A workshop from the 2015 Sydney conference, hosted by Andrea Farquhar, Assistant Vice-President of Public and Government Relations, McMaster University and Julie Peterson, President and Founder, JCP.

The theme of the workshop was ‘Creating the Story to Build the Campus: Making the Case for the Money and Building the Architectural Brand’. 

A university isn’t defined by its campus architecture, but its architecture can have an important note in the interplay between a university’s history and its future, its students and its alumni, and its identity. McMaster’s newly opened downtown health campus brought together donors, government, and community in a unique partnership that is changing the city’s core and the way the University does business.

The relationship between fundraising and marketing is critically important but often neglected. How can the communications and marketing function better support your development team? Julie discussed this relationship in the context of fundraising for buildings, sharing case studies from The University of Chicago, including its renowned Mansueto Library, the Logan Centre for the Arts, and the Seminary Co-op Bookstore.

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2015 Sydney Conference Presentation: Andrea Farquhar, Julie Peterson - Creating the Story to Build the Campus: Making the Case for the Money and Building the Architectural Brand

Andrea leads a team at McMaster University in Hamilton, Canada, that is responsible for strategic reputational management, marketing and media relations, digital media communications, fundraising communications and the alumni magazine, government and community relations, and internal communications. Her early career was in media, where she was a reporter and newsreader.

Prior to launching her consulting practice specialising in strategic communications and leadership development, Julie spent more than 30 years in higher education leadership roles as well as teaching and presenting on leadership, communications strategy, and issues management.

As the Vice President for Communications at The University of Chicago from 2007-2015, Julie was responsible for transforming the external visibility and reputation of the university among a broad range of audiences in the United States and around the world.

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