Student Affairs Marketing (SAM) tells the story of the Division of Student Affairs and its multiple departments to the Northwestern community through the creation, implementation, and assessment of effective integrated marketing communications. SAM officially formed in late 2012 to improve the quality of advertising of events, programs, and services offered by the division. What was once Norris (Center) Marketing became Student Affairs Marketing, additional full-time staff were added to the team, and the size of the student staff more than doubled. The marketing office in Norris Center was renovated and the technology was upgraded, giving SAM the tools to successfully market the nearly 30 departments within Student Affairs. The department evolved in 2014-15 to specialize in the areas of copywriting, graphic design, photography, Videography, and social media through the creative, yet efficient work of the Communications, Design, and Visual Communications teams. Additional student supervisors were appointed and major rebranding initiatives were developed. SAM creates true learning experiences for its staff, all while creating integrated marketing communications for division partners. Our “SAMily” looks to continue its success through its intentional and thoughtful strategy, production, implementation, and assessment of various marketing initiatives to amplify the Student Affairs story.