In the first workshop of the 2018 UBC conference, Andrea Farquhar, McMaster University and David Estock, University of Toronto lead a Canadian-focused session on successful strategies to deliver branding and marketing campaigns.

The University of British Columbia, Canada, hosted the 2018 annual conference, attracting university leaders from around the world.

Universities around the world are paying more attention to their brands and the need to differentiate their institutions. Where do you start? How do you get buy in? How do you integrate branding and marketing? The University of Toronto’s Boundless campaign morphed from a fundraising initiative to its ongoing brand, and shapes a brand journalism program to support Canada’s top-ranked university. McMaster University’s Brighter World campaign aimed to get buy in from across campus to help develop the brand, and managed to bring the sceptics onboard. In their session, David and Andrea will share the hard knocks and strategies they’ve successfully used to deliver brands and marketing campaigns.

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2018 UBC Conference Presentation: Workshop 1 - Smoothing the Rocky Road to Branding Success - Andrea Farquhar, David Estock

Andrea Farquhar is Assistant Vice-President Communications and Public Affairs at McMaster University and leads a team that is responsible for strategic reputational management, marketing and media relations, digital media communications, fundraising communications and the alumni magazine, government, neighbourhood and community relations, and internal communications. Her early career was in media, where she was a reporter and newsreader.

David Estok is Vice President Communications at the University of Toronto and oversees a team of marketing and communications professionals in digital media, brand marketing, media relations and communications. David has years of experience working in a collaborative manner in complex organizations in both the private and public sectors. Prior to joining The University of Toronto, David was Vice-President, Communications for SickKids Hospital Foundation for five years. During that time, the Foundation was recognized for numerous awards in marketing and communications including a Silver Lion at Cannes for the “Better Tomorrow” campaign. David was the Editor-in-Chief of The Hamilton Spectator, a large, suburban newspaper for three and a half years. Under his leadership the newspaper was nominated for 11 National Newspaper Awards, two Michener awards, dozens of Ontario Daily Newspaper Awards and was named best largescale media organization in Canada. David is also a World 100 Academy trainer.

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