After years of blending undistinguished contextual buildings into its campus, the University of Notre Dame recently made a conscious decision to return to the authentic "Notre Dame Gothic" architectural style of its earliest campus buildings. This session will explore the impact this decision has had on the university's fund-raising and recruitment, as well as on its overall image and marketing efforts. It will also address the technical challenges of returning to a traditional style, and help other educational institutions appreciate the marketing potential of their own campuses.