Media Education: Industry Partnerships and Your Equipment Offer

There are many examples of university partnerships with manufacturers in the spheres of filmmaking, photography, journalism, broadcasting and production.

These include:

• Sony partnering with S.I. Newhouse School of Public Communications to support broadcast production facilities and hands-on learning across a range of disciplines
• Blackmagic Design working with Ravensbourne University London to integrate professional post-production and live production workflows into teaching
• Nikon collaborating with University of Southern California (USC) to support filmmaking and cinematography training
• Leica Camera and the Savannah College of Art and Design (SCAD) to support and inspire students with a photography competition and exhibition

It’s not just about getting free stuff or discounts. There are greater strategic and relational benefits involved that we’ll explore in this article. So whether you are considering a new partnership or evaluating a current arrangement, read on for lots of ideas and advice for getting things moving in the right direction.

Why universities get involved

Already, the list of examples above gives some interesting food for thought on why it’s worth the work getting these partnerships off the ground. Here’s a summary of why arrangements like these benefit institutions:

• An industry connection ensures students are learning on the most current gear and systems. There is no ‘graduate skills gap’ and need to retrain for entry-level jobs
• Departments find it easier to keep pace with a fast-moving media landscape, not least emerging technologies around IP workflows, virtual production and editing
• You have the prestige of offering the latest equipment models from your chosen brand – exciting to both current and prospective students (and their parents of course)
• Staff will also enjoy early access to new gear. They may receive extra technical support through dedicated channels. Discounted items could come with extended warranties too
• Additional training through workshops, seminars and masterclasses might be on offer – see the examples from Sony and Syracuse and from Blackmagic Design and Ravensbourne above
• If you’re lucky, the manufacturer may provide opportunity for industry figure mentoring, creative reviews or guest lectures – providing additional perspectives and motivation to students – see the Leica and SCAD example above
• Experiential opportunities both on and beyond campus, may enrich the learning journey for your students, growing their confidence and opening up new career pathways

What’s in it for the manufacturers?

Quite a lot actually – as with all successful relationships, it’s very much a two-way street. Consider the following:

• It gives an opportunity to nurture a new generation of loyal customers, with graduates likely to advocate for a brand in future workplaces
• Get real-world early feedback on new product releases, either formally or informally depending on how the partnership is structured and agreed. This could cover both usability and future needs
• Associating with a university’s ‘brand’ will be an attractive prospect for most manufacturers’ PR and marketing departments. There’s lots of positive potential for press mentions and case studies, involving authentic storytelling. Of course, the university will benefit from greater exposure of their students’ creativity too
• Not least, it’s an opportunity for corporate social responsibility – supporting education will always strengthen a company’s public image

Preparing for a new collaboration

A lot of the best practice advice when starting an industry connection applies in this scenario. Define your strategic goals, such as student employability or a curriculum refresh that a manufacturer can get behind. Then determine your relationship sweet spot, how you can come together in an arrangement of mutual benefit. Being ready with student numbers, programme scope, alumni achievement, and related research or innovation activity will all help.

Ideas on collaboration, e.g. a loan of equipment for a shared production, publication or showcase event may prove to be an attractive proposition to begin with. As trust builds and the benefits are realised, it may be possible to scale further for greater equipment or system integration.

Best Practice Checklist                   

• Explore both internal networks and official engagement channels for a potential partner
• Define strategic goals before reaching out
• Align university strengths with industry needs
• Start with small pilot projects
• Build trust through regular, open communication
• Nail down roles and expectations in formal agreements
• Establish governance structures and determine how to measure value

What’s next?

A final piece of advice is to be patient — partnerships mature over years and thrive on good communication. So after testing out with an initial project, take a longer term view and see the benefits of your collaboration grow.

Connect2 equipment checkout supports a large number of institutions and would love to hear from more customers about the partnerships you already have in place. Whether it’s the latest cameras or post-production support, how are you working together to enrich your students’ learning experiences and enhance your studios? Get in touch, we would love to share more with our university community!

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