This session will explore the ingredients of an effective promotional (marketing and communications) campaign for universities. It will draw on examples from many universities around the world and include a particular focus on Monash University's #ChangeIt campaign - with the campaign leader providing the details of this campaign as a shining global example. We'll look at campaigns that build brand awareness, project certain brand values, and provide a compelling narrative. There's been a particular growth in how universities promote their (academic) research strengths and credentials - so we'll be providing examples of these campaigns and the benefits. This will be a case study session - with a senior speaker from Monash University providing details of the #ChangeIt campaign and an experienced global communications consultant providing a range of examples and drawing out the commonalities that make such campaigns impactful and successful.