Questions To Cut Through the Marketing Spiel
BY JESSICA LINDL/School Administrator, March 2017


Whether you’re putting out a formal request for proposal or you just want a conversation with the vendor, here are some questions to help educators move past the marketing script and on to how the proprietor’s products can improve student learning. I’ve collected some of these from Danny Wagner, head of Common Sense Education’s STEM Education Content, to spark your thinking.

Customization: Can the company customize the product to fit the needs of a wide range of schools and populations in your district? Can teachers create custom content? How well does the tool integrate with other tools teachers are using in your classrooms?

Connectedness: How does the technology help connect stakeholders, including parents, students, teachers, administrators and community members? The stronger these connections, the more students will take ownership of their learning, teachers will become engaged facilitators, parents will become decision makers and empower learning at home, and businesses will give their time, sponsorship and donations to educational initiatives.

Equity: How can a variety of student populations access the product? Is it available in multiple languages? Can resources be printed or read out loud? Are there options for library access or home access?

Technology Requirements: What are the platform and systems requirements? Does it work with existing school devices? Does it require the school to upgrade its infrastructure? What support does the company offer schools to help integrate the product? Can the product or service scale to support thousands of students?

These will surely prompt a dozen other questions for school district leaders to ask. If so, you are well on your way to being an expert educational technology evaluator.
 — Jessica Lindl