Temple University was looking for an overall rebranding initiative to communicate President Theobald’s vision for a more affordable, more entrepreneurial, and more Philly-engaged university.
In 2012, the “Temple Made” campaign—launched just before President Theobald’s term began—garnered mixed reviews. While the campaign was well received by current students, the university had a hard time turning the big idea into messaging that all Temple audiences could relate to. The Strategic Marketing & Communications team partnered with 160over90 to build on the strengths of “Temple Made” while working to tell the full narrative of how far the university has advanced—not simply where it is today. This story would serve as a platform for Temple to pursue the six commitments President Theobald outlined in his 2013 inaugural address.
In creating a brand that everyone could be proud of, we first needed to identify what it means to be part of the Temple community. Ultimately, our “Take Charge” brand embodied the “Temple Type’s” grit, work ethic, and never-ending instinct to make an impact, delivering on our strategy of “Tenacious Vision in Action.” The new brand made its debut with a sleek new microsite, featuring an anthem video that illustrated what sets the “Temple Type” apart. It also took charge of the entire Philadelphia region with outdoor advertising, social media, radio, and several micro-branded campaigns—including a Broad Street Run takeover and a student-focused ad series called “Hire an Owl.”
Following the rebrand, Temple moved up six spots on the 2015 U.S. News & World Report rankings of national universities—its highest ranking to date. The university recently welcomed the Class of 2019, which is the largest incoming freshman class in school history, selected from more than 30,000 applications for fall 2015. Since last year, the average GPA has risen from 3.47 to 3.51, and the average SAT score has increased by 33 points.