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‘Blown Away’: Partnering on a Netflix reality series to promote glassblowing education
Journal of Education Advancement & Marketing,
7
(1),
34-50
(2022)
Abstract
Despite having taught the craft of working with glass for 50 years and playing an instrumental role in establishing a community of glass artists and glassblowers throughout Canada, Sheridan College’s glass programme had been experiencing declining enrolment for several years. This case study outlines the innovative approach taken by Sheridan to generate visibility for and interest in its Honours Bachelor of Craft and Design – Glassblowing programme by partnering with Netflix to create a competition-based reality TV series about glassblowing called Blown Away.
Keywords: brand promotion; integrated marketing and communications; partnership; enrolment
The full article is available to subscribers to the journal.
Author's Biography
Christine Szustaczek MCM,APR, is the Vice President of External Relations at Sheridan College Institute of Technology and Advanced Learning in Canada, where she oversees communications, marketing, alumni and advancement, government and community relations and special events. Prior to joining the college in 2013, she ran her own communications consultancy for ten years, helping colleges, universities, hospitals and social service agencies to communicate their impact. She also held earlier positions in communications and fundraising at various non-profits and university faculties. Christine is a board member at the Screen Industries Research and Training Centre in Toronto and the Alice and Murray Maitland Charitable Foundation. She is an avid learner and is passionate about higher education and the role it plays to transform people’s lives, benefit the economy and advance social well-being.
