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Build Your K-12 Sales and Marketing Plans Around the ESSER Funding

Friday, April 30, 2021 @ 12:00 pm - 1:00 pm EDT

Build Your K-12 Sales and Marketing Plans Around the ESSER Funding

Presented by Rita Ferrandino, Founding Partner, Arc Capital Development, and Innovation Consultant, Catalyst @ Penn GSE – University of Pennsylvania
Moderated by Lisa Schmucki, Founder and CEO,

Watch the Recording Listen to the Podcast

Closed captioning will be added to the recording within 2 weeks of the live presentation.
Get a CE Certificate for this edWebinar Learn more

Watch an edWebinar with Rita Ferrandino that will help education industry organizations unlock ESSER Funding for products, programs, and services that empower students, teachers, parents, and administrators through evidence-based solutions to accelerate learning.

The American Rescue Plan (ARP) provides $170 billion to education, making this the federal government’s largest single investment in United States education history. The American Rescue Plan coupled with the Education Stimulus of the CARES Act ($31 billion) and the CRRSAA Act ($80 billion) brings a total of $281 billion to be deployed into education by 2023. This presentation will help you understand how the money flows and the buying cycles, and how to build your K-12 sales and marketing plan around the funding.

This recorded edWebinar is part of our edFocus series on the impact of COVID-19 and the future of education. The program will be of interest to all executives and leaders in K-12 education.

View all previous recordings in our edFocus series here.


Rita FerrandinoAbout the Presenter

Rita Ferrandino has built an international reputation as one of the most effective strategists and coalition builders in the education entrepreneurship community. She is a recognized STEM education expert, an authority on U.S. education policy and politics, and a leader in Future of Work strategies. Rita is the founding partner at Arc Capital Development, a global private investment and advisory firm. Arc invests in, operates and advises companies in the education and corporate training markets and has served over 150 clients in the U.S., Australia, Canada, Mexico, Singapore, Hong Kong, China, Ireland, Turkey, Israel and India. Arc clients and portfolio companies provide products generating over a billion dollars a year worldwide. Rita’s career highlights include being Salesperson of the Year at Pearson Education for three consecutive years, selling more than $178 million of products to the higher education and K-12 markets, leading the acquisition effort for more than 50 STEM titles, and forming revenue-producing alliances with more than a dozen of the industry’s largest publishers and distributors. She has been responsible for double-digit sales growth for at least six years at two different major publishers. Rita currently is the innovation consultant at the Catalyst @ Penn GSE Innovation Center at the University of Pennsylvania’s Graduate School of Education. She was the lead capstone instructor at the Education Entrepreneurship Graduate Program for four years. For three years, she was President of the Education Design Studio, Inc. incubator funded in collaboration with the Milken Family Foundation and University of Pennsylvania.


Lisa SchmuckiAbout the Moderator

Lisa Schmucki is the founder and CEO of Lisa is an education, publishing, and media industry veteran with 40 years’ experience in product development, professional learning, marketing, and entrepreneurship. Lisa has served on the Board of the SIIA Education Technology Industry Network and is on the Advisory Council for the ERDI Alliance for Education Impact. She is a graduate of Princeton University and has a master’s degree from the Stern School of Business at NYU.


Closed captioning will be added to the recording within 2 weeks of the live presentation.

Join the edFocus | Education Industry Network community to network with educators, participate in online discussions, receive invitations to upcoming edWebinars, and view recordings of previous programs to earn CE certificates.

ArcArc is a private investment & advisory firm specializing in education and special education.



Friday, April 30, 2021
12:00 pm - 1:00 pm EDT
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