Document Type

Article

Publication Date

1-22-2022

Keywords

brand promotion, integrated marketing and communications, partnership, enrolment

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.

Journal

Journal of Education Advancement & Marketing

Volume

7

Issue

1

First Page

34

Last Page

50

Version

Publisher's version

Peer Reviewed/Refereed Publication

yes

Terms of Use

Terms of Use for Works posted in SOURCE.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Original Publication Citation

Szustaczek, C. (2022). ‘Blown Away ’: Partnering on a Netflix reality series to promote glassblowing education. Journal of Education Advancement & Marketing.7(1) 34–50. https://www.henrystewartpublications.com/jeam/v7

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