Exactly one year ago today, on Oct. 17, 2017, Otto launched his first mission—Boost the ’Cuse, Syracuse University’s first-ever day of giving. With a goal of inspiring 1,870 donors to support SU in one day, Otto knew he needed to…
#BeOrange Campaign to Highlight the Syracuse University Experience, Engage with Orange Community
Can you define what it means to “Be Orange”? A new marketing campaign will provide compelling glimpses into the Syracuse University student experience and encourage the entire Orange family to share what the University means to them.
As part of the new campaign, the University has introduced a new 30-second television commercial that highlights student learning, research and SU spirit. The ad made its national debut Friday evening during the Syracuse vs. Western Michigan football game on the CBS Sports Network.
Other components of the campaign include print ads, digital ads and social media promotion, all using the #BeOrange hashtag. Members of the Syracuse community—students, faculty, staff, alumni and friends—are invited to share what it means to them to #BeOrange on social media. Whether highlighting what they love about the Orange and Syracuse University, giving a shout-out to their Orange family and friends, or sharing a story about someone who helped them learn, grow and find their path—#BeOrange is a way to stay connected. The campaign also highlights the stories of students from a variety of schools and colleges with diverse experiences.
Developed by the Division of Marketing and Communications, the campaign is being launched to introduce Syracuse University to prospective students and their families. For those already part of the Orange family, the campaign provides a platform to share pride in the Orange, the distinctiveness of the people and campus, and the connections that unite all those who bleed Orange.
“The message expresses what it’s like to be Orange—to be part of the Syracuse University community, and how it can mean different things to different people while uniting us all,” says Dara Royer, senior vice president and chief marketing and communications officer. “Everyone sees it from their own perspective, but it’s all still part of this one strong, vibrant and diverse community we share.”
Members of the Division of Marketing and Communications used quantitative research and tested the campaign with student focus groups to select a concept, messaging and imagery.
The campaign is the first of its kind in recent history for the University in telling the broader Syracuse University story, with a focus on student experiences and engaging with the SU community, on campus and around the globe.
“This new campaign reflects our larger charge as a division to advance the University’s vision and priorities by telling the stories of its people and bringing our shared mission to life,” Royer says. “Everyone who is connected to Syracuse University knows how special it is to be Orange. Now it’s time for others to know, too.”
About Syracuse University
Syracuse University is a private, international research university with distinctive academics, diversely unique offerings and an undeniable spirit. Located in the geographic heart of New York state, with a global footprint, and nearly 150 years of history, Syracuse University offers a quintessential college experience. The scope of Syracuse University is a testament to its strengths: a pioneering history dating back to 1870; a choice of more than 200 majors and 100 minors offered through 13 schools and colleges; nearly 15,000 undergraduates and 5,000 graduate students; more than a quarter of a million alumni in 160 countries; and a student population from all 50 U.S. states and 123 countries. For more information, please visit http://syracuse.edu.