Notre Dame (A Case Study)
Notre Dame. Here’s a university that gets the emotional power of music.
They have three songs that are priceless assets to the university. To recruiting of students and of faculty. To fundraising. To the pride and culture of the university.
Their Fight Song, “Cheer, Cheer for Old Notre Dame.” Their Alma Mater, “Our Mother.” Their anthem, “Here Come the Irish.”
Here’s the point of this story. None of this happened by accident.
They just don’t happen to have three emotional, inspiring songs that touch a nerve so deep in every student, every alumni and millions of their fans around the country.
It’s not an accident these songs are absolute cash cows for Notre Dame donations.
Every one of these songs has a real story. A story of how they were purposely infused into the cultural literacy of Notre Dame.
But besides great songs, besides a number of strong recordings/videos used in every fundraising, social media and live application imaginable — the university is actively, continually working to find touchpoints and opportunities to emotionally express their brand through music.
All universities can have this — if they want it.
It’s a 1-2-3 punch.
Great and abundant university moments.
We’d be honored to be your partner to make your university ‘sing.’
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An alumnus, John Scully, wrote “Here Come the Irish” with a midwest music producer. They brought their song to Notre Dame. The rest is history. Notre Dame teed up this song (and recording) in every emotional live setting imaginable.
Right before the opening kickoffs at every home football game, “Here Come the Irish bellows” through the stadium. Every Notre Dame fan in the stands belts out the lyrics on top of the recording. There are hundreds and hundreds of YouTube videos that have been created to this new, passionate anthem of Notre Dame.
Here’s an orchestrated event in Notre Dame’s Rotunda — before a game. All of this is on purpose. All of this creates extraordinary emotions. The music echoing through this chamber. The alumni/students looking up to the muses. The ‘dance’ of the band. The drama created by first their alma mater, “Our Mother” — segueing into an incredible orchestration of “Cheer, Cheer for Old Notre Dame.”
There is a plethora of videos created by students/alumni such as this on YouTube. Here’s a men’s choir singing “Here Come the Irish.” The students and alumni consistently are emotionally exposed to their three music assets — both through live events and new media.
An amazing performance of the Notre Dame Choir and Marching Band — playing with the Boston Pops.