SAE Institute Dubai, part of SAE Institute, a global creative media education and training provider, has eliminated traditional print media advertising from its marketing mix.

Following up on its sponsorship of the recent, TedX Dubai, a forum for sharing radical new ideas in technology, business and society, the school will instead rely on innovative and emerging mediums such as new media technologies, social networks, professional networks, blogging, micro blogging and online interactive tools.

Anthony Frantzis, head of marketing and strategic alliances, said: “Gone are the days when inquisitive teenagers rely on newspaper or magazine adverts as a reliable source to determine post-secondary study options.”

“Testimonials from students are infinitely more compelling to a prospective tertiary student than a glossy or black & white advertisement,” he added.

The multitude of online tools which allow virtual communities to communicate and network in real-time is astonishing and continues to grow exponentially, a statement said.

Frantzis continued: “Social media has become a buzzword, but it is important that we take concrete steps toward incorporating it in the way we engage our audience. For some time now, we have been sending the message that it is essential to shift our thinking and embrace new technologies to stay ahead of the curve. At present we are putting that into action ourselves.

“We have all but slashed our advertising budget and correspondingly yielded greater returns. Our core audience of young people interested in creative media is tech-savvy and spends large amounts of time online developing their skills and awareness.”

“There is nothing quite as powerful and measurable in conventional media for reach and interactivity through the diverse and powerful online tools,” he said.

“While I recognise there still is a place for print media, especially niche publications that cater to specific interest groups, we will continue to uphold key publications with the aim of supporting the creative media industry as a whole. But as for advertising in a broadsheet education section alongside hundreds of other schools, that has gone the way of the Dodo bird.”

The Australia-based creative media educator, part of a world-wide network of 52 schools, has embraced its new philosophy with instruction, having recently launched an online study programme. – TradeArabia News Service