Kappa Kappa Gamma is a women’s fraternity that values and promotes the ideals of sisterhood, service, leadership and learning. The organization has been around for nearly 150 years and has 139 active chapters, but recently decided to put more focus on their expansion efforts to new college campuses across the country.
Expansion efforts within the Panhellenic community can be tricky. You must find a balance between building a solid reputation on a new campus and show respect to the sororities that already exist there, while simultaneously attempting to recruit top talent—the same talent every other organization will be trying to recruit. In putting together an expansion campaign for Kappa Kappa Gamma, we had to be very aware of this fine line, and determine how best to build a bridge to span it.
The campaign we ultimately created included an inspirational video that could be easily customized for any college campus, plus a portfolio of aspirational and educational materials for advisors and for potential members. The overall tone of the campaign was warm, inclusive and embraced the uncertainty and excitement of being the “new kid on campus.” Both the video and the support materials evoked feelings of belonging, comfort, and friendship.