If you've ever watched a scene from a major blockbuster, suspenseful drama, or horror classic with the score removed, you will know how clearly this illustrates the impact, resonance, and transformational role that music plays in film. Understanding the key role your campaign plays in your institution is just as important, but not nearly so easily illustrated. This session will provide a novel perspective on how to think about, frame, and articulate your campaign plan to internal stakeholders, and explores how when composed successfully, it can ensure that your university has a powerful and lasting impact on its audience.