Temple University: Temple made

Allen & Gerritsen

Strategic rationale

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 school, looked quite different. Provided research told us this was a bad thing.

But we discovered there was a latent, yet potent, sense of pride among students, faculty and alumni tied directly to their Temple experience. Temple University provides deserving students from all socioeconomic backgrounds the opportunities and resources to excel in a real-world environment. When they succeed (and they do), they are proud. Of themselves, and of Temple University. They were just unsure of how to express this pride in a world that puts so much value on tradition and prestige.