Session 04.17

What's in a name? The art of telling your story

  • Wednesday 12 Sept
  • Room W, Level 0, Palexpo
  • Level: intermediate
  • Related Expert Communities Marketing and Recruitment

London, Paris, Tokyo, Amsterdam! Some institutions, due to their name and location, are easier than others to promote to prospective students. How do you market a university whose name is not linked to a particularly well-known or exciting place, or to any place at all? In this session, you’ll hear about the experiences of universities who have struggled with this very question and learn, from a 'storytelling' expert, tools and tactics to help you tell (and sell) the story of your institution.


  • Marketing & recruitment
  • Mobility


  • Ray McHugh, 
    University of Strathclyde, United Kingdom


  • Jacqueline Kassteen, 
    Jackfruit Marketing and, United Kingdom
  • Craig Wallace, 
    Monash University, Australia


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