"NEXT GEN" Recruitment Campaign
Creative Direction: Dominic Donell
Strategy Development: Dominic Donell
Deployment: Dominic Donell
I developed the "NEXT GEN" campaign in support of my undergraduate collegiate fraternity chapter that was facing extinction. Although we did not meet our goal of 5 New members we still seen growth!
Results
Background
I noticed a decrease in interest in Greek Life due to a number of factors, including:
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University wide decrease in student applications
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Decrease in minority enrollment
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Target segments struggling to maintain/achieve academic obligations ( i.e., 2.5 GPA, leadership involvement on campus.)
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Decrease in current members reducing quality and quantity of outreach.
By developing strategic partnerships with groups who had access to our target segments, allocating a budget to social media ads and creating developing study halls we were able to increase our interest pool and membership!
Goals
1.To raise awareness
2. Garner 5 new members
3. Collect information.
Call To Action
1. Learn More! ( Links To Landing Page)
2. Request More Information! (Links to contact form)
3. Become A Sigma! ( Links to interest form)
Campaign Outline
1. Social Media Ad/Landing Page (List of Eligible Students)
2. Email Communication Flow
3. Invitation to lunch/Coffee
4. Postcard/Care Package for end of semester.
5. Conversion.
Results
Generated 25 leads
Generated 13 leads who met requirements
*Generated 3 new members (Due to national financial obligations)
Increased Visibility/Brand awareness amongst:
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High level faculty
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Target demographic
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Campus groups