Building Brand Equity for a Business Education Leader

Founded in 1916, AACSB connects educators, students and businesses to develop future business leaders—bringing services to more than 1,600 member organizations and over 800 accredited business schools worldwide.

RooneyPartners began working with AACSB in 2015, contributing digital strategy insights along with targeted social media amplification. In 2017, following a major rebranding initiative, AACSB engaged RooneyPartners as agency of record to launch the organization’s first-ever global digital brand awareness campaign targeting business educators, prospective business students, and business leaders.


To raise awareness of AACSB, its mission and vision—and amplify the organization’s thought leadership—we advanced a four-stage brand awareness journey aimed at each of the three target audiences. Our digital and creative strategists then formulated a comprehensive digital media and content marketing plan, developed all campaign assets, and actively managed the brand awareness campaigns across 20 countries, leveraging an array of digital channels ranging from paid social media amplification and search marketing to online display and email marketing.

To drive an emotional connection to the brand and the value of business education, we produced and shared a series of short videos promoting the value of business education and AACSB accreditation, and placed audio ads in major podcast and streaming music channels.

Through rigorous A/B testing and optimization, we surpassed AACSB’s top-line goals for website traffic, social media engagement and search performance, reporting results to the AACSB leadership team in real time using a custom-built marketing dashboard.

AACSB International


Digital Strategy
Social Media
Digital Advertising
Audio Advertising
Email Marketing

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