Client: Alpha Kappa Psi Business Fraternity. is recognized as the premier co-ed professional business fraternity at the Univeristy of California, Santa Barbara
Role:
Vice President of Marketing
Industry:
University Recruitment
Duration:
June - Sept 2022
Ideation
For this project, I planned a four day recruitment event with information sessions, professional panels, and networking. I spearheaded a promotional marketing campaign consisting of both apparel and digital assets, garnering 200% more interest form sign-ups and 150% more talent applicants.
Tools Used: MailChimp, Figma, Procreate, Canva, Adobe Illustrator & Photoshop.
Skills: Email Marketing, Project Management, Event Marketing, Community Management, Social Media Marketing.
My goals were to,
Put a face to the name and highlighting our strong brotherhood
Draw a diverse range of candidates beyond our usual circle, embracing varied majors and backgrounds.
Theme Ideation:
figma | brand identity | creative processes
I conceptualized the theme: Turn the Page, which emphasizes that beginning your journey of professional development can also look like a new chapter of your life, one filled with colors, self-expression, and excitement.
Brand Style Guide:
Social Media Strategy:
figma | brand marketing | campaign marketing
Alpha Kappa Psi's marketing playbook includes Facebook, Instagram, TikTok and Linkedin social media campaigning to encourage student recruitment buzz. In cross-collaboration with the Creative Committee, I designed these eye-catching flyers and social media posts, staying true to brand, and stirring excitement and buzz for our rush events.
I aimed to create a relatable connection for potential rushees by highlighting our expansive brotherhood, the true treasure of membership
Phase One - Prerecruitment Buzz
Brother Spotlight Post Sample
A main new element of our marketing strategy, I curated "Brother Spotlights." These showcased the diversity of our members' majors, while sharing their individual motivations for joining and the rewards they've reaped.
Why Rush? Post Sample
A "WHY RUSH?" post that highlights our diverse brotherhood, aligning seamlessly with our "Turn the Page" theme. Year levels, majors – none of it matters. Everyone's a worthy candidate! Highlighting freshman, transfer student, & undecided major brothers.
EBOARD SPOTLIGHT Photoshoot & Posts
Orchestrated an Executive Board Spotlight Photoshoot. Purchased a Yearbook backdrop as an ode to our rush theme while bringing an approachable charm to our feed.
Phase Two - Rush Reveal
Rush Dates Reveal
The Rush Schedule in Three Posts: A Journey Through Excitement. In a trio of posts, I unveiled our rush schedule. Each post shows a glimpse into the vibrant brotherhood while tying into the theme in scrapbook-like fashion.
Facebook & Linkedin
As a business fraternity, it was important we post to our Linkedin community as well as our student community on Facebook. We know our audience spans across these platforms, and we're ensuring everyone's on the same page, by reposting the same content to both platforms.
This is a banner that every active member had to change their facebook banner to, and our Linkedin banner.
TikTok & Sponsorships
This rush, with my mission to infuse AKPsi with approachability, I took the plunge and birthed our first TikTok account.
Onboard came sponsors Quokka Jitterless Coffee & Fanimal. For Quokka's spotlight, we rolled out a photoshoot on our socials and an eye-catching TikTok video, as seen. Thanks to TikTok's boundless reach, our audience stretched beyond the usual. With a span of five videos during the recruitment week, we clocked in over 44k views and 1.1k likes.
Results
As a result, I was able to grow our social media and brand presence on multiple social media platforms resulting in a reach of 18k, and created the chapter's first TikTok account (https://tiktok.com/@akpsiucsb) resulting in over 44k views and 1.1k likes in the first week.
For our marketing campaign, we garnered 200% more interest-form sign-ups and 150% more talent applicants than ever before. The in-person four day recruitment with information sessions, professional panels, resulted in over 250 attendees.
After this project, we were able to grow our talent pool and exposure on campus, as well as continue using the TikTok Account I started.
Conclusion
As my first marketing campaign, I believe this resulted in a great results, building my project management, marketing, public speaking and social media skills.
