Temple University in Philadelphia created a campaign called “Temple Made.” The University provides what they call the “Temple experience” to students from all different kinds of backgrounds to ensure success. The main problem Temple was having, was lack of enrollment that came from a decline in high-school graduates.
For this campaign, the University wanted to use their students, faculty, and alumni to give inspiration and raise awareness to prospective students. They thought it would be most influential to use these people because they live/lived the Temple experience every day. They primarily wanted to target prospective undergraduate students, high school juniors and seniors (in state and out-of-state) between the ages of 16 and 18.
The campaign communication strategy included supplying the community with expression of pride. They also wanted to give prospective students what they were looking for. A real view of what Temple is all about and what they stand for was very important. Throughout the campaign, hashtags like #SelfMade, #PhillyMade, and #TempleMade were used to promote engagement.
As for the campaign media outlets, there was a mixture of owned, earned, and paid. One thing that was really unique about this campaign, was the projection technology used to shine messages on buildings across Philadelphia. Almost like a billboard. Some other paid advertising was used between August 2012 and February 2013. These included TV spot, web video, magazines, newspapers, and cinema advertising.
By the end of the campaign, Twitter followers increased by 69.93%, Facebook likes increased 89.39%, and there have been over 23,000 uses of #TempleMade on Instagram. From a business standpoint, 21,681 applications were received for the 4,300 available spots and Temple enrolled 19.7% more out-of-state students. Overall, this was a successful campaign.
Source: WARC
By: Kourtney Muller
oepediadotcom 