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11-08 - media and culture speaker associate vice president...

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11-08-07 media and culture speaker - associate vice president of btmm - ad campaign for temple? temple is a university that is undergoing tremendous change. 500 million dollars of new construction 200 million dollar neighborhood projects decided to go around campus and find ways to convey certain messages. wanted to make people aware of temple before they went out to raise money. can't be an informational campaign but an emotional campaign. focused primarily on television but also had some print outdoor and radio as well. only did the metropolitan area, because it is so expensive. 1/8 chance that if you live in metropolitan philadelphia, that if you graduated from college you graduated from temple. www.tmeansmore.com. people studying in a lab etc in the ad. use of the campus. student testimonials. sports teams. target audiences are mainly alumni, 45+ and household income of 75k and up. temple as graduates has a distinctive niche, what they thuoght that set them apart was a sense of "moxy".
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