Malcolm T. Holmes, director of University Marketing, recently co-presented a workshop titled “Marketing Imperative: The New Ad Arms Race” at the CASE III Conference in Nashville, Tennessee. Colleges and universities spent well over $1 billion in paid advertising in 2015. The session gave attendees the inside story on the increasing levels of advertising by colleges and universities across the country, dissecting the astonishing numbers of the new ad arms race. Participants got a look at who is spending how much and on what platforms. Most importantly, the session presented strategies to help institutions with limited budgets stay competitive in a fiercely contentious marketplace.