Last night in a brutally cold, downtown Manhattan, I attend “The Temple Idea – The Making of a Movement” that discussed Temple University’s Temple Made and Cherry On marketing campaigns. The panel discussion featured Director of Marketing Angela Polec as well as my former Strategic Communication (StratComm) professor Gregg Feistman and the PRowl Public Relations firm director Kaitlyn Sutton. As both a StratComm and PRowl alumnus, I was very excited to hear about these viral marketing campaigns.
In the fall of 2012, the Temple Made campaign was launched with a kick-off event at the university. The
only details given were the date and time of the event. From there, Temple Made commercials had spots during the Temple versus Notre Dame football game and billboards were displayed through the region. This was Temple’s first centralized marketing campaign that gave a voice to the pride that already existed with current students and alumni. When anyone saw a Temple Made commercial, they immediately saw what the Temple type is. Temple Made is a mindset, a different breed of people who hustle harder and are self-made. Through this campaign, it became easier for anyone to see that the Temple Made type was different.
The next step was to create a marketing campaign that was like special handshake for Temple insiders. The Cherry On campaign was born through the collaboration between PRowl Public Relations and the office of Strategic Marketing and Communication. It started by telling Temple students to wear their cherry every Friday. The phrase “Cherry On” developed from those Fridays when athletic prep rallies were held to support different teams. The campaign was organic, for the students, from the students. PRowl worked with Temple Student Government to create the Cherry On video that recently launched. My favorite part of the video: “This is not a fashion statement, it is family.” That one phrase created such an emotional connection to Temple for me. The Cherry On hashtag trended on Twitter during several athletic events, admissions has seen a rise in applicants and website traffic has increased.
So now what? After two successful marketing campaigns that reached prospective students, current students and alumni, how is Temple going to continue this momentum? The panelists explained that a lot of research needs to be conducted including benchmarking success, engaging other audiences, focus groups and surveys. As a PRowl alumnus, I wish I would have heard about Cherry On from them rather than at a football game this past Homecoming. There is an entire alumni network out there, who can help spread this campaign. While I understand Cherry On was targeted at students, it’s now time to engage alumni and other audiences.
Last night’s event was the first step in engaging alumni to continue this Cherry On momentum. I thoroughly enjoyed hearing how the campaigns started, grew and what the plan is for the future. The campaigns were brilliant and exploded on social media. Both the Temple Made and Cherry On hashtags are seen everywhere including fliers, billboards and online. More than anything, it created a community and mindset that resonates with all of us who are Temple Made. Since we are Temple Made, we can Cherry On through any situation. It is a connection, an experience, a bond we have for life.
Are you Temple Made? Did you know about these marketing campaigns? Check out the video below then share your thoughts with me!