Digital Marketing

Drew Elliott, Co-Owner and Creative Director of PAPER

Digital Marketing

Drew Elliott, Co-Owner and Creative Director of PAPER
Digital Marketing

Your Tutor - Drew Elliott

Drew Elliott
Drew Elliott’s career at PAPER Communications has seen him transition from intern to co-owner and creative director of the renowned New York publishing and marketing company. Perhaps best known for his ability to #BreakTheInternet, initially with a cover concept featuring a naked Kim Kardashian shot by Jean-Paul Goude, which drove over 50 million users to PAPER's online channels, Elliott is increasingly the man the fashion industry looks to for inspiration and innovation in digital marketing. Having honed his craft through career stints at Ketchum Agency and theAudience, Elliott brings a unique blend of experiential, editorial and digital experience to his work.

Testimonials

Drew Elliott is a genius and he shared his knowledge in such an interesting way. – Course graduate
Very interesting and to the point – Drew Elliott is the perfect instructor for this course! – Course graduate
The learning format allows you to stay focused and interact with what is being taught. – Course graduate

Who the course is for:
  • Professionals seeking to develop their digital skillset to further their careers and achieve their goals.
  • Entrepreneurs looking to understand the latest audience behaviours to grow their businesses.
  • Students who want to strengthen their academic education with an industry-specific course and real life examples.
What you will learn:
  • Learn how to create content that can entertain and engage global audiences.
  • Understand how to conceive, produce, amplify and analyse a digital communications strategy.
  • Take immersive deep dives into essential skillsets: video, influencer marketing, live streaming and social media.
How you will learn:
  • 10 hours of exclusive content, including 24 video tutorials from Drew Elliott.
  • Downloadable learning materials enable you to revisit key theories and concepts.
  • Engaging activities and tests to put your learning into practice.

Curriculum Summary

Questions on the curriculum or about buying multiple courses? Please contact education@businessoffashion.com

Course Overview

Understand the goals of the course and be introduced to your tutor Drew Elliott.

30 minutes 4x Video 1x PDF 1x Article

1. The Magic and Math of Content Strategy

Drew Elliott explains the radical impact of digital channels on the communications industry and how content has become the primary currency of marketing strategy. Here, he introduces his formula of "math plus magic": which combines creativity and analytics  to create excitement and virality.

1.6 hour 1x Survey 7x PDF 2x Quiz 3x Video

2. The Tools You Need to Play the Entertainment Game

The chapter outlines the content toolbox, with deep dives into social media, video, influencers and live streaming. Drew Elliott identifies his key principles for each platform and how best to use the wide-ranging tools available to marketers, from social takeovers to user-generated content.

2.3 hours 9x PDF 5x Video 5x Quiz 1x Survey

3. Break the Internet: The Cadence of the Content Management Cycle

Drew Elliott outlines his four-step model to manage content production, “SPAM”: Strategy, Production, Amplification and Measurement. Each step is illustrated using his #BreakTheInternet campaign with Kim Kardashian as a case study.

2 hours 9x PDF 5x Video 5x Quiz 1x Survey

4. Don't Believe the Hype: Navigating Virality

While virality is out of your control, there is a formula to creating content that is capable of going viral. Drew Elliott underscores this distinction and explains the critical success factors to creating the content, including knowing and entertaining your audience, creating a narrative and optimising cadence.

1.3 hour 3x Quiz 7x PDF 3x Video 1x Survey

5. It's Not About Being Famous: How to Become a Content Expert

Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

1.2 hour 7x PDF 3x Video 2x Quiz

6. What You Need to Remember

Final words of career advice from Drew, key takeaways from the course and final test.

1.2 hour 1x Quiz 1x PDF 1x Article 1x Video

References

Become fluent in the vocabulary of digital marketing with acronyms explained and technical terms decoded — plus further reading to aid your learning.

1 hour 2x PDF

BoF Certification

Completing a BoF course demonstrates your dedication to enhance your fashion career.

Boost your CV

Add this achievement to your CV, which employers will recognise as a sign of a motivated and ambitious applicant.

Add to Linkedin

Demonstrate your updated professional knowledge by adding your BoF course certificate to your profile with the click of a button.

Job Alerts

Join BoF Careers and receive the latest jobs in fashion straight to your inbox, by setting up a job alert here.

Questions? Please contact us at education@businessoffashion.com

FAQs

Do you have a question about BoF Education? If so, please refer to our FAQs below. If you need further support, please contact us at education@businessoffashion.com.

1. Eligibility, Enrolment and Registration

In order for us to deliver you the course securely, you do need to have a registered account with BoF. It will also help you to stay abreast of industry movements and current fashion affairs. You can register with our community here.

There is no age limit, though courses are self-directed so users must be able to take themselves through the process independently.

As many as you wish!

Not at the moment, but we are looking into this for the future.

Simple Select your course and follow steps to payment. Once you have purchased, you are immediately enrolled and have access to the course. You must be registered in order to buy a course. Register here.

2. Courses and Certification

E-learning is when all the course material is presented online for you. BoF courses allow you to learn at your own leisure and work studies into your own schedule.

No set skills are required, though we encourage beginners to enrol in our Masterclass courses and those with a foundation of experience and understanding to enrol in our Immersion courses.

Masterclass courses are entry-level, where no previous knowledge of the topic is required. Immersion is for those who are more educated in the topic and are looking to further develop their knowledge and understanding.

Each course varies, though you will learn through video tutorials, academic presentations, essential readings, learning activities, key references and fashion terms.

Once you have received your payment confirmation and completed enrolment, you will be able to access your course online. You can visit your course easily at any time — either access the course via the BoF website, where you will be directly rerouted to it, or use the email link you were sent after enrolling.

You are able to download the written course materials, but not the video tutorials.

At any stage you wish throughout the year — there are no limitations as all courses are self-directed to allow you to work around your schedules.

On completing the course, you will receive a BoF certificate that will be globally recognised by leading players in the industry. You will be able to download and share your certificate upon successful completion of your course.

If you do have questions please reach out to us education@businessoffashion.com.

There are no time limitation, so you can learn at your own leisure.

Courses vary in length. Please look at each course overview page in order to better understand timings. You can view our full range of courses here.

BoF has carefully selected industry leaders and experts to teach each different course, according to their knowledge and experience.

All courses are self-directed, but we are here to help should you need support. Reach out to us at education@businessoffashion.com.

We have designed these courses to be self-directed, so you can fit them around your schedules and work on them at any time, day or night.

Of course! We would encourage you to do so in order to develop your learnings and boost your skill set to stand out from others.

You will receive a BoF certificate which will be globally recognised by leading players in the industry.

You can view all available courses, or help influence future courses we produce here.

There are no exams in any of the courses. Instead, we assess your learnings with course relevant questions throughout each module, to make experience more useful.

3. Payment

Prices vary from course to course. Click here to view full range of courses and prices.

Payment is taken before you can begin your selected course.

Each course varies and some are led by industry leaders, though you will learn from video tutorials, academic presentations, essential reading, learning activities and fashion terms. BoF has also carefully selected industry leaders and experts to teach each different course, according to their knowledge and experience. You shall also be able to add your course certification to your Linkedin profile with a click of a button and of course include your level of achievement and course content on your CV.

After purchasing a course, we do not issue refunds. If you have further questions please reach out to us at education@businessoffashion.com.

All major credit and debit cards are accepted via STRIPE, our payment provider.

If you are within the UK or EU and require a VAT receipt please contact us at education@businessoffashion.com.