BRANDING STUDENT SUCCESS
When it comes to learning, a classroom is fine. When it comes to experience, nothing beats the real world. That’s the idea behind Rice University’s “Initiative for Students.” The Initiative connects Rice alumni and students to provide the real-world experience today’s students need. Rice was looking for an innovative event to announce the Initiative. We gave them something else instead – a university branding campaign.
Rice University alumni and students
We’re all about events. But a one-and-done approach isn’t always the best solution. Instead of an announcement event, we recommended a university branding campaign. It would launch during Rice’s 2014 Homecoming Weekend and be reinforced at regional events throughout the year.
We developed a theme that would resonate with students and alumni. Rice’s mascot is an owl. The new Initiative would give students an edge. We combined these to arrive at the “Knowledge” campaign—and to pose the question: “What’s Your Owl Edge?”
Fun, interactive activities, set up in high-traffic locations, launched the Knowledge campaign to a horde of happy Home-comers. Buzz was generated. Online sharing occurred. And the Knowledge campaign was off and running.
Three years later, the Initiative for Students is thriving. The Knowledge university branding campaign lives on as a platform for volunteer engagement and fundraising. And it focuses the community’s support on the areas of students’ highest demand—professional development, leadership training and hands-on research opportunities.