Graduate School of Management Marketing and Communications Team Earns Global CASE Gold Award

The UC Davis Graduate School of Management marketing and communications team has earned a Gold Award from the Council for Advancement and Support of Education's (CASE) Circle of Excellence Awards for an innovative commencement video that helped master's students prepare for graduation.

CASE is the global nonprofit association for educational advancement, serving professionals in communications, marketing, alumni relations, fundraising and advancement services. Its annual Circle of Excellence Awards recognize excellence in higher education and are judged by marketing and communications professionals from colleges and universities around the world.

Solving a commencement challenge

The award-winning project addressed a new challenge for Graduate School of Management master's students. Beginning in 2025, graduates were required to don their own academic hoods before commencement, leaving many with questions about how to wear the hood correctly and what the hood symbolizes.

Rather than producing a traditional instructional video, the marketing and communications team created a 60-second video inspired by the popular "Get Ready With Me" social media format. Combining humor, animation and fast-paced editing, the video explained both the mechanics and meaning of the hooding tradition. The team partnered with Student Services, UC Davis Strategic Communications and the campus bookstore to ensure the information was accurate and consistent.

Creative approach delivers measurable results

The video became the Graduate School of Management's top-performing Instagram Reel of the year, generating more than 60,000 organic impressions and reaching 97% of viewers who did not already follow the account. It also was incorporated into commencement training, helping reduce confusion before the ceremony.

This video is a quick, efficient, and engaging how-to video that helps to empower graduates with the tools they need to show up properly. — CASE Circle of Excellence judges

The judges also cited the project's clear goals and measurable results.

A legacy of award-winning work

The Gold Award is the Graduate School of Management marketing and communications team's 22nd CASE award since 2004, including Gold, Silver, Bronze and Best of District VII honors. 

The recognition reflects the team's continued focus on developing creative, audience-centered communications that improve the student experience while advancing the school's mission.