Laima Gaigalas is in her second year of the Integrated Marketing Communication graduate program at the University of Colorado. Her ideas of how companies can increase brand equity by marketing their mission come from not only the classroom but also her experience working with non-profits and their corporate sponsorships. She is currently responsible for the marketing and PR for the University of Colorado’s College of Music. This includes promoting the Artist Series, CU Opera productions, the internationally known Takács Quartet, and the University’s Holiday Festival. Before returning to graduate school she was Director of Marketing for the Boulder Philharmonic. She has also worked with the Lithuanian Folk Culture Center.