One marketing challenge I have seen firsthand in the EdTech world is how state policies control the language we are allowed to use. In some states, phrases like “whole child” or “MTSS” (multi-tiered system of supports) are not acceptable in marketing materials. These concepts are often central to what many products are designed to support. If we cannot use the language that describes the product best, it becomes harder to connect with the schools that would benefit from it.

This challenge affects management, staff, and customers. Management has to keep messaging consistent across the country without risking compliance issues. Marketing and sales teams have to adjust what they say based on state guidelines. Customers (school leaders and teachers) may not fully understand the value of the product if the message is watered down.

Here are a few ways to handle this challenge:

1. Make State-Specific Messaging Guides

Marketing teams can create clear guides for each state. Everyone knows which phrases are allowed and which to avoid. This helps management avoid problems, gives staff a reference to follow, and ensures customers see messaging that fits local expectations.

2. Focus on Outcomes Instead of Jargon

If “whole child” is off-limits, focus on results like higher reading scores, better student engagement, or personalized support. Educators respond to clear outcomes, and this helps staff have confident conversations without relying on restricted terms.

3. Build Flexible Campaigns

Having campaign templates that can be adjusted by region saves time and keeps branding consistent. The core message and visuals stay the same, while the language shifts to meet state requirements. Customers receive marketing that feels relevant to their district.

4. Keep Teams Informed and Trained

Policies change, so regular updates and training sessions are essential. This keeps staff confident in their messaging, protects the company from mistakes, and builds trust with schools that see the company respecting their guidelines.

Real-World Experience

During my internship, I worked on a project that showed this challenge in action. I was given an article that originally used terms like “MTSS,” “whole child,” and “social-emotional learning.” My task was to rewrite the content by swapping out these phrases for alternatives that complied with state policies. It was a perfect example of how marketing teams must adapt messaging without changing the actual meaning of the content.

Final Thoughts

Marketing in EdTech is not only about creativity. It also requires understanding the environment where the message will land. State-level language restrictions are challenging, but with clear guides, flexible campaigns, outcome-focused messaging, and ongoing training, companies can stay compliant and still connect with schools in meaningful ways.