Tag Archives: Branding

Keep Calm & Cherry On

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

Just the basic details were given for the Temple Made launch event

Just the basic details were given for the Temple Made launch event

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.

cherry onThe 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!

Foodie Loving on Catalina Island

All of the yummy foods featured on our tour.

All of the yummy foods featured on our tour.

Long time, no write! But I promise I was off doing something phenomenal that I am dying to share with you. Last week, after working an event in California, I spent the weekend relaxing and touring Catalina Island. When we ventured to the island early Saturday morning, we had no idea what was in store for us until we stumbled upon the Catalina Food Tours. I am so grateful we did!

Catalina Food Tours runs all over the island for three hours while participants sample different dishes from six local restaurants. The food was amazing but the atmosphere was even better. For a smaller tourist destination with a limited target audience, Catalina Food Tours knows how to serve its population and build its brand. I believe their keys to success included the following:

  • They instantly built credibility by having a local run the tour. Our knowledgeable and hysterical guide Jordan has lived on the island for some time and has eaten at all of the restaurants on the tour. He was passionate about sharing his wisdom on Catalina and its culture. Because of that, you knew he was giving you the best.
  • Every stop on the tour was intentional and had meaning. While we did stop at each restaurant, we also stopped at different spots on the island that had historical significance. We didn’t just walk around but rather learned about Catalina’s rich history. The conscious decision to plan out each step of the tour made it easy to follow and allowed us to learn so much more than the best places to eat on the island. By learning more, it made me personally want to return to Catalina and explore the island further.
  • For a small island with limited access to technology, the tour’s use of social media was great.
    Beautiful Catalina

    Beautiful Catalina

    They gave participants a brochure with foodie fun facts as well as all their social media information. Jordan also was actively posting while on the tour. They update regularly and happily repost or retweet their followers. The beauty of Catalina coupled with its rich history makes it easy to want to follow and learn more.

While each of these ideas is simple, I found them to be executed flawlessly by Catalina Food Tours. For a small island off the coast of California, they really know how to build their reputation and attract people to their tours. I had an amazing time on the tour and hope to return one day soon!

Doritos #BoldStage: A Dream Come True

From March 8-17, the South by Southwest Festival is taking place in Austin, Texas. The conference covers a multitude of topics ranging from emerging technology to original films. Attendees are sure to have a wide variety of interests but I’d assume most would utilize social media to share their experiences. Apparently, Doritos thought so too.

Doritos-Bold-StageIn honor of this year’s festival, Doritos created the #BoldStage that allows attendees to control different aspects of the show. The 6’2 venting machine-styled stage displays people’s tweets when they use the #BoldStage. What’s even more awesome is that by using the same hashtag, attendees can choose an opening act, their playlist and the special effects to be featured during the performance. The Mass Relevance Platform built into the stages reports how many tweets occur per minute based on the hashtag and other keywords. People’s pictures from Twitter or Instagram can be sent to the jumbo stage by using #BoldStage too. As an avid concert goer and social media user, this is a dream come true!

Doritos #BoldStage combines all positive aspects of social media. The tweets are shown in real-time and could potentially be responded to. Doritos and SXSW could gain up-to-date feedback about the performers and the show, among other things. Since people’s tweets are shown on the mega-stage, others can see the handles of attendees who might have similar tastes in music. Online connections could then be made. Most importantly, it benefits the customer (aka people attending the Festival). It engages people, excites them and has them energized about the show and the Festival. It is an original idea that embodies the purpose of social media: to engage users.

Another genius part of this idea is that Doritos is launching its new global campaign “For the Bold” on the stage. Not only do the stage name and campaign name match (yay branding!) but people will more than likely remember the ad because it was featured on an awesome, interactive stage.

Check out the infographic below to fully understand Doritos #BoldStage powered by tweets!

Doritos-Vending-Machine-Infographic

Image courtesy of Mashable.com 

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