The campaign was conceived in three phases, initial employer engagement, student engagement and further employer engagement. Due to the nature of the audience and the restricted timescale for the activity, a carefully targeted multi-channel approach was taken. The campaign theme was an essential element of the communication as it had to be clear and direct, but suitably striking to stand out from other universities approaching the same audience. The theme of “We Are the Difference” was created. A simple and direct message, it could be delivered through the voice of Career Services to tell how they offered a better service to employers and students, or through the voice of the students to tell employers how they stood out from other candidates. It also offered the extension to more direct messages such as ‘We Are Creative and Independent Thinkers – Socially Responsible – Digitally Fluent – delivering clear benefit messages in a direct way.