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What is the most efficient way to tell about a Master’s program to potential applicants? And what will help attract the best of them? These questions were at the center of the meeting “Force of attraction, or development strategy of an educational program”, which was organized for heads of educational programs by ITMO’s Master’s Programs Department in collaboration with the Strategic Communications Department as part of the ITMO.Expert project. Alyona Gupaisova, vice head of the Strategic Communications Department, Ksenia Kuzmina, head of the Master’s Programs Development Center, and Yuri Monahov, head of Master’s Admission Office, spoke about the tools for attracting applicants and things that one should consider when developing Master’s programs.