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Rice Business: IAC Submission
RICE BUSINESS BRAND CAMPAIGN: "TOGETHER, WE WILL"
“Together, We Will” is the brand campaign of Rice Business, the business school at Rice University. Designed as a fully integrated expression of the school’s identity, it was launched to increase national awareness and long-term consideration of Rice Business and the Rice MBA through a consistent, cross-channel digital presence. The campaign communicates what makes Rice Business distinct: a deeply supportive community with expert faculty and staff and a powerful alumni network — all dedicated to helping students advance their careers, make an impact and lead the future of business.
Social Media Campaign
Rice Business’ social media strategy brings the “Together, We Will” campaign to prospects wherever they are, using a mix of images, GIFs and videos across Facebook, Instagram, LinkedIn (sponsored and conversation ads), Reddit and TikTok. The GIF below is one of the campaign’s top-performing assets. Featuring three “Together, We Will” messages, it was intentionally designed to be dynamic and eye-catching, capturing attention in feeds while reinforcing the campaign’s bold, forward-looking messaging.
The GIF is on the left. On the right is a screenshot of the ad as it appears on LinkedIn.
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Email Message Campaign
Email has played a critical role in extending the “Together, We Will” campaign beyond paid media. The campaign is woven throughout multiple drip email streams (reaching inquiries, applicants, admits and purchased prospect lists), as well as our monthly admissions newsletter. With consistent “Together, We Will” visuals and messaging, these emails reinforced the campaign at every stage of the funnel, demonstrating a fully integrated approach across channels and touchpoints. Here is an example of one of our emails:
Website
“Together, We Will” served as the official theme for multiple flagship events, including the Alumni Reunion, student-run conferences and the Rice Business Plan Competition. By incorporating the campaign into these high-profile events, we reinforced the Rice Business brand, extending its reach beyond traditional marketing channels and demonstrating consistent, meaningful engagement across diverse audiences. One example is the custom “Together, We Will” graphic on our site and other channels for Alumni Reunion:
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Online Campaign
Rice Business uses HTML5 banners and video assets in programmatic advertising to engage prospective students throughout their decision journey. The assets feature rotating “Together, We Will” messages, showcasing different facets of the brand while maintaining a consistent visual identity. We combined engaging creative with targeted online placements, strengthening awareness and consideration of the Rice Business brand. You can view one of our HTML5 banners here.
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Online Video
This 30-second brand video features Dean Peter Rodriguez and other members of leadership, with the “Together, We Will” message woven naturally into the closing statement. It differs visually from other campaign assets, demonstrating how the campaign message has been infused subtly across touchpoints. It runs as both a paid ad on YouTube, Discover, Gmail, Reddit and more, and an organic asset across Rice Business channels, reinforcing our cohesive and authentic brand presence.