Purpose: The purpose of this paper is to outline and discuss a multifaceted approach to embedding change in academic practice, resulting in the integration of technology-enhanced learning (TEL) within the wider institutional strategic approach to learning and teaching. Design/methodology/approach: This approach is evidenced through a discussion of three examples of practitioner engagement and ownership across the institution--"bottom-up", "middle-out" and "top-down" activities--demonstrating the attendant potential for transferability to other institutional settings. Findings: The triangulation of all three levels of activity in this way ensures that strategy is informed, developed, discussed, deployed and owned across the institution. Originality/value: The paper addresses the challenges of integrating TEL approaches within an overall teaching and learning strategic framework through the medium of practitioner-developed and supported initiatives developed at the University of Dundee but with potential for transferability to other institutions. (Contains 1 figure.)