Yesterday (Tuesday 17 February), CDN’s Marketing and Communications Conference brought over 100 colleagues from across Scotland’s college sector together for an engaging and practical day of learning, connection and fresh thinking, focused on Making the Message Matter: What we say. How we say it. Why it matters.
The conference felt particularly timely and relevant in an election year, as colleges consider how clear, confident communications can help articulate the sector’s value and influence public conversation.
Delegates were welcomed by Gordon Hunt, CDN’s Head of Insight, Planning and Impact, who also acted as MC throughout the day, guiding the programme and helping to ensure a smooth and enjoyable conference experience.
The conference opened with Professor Christopher Moore, Principal at New College Lanarkshire, who delivered an inspiring keynote on the power of marketing and why it matters, outlining five key dimensions for consideration. A special thank you to the college for hosting the conference in their excellent facilities.
We were then delighted to welcome Will McLeish, Director of Communications at City of Glasgow College, whose keynote Cutting Through the Noise: How Influence Really Works explored how influence happens behind the scenes. Drawing on political and communications insight, Will examined how decision-makers receive messages, how priorities are shaped through the budget process, and how advocacy can be strengthened to drive action.
This was followed by Eleanor Bradford, Director of Corporate Communications at Muckle Media, with the keynote Crisis, What Crisis?. Sponsored by Muckle Media, Eleanor shared practical, low-cost strategies for resetting media relations during challenging situations, demonstrating how effective communications can limit reputational risk while generating positive coverage and stakeholder confidence.
A series of interactive workshop sessions then gave delegates the opportunity to build skills and share ideas. Sessions included Spot the Social Trends That Matter with Iona Murray and Emma Reavey (Hydrogen), Co-Creating a World Cup Campaign with Lynne McInnes (Glasgow Clyde College), and Thar Be Treasure: Identifying Award-Winning Projects with Jason Miles-Campbell (Jisc Scotland and Northern Ireland) and Ian Dunn (New College Lanarkshire).
Delegates could also take part in Five Hands-on Tips for Creating Video Content on Mobiles, a practical workshop led by Jon Gill of Playful Communications and sponsored by Hollyland Technology. To maximise learning opportunities and choice, all workshops were repeated in the afternoon.
In the afternoon, Callum Chomczuk, Director of College Employers Scotland (CES), delivered a keynote on Building Credibility, Voice and Impact Across the College Sector, exploring how stronger partnerships, shared storytelling and clearer narratives can amplify the sector’s collective voice.
The conference concluded with Heather MacBain, Interim Deputy Director of Marketing and Scott Coutts Marketing and Communications Manager, University of Edinburgh, who shared insights into Building a Strong Global Brand. Their session highlighted the importance of internal collaboration, engagement and consistent communication in aligning teams around a shared vision and strengthening institutional reputation.
With a strong blend of strategic insight, hands-on learning and opportunities to connect, the conference showcased the power of collaboration and shared practice across the sector — a clear example of #YourCDN in action.
Interested in taking part in a CDN Strategic Network? Join colleagues from across the sector and find out what’s available here.
