Aberdeen-based marketing agency Arch 35 Marketing has delivered a Social Media Understanding & Engagement Masterclass for Events Management students at Robert Gordon University, supporting the next generation of events professionals with practical, real-world insight.
The session was delivered yesterday by Arch 35’s managing director and co-founder, Darren Cadger, and focused on how social media can be used strategically to support events, build engagement, and strengthen audience connection. Rather than concentrating on platforms alone, the masterclass explored planning, content intent, engagement signals, and how social media activity links back to wider event objectives.
The workshop formed part of the students’ wider learning around event promotion and audience management, giving them an opportunity to understand how businesses and organisations approach social media in practice. Examples were drawn from live campaigns and real client scenarios to help bridge the gap between theory and industry application.
Arch 35 Marketing works with organisations across Aberdeen and Aberdeenshire, providing SEO, social media management, and marketing strategy support. The agency regularly collaborates with local businesses, networks, and educational institutions to share insight and contribute to skills development across the region.
Speaking after the session, Darren Cadger said: “Engagement is often talked about in abstract terms, but for events it has a very real impact on attendance, awareness, and long-term audience growth. It was great to work with the RGU Events Management students and show how social media decisions translate directly into real-world outcomes.”
The session reflects Arch 35’s ongoing commitment to supporting business education as a trade partner with RGU and contributing to the wider North-east business community by sharing practical marketing expertise.
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