A presentation from the 2015 Sydney conference, hosted by Marian Theobald, Director of Marketing and Communications, and Michelle Carlin, Director of Global Student Recruitment, The University of Sydney.

The presentation was entitled ‘Overcoming the Tyranny of Distance: Selling the Sydney brand overseas’. 

How do we achieve brand impact in a highly competitive global market? How can we diversify our international student body? How can we accomplish this and more on a limited budget? Michelle and Marian offered insights into how one of Australia’s best universities addresses these challenges: selling the Sydney brand overseas.

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2015 Sydney Conference Presentation: Marian Theobald, Michelle Carlin - Overcoming the Tyranny of Distance: Selling the Sydney Brand Overseas

With a background in print and television journalism, Marian Theobald has 24 years’ experience in higher education, 20 of which have been spent at The University of Sydney in media relations, PR, communications, and community engagement.

In her role as the Director of Marketing and Communications, she has led a number of major projects, including the first branding project in the University’s history; this resulted in a shift not only in the consistency of the University’s messaging and imaging but in the institutional understanding of the importance of protecting and developing its brand. In the last five years, she has overseen the transition of the University’s marketing and communications functions into a single shared service, and is currently leading a project to redevelop the University’s website.

Michelle Carlin leads the division that is responsible for recruiting students from over 140 countries to The University of Sydney. Prior to her position with the University, Michelle led global marketing and sales teams spanning a number of industries and sectors including banking and finance.

In one of her earlier roles as a Marketing Director at King’s College London, she implemented a global marketing and recruitment strategy that saw the King’s team not only exceed targets, but receive a number of CASE and HEIST awards, including the prestigious HEIST Award for Marketing Department of the Year.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.