Rice University Marketing Strategy and Design

Rice University Housing & Dining boasts world-class dining services and award-winning chefs. Student suggestions and feedback drive the dining decisions made at Rice. As a marketing intern for the Housing & Dining department at Rice, I was responsible for driving student-based brand strategy and design. 

As a student myself, I was able to hone in on the niche things that appeal to the young millennial/Gen Z audience. There were a few key aspects of the audience desires that I wanted to incorporate into the brand strategy of Housing & Dining:

  • Memes - With brands like Wendy's taking to Twitter to expand their brand voice, H&D could've benefitted from meeting students where they are and speaking their language. 
  • Keepsakes - Students wear Rice-branded gear every day, carry Rice-branded water bottles, and adorn their laptops with Rice stickers. Free stuff abounds in college, and no one is really complaining about the giveaways. H&D needed to compete with the other organizations and clubs around campus for students' attention. 
  • Photos - In the Instagram world, photos of food can influence consumer sentiment and behavior. As a dining service as well as a dorm management service, H&D could reach more of their target demographic via Instagram, encouraging students to dine in-house and engage with the community.

Tools Used 

  • Adobe Illustrator
  • Adobe Photoshop
  • Hootsuite
  • Twitter
  • Facebook
  • Instagram

I. Chef Portraits

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II. Nacho Character Design

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III. Farmers Market Events

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IV. Cookie Games Promotion

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