Be Bold.

Alpha Kappa Psi - Upsilon Psi Spring Rush 2022

Inspiring college students to Be Bold.

Role

Project Manager, Design Lead, Host

Duration

1.5 Months, Dec 2021 - Feb 2022

Team

Jasmine, Maggie, Hanah, Justin, & Chris

Marketing a fraternity

The UC Davis Chapter holds a week of professional and networking events called rush.

As Vice President of Marketing, I spearhead the event's marketing campaign, planned activities, sponsorships, and funding. Here is the journey from conception to execution.

ChAPTER 1: Developing the Look

Each rush has its own visual identity. For this event, we wanted to create an eye-catching look that reflects the vibrance and diversity of our organization.

VIsual MOODBOARD + Exploration

FINAL Look

ChAPTER 2: Funding & Sponsorships

To host a successful rush, we needed event funding and marketing incentives. We sold ad space to businesses in exchange for funds or giveaway products, held fundraisers at local restaurant, and collaborated with local establishments for coupons and deals.

Giveaways

Fundraisers

ChAPTER 3: MArketing week

To promote our rush week, we executed in-person and digital marketing tactics.

Teaser Video

Rush Video

Social Media Posts

Teaser Posts

Member Highlights

Chapter 4: THE BIG PROBLEM

As we approached the event, we learned there was a COVID-19 breakout among some members and students. With two days left until the event, we needed to make a decision that would benefit the safety of everyone and our recruitment process.

The First Hybrid Rush

Recognizing that the COVID-19 pandemic had not fully passed, I developed a hybrid option for attendees and created guides for safe in-person contact. We tested every member to ensure that our in-person event was safe.

For our virtual folks, we live-streamed the entire week through Zoom and provided more social media engagement including Instagram Takeovers and virtual Q&A sessions.

CHAPTER 5: Lights. Camera. Action.

Info Night: Keynote Speakers & Mingling!

On the first night, we introduced our fraternity through speeches and mingling activities. Alumni, active members, and I presented keynote speeches sharing our professional and personal journey with the organization. To encourage mingling and spark conversations, we introduced a BINGO card activity.

Social Night: Having Fun with Business!

On the second night, we played Infomercials. This is a marketing game where attendees and members work together to pitch a new product. Using our Be Bold characters, I create user personal prompts to promote creativity and outside-of-the-box brainstorming.

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Pro Night: Interact with Professionals

At our last event, we invited Alumni to speak about their careers and brought brand ambassadors to share knowledge about financial planning. Attendees gained insight into the current job market and how to take action in their professional journey.

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Takeaways

Doesn’t Hurt to Ask

Leading an entire marketing campaign and event was challenging and rewarding. I learned to trust others in helping me develop a project and delegate tasks efficiently. When I encountered obstacles, I asked for advice from my teammates, which helped us create a successful event.

Take Creative Risks

I created this project from scratch and learned to practice creative freedom. I appreciate the opportunities to think outside the box and explore arrays of concepts. As a designer, I’ll make sure to keep things fun!