A campaign provides the unique opportunity to position your institution in the minds of your alumni, donors, and prospects. Creating a compelling campaign brand for that opportunity takes detailed planning and timing. It also requires delicately balancing the campaign goals with the institution's existing brand and strategic plan.

Watch this archived webcast for a strategy session on how to develop a campaign identity that effectively captures your institution's character and links it to your campaign's goals. Along with analyzing successful campaign brand case studies, you will learn specific pointers for:

• Understanding the differences between an institutional brand and a campaign brand
• Determining how the two brands can work in concert
• Planning and deploying a campaign brand initiative

TARGET AUDIENCE

This archived webcast will provide practical branding insight for campaign directors, advancement executives, development and marketing managers, and design professionals charged with launching a campaign effort.

"Just the case studies alone made the conference worth it."

"Presents the topic in a comprehensive way-from big picture to nuts and bolts. Case studies are very informative."

"This conference was very informative and useful, even with the knowledge that I already have. I thought the speaker chose good real world examples that allowed me to see how others have utilized the ideas that he was talking about."

"I found the webinar very helpful, particularly the parts about formatting your press releases or message for the web. It was helpful having side-by-side examples of what works and what works better."