper.

    Michael Horn: Right. So that, I mean, that’s kind of where I’m curious. Like, what practices would you lean into? What would you pull away from? Because, I mean, that’s part of the debate as well. Like our friend Andy Rotherham, I believe at the time we’re recording it, just had a post around how it’s time for a, you know, a pause on AI in all schools. Right. Not sure that’s possible for a variety of reasons. But, like, what would you pull back on? What would you lean into? What would you stop doing that’s in schools today, as you think about that readiness for the world that will be here in your, we’re all guessing, but 10 years from now.

    Alex Kotran: Now, what to pull back on? I mean, look, take home essays are dead. Don’t assign take-home essays like the detectors are imperfect. It’s like, and as a teacher, do you really want to be like an, you know, a cyber forensics specialist? Like that’s not the right use of your time. And also you’re using AI. So it’s a bit weird to the dissonance of like, oh, like empowering teachers with AI, but then like, we need to prevent kids from using it. But I think they’re like low hanging fruit. Like, OK, don’t assign take-home essays.

    The way to abstract, that is students are. You can call it cheating, let’s just call it shortcuts. What we do need to do is figure out, OK, how can AI, how is AI being used as a shortcut? And whether you ban it in schools, kids are going to use it out of school. And so teachers need to figure out how to create assessments and homework and projects that design such that you can’t just use AI as a shortcut. And there’s like, this is a whole separate conversation. But just like to give one example, having students demonstrate learning by coming into the class and presenting and importantly having to answer questions in real time about a topic. You can use all the AI you want, but if you’re going to be on the spot and you don’t understand whatever the thing is that you’re presenting about and you’re being asked questions like, you know, that’s the kind of thing where sure, use all the AI. If it’s helpful, you might just.

    But ultimately you just need to learn the thing. But like the more important question is like, I don’t know if school changes as much as people might think. I think it does change. I think there’s a lot that we know needs to change that is kind of irrespective of AI. Like we need learning to be more engaging. We need more project based learning. We need to shift away from just sort of like pure content knowledge, memorization. But that’s not necessarily new or novel because of AI.

    I think it is more urgent than ever before.

    Michael Horn: I’m curious, like what’s. Because I do think this is also hotly debated, right? Like in terms of the role of knowledge and being able to develop skills and things of that nature. And so I’m just sort of curious, like what’s the thin layer of knowledge you think we need to have? Or, or like Steven Pinker’s phrase, common knowledge Right

    And what’s the stuff we don’t have? Like we don’t have to memorize state capitals, right? Maybe.

    Diane Tavenner: No. Yeah, I don’t think we need to memorize the state capital, because, yeah, but keep going.

    Michael Horn: Yeah, yeah, I’m curious now. It’s like, right, like as we think about, because we do have this powerful assistant serving us now and we think about what that means for work. And I, but I guess I’m just curious, like, what does that really mean in terms of that balance, right? Like, what is all knowledge learned through the project or this, you know, how do we think about, you know, and it’s a lot of just in time learning perhaps, which is more motivating. I’m curious, like, how you think about that.

    Alex Kotran: I think this needs to be like, backed by, like research, right? Like, sure, it probably is, right, that you don’t need to memorize all the state capitals. But then I think you, you start to get to a place where like, OK, well, but do you even need to learn math? Because AI is really good at math and I think math is actually a good analog because I don’t really use math very much or I use relatively simplistic math day to day. I, I think it was really valuable for me to like, have spent the time building computational thinking skills and logic. And also just math was really hard for me and it was challenging. And like the process of learning a new abstract, hard thing. I do use that skill, even some of the rote memorization stuff. You know, my brother went to med school and like they spent a lot of time just memorizing like completely just like every tiny aspect of the human body.

    They like have to learn it. It’s actually like, I think doctors are really interesting, a great way to kind of double click on this because if doctors don’t go through all of that and don’t understand the body and go through all of the rote process of literally taking like thousand question tests where they have to know like random things about blood vessels. And even if they’re never going to deal with that specific aspect of the human body, doctors kind of like build this sort of like generalized set of knowledge and then also they spend all this time like interacting with real world cases. And you, you start to build instincts based on that and, and you talk to hospitals about like, oh, what about, you know, AI to help with diagnosis? And one of the things I hear a lot of is, well, we’re worried about doctors losing the capacity to be a check on the AI because ultimately we hear a lot about the human in the loop. The human in the loop is only relevant if they understand the thing that they’re looped into. So, yeah, so like, I don’t know, I mean, maybe we.

    Diane Tavenner: Yeah, you’re onto something. You’re spurring something for me that I, I actually think is the new thing to do and haven’t been doing and aren’t talking about. And that is this, let me see if I can describe it as I’m understanding it, unfold the way you’re talking about it. So I had a reaction to the idea of memorizing the state capitals because memorizing them is pretty old school, right? It calls back to a time where you aren’t going to be able to go get your encyclopedia off the shelf and look up the capitals. Like you have to have that working knowledge in your mind, if you will, to have any sense of geography and, you know, whatever you might be doing. And it was pretty binary.

    Like it really wasn’t easy to access knowledge like that. So you really did have to like memorize these things. Math, multiplication tables get cited often and whatnot for fluency in thinking and whatnot. So I don’t think that goes away. But it’s different because we have such easy access to AI and so there isn’t this like dependency on, you’re the only source of that knowledge, otherwise you’re not going to be able to go get it. But it doesn’t take away the need to have that working understanding of the world and so many things in order to do the heavier lifting thinking that we’re talking about and the big skills. And I think that, I don’t think there’s a lot of research on that in between pieces, like, how do you teach for that level of knowledge acquisition and internalization and whatnot? And how do you then have a, you know, a more seamless integration with the use of that knowledge in the age of AI when it’s so easily accessible? So that feels like a really interesting frontier to me. That doesn’t look exactly the same as what we’ve been doing, but isn’t totally in a different world either.

    It is restricted, responsive and reflective of the technology we have and how it will get used now.

    Rethinking Assessments and Learning Strategies

    Alex Kotran: Yeah, it’s, it’s a helpful push because like, what I’m not saying is that I know everything in school is fine. I don’t think I’ve ever talked to a superintendent who would say, oh, I’m feeling good about our assessment strategy. Like, we’ve known that and because really what you’re describing is assessments like what, like what are we assessing in terms of knowledge, which becomes the driver and incentive structure for teachers to like, you know, because to your point. Are you spending five weeks just memorizing capitals or are you spending two weeks and then also then saying, OK, now that you’ve learned that, I want you to actually apply that knowledge and like come up with a political campaign for governor of, you know, a state that you learned about and like, tell us about like why you’re going to be picking those. You know, tell us about your campaign platform. Right. And you know, like, how is it connected to what you learned about the geography of that state? So it’s like adapting, integrating project based learning and more engaging and relevant learning experiences. And then like the mix and the balance of what, what’s happening in the classroom is sort of, and this is the, the challenging thing because it’s like the assessments will inform that, but it’s also there the assessments are downstream of sort of like it’s not just about getting the assessments right, but it’s like, why are we assessing these things? And so that you very quickly get to like, well like, what is the future of work? And because like, yeah, I mean like, you probably don’t need to learn the Dewey Decimal system anymore.

    Even though being able to navigate knowledge is maybe one of the most important things, certainly something I use every day.

    Diane Tavenner: One of the things we tend to do in US Education, Alex, is be so US centric and we forget that other people on the planet might be grappling with some of these things. I know you track a lot of what happens around the globe. What can we look at as models or interesting, you know, experiments or explorations. Everything from like big system change work, which I know we have different systems across the world, so that’s different. It’s a little bit, it’s not groundswell, it’s a top down but like anything from policy, big system all the way down to like who, who might be doing interesting things in the classroom. Where are you looking for inspiration or models across the globe?

    Alex Kotran: I mean, South Korea is a really interesting case study. You mentioned South Korea. I think at the beginning of this, during the intro they were just in headlines because they had done this big push. They would like roll out personalized learning nationwide. And then they announced that they were rolling back or sort of slowing down or pausing on the strategy. I forget if it was a rollback or a pause, but they’re basically like, wait, this isn’t working. And what they found is that they hadn’t made a requisite investment in the teacher capacity. And that was clear.

    And so part of the reason I’m tracking that is because I don’t know that there’s very much for us to learn from what any school is doing right now, beyond, like, there’s a lot for us to learn in the sense of like, how can we empower teacher, like, how do we empower teachers to run with this stuff? Because they are doing that. You know, like, I think there’s a lot to learn from a, like a mechanical standpoint of like, implementation strategies. But I don’t know that anybody has figured this out because like, nobody can yet describe what the future of work looks like. And I know this because the AI companies can’t even describe what the future of work looks like. You know, you had like Dario Amodei at Anthropic seven months ago, saying in six months, 90% of code is going to be written by AI, which is not the case. Not even close.

    Diane Tavenner: And Amazon’s going to lay off 30,000 white collar workers this week,

    Alex Kotran: Which they did.. Yes. And so you have. But is that really because of AI or is that because of overhiring from interest rates? I mean there’s like, so, so until we answer this question of like, what is like. And really the way to say what is the future of work is like, to put it in educational terms, how are you going to add value to the labor market? Like, David Otter has this like, example which I think is really important. It’s like, you know, the crosswalk coordinator versus the air traffic controller. And then, like, we pay the air traffic controller four times as much because any one of us could go, be a crosswalk coordinator like today, just give us a vest and a stop sign. I don’t, I assume you’re not moonlighting as an air traffic controller. I’m certainly not.

    It would take us, I think, I don’t know what the process is, but I think years to acquire the expertise. And so there is this barrier of expertise to do certain things. And what AI will do is lower the barriers to entry for certain types of expertise, things like writing, things like math. And so in those environments where AI is increasingly going to be automating certain types of expertise, then, well, for people to still get wages that are good or to be employed, they have to be adding something additional. And so the question of like, what are the humans adding? Again, we get to stuff like durable skills. We get to stuff like a human in the loop. But I think it’s much more nuanced than that. And the reason I know that is because there’s the MIT study.

    I think it was a survey, but let’s call it a study. I think they called it a study. So there’s a study from MIT that found that 95% of businesses, AI implementations failed, have not been successful. So really what we’re seeing is, yes, AI is blowing up, but for the most part, most organizations have not actually cracked the code on like, how to like, unlock productivity and like. And so I think that there’s actually quite a lot of business change management and organizational change that’s coming. And so actually kind of trying to hone in on what does that look like, I think is maybe the key, because that will take 10 years if you look at computers. Computers, like, could have revolutionized businesses long before, but they ended up getting adopted. I mean, it took like decades actually for, you know, spreadsheets and things like that to become ubiquitous.

    And like Excel is a great example of something. I was just talking to this, this expert from the mobile industry who was talking about, like, the interesting thing about spreadsheets was it didn’t just automate because there were people who literally would hand write, you know, ledgers before Excel. And so obviously that work got automated. But the other thing that spreadsheets did, where they created a new category of work, which is like the business analysts, because. Because before spreadsheets there was really the only way to get that information was to like, call somebody and sort of like compile it manually. And now you had a new way to look at information which actually unlocked a new sort of function that didn’t exist. And that meant, like, businesses now have teams of people that are like, doing layers of analysis that they didn’t realize that they could do before. And so

    Diane Tavenner: I wonder, what you’re saying is sparking two things for me. And again, we could talk probably all day, but we don’t have all day. So sadly, I think this might be bringing us to a close here for the moment. But I’m curious what both of you think on this because you brought up air traffic controllers. And in my new life and work, I’m very obsessed with careers and how people get into them and whatnot. I’ve done deep dives on air traffic controllers. And it’s, my macro point here is going to be.

    I do wonder if this moment of AI is also just extreme, exposing existing challenges and problems and bringing them to the forefront. Because let me be clear, training air traffic controllers in the US was a massive problem before AI came around, before any of this happened. It’s a really messed up system. It is so constrained. It’s not set up for success. Like, it’s just such a disaster and a mess and it’s such a critical role that we have. And it’s probably going to change with AI. Like, so you’ve just got all these things going on.

    And I’m wondering, Michael, from your perspective, is that what happens in these, you know, moments of disruption and is that all predictable and how do we get out of it? And then, Alex, you’re talking about. I was having a conversation this morning about this idea that all these companies no longer are hiring sort of those entry level analysts, or they’re hiring far fewer of them. And my wondering is no one can seem to answer this question yet. Great. Where’s your manager coming from? Because if you don’t employ any people at that level and they haven’t sort of learned the business and learned things, what do you think they’re just sitting on the sidelines for seven, eight years and then they’re ready to slide in there into, you know, the roles that you are keeping? And so are these just problems that already existed that are now just being exposed, you know, what’s going on? What do you all think?

    Job Market Trends and AI

    Alex Kotran: So, first of all, we really don’t know if the, like, I’m not convinced that the reason that there’s high unemployment among college grads is because of AI. I mean, I think there was overhiring because of interest, low interest rates. I think that companies are trying to free up cash flow to pay for the inference costs of these tools. And, and I think in general, like, you know, we’re, there’s going to be like, sort of like boom, bust cycles in terms of hiring in general. And we’ve been in a really good period of high employment for a long time. I think what, what is clear is if you talk to like earlier stage companies, you know, I was talking to a friend of mine at Cursor, which is like one of the big vibe coding companies, like blowing up, worth lots and lots of money. And I asked them about, like, oh, like I keep hearing about like, you know, companies aren’t hiring entry level engineers anymore because like, you’re better off having someone with experience.

    And he’s like, all of our engineers are in like their early 20s. Huh. OK, that’s interesting. Well, yeah, because actually it’s a lot faster and easier to train somebody who’s an AI native who learned software engineering while vibe coding. But he’s like, but we’re a small organization that’s like basically building out our structure as we go so we don’t have to like operate within sort of like the confines. I think there’s going to be this idea of like incumbent organizations. They have the existing hierarchy because ultimately you’re looking for people who are like really fast learners who can like learn new technology, who are adaptable and who are good at like doing hard stuff. If you’re a small organization, you’re probably better off just like hiring young people that like, you know, have those instincts.

    If you’re a large organization, what you might do is just maybe you’re laying off some of the really slow movers and then retaining and promoting the people that are already in place and have those characteristics. And then your point about like training the next generation, like law firms are thinking about this a lot because like you could, maybe you could automate all the entry level associates, but you do need a pipeline. But then you get to do you need middle managers? I mean like if the business models are less hierarchical because you just don’t need all those layers, then maybe you don’t worry so much about whether you need middle management and it’s more about do you need more. I think what companies are going to realize is they actually need more systems thinkers and technology native employees that are integrated into other verticals of knowledge work that outside of tech. So like, if you think about marketing and like business and customer success and you know, like non profit world fundraising and policy analysts, like all of these teams that generally have like people from the humanities. You know, I think companies are going to say, OK, how do we actually get people that like can do some vibe coding and have a little bit of like CS chops to build out some, you know, much more efficient and productive ways for these teams to operate. But like nobody knows. Nobody knows.

    I don’t know. Michael?

    Michael Horn: I love this point, Alex, where you’re ending and that like, and I like the humility frankly in a lot of the guests that we’ve had around. This is like the honesty that we’re all guessing a little bit at this future and we’re looking at different signals right. As we do. I think my quick take off this and I’ll try to give my version of it, I guess is you mentioned David Otter earlier at mit, Alex. Right. And part of his contention is that actually, right, it levels expertise between jobs that we’ve paid a lot for and jobs that we haven’t and more people like, as opposed to technology that is increasing inequality. This may be a technology that actually decreases inequality. And I guess it goes to my second thing, Diane, around what the question you asked and air traffic control training is a great example.

    But like, fundamentally, the organizations and processes we have in place have a very scarcity mindset. And I suspect they’re going to fight change and we’re going to need new disruptive organizations, similar to what Alex was just saying, that look very differently to come in. And it gets to a little bit of, I think what everyone says with technology, like the short term predictions are huge. They tend to disappoint on that. The long term change is bigger than we can imagine. And I guess I kind of wonder is the long term change what we. Alex, earlier on this season we had Reed Hastings and you know, he has a very abundant sort of society mindset where the robots plus AI plus probably quantum computing, like, are doing a lot of the things, or is it frankly sort of what you or I think Paul LeBlanc would argue, which is that a lot of these things that require trust and we want people like, yes, you can build an AI that does fundraising for you. But like, do I really trust both sides of that equation? I’d rather interact with someone.

    Right. There’s a lot of social capital that sort of greases these wheels ultimately in society. And I guess that’s a bit of the question. And Diane, I guess part of me thinks, you know, Carlota Perez, who’s written about technology revolutions, right. She says that there will be some very uncomfortable parts of this, right. And a bit of upheaval. Part of me keeps wondering if we can grease the wheels for new orgs to come in organically, can we avoid some of that upheaval because they’ll actually more naturally move to paying people for these jobs in a more organic way.

    And I, right now we have a, I’m not sure we have that mindset in place. That’s a bit of my question.

    Diane Tavenner: More questions than answers. More questions than answers. Really. This has been, wow, really provocative.

    Michael Horn: Yeah. So let’s, let’s, let’s leave. We could go on for a while. Let’s leave the conversation here for the moment. Alex, A segment we have on the show as we wrap up always is things we’re reading, watching, listening to either inside work or we try to be outside of work. You know, podcasts, TV shows, movies, books, whatever it might be. What’s on your night table or in your ear or in front of your eyes right now that you might share with us.

    Alex Kotran: I’m reading a book about salt. It’s called Salt.

    Michael Horn: This came out a few years ago. Yeah. Yeah. My wife read it.

    Alex Kotran: Yeah, I’m actually reading it for the second time. But it is, you know, it’s interesting because we. It’s something that’s, like, now you take for granted. But, you know, there’s a time when, you know, wars were fought. You know, it sort of spurred entire new sorts of technologies around. Like, the Erie Canal was basically, you know, like, salt was a big component of, you know, why we even built the Erie Canal. It’s. It’s actually nicknamed a ditch that salt built, you know, spurring new mining techniques.

    Technology’s Interconnected Conversation

    Alex Kotran: And, you know, I just find it fascinating that, like, you know, there are these, like, technology is so interconnected not to bring it back. I know this is supposed to be outside, but all I read, I only read nonfiction, so it’s going to be connected in some way. I just, like, fascinated by, like, you know, there are these sort of, like, layers behind the scenes that we sometimes take for granted that, you know, can actually be, like, you know, quietly, you know, monumental. I think what’s cool about this moment with technology is it’s like everybody’s a part of this conversation. Like, before, it was, like, much more cloistered. And so I think that’s just, like, good. Even though, yes, there’s a lot of noise and hype and, you know, snake oil and all that stuff, but I think in general, like, we are better off by, like, having folks like you, like, asking folk, asking people for, like, you know, like, driving conversation about this and not just leaving it to a small group of experts to dictate.

    Diane Tavenner: So I think this is cheating, but I’ve done this one before. But I’m gonna cheat anyway because, as you know, Michael, because you hear me talk about it a lot, the. The one news source I religiously read is called Tangle News. It’s a newsletter now and a podcast. It’s grown like crazy since I first started listening. I love it. It’s like a startup.

    It started, I think when I started reading, it was like, under 50,000 subscribers or something. Now up half a million. Executive editor, Isaac Saul, who I’m going to say this about a news person I trust, which I think is just a miracle. And I’m bringing it up this week because he wrote a piece last Friday that, honestly, I had to break over a couple days because it was really brutal to read. That’s just a very honest accounting of where we are in this moment. The best piece I’ve heard, I’ve read or, or heard about it. And then on Monday, he did another piece where, you know, they do what’s the left saying? What’s the right saying? What’s his take? You know, what are dissenting opinions? I just love the format. I love what they’re doing.

    I was getting ready to write them a thank you note slash love letter, which I do periodically. And I thought I’d just say it on here.

    Michael Horn: I was gonna say now you can just excerpt this and send them a video clip.

    Diane Tavenner: So I hope, I hope people will check it out. I love, love, love the work they’re doing, and I think you will too.

    Michael Horn: I’m gonna go historical fiction. Diane, I’m like, surprising you multiple weeks in a row here, I think. Right? Yeah. Because, Alex, I’m like you. I’m normally just nonfiction all the time, but I don’t know. Tracy said you have to read this book, Brother’s Keeper by Julie Lee.

    It’s based on. It’s historical fiction based on a. About a family’s migration from North Korea to South Korea during the Korean War. It is a tear jerker. I was crying like, literally sobbing as I was reading last night. And Tracy was like, you OK? And I was like, I think I won’t get through the book. But I did, and it’s fantastic.

    So we’ll leave it there. But, Alex, huge thanks. You spurred a great conversation. Looking forward to picking up a bunch of these strands as we continue. And for all you listening again, keep the comments, questions coming. It’s spurring us to think through different aspects of this and invite other guests who have good answers or at least the right questions and signals we ought to be paying attention to. So we’ll see you next time on Class Disrupted.


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  • How Superior Public Schools united curriculum and data

    How Superior Public Schools united curriculum and data

    Key points:

    Creating consistency between classrooms and ensuring curriculum alignment school-wide can be challenging, even in the smallest of districts. Every educator teaches–and grades–differently based on their experience and preferences, and too often, they’re forced into a solution that no longer respects their autonomy or acknowledges their strengths.

    When Superior Public Schools (SPS), a district of 450 students in rural Nebraska, defined standards-referenced curriculum as a priority of our continuous improvement plan, bringing teachers in as partners on the transition was essential to our success. Through their support, strategic relationships with outside partners, and meaningful data and reporting, the pathway from curriculum design to classroom action was a smooth one for teachers, school leaders, and students alike.

    Facing the challenge of a new curriculum

    For years, teachers in SPS were working autonomously in the classroom. Without a district-wide curriculum in place, they used textbooks to guide their instruction and designed lesson plans around what they valued as important. In addition, grading was performed on a normative curve that compared a student’s performance against the performance of their peers rather than in relation to a mastery of content.

    As other educators have discovered, the traditional approach to teaching may be effective for some students, but is inequitable overall when preparing all students for their next step, whether moving on to more complex material or preparing for the grade ahead. Kids were falling through the cracks, and existing opportunity gaps only began to grow.

    SPS set out to help our students by instituting standards-referenced instruction at both the elementary and secondary levels, allowing us to better identify each child’s progress toward set learning standards and deliver immediate feedback and intervention services to keep them on the path toward success.

    Take it slow and start with collaboration

    From day one, school leaders understood the transition to the new curriculum needed to be intentional and collaborative. 

    Rather than demand immediate buy-in from teachers, administrators and the curriculum team dedicated the time to help them understand the value of a new learning process. Together, we took a deep dive into traditional education practices, identifying which set students up for success and which actually detoured their progress. Recognizing that everyone–teachers included–learns in different ways, administrators also provided educators with a wide range of resources, such as book studies, podcasts, and articles, to help them grow professionally.

    In addition, SPS partnered with the Curriculum Leadership Institute (CLI) to align curriculum, instruction, and assessment practices across all content areas, schools, and grade levels. On-site CLI coaches worked directly with teachers to interpret standards and incorporate their unique teaching styles into new instructional strategies, helping to ensure the new curriculum translated seamlessly into daily classroom practice.

    To bring standards-referenced curriculum to life with meaningful insights and reporting, SPS integrated the Otus platform into our Student Information System. By collecting and analyzing data in a concise manner, teachers could measure student performance against specific learning targets, determining if content needed to be re-taught to the whole class or if specific students required one-on-one guidance.

    With the support of our teachers, SPS was able to launch the new curriculum and assessment writing process district-wide, reaching students in pre-K through 12th grade. However, standards-reference grading was a slower process, starting with one subject area at a time at the elementary level. Teachers who were initially uncomfortable with the new grading system were able to see the benefits firsthand, allowing them to ease into the transition rather than jump in headfirst. 

    Empowering educators, inspiring students

    By uniting curriculum and data, SPS has set a stronger foundation of success for every student. Progress is no longer measured by compliance but by a true mastery of classroom concepts.

    Teachers have become intentional with their lesson plans, ensuring that classroom content is directly linked to the curriculum. The framework also gives them actionable insights to better identify the skills students have mastered and the content areas where they need extra support. Teachers can adjust instruction as needed, better communicate with parents on their students’ progress, and connect struggling students to intervention services.

    Principals also look at student progress from a building level, identifying commonalities across multiple grades. For instance, if different grade levels struggle with geometry concepts, we can revisit the curriculum to see where improvements should be made. Conversely, we can better determine if SPS needs to increase the rigor in one grade to better prepare students for the next grade level.

    While the road toward standards-referenced curriculum had its challenges, the destination was worth the journey for everyone at SPS. By the end of the 2024-2025 school year, 84 percent of K-5 students were at or above the 41st percentile in math, and 79 percent were at or above the 41st percentile in reading based on NWEA MAP results. In addition, teachers now have a complete picture of every student to track individual progress toward academic standards, and students receive the feedback, support, and insights that inspire them to become active participants in their learning.

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  • Do federal privacy laws require schools to protect — or reveal — students’ LGBTQ+ identity?

    Do federal privacy laws require schools to protect — or reveal — students’ LGBTQ+ identity?

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    Federal lawmakers are divided over whether the Family Educational Rights and Privacy Act and the Protection of Pupil Rights Amendment should be used to protect student’s LGBTQ+ status from parents or to reveal it. 

    The disagreements arose during a Wednesday hearing held by the House Education and Workforce’s Early Childhood, Elementary and Secondary Education subcommittee as the two originally bipartisan laws — which are meant to protect students’ records and information collection from unauthorized disclosures — are increasingly being wielded by federal authorities to crack down on districts over their privacy policies on issues like students’ gender pronouns. 

    “This should not be a partisan issue,” said Rep. Kevin Kiley, R-Calif., chairman of the subcommittee. “Keeping parents in the dark is wrong.”

    Kiley and witnesses at the hearing said some school districts keep dummy files in order to keep parents in the dark about information like a preferred name a student is using in school, have “secret transition policies” directing staff to withhold from parents if children express a gender identity different from their sex at birth, and conduct “intrusive” surveys and evaluations of students’ mental health. 

    However, representatives and witnesses on the other side of the issue say that policies requiring parents to know students’ gender identities, sexual orientations, or pronoun and name changes jeopardize student safety and housing security in some cases, and also violate student rights.

    “Forcing teachers to out every student every time they want to go by a different name or engage in some form of self-expression is an unrealistic expectation and disrupts the teacher-student bond,” said Rep. Suzanne Bonamici, D-Ore. “If students are not talking to their parents about their gender identity, maybe there’s a good reason for that. A lot of homeless youth are LGBTQ, and they get kicked out of their house when they reveal their gender identity.” 

    LGBTQ+ people are overrepresented in the homeless youth population, according to the National Network for Youth, a nonprofit that aims to reduce youth homelessness. These youth are 120% more likely to experience homelessness than their non-LGBTQ+ peers and represent up to 40% of all youth experiencing homelessness, despite accounting for only 9.5% of the overall population.

    Administration cracks down on schools protecting LGBTQ+ students

    According to Parents Defending Education, a conservative parental rights group, over 1,200 districts impacting more than 21,000 schools and a collective 12.4 million students have policies stating that district personnel “can or should keep a student’s transgender status hidden from parents.” 

    Nearly half of those noted districts are in California, which has a state law that went into effect this year preventing school employees from disclosing any information related to a student’s sexual orientation, gender identity, or gender expression to any other person without their consent. The law also prohibits schools from requiring employees to disclose such information to parents and is the subject of an Office for Civil Rights investigation launched in March.

    By contrast, at least 15 states have policies requiring schools to reveal students’ LGBTQ+ status under some circumstances, according to the Movement Advancement Project, which tracks issues related to transgender students.

    The hearing last week and disagreements over the essence of the privacy laws — as well as LGBTQ+ student safety — came as the Trump administration increasingly uses FERPA and PPRA to investigate schools for civil rights violations, similar to the investigation in California. 

    In August, for example, it launched investigations into four Kansas school districts for alleged FERPA violations also related to withholding student information from parents’ related to LGBTQ+ status. “My offices will vigorously investigate these matters to ensure these practices come to an end,” said McMahon in a statement related to the Kansas investigations. 

    Ultimately, these investigations could be used to withhold funds from schools, many of which are in states with LGBTQ+ protection laws requiring such school policies. 

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  • Paid Search vs. Paid Social: Why Schools Need Both

    Paid Search vs. Paid Social: Why Schools Need Both

    Reading Time: 11 minutes

    When it comes to digital student recruitment, many institutions feel they need to choose between Paid Search vs Paid Social. Budgets are tight. Teams are often siloed; admissions handles one, marketing handles the other. And with so many moving parts, it’s tempting to simplify: pick one channel and double down.

    But that’s a false choice. Here’s the reality: today’s prospective students don’t live in a single marketing lane. They might first discover your school on Instagram, then Google you weeks later to check deadlines, read reviews, or submit an application. Search and social are part of the same decision journey, and schools that favour one while ignoring the other are leaving attention, applications, and enrollments on the table.

    At Higher Education Marketing (HEM), the right approach isn’t to choose between Paid Search and Paid Social. Instead, the most effective strategy is to combine both channels to engage and optimize the entire enrollment funnel fully. Social media excels at generating awareness and early interest. Search converts when intent is high. Together, they create a powerful synergy, reinforcing your message, capturing more leads, and moving students smoothly from first click to enrollment. In this article, we’ll break down how both channels work, where each shines, and how schools can maximize performance by aligning them strategically.

    Changing Search Behaviours in 2025

    Student search behaviour is fragmented, fast, and heavily value-driven. Today’s prospective students, especially from Gen Z and Gen Alpha, don’t wait to be told what to think. They research across platforms long before filling out an inquiry form.

    This is the Zero Moment of Truth: when students validate a school by triangulating across ads, websites, reviews, and social content. Credibility must show up everywhere, because trust is built before contact is ever made. Zero-click searches, like featured snippets and Google answer boxes, are also reshaping the landscape. Being cited here or placing targeted ads can influence decisions without ever earning a click.

    The numbers speak volumes: 41% of Gen Z use social media to search, while only 32% use traditional engines, and 11% use chatbots. Gen Alpha takes it further. Their research is values-first. They’re looking for sustainability, inclusion, and innovation. And they’re starting earlier than ever.

    The Power of Paid Social

    One of the biggest misconceptions in education marketing is that paid social is only good for brand awareness. While it’s true that platforms like Instagram, Facebook, and TikTok are excellent for reaching new audiences, their real power extends far beyond the top of the funnel.

    Paid social can drive leads, retarget warm prospects, and support conversions when used strategically. It allows schools to engage students emotionally through storytelling and keep them in the conversation through personalized messaging and real-time interactions.

    Is paid search the same as paid social? No. Paid search displays ads based on keyword searches on platforms like Google, while paid social promotes content on social media platforms like Facebook or TikTok. They target users differently and serve distinct stages of the enrollment funnel.

    Best Use Cases:

    • Story-Driven Awareness Campaigns: Think student testimonials, day-in-the-life content, or campus highlights. These build connection and trust.
    • Lead Generation Ads: Click-to-convert campaigns using forms or optimized landing pages can capture inquiries on the spot.
    • Event Promotions and Student Life Visibility: Showcase open houses, webinars, or vibrant campus life to entice prospective students.

    Best Practices:

    • Awareness Ads: Use high-impact visuals and short videos that highlight a key outcome, like career success or global opportunities. Keep the message clear and focused, with an obvious CTA that invites students to learn more.
    • Lead Gen Ads: Avoid generic links to your homepage. Instead, use program-specific landing pages or native lead forms. Segment audiences to tailor messages, and emphasize value on different content, such as scholarships, graduate outcomes, or flexible learning options.
    • Messenger and WhatsApp Ads: These are ideal for live engagement. Use them to invite students to ask questions, book a meeting, or receive instant info.

    The Case for Paid Search

    What is the difference between search and social? While paid social excels at sparking interest and building emotional connection, paid search is unmatched when it comes to capturing high-intent prospects. These are the students actively looking for programs, comparing options, or ready to take the next step. Paid search meets them right at the decision-making moment.

    This channel is especially powerful for reaching mid- and bottom-funnel audiences. When someone types “best MBA programs in Canada” or “nursing diploma with January intake,” they are already considering enrollment. Paid search allows schools to appear at the top of those results, capturing attention before competitors do.

    On the flip side, what are the disadvantages of paid search vs paid social? Paid search can be costly due to high competition for keywords, especially in education. It also depends on users already showing intent, which limits brand-building. Without complementary channels, it may not generate enough awareness or early-stage interest.

    Ideal Use Cases:

    • Branded and Program-Specific Searches: Ensure your school shows up when a student searches your name or flagship program.
    • High-Converting Keywords: Focus on queries like “apply now,” “tuition fees,” or “open house registration.”
    • Deadline-Driven Campaigns: Push applications during key moments, like the final days before a semester starts.

    Recommended Tactics:

    • Responsive Search Ads (RSAs): Automatically test combinations of headlines and descriptions to maximize performance.
    • Dynamic Search Ads (DSAs): Let Google fill in the gaps by matching relevant queries to your website content.
    • Intent Segmentation: Use different ad groups and copy for high, medium, and low-intent keywords. This improves quality scores and keeps your messaging relevant.

    One of the benefits of paid search is that it enables clarity, timing, and precision to come together to convert interest into action.

    Building a Full-Funnel Strategy: Social + Search Together

    Many schools fall into the trap of treating paid search and paid social as separate silos. But in 2025’s student journey, they’re two halves of the same enrollment engine. When integrated properly, they guide prospects from first glance to final decision, boosting visibility, engagement, and conversions along the way.

    Funnel Roles: How Each Channel Contributes

    Let’s break down how these platforms complement each other throughout the marketing funnel:

    • Awareness: Paid social leads the charge. Platforms like TikTok and Instagram are perfect for storytelling, aspirational videos, and brand introductions. These top-of-funnel ads help your school get noticed by students who may not yet be actively searching.
    • Consideration: As interest deepens, both channels play a role. Paid search catches students researching specific programs or comparing schools, while social reinforces your value with student testimonials, video tours, and real-time answers to FAQs.
    • Decision: This is where paid search shines. When students start typing in branded or program-specific queries, they’re ready to act. Paid social can add fuel here with urgency messaging, think deadline countdowns, financial aid reminders, or last-chance open house invites.
    • Enrollment: Now it’s about closing the loop. Use search ads to reinforce time-sensitive messaging, while Meta and WhatsApp retargeting keep your brand top of mind and prompt final steps like booking a call or submitting an application.

    Matching Platforms to Funnel Stages

    To maximize impact, align your platforms with the right funnel phase:

    • TikTok & Instagram: Best for awareness and early engagement. Use these channels to build emotional resonance and plant seeds of interest.
    • Google & Bing: Ideal for high-intent actions. When students are actively searching for answers, programs, or deadlines, your ads need to show up.
    • Meta & WhatsApp: Great for nurturing leads mid-funnel. Messenger CTAs and remarketing help bring students back into the conversation.
    • LinkedIn: A go-to for graduate and professional programs, especially among career switchers and upskillers.
    • Niche Channels: Want to reach Gen Z authentically? Explore Reddit threads, Snapchat lenses, or user-generated TikToks that mimic how real students talk and share.

    What Does This Look Like in Practice?

    Here’s how a real-world campaign could unfold:

    • Week 1–3: Launch TikTok videos to raise awareness: spotlight student stories, “day in the life” clips, or big-picture program benefits.
    • Week 2–3: Add Instagram ads to deepen interest with engaging visuals and strong CTAs.
    • Week 3–6: Deploy Google Search ads targeting keywords like “apply to [Program Name]” or “college deadlines 2025.”
    • Week 6–8: Use Meta retargeting to reconnect with visitors who didn’t convert, offering application checklists or counselor consult invites.

    This layered strategy ensures your message is reinforced across platforms, leading to more informed, confident applicants.

    Sample Budget Breakdown

    • TikTok Ads: $500
    • Instagram Ads: $500
    • Google Search Ads: $2,000
    • Meta Retargeting Ads: $300

    By diversifying spend across the funnel and choosing the right tools for each stage, schools move from guesswork to strategy and from isolated clicks to full-funnel enrollment growth.

    Common Mistakes Schools Make

    Despite investing in digital ads, many schools fall into avoidable traps that limit performance. One of the most common mistakes is relying entirely on paid search. While it excels at capturing high-intent prospects, paid search often reaches students too late in their decision process. Without early-stage awareness from paid social, those leads may never warm up enough to convert.

    Another issue is the widespread misunderstanding of paid social’s role. Some marketers dismiss it as a brand play with no immediate ROI. In reality, paid social plays a crucial role in shaping perception, building familiarity, and generating qualified leads over time. When schools skip this step, they weaken their funnel.

    Disjointed campaigns also create problems. Running separate social and search efforts without coordination means you miss opportunities for synergy and message consistency.

    Additionally, many schools neglect retargeting. If a prospective student browses your program page but leaves, that should trigger follow-up ads to reignite interest. Failing to retarget leaves valuable leads on the table.

    Finally, default settings on ad platforms can be misleading. Relying on them often results in wasted impressions and mismatched audiences. Custom targeting and exclusions are essential to reaching the right students with the right message at the right time.

    Search Trends & Emerging Platforms

    The digital landscape is evolving rapidly, and student search behaviour is shifting along with it. One major trend is the rising cost and competitiveness of Google Ads. As more advertisers bid on the same education-related keywords, prices continue to climb, making it harder for schools with modest budgets to compete effectively.

    At the same time, prospective students are changing how they search. Many now prefer visual, snackable results and quick answers over scrolling through text-heavy webpages. This shift is fueling the rise of social platforms as search engines in their own right.

    TikTok is a clear standout. Its new Search Ads feature allows schools to place short, captioned videos directly within search results, reaching students who are actively exploring options.

    To stay visible, schools must also optimize their organic content for discovery. Think FAQ-style posts, hashtag strategy, and short videos that answer common questions in the formats students prefer.

    Measurement: How to Track Campaign Impact

    Running great campaigns is only half the battle; measuring their true impact is where the real insight lies. To understand which channel is delivering results, schools must go beyond surface-level metrics like clicks or impressions.

    Start by tracking key funnel metrics: Cost per Inquiry (CPI), Cost per Lead (CPL), Cost per Application (CPA), and Cost per Enrollment (CPE). These figures help quantify the effectiveness of your campaigns at every stage of the recruitment journey.

    To gather this data, use platforms that support full-funnel tracking. CRMs like HubSpot or Mautic are ideal for managing contact progression, while Google Analytics 4 provides visibility into multi-touch user journeys across platforms.

    Most importantly, ensure that all campaigns are tagged with UTM codes and that your CRM accurately records lead sources. This lets you attribute not just the first click, but the entire path to enrollment, helping you optimize future budget allocation with confidence.

    Real-World Examples of Integrated Paid Search & Social in Education

    Story-Driven Awareness Campaign: The Rivers School (a private high school in Massachusetts) regularly hosts Instagram student takeovers, where current students share a day in their life via the school’s official Instagram Stories. These takeovers give prospective families an authentic glimpse of campus life. Such story-driven content humanizes the school experience and builds trust with audiences in the awareness stage.

    HEM BP Image 2

    Source: Instagram

    Event Promotions & Student Life Visibility: Concord University (West Virginia) ran a Fall Open House campaign on Facebook, urging students to “REGISTER NOW for Fall Open House”. The official post emphasized that whether you’re just starting your college search or already set on Concord, you should “come experience what being at Concord is like”. This call-to-action, boosted to target local high schoolers, drove sign-ups by promising an immersive campus visit.

    HEM BP Image 3HEM BP Image 3

    Source: Instagram

    Messenger and WhatsApp Engagement: The University at Buffalo (SUNY) launched an official WhatsApp channel for prospective international students. By opting in, students receive personalized updates – announcements, event invites, deadline reminders – right in WhatsApp, a platform they use daily. This allows UB’s admissions team to handle inquiries and nurture leads through quick chats and broadcasts on a familiar channel.

    HEM BP Image 4HEM BP Image 4

    Source: University at Buffalo

    Branded and Program-Specific Search Campaigns: A real example is Assiniboine Community College in Canada, which runs search ads for terms such as “January intake Nursing diploma” – ensuring that students searching for nursing programs with upcoming start dates find Assiniboine’s program page first. By focusing on branded queries (school name, flagship programs) and niche program keywords, schools across the board make sure they capture students who are already intent on a particular school or offering.

    HEM BP Image 5HEM BP Image 5

    Source: Google

    High-Converting Keyword Campaigns: Educational marketers also bid on bottom-funnel keywords that signal immediate intent – like “apply now,” “admissions deadline,” or “tuition fees [School].”  University of Louisville business school promoted its online MBA program with an urgent message: “Don’t miss out – this is your last chance to apply before the application deadline on 12/1! Start your application here.” By targeting such high-converting phrases in ads and search (and using urgency-laden copy), schools push motivated prospects to take action.

    HEM BP Image 6HEM BP Image 6

    Source: Facebook

    Recap: Why You Need Both Paid Search and Paid Social

    Schools that depend on just one marketing channel risk falling behind. Students don’t stick to a single path when researching their options. Instead, they move fluidly between search engines and social platforms, using both to gather information, compare schools, and make decisions.

    This is why a dual-channel strategy matters. Paid Social helps schools introduce themselves, tell a compelling story, and spark curiosity early in the decision journey. It creates awareness and builds emotional connection. Paid Search, on the other hand, reaches students who are actively looking for specific programs, deadlines, and next steps. It captures intent and drives action.

    When both channels are aligned, schools gain full-funnel coverage. Retargeting efforts become more strategic, and nurture campaigns stay relevant from the first interaction to enrollment. As a result, conversions improve and return on investment increases.

    But to unlock the full value, schools must track every touchpoint, not just the final click. Integrating CRM data with UTM tags and analytics tools ensures you’re seeing the full picture and making smarter marketing decisions moving forward.

    Frequently Asked Questions

    Question: Is paid search the same as paid social?
    Answer: No. Paid search displays ads based on keyword searches on platforms like Google, while paid social promotes content on social media platforms like Facebook or TikTok. They target users differently and serve distinct stages of the enrollment funnel.

    Question: What is the difference between search and social?
    Answer: While paid social excels at sparking interest and building emotional connection, paid search is unmatched when it comes to capturing high-intent prospects. These are the students actively looking for programs, comparing options, or ready to take the next step. Paid search meets them right at the decision-making moment.

    Question: What are the disadvantages of Paid Search?
    Answer: Paid search can be costly due to high competition for keywords, especially in education. It also depends on users already showing intent, which limits brand-building. Without complementary channels, it may not generate enough awareness or early-stage interest.



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  • California Schools Now Offer Free Preschool for 4-Year-Olds. Here’s What They Learn – The 74

    California Schools Now Offer Free Preschool for 4-Year-Olds. Here’s What They Learn – The 74


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    Every 4-year-old in California can now go to school for free in their local districts. The new grade is called transitional kindergarten — or TK — and it’s part of the state’s effort to expand universal preschool.

    In 2021, Gov. Gavin Newsom and the state legislature moved to expand transitional kindergarten in a $2.7 billion plan so that all 4-year-olds could attend by the 2025-26 school year. (Prior to this, TK was only available for kids who missed the kindergarten age cutoff by a few months). While it’s not mandatory for students to attend, districts must offer them as an alternative to private preschool.

    As a free option, it can save parents a lot of money. Parents also must weigh how sending their kids into a school-based environment compares to a preschool they might already know and like, as well as other needs like all-day care, and how much play their child does.

    One big question we’ve heard: What do kids actually do and learn in a TK classroom? Educators say it’s intended to emphasize play, but what does that mean?

    A social skill students can learn in transitional kindergarten is how to take turns on the playground. (Mariana Dale/LAist)

    To help parents get a better sense of this new grade as they make their decisions, LAist reporters spent the day in three different classrooms across the Southland. Here are five things we saw children do.

    Get used to the structure and routines of school

    For many students, transitional kindergarten is their first introduction to a formal school preschool setting. Crystal Ramirez sent her 4-year-old to TK at Marguerita Elementary School in Alhambra, so he could get used to the rhythm and rigors of school.

    “I didn’t wanna put him straight into kindergarten when he was five, six, so he at least knows a routine, already,” she said. “Now, as soon as he sees that we’re in school, he loves it.”

    TK students, like other elementary school students, follow a schedule: morning bell, recess, lunch, second recess and dismissal. They’re also learning how to listen to instructions or stand in a line. Some are learning to go to the cafeteria for lunch.

    “ I wanna make sure that their first experience in a public school setting is one that is joyful, where they feel loved, where they feel welcomed, where they get to really transition nicely into like the rigor of the school,” said Lauren Bush, a TK teacher at Lucille Smith Elementary in Lawndale.

    Claudia Ralston, a TK teacher at Marguerita Elementary, said it can be hard for young kids to get up early and leave their moms and dads. But seven weeks in, many of her students have learned their routines already. She helps with the morning transitions by turning on soft instrumental music in the classroom, and allowing them free play until they regroup on the mat to discuss the day.

    “They’re four years old. I want them to feel safe at school, know that this is a special place for learning and that they play,” she said.

    Learn how to socialize and communicate

    In TK, social-emotional learning is a big part of the curriculum. That’s a fancy word, but it just means they’re learning how to be in touch with their emotions

    At Price Elementary in Downey, the teacher has her kids give an affirmation: “I am safe. I am kind. I matter. I make good choices. I can do hard things. All of my problems have solutions!” (They also have these sentences on classroom wall signs.)

    The children also learn how to interact with their peers. In some schools, there are no assigned desks so the kids can learn how to share the space.

    “ They’re able to problem solve. They’re able to use communication to get their needs, regulating their emotions. They do better than students who come in without this experience,” said Cristal Moore, principal at Lucille Smith Elementary.

    On the playground, a student named Ava told teacher assistant Lizbeth Orozco that another student pushed her.

    “How did that make you feel?” Orozco asked.

    “Mad!”

    Orozco encouraged Ava to express her feelings to her classmate.

    “ We give them options of how to solve a problem and then they go in and solve it themselves,” Orozco said. “If they need extra help, they always come back and we can help them.”

    Arguing over toys can be a common occurrence in a TK classroom. At Price Elementary in Downey, educators help kids work through a solution. On a recent morning, one 4-year-old used two tongs to pick up paper shapes in a sensory bin, leaving another kid upset.

    “What’s the rule about sharing?” asked Alexandria Pellegrino, a teacher who gives extra support for one TK classroom.

    The boy handed over a tong to his peer. “Thank you so much for being a good friend,” Pellegrino said.

    “[It’s]  about being kind friends and making friends and using our manners. So we do build that foundation at the beginning of the year,” said Samantha Elliot, the classroom’s lead instructor.

    At the end of the day in Alvarez’s Lawndale TK class, she counts up the stars next to each student’s name earned throughout the day — earned for positive behavior like being kind, solving problems, trying something challenging, or showing effort in other ways. Ten stars earns a small prize from the treasure chest.

    “If we don’t get something today are we going to get mad?” Alvarez asked the class.

    “No!” they responded.

    “I’m not going to cry!” one boy piped up, followed by his classmate and a “Me too!” from another student.

    “That’s [a] positive attitude,” Alvarez said. “Because tomorrow you can get more stars!”

    Get exposed to numbers, shapes, letters

    In Elliot’s TK class, students use their own little lightsabers to trace letters in the air.

    “They’re learning the letter, the sound, and then a little action to go with it. They’re wiggling and moving and they’re also learning those letter sounds and they don’t really realize, so it’s incorporating instruction,” she said.

    There’s no mandated curriculum in TK, but instruction is supposed to align with the state’s Preschool/Transitional Kindergarten Learning Foundations. “Kindergarten is basically where the state standards go and kick in. There are standards in TK, but it’s a little bit different,” said Tom Kohout, principal at Marguerita Elementary.

    Students might put playdough into letter molds, or the teacher might pull out toys from a bag that all start with a letter “E.” Kids will play with little plastic toys that connect — or “manipulatives” — that can help them recognize numbers and patterns.

    “It’s play with a purpose,” Ralston said. “They’re just being introduced to the numbers, the colors, writing. But again, we’re not doing worksheets.”

    Build fine motor skills

    Molding pretend cakes with kinetic sand. Connecting small LEGO bricks. Cutting playdough. It might not seem like much, but children this age are still learning how to use their bodies.

    “Tearing paper is really hard and it’s a really amazing fine motor skill for them because the same muscles you use to tear paper are the same muscles that you use to hold a pen or a pencil,” said Lauren Bush, a TK teacher at Lucille Smith Elementary in Lawndale.

    “You see kids playing with dinosaurs. I see kids sorting by color, doing visual, you know, eye hand coordination and visual discrimination. I see them using their fine motor skills,” she said.

    At lunch, kids learn how to open up a milk carton or open a packaged muffin. At PE, they learn to balance on a block or walk in a straight line — learning spatial awareness.

    “They’re learning how to run, stop, things like that and playing because their bodies are so young,” said Principal Kohout.

    Learn independence

    For some kids, it might be the first time where mom and dad aren’t there to help carry their backpacks or help them go to the bathroom. TK is meant to help focus on their independence, though aides can help.

    TK classrooms are also usually set up with play centers, so kids can have the choice to explore on their own.

    “ I want them to be independent, to be able to solve their problems, you know, with assistance,” Ralston said.

    Samantha Elliot, the TK teacher in Downey, says she encourages kids to talk to their teammates first to figure out an activity before going to a teacher.

    “It’s just gaining the confidence and building that independence from basically the start of the school year,” she said.

    Parent Crystal Ramirez has already noticed a change in her 4-year-old this year since starting school. “ [He’s] socializing a little bit more, talking a little bit more, trying to express himself as well.”


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  • Schools grapple with whooping cough as 2025 outpaces last year’s peak numbers

    Schools grapple with whooping cough as 2025 outpaces last year’s peak numbers

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    Dive Brief:

    Dive Insight:

    The Texas Department of State Health Services reported on Nov. 3 that it was tracking a significant increase in pertussis cases in 2025. According to provisional data, the agency said, “Texas has had more than 3,500 reported pertussis cases through October this year, roughly four times the number reported for the same period last year.”

    The number of cases is also reportedly the highest for the state in 11 years.

    Texas schools, among other entities like hospitals, are required to report individuals who are suspected of having pertussis within one work day, according to the state health agency.

    This is the second consecutive year that Texas has experienced high year-over-year increases in reported pertussis cases, and it’s also the second consecutive year the state’s Department of State Health Services has issued a health alert, according to a news release.

    The CDC said reported cases of pertussis are currently trending down in 2025 since a peak in November 2024, when more than six times as many cases were reported, compared to 2023. The agency added that case counts will likely change as it finalizes the data.

    In September, Colorado-based healthcare system UCHealth reported that cases of whooping cough “are on track to be even worse this year than in 2024,” adding that health officials in parts of the state have warned of “a noticeable jump” in pertussis cases as kids have returned to school.

    In many states across the U.S. — including Florida, Oregon and Washington — cases of pertussis as of Sept. 20 were already outpacing total year-to-date cases reported by the CDC in 2025. UCHealth’s September report noted that the worst U.S. pertussis outbreaks so far in 2025 were on the West Coast, with high numbers also reported in Ohio, Michigan, Illinois, Minnesota, North Carolina and Arizona.

    Other childhood diseases are also on the rise as a result of shifting attitudes toward vaccines and vaccine mandates. According to the CDC, the best defense against pertussis is a vaccination.

    In March, measles infections spread across several U.S. states, a quarter-century after the potentially fatal disease had been declared eradicated in the U.S. in 2000.

    In addition to the impact on student health, an uptick in acute and chronic illnesses can also increase chronic absenteeism issues for schools and school districts. A CDC study published last year found that in 2022, 5.8% of children experienced chronic school absenteeism for health-related reasons.

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  • Austin ISD is closing 10 schools amid enrollment challenges

    Austin ISD is closing 10 schools amid enrollment challenges

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    Dive Brief:

    • Austin Independent School District’s board of trustees approved a plan Thursday evening to close 10 schools in the Texas district by the 2026-27 school year in the midst of ongoing enrollment declines. 
    • The closures will impact nearly 3,800 students who will be reassigned to new schools in the district and the plan will cut 6,319 open seats, according to Austin ISD.
    • The move is expected to save the district $21.5 million, according to Austin ISD Superintendent Matias Segura during the Thursday board meeting. That amount more than covers the district’s budget deficit of $19.7 million this school year.  

    Dive Insight:

    Segura said during the board meeting that developing and carrying out this school closure plan has been “a very difficult process.” 

    Most of the schools impacted by closures are at the elementary level, according to the district.

    Segura also said he wished the district didn’t have to make this decision, “but the pressures are gargantuan.”

    Austin ISD instructed 72,700 students across 113 schools in 2024-25.

    When Austin ISD first announced it was considering school closures and consolidations earlier this year, Segura emphasized that the district lost over 10,000 students within the past decade, which led to a total of 21,000 empty seats.

    While the district’s preliminary fall enrollment data has yet to be released by the Texas Education Agency, Austin ISD has said it’s likely that the number of students attending its schools will continue to drop. 

    In recent months the district considered several factors before proposing which schools should close, including size, condition, student enrollment and operational costs.

    Elsewhere in Texas, Houston Independent School District laid off and reassigned hundreds of its teachers “to align” them “with student enrollment” as the district had previously projected a drop in enrollment by about 8,000 students this school year. 

    Houston ISD, which is under the leadership of the state, initially planned to announce a proposal this fall to close some schools during the 2026-27 school year. However, the district announced last week that Superintendent Mike Miles told principals he was no longer going to recommend any school consolidations to the board for 2026-27. There still may be a small number of consolidations needed in future years, the district said in a video update on Wednesday. 

    Texas’ districts student enrollment declines are part of a larger trend across states and districts nationwide, with the downward trajectory straining budgets tied to per pupil funding. Reasons for declining enrollment vary by state and district. An ongoing decline in birthrates has been a common factor while other education leaders have cited this year’s federal immigration crackdown and newer school choice policies for detracting students from attending their public schools. 

    As a result, plans for school closures similar to Austin ISD’s and teacher layoffs as seen in Houston are rippling across large and small school districts— from Arizona’s Kyrene School District to Atlanta Public Schools and Florida’s Broward County Public Schools to Oregon’s Corvallis School District.

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  • School Specialty and College Football Playoff Foundation Celebrate Impact Across Schools Nationwide

    School Specialty and College Football Playoff Foundation Celebrate Impact Across Schools Nationwide

    New media center at North Dade Middle School marks milestone in initiative revitalizing learning environments to benefit the entire learning community

    GREENVILLE, WI– November 21, 2025 – School Specialty and the College Football Playoff (CFP) Foundation today announced the completion of a media center makeover at North Dade Middle School, marking the 100th learning space transformed in collaboration with the Extra Yard Makeover initiative. As a part of their nationwide effort to enhance learning environments for students and educators alike, the two organizations have now invested over $5 million into reinvigorating classrooms across the country.

    Miami will host the 2026 College Football Playoff National Championship in January, and as part of its legacy work in the community, the CFP Foundation has committed to delivering more than 30 Extra Yard Makeovers alongside School Specialty to revitalize innovation spaces across schools in Miami-Dade, Broward and Palm Beach counties. With this latest round of makeovers, the CFP Foundation will have helped enrich learning environments in every Miami-Dade middle school.

    “Changing our middle school libraries into modern learning spaces has had a tremendous impact on engagement and learning outcomes,” said Dr. Jose L. Dotres, Superintendent of Miami-Dade County Public Schools. “In addition to renovation, the transformation is an investment in our teachers, our students and our future. These new innovative spaces support hands-on learning for students of today and tomorrow, so they can develop greater curiosity for learning and lifelong skills.”

    These makeovers transform static spaces into flourishing learning environments, providing upgrades like flexible furniture, technology, supplies and even fresh paint or murals. Each school receives the School Specialty proprietary Projects by Design experience, which includes comprehensive consultations to determine the type of space that best supports students, educators and the broader school community. Past rooms made over include STEM labs, broadcast classrooms, libraries, media centers, makerspace rooms, teachers lounges, wellness spaces, sensory rooms, multi-purpose rooms, an esports room and a mariachi room.

    “The transformation of our media center is truly invaluable to our students and staff,” said Nicole Fama, Executive Director at Phalen Leadership Academies, which received a makeover in 2024. “We are profoundly grateful to the College Football Playoff Foundation and School Specialty for this investment. Before the media center, we lacked a space that truly fostered community. Now, everything happens here—from senior breakfasts and college athlete signing days to family game nights and teacher appreciation events. It has become the heart of our community, a space we didn’t realize we needed until it was here.”

    These makeovers serve to benefit both students and teachers, allowing schools to improve their offerings, inspire innovation and modern learning, and directly counter some of the top issues in education today.

    “Addressing teacher burnout and maximizing student engagement starts with the physical environment,” said Jeremy Westbrooks, Director of Strategic Account Development at School Specialty. “The physical classroom is an educator’s primary tool, and by modernizing these spaces, the CFP Foundation and School Specialty are delivering a critical resource that empowers teachers to stay focused on their students’ growth and long-term success.”

    “We’re proud to work alongside School Specialty to bring these meaningful makeover projects to life,” said Britton Banowsky, Executive Director College Football Playoff Foundation. “Their expertise in the design of the spaces and incredible generosity make it possible for us to turn vision into impact for teachers and students.”

    In addition to the CFP Foundation and School Specialty, these makeovers have been supported over the years by Bowl Games, Conference partners, Sponsors and host committees of each College Football Playoff National Championship. To date, makeovers have taken place in 18 states across 58 counties.

    To learn more about the College Playoff Foundation’s Extra Yard Makeover initiative, click here.

    To learn more about School Specialty, click here.

    About School Specialty, LLC 

    With a 60-year legacy, School Specialty is a leading provider of comprehensive learning environment solutions for the infant-K12 education marketplace in the U.S. and Canada. This includes essential classroom supplies, furniture and design services, educational technology, sensory spaces featuring Snoezelen, science curriculum, learning resources, professional development, and more. School Specialty believes every student can flourish in an environment where they are engaged and inspired to learn and grow. In support of this vision to transform more than classrooms, the company applies its unmatched team of education strategists and designs, manufactures, and distributes a broad assortment of name-brand and proprietary products. For more information, go to SchoolSpecialty.com.

    About the College Football Playoff Foundation

    The College Football Playoff (CFP) Foundation is the 501(c)3 non-profit organization serving as the community engagement arm of the College Football Playoff and works in partnership with institutions of higher education, sports organizations, corporations and non-profits to support educators and improve student outcomes. The purpose of the CFP Foundation lies in supporting PK-12 education by elevating the teaching profession. The CFP Foundation inspires and empowers educators by focusing its work in four areas: recognition, resources, recruitment and retention, and professional development. To learn more, visit cfp-foundation.org and follow Extra Yard for Teachers (@CFPExtraYard) on social media.

    Media Contact
    Jon Kannenberg
    [email protected]

    eSchool News Staff
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  • One Approach High-Performing Public and Charter Schools Share – And How to Do It – The 74

    One Approach High-Performing Public and Charter Schools Share – And How to Do It – The 74


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    US News & World Report released its latest ranking of public elementary schools. The results exposed the key component to student success, even if the topmost schools approached it in vastly different ways.

    For New York City, Lower Lab, an Upper East Side Gifted & Talented school was ranked number one by US News. Also in the top 10 were four citywide G&T programs. Each school exclusively accepts students who have been designated as “gifted.”

    Rounding out the top 10, however, are Success Academy – Bushwick and Success Academy – Bensonhurst, public charter schools that accept students by lottery, while also prioritizing English Language Learners (ELL).

    On the surface, these schools couldn’t be more different. Number one, Lower Lab, has only 13% of students qualifying for Free or Reduced Price Lunch (FRL), and 1% ELLs. Number 10, Success Academy Charter School – Bensonhurst, conversely,  has 65% of its students qualifying for free or reduced price lunch, and 26% who are English language learners. 

    But the selective G&T schools and the unscreened charter schools have one characteristic in common: An expectation that their students can succeed.

    The book, “Science of Learning: 99 Studies That Every Teacher Needs to Know,” describes an experiment where “researchers falsely told teachers some of their students had been identified as potential high achievers. The students were in fact chosen at random.”

    At the end of the year, the “students that were chosen were more likely to make larger gains in their academic performance,” with those “7-8 years old gaining an average of 10 verbal IQ points.”

    This study concluded that “when teachers expected certain children would show greater intellectual development, those children did show greater intellectual development.”

    At the G&T schools, teachers have every reason to believe their students are capable of performing at the highest levels.

    Parents have seen this firsthand.

    “I strongly believe that when teachers are told their students are gifted, they begin to treat them as gifted — and this changes everything,” asserts mom Natalya Tseytlin. “In a gifted classroom, if a student struggles, teachers don’t assume it’s because of laziness or inability; they respond with patience and extra attention. In a regular class, that student might not receive the same support or challenge, because the teacher sees the child as average. 

    Tseytlin said her son started his first grade gifted and talented program with limited English skills. But because his teacher offered consistent support and believed in him, he excelled. 

    “Today he is performing at the same level as his peers,” she said.

    “I don’t think the expectations at (my child’s) G&T school are so high that only gifted kids can meet them,” another parent, who only asked to be identified as M.K. opined. “Regular schools don’t ‘push’ kids enough to reach their potential. Those G&T schools that do push, get results because most kids are capable of this level of learning without being ‘gifted.’ If teachers treat students as capable, students will indeed meet expectations.”

    The belief that all students can perform at a “gifted” level is sacrosanct at Success Academy.

    “Success Academy is Gifted for All,” CEO Eva Moskowitz affirms. “When adult expectations are high, our scholars — mostly low-income, Black and Hispanic — can meet the highest academic standards.”

    The same is true at Harlem Academy, a kindergarten through 8th grade private school for students whose potential might otherwise go unrealized. 

    “It’s tough to decouple the influence of high-quality programming from high expectations,” concedes Head of School Vinny Dotoli, “but authentically challenging students is central to the ethos of our school. When great teachers set ambitious goals and provide the structure and support to reach them, it almost always makes a lasting difference in student achievement.”

    Parents with children in schools where high expectations aren’t the norm would love to see changes. 

    “I have a daughter in a dual language program in East Harlem,” Maria McCune relates. “A neighbor who used to attend our school changed his daughter to a G&T program at another school in East Harlem. He immediately noticed a difference in the quality of instruction and in his daughter’s performance (MUCH improved). I participate in my daughter’s School Leadership Team and I have seen the apathy teachers there exhibit. It is concerning. When I tried to provide feedback about improving the educational experience, teachers/staff often became defensive. It is this that leads me to want to pursue G&T for my daughter.”

    For Tiffany Ma, the solution is obvious. “Our second grader that transferred into G&T writes much neater and does her homework much more happily since she’s in an environment where academics and homework is valued by other classmates and parents. We should expand G&T programs. It’s regular programming that shouldn’t exist.”

    Yet New York City seems headed in the opposite direction. Mayor-Elect Zohran Mamdani has vowed to get rid of elementary school G&T programs  that begin in kindergarten. He would wait until students enter third grade, even though the research referenced above specifically mentioned children 7 and 8 years of age( i.e. second graders), as being the biggest beneficiaries of high expectations. He is against charter schools, as well. 

    This move would lower the academic standards and expectations of all schools, which deeply concerns parents like McCune. She fears “Children like my daughter may be left as collateral damage of an educational experience that falls short of setting them up for significant academic success.”

    The top schools in NYC have repeatedly demonstrated that high expectations are key to helping all students reach their full potential.

    We need more such schools, be they public G&T, charter, or private. And more teachers who believe in all our kids.


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  • The digital advantage in schools 

    The digital advantage in schools 

    Key points:

    When I first stepped into my role overseeing student data for the Campbell County School District, it was clear we were working against a system that no longer served us.

    At the time, we were using an outdated platform riddled with data silos and manual processes. Creating school calendars and managing student records meant starting from scratch every year. Grade management was clunky, time-consuming, and far from efficient. We knew we needed more than a patchwork fix–we needed a unified student information system that could scale with our district’s needs and adapt to evolving state-level compliance requirements. 

    Over the past several years, we have made a full transition to digitizing our most critical student services, and the impact has been transformational. As districts across the country navigate growing compliance demands and increasingly complex student needs, the case for going digital has never been stronger. We now operate with greater consistency, transparency, and equity across all 12 of our schools. 

    Here are four ways this shift has improved how we support students–and why I believe it is a step every district should consider:

    How centralized student data improves support across K-12 schools

    One of the most powerful benefits of digitizing critical student services is the ability to centralize data and ensure seamless support across campuses. In our district, this has been a game-changer–especially for students who move between schools. Before digitization, transferring student records meant tracking down paper files, making copies, and hoping nothing was lost in the shuffle. It was inefficient and risky, especially for students who required health interventions or academic support. 

    Now, every plan, history, and record lives in a single, secure system that follows the student wherever they go. Whether a student changes schools mid-year or needs immediate care from a nurse at a new campus, that information is accessible in real-time. This level of continuity has improved both our efficiency and the quality of support we provide. For districts serving mobile or vulnerable populations, centralized digital systems aren’t just convenient–they’re essential.

    Building digital workflows for student health, attendance, and graduation readiness

    Digitizing student services also enables districts to create customized digital workflows that significantly enhance responsiveness and efficiency. In Campbell County, we have built tools tailored to our most urgent needs–from health care to attendance to graduation readiness. One of our most impactful changes was developing unified, digital Individualized Health Plans (IHPs) for school nurses. Now, care plans are easily accessible across campuses, with alerts built right into student records, enabling timely interventions for chronic conditions like diabetes or asthma. We also created a digital Attendance Intervention Management (AIM) tool that tracks intervention tiers, stores contracts and communications, and helps social workers and truancy officers make informed decisions quickly. 

    These tools don’t just check boxes–they help us act faster, reduce staff workload, and ensure no student falls through the cracks.

    Digitization supports equitable and proactive student services

    By moving our student services to digital platforms, we have become far more proactive in how we support students–leading to a significant impact on equity across our district. With digital dashboards, alerts, and real-time data, educators and support staff can identify students who may be at risk academically, socially, or emotionally before the situation becomes critical. 

    These tools ensure that no matter which school a student attends–or how often they move between schools–they receive the same level of timely, informed support. By shifting from a reactive to a proactive model, digitization has helped us reduce disparities, catch issues early, and make sure that every student gets what they need to thrive. That’s not just good data management–it’s a more equitable way to serve kids.

    Why digital student services scale better than outdated platforms

    One of the most important advantages of digitizing critical student services is building a system that can grow and evolve with the district’s needs. Unlike outdated platforms that require costly and time-consuming overhauls, flexible digital systems are designed to adapt as demands change. Whether it’s integrating new tools to support remote learning, responding to updated state compliance requirements, or expanding services to meet a growing student population, a digitized infrastructure provides the scalability districts need. 

    This future-proofing means districts aren’t locked into rigid processes but can customize workflows and add modules without disrupting day-to-day operations. For districts like ours, this adaptability reduces long-term costs and supports continuous improvement. It ensures that as challenges evolve–whether demographic shifts, policy changes, or new educational priorities–our technology remains a reliable foundation that empowers educators and administrators to meet the moment without missing a beat.

    Digitizing critical student services is more than a technical upgrade–it’s a commitment to equity, efficiency, and future readiness. By centralizing data, customizing workflows, enabling proactive support, and building scalable systems, districts can better serve every student today and adapt to whatever challenges tomorrow may bring.

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