“Some parts of the creative industry will find it challenging to overcome Covid-19, but others will adapt. Ultimately, creativity makes us human.”
Interview with James Lazenby, Marketing Director at Confetti Institute of Creative Technologies.
The “What education marketers are saying” series shares insight from marketers working in the education sector, whether that’s for universities, agencies or student communities.
Interview
Kyle (Education Marketer): The creative industries have taken a hit during the pandemic. What's your front and centre message to students at the moment?
James: Keep focused on your dreams, this will pass and there will be new opportunities that emerge.
Take the film and TV industry. Despite cinemas temporarily closing, Netflix and Amazon have seen viewing figures rocket. That’s stimulated further investment in productions and even new studio spaces. Artist, creative director, producer, VFX specialist, production crew, key grip….these roles are still very much in demand.
There’s no doubt that some parts of the industry will find it challenging to overcome the impact of Covid-19, but others will adapt. Ultimately, creativity makes us human.
Kyle: When it comes to creative courses, what do you feel is the most effective conversion tool?
James: From my experience, I’d say that decision making centres around space and community. Prospective students want to see where they’ll be working and developing as a creative artist or designer. The facilities are very important, but so too is the space, whether that be a studio or computer suite.
Community – they want to know if they’ll fit in. Showcase work from current students; share academic profiles, and their specialisms; recruit and utilise your student ambassadors to share their experiences; and don’t forget the technicians.
Kyle: What non-HE brand do you feel education marketers should be paying attention to?
James: I’m going to use this as an opportunity to share my love and respect for the team behind Yorkshire Tea.
If you don’t follow them on social, you should. The Drum recently ran a feature on their steady rise to the top of the tea tables with a solid yet simple marketing campaign….‘doing things properly’.
They’re now leading UK sales and are regarded by many as a national treasure. It’s a great example of how to execute a marketing strategy, and it looks like they’ve had a lot of fun with it.
Kyle: In the absence of physical open days, what is working right now?
James: Having a strong content strategy for your digital channels has never been more important.
We’re quite fortunate at Confetti in that we’re an institute of creative technologies, so we’ve been able to create a really strong open day offer for our courses. Just last week, we streamed an hour-long open day on YouTube, with staff taking enquiries over the phone, live chat, and social channels – all at the comfort of their homes.
Broadcasting on YouTube works for our young audience, and we had some great feedback.
Join other education marketers
Get my weekly higher education, digital marketing and tech newsletter
Be the first to know about what’s going on in the sector
Hear it in the same way you chat with colleagues
