Background Overview: Greek Life at Elon University encompasses 40% of the student population. The Greek Life office at Elon wants Live Oak to create a campaign plan for the fall of 2012 to spread awareness of the values that sororities and fraternities are based upon.
Target audience: The primary target audience for this campaign includes members of the Elon community, in particular, potential new members (first year students), as well as faculty and staff.
What is the objective/purpose? The Greek Life office’s goal for this strategic campaign is to establish a wholesome, respectable reputation within Elon University’s network of current students, faculty, and alumni.
Brand tone/personality: Wholesome, welcoming, honest, friendly, down-to-earth.
Students should appear to be “go-getters”, or “superstars” on campus. We want to emphasize their individual achievements and accomplishments, and we will be getting these specific qualities from the nomination forms that are turned in.
The ads must incorporate leadership, service or community. They must incorporate current members of Greek Life.
Format/Platform:
The ads were displayed on digital boards throughout campus, in The Pendulum, and as posters around campus.
