How does university leadership generate excitement among faculty, staff, and students for an upcoming WSCUC reaffirmation visit? They let the students do it! In preparation for their upcoming reaffirmation visit in 2024, Concordia University Irvine students simulated an active marketing agency developing proposals for the coveted “contract” to produce Concordia University’s WSCUC 2024 Campaign. This process began with students competing to develop the overall campaign theme in MKT344 The Advertising Agency followed by students focusing on an executable concept, complete with digital and traditional deliverables in MKT371 Digital Marketing.