THE STRATEGY

Under new Coach Geoff Collins, Temple replaced an underdog sensibility with a winner-takes-all sense of confidence. Standard Black wanted to capitalize on that attitude while continuing to build on the existing Temple Football brand. For visuals, we used field lighting, water misters, and red gels to convey sense of the team on the field after a triumphant win, and aligned this directional new approach with the program’s iconic tagline: “Greatness Doesn’t Quit.”

THE CONTENT

Standard Black was responsible for creating assets and a style guide that rolled out across all digital, social, print and OOH assets for the 2017 season. Additionally, since wearing a single-digit football jersey is considered to be one of the highest honors an Owl can earn, we developed “The 9 Patch” program, a signature patch worn on players’ game uniforms that highlighted Temple’s hardest and toughest players.

THE STRATEGY

Standard Black presented Temple Football in a “new light,” depicting (in television and print) the athletes on a stark, black background, triumphantly emerging through a cloud of smoke—a symbolic reference to the team’s national ranking for the previous season. The imagery was paired with the seasonal message, “Greatness Doesn’t Quit.”

THE CONTENT

Standard Black developed the program’s logo and identity guidelines, photo and video guidelines, tone of voice and copywriting style. The assets were rolled out across print, digital and social channels including OOH executions in and around Philadelphia and surrounding suburbs. TV spots were aired across multiple channels in Pennsylvania, New Jersey and Maryland to promote ticket sales and build awareness for future football recruits.

“I say to you there are ‘Acres of Diamondsʼ in Philadelphia right where you now live.” Temple University founder Russell Conwellʼs famous speech remains significant, and inspired Standard Black to design a signature Acres of Diamonds helmet featuring a diamond motif, to pay homage to Conwell’s words. Temple has yet to be defeated while wearing these helmets on game day.

THE RESULTS

The Greatness Doesn’t Quit platform saw a 15% increase in ticket sales for the 2016 football season. The success of the campaign can further be measured by the level of talented athletes Temple has recruited for the 2017 season. Additionally, the Greatness Doesn’t Quit platform was adopted as an overarching positioning for all sports within the Athletics department at Temple, and rolled out across their subsequent digital, social, print and OOH channels.