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Defining and projecting a distinctive international narrative for your university.

This IC Café will explore how universities around the world are creating innovative ways of defining and presenting their standout strengths and messages, especially when it comes to capturing a unifying purpose and a sense of distinctive global mission and impact.

In particular, you will hear several interesting examples of global narratives and international brand-building approaches, including one award-winning global brand proposition and campaign (drawn from Monash University).

During the IC Cafe we will also address methods for measuring and monitoring the impact of international brand and reputation resonance – and highlight The IC Global’s own International Influencer Index as a distinctive approach.

Invite your Heads and Directors and institutional colleagues to benefit from the expertise and experience of our speakers.

IC Café 03.10.2023

Date: Tuesday 3 October 2023

Time: 11am (UK time)

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Our expert speakers

Caroline Knowles

Caroline has enjoyed a long and varied career in education. After a short period in the private sector, Caroline commenced her first higher education role in 1993.

In her current role, Caroline leads a team of specialist marketing professionals with a particular focus on brand and audience-first marketing. She has a reputation for blending creativity with marketing automation and personalisation to develop truly differentiated and impactful lifecycle marketing campaigns. This includes the development of advertising and native content and building a robust roadmap of owned and paid channels integrated with multi-audience lead acquisition and nurture activity.

Monash’s current campaign, “Change it” has been recognised globally, winning a number of awards including:

  • Spikes Asia 2021- Gold, 3x Bronze
  • D&AD Awards 2020 – Graphite Pencil
  • PIE Awards 2019 – Campaign of the Year

Caroline holds a Bachelor of Business (Marketing) from RMIT University, a Graduate Diploma of Public Relations from Deakin University and a Graduate Certificate in Management from Monash University. 

Justin Shaw

Justin is a specialist in communications, reputation, engagement and influence for the higher education sector. He has 30 years’ experience of working with universities. Following an initial career in journalism, Justin worked as the Communications, Media and PR Executive for the University of Hertfordshire. He then went on to set up an Education Practice within Communications Management, a communications consultancy. During his time as a consultant, he has advised and worked with more than 200 higher education clients – universities, specialist colleges, business schools, government agencies, charities and commercial partners. He has been awarded a Fellowship of the CIPR.  Justin is also an IC Global Fellow.