“The work we do gives people hope and I’m proud to be a part of that.”
Interview with Peter Elliot, Digital Content Coordinator at University of Sunderland.
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): What have you done with digital in the last six months that would have not been possible last year?
Peter: Virtual open days. We’ve had to think quickly and creatively, propose realistic solutions, work together across teams and park our egos. As much as I love higher education, the sector isn’t known for its agility and fast pace, so this more open way of working has moved things on.
On a personal level, I’ve realised that I can be as effective working from my kitchen table as the office. So, remote working, improved collaboration, creating engaging online events… I think these been some positives in an otherwise challenging situation.
Kyle: You pivoted from a career in general education management to digital. What tips would you give to people planning on doing the same?
Peter: You’ve got to be willing to put in the learning. While I had some good mentors in the marketing team, most of the knowledge I gained came from reading every digital marketing article I could find and getting myself off to Brighton SEO every year.
I started paying attention to what big tech was doing; not just as a social media user, but in terms of looking at what innovations and changes companies like Google and Facebook were bringing in - understanding things like algorithm changes and how I could leverage that understanding to the University’s advantage.
Kyle: Given that 2020 has been the year that strategy went to die, what's your focus going to be next year?
Peter: Making sure our website represents the reality of the university experience in 2021, and beyond. Oh, and compliance too.
Sunderland was recently awarded University of the Year for Social Inclusion by The Times and Sunday Times Good University Guide 2021, so I’ll be putting a lot of effort into making sure our digital content reflects that – i.e. it is accessible and accurately represents our community of staff and students. You have to practice what you preach.
Kyle: In one word, what's the secret to 17 years at the same university?
Peter: If would have to be “hope”.
There’s no question that the decline of the heavy industries changed the character of Sunderland forever, but the University stepped in to provide opportunity, innovation and… hope.
The thing that’s kept me at the same university for 17 years is the belief in the University’s ambition: to provide opportunities to its community, as well as anyone from around the world who chooses to make Sunderland their home. The work we do gives people hope and I’m proud to be part of that.
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