Temple University: Temple Made

This case study explains how Temple University, a higher education institution in the US, used its students and alumni to recruit new students.

Temple University: Temple Made

David Burden, Jacki Bigas and Mike Bray

Campaign details

Brand owner: Temple UniversityAgency: Allen & Gerritsen (primary); Blue TV, Klip Collective (production partners)Brand: Temple UniversityCountry: The United States

Executive summary

By spring 2012, higher-education marketing had become cacophonous in the Philadelphia region. Temple University, outspent and outshouted, needed to meet admissions goals and couldn't compete. Most college advertising essentially promoted the typical, utopian experience. Temple, an inner-city institution, looked quite different. Provided research told us this was a bad thing.

But there was a latent, yet potent, sense of...

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