The CDN Marketing and Communications Conference 2025 was a fantastic day filled with energy, ideas, and expert insights. Bringing together marketing and communications professionals from across the Scottish college sector, the event offered a perfect opportunity to explore the latest trends, tackle challenges, and share success stories.
A range of fantastic speakers addressed key topics identified by the Marketing and Communications Network, including:
- Digital strategy and reputation management
- How to market courses that won’t grow
- AI in marketing campaigns
- Creativity and storytelling
- Award submission best practices
Keynotes
Dr Waiyin Hatton
Dr Waiyin Hatton, Chair of Colleges Scotland Board and Regional Chair, West College Scotland
Waiyin opened the conference by discussing the critical need to enhance the visibility of Scotland’s colleges. She highlighted how marketing and communications teams play a pivotal role in shaping public perception and ensuring that the value of Scotland’s colleges is recognised. Waiyin shared insights on positioning colleges as essential drivers of skills development, economic growth, and community impact, encouraging attendees to embrace bold, innovative strategies that amplify their reach and influence.
Vivienne Maclaren, Managing Consultant, Flourish Marketing
Digital Strategy and Reputation Management
Vivienne Maclaren
Vivienne highlighted the need for digital marketing to actively reach audiences rather than waiting for engagement. She emphasized trust, transparency, and storytelling as key components of a strong digital strategy. With Gen Z increasingly using social media as a search engine, targeted content is more important than ever. She also covered the role of AI in streamlining marketing efforts while maintaining authenticity, and the importance of proactive reputation management to monitor feedback, engage audiences, and prepare for potential crises.
Penny Eccles, CEO and Founder, Marketing Partnership
How to Market Courses That Just Won’t Grow
Penny Eccles
Closing the conference on a high, Penny delivered an engaging keynote packed with practical takeaways. She explored the challenges of marketing courses with stagnant growth, emphasising the need to first identify the root causes. She highlighted the importance of understanding the competitive landscape, assessing whether competitors are gaining or losing market share, and determining where colleges stand in relation to them. Instead of waiting for a strategic direction, she encouraged marketing teams to take charge by defining their own strategies, identifying academic champions to support growth, and proactively addressing enrollment barriers. By diagnosing problem areas and plugging leaks in recruitment efforts, colleges can create sustainable marketing approaches that drive interest and enrollment.
Workshops
| Hungry for Skills: A New Approach from SQA – Jordan McCann (SQA)
Jordan took attendees behind the scenes of SQA’s upcoming HN campaign. This insightful session shared how the new vision will help colleges showcase the value of HNC/D qualifications and respond to employer demand for skilled graduates. |
 Jordan McCann (SQA) |
| Making an Impact with Your Marketing Award Submissions – Jason Miles Campbell (Jisc) & Nicola Meredith (Glasgow Clyde College)
Winning an award can be a game-changer for any marketing team, and this session provided expert guidance on crafting standout submissions. Nicola shared the success story of Glasgow Clyde College’s Swiftie Masterclass campaign, while Jason offered top tips on what makes a compelling entry |
 Jason Miles Campbell (Jisc) & Nicola Meredith (Glasgow Clyde College) |
| Leveraging AI for College Marketing – Kenji Lamb (CDN)
AI is reshaping the marketing landscape, and Kenji’s session gave a glimpse into how colleges can embrace it. He explored everything from AI-driven content creation to smarter data use to enhance marketing efforts. |
 Kenji Lamb (CDN) |
| Lessons Learned from Pixar – Jo Turbitt (CDN)
Jo’s session focussed on creativity, which drew inspiration from Pixar’s storytelling and problem-solving techniques. Exploring ‘Brain Trusts’ and how to turn challenges into opportunities, Jo shared practical ways to embed creativity in marketing teams. |
 Jo Turbitt (CDN) |
With a packed programme, the Marketing and Communications proved to be a valuable experience for all who attended. It was a day of learning, networking, and inspiration – equipping college marketing and communications staff with the tools and knowledge to take their strategies to the next level.
A huge thank you to all our speakers and workshop leaders for their contributions.
