Established in 1827, the University of Toronto is regarded as one of Canada's leading academic and research institutions. It has the highest number of students (both undergraduate and graduate), the most faculty members, and the widest range of courses among Canadian universities. It has often been referred to as the "Harvard of the North" because of both its high academic and research reputation and the fact that it has Canada's largest university endowment. The University of Toronto School of Continuing Studies (SCS) is the nondegree, general continuing education arm of the University of Toronto. It offers five distinct areas of study: (1) Business & Professional Studies; (2) Liberal Studies; (3) Creative Writing; (4) Languages & Translation; and (5) the English Language Program (ESL). The school is committed to community engagement and accessibility and is open to all adults, regardless of prior educational status. This case study traces the school's marketing efforts that resulted in recognition by the University Continuing Education Association in the form of a gold award for the school's strategic marketing campaign in 2008. (Contains 5 endnotes.)