1. ...and I am
!"#$
%&'$
()# Greek
...and
$*%&
#
Campaign
I am
Greek Northwestern University
Greek Life Partnership
Interfraternity Council (IFC)
Panhellenic Asssociation (PHA)
Multicultural Greek Council (MGC)
National Pan-Hellenic Council
(NPHC)
3. Combat misperceptions
Objectives. of Greek community and
individual members…
Build awareness of
benefits of Greek
involvement and positive
impact on larger
community…
Portray four councils as
unified Greek body…
* encourage unaffiliated students to.
join the Greek community.
4. Partner the four
Strategic. Greek councils to
Partnership. produce a unified
marketing
campaign by
leveraging their
active members
across paid, owned,
print and digital
media leading up to
recruitment.
5. Strategic Framework (3 Phases)
…and I am Greek
Showcase individuals to
highlight leadership and
diversity
…and We are Greek
Emphasize community to
promote benefits
…Will You be Greek?
Encourage unaffiliated students
to become involved
6. Teaser
Website
PHASE 1
Activities Swag
Fair
...and I am
Greek
Launch with Wildcat Welcome Print and
Digital
(New Student Orientation)
Creative
9/22 !"#$%&'$()#$*%&#
...and I am
Social Greek
Media
Advertisement
7. Teaser
Objective
• Create buzz around upcoming
campaign prior to start of school
Strategy
• Release sneak preview of creative
with call to action: visit nugreek.org
this fall
Activation
• Full page ad in The Daily
Northwestern orientation issue
(mailed home to every incoming
student)
• Custom Facebook and Twitter photos
Timing
• Orientation issue sent home in mid
August prior to Wildcat Welcome
8. Website ‒ nugreek.org
Objective
• Portray Greek councils as one unified body
Strategy
• Launch a shared digital platform to house the
campaign and future collaborative efforts
Activation
• Develop landing page to showcase timely
cross-council events
• Build digital gallery to host campaign content
• Create banner ads to drive traffic to digital
gallery
• Link to council specific websites for additional
information
Timing
• Website launch 9/22 with first phase of
campaign
Measurement
• Over 7,600 hits on day of launch
• 27,000 hits as of 12/11
9. Print and Digital Creative
Objective
• Combat misperception of Greek
homogeneity and lack of involvement
Strategy
• Profile Greek students and faculty/staff
who demonstrate leadership and diversity
within the community
Activation
• Identified exemplary Greek students and
alumni through peer nomination and
recommendation by the Office of
Fraternity and Sorority Life
• Leveraged nominees’ stories and faces on
flyers to be distributed across campus and
housed online in a digital gallery with
extended bios at nugreek.org
Timing
• Website launch 9/22 with first phase of
campaign
Measurement
• Over 7,600 website hits on day of launch
• 27,000 hits as of 12/11
10. Social Media Extension
Objective
• Create awareness of campaign and drive viewers to digital
gallery
Strategy
• Leverage council platforms and Greek community to
promote campaign
Activation
• Custom creative for councils’ social media platforms
• Daily social media spotlight by each council
– Facebook Post Format:
• Post image of individual’s flyer
• Caption: “Everyone has a story. Here’s [name’s].
[ Link to profile on nugreek.org].”
– Tweet Format:
• “’[Individual’s tagline]’ -[Handle].
#AndIAmGreek [Link to profile on nugreek.org]”
– Chapter PR chairs encouraged to like, share, retweet
etc.
• Share Sunday – ask members to tweet their stories at their
council with the hashtag #AndIAmGreek
Timing
• Facebook (IFC-1pm, PHA-2pm, MGC-3pm, NPHC-4pm)
• Twitter (IFC-1pm, PHA-1:20pm, MGC-1:40, NPHC-2pm)
11. Activities Fair
Objective
• Increase awareness of Greek
community among new
students
• Communicate resources for
more information
Strategy
• Leverage campaign
materials to humanize Greek
community
Activation
• Create council specific
trifolds with campaign
materials, facts and statistics
and call out to visit online
platforms
Timing
• September 25th – during
Wildcat Welcome
12. Swag
Objective
• Create awareness and buzz around
campaign
• Drive to nugreek.org
Strategy
• Distribute campaign merchandise with
website address to key audiences
Activation
• Highlighters handed out to new students
at the activities fair
• Buttons given to members at Greek events
• Merchandise also available in Office of
Fraternity and Sorority Life
Measurement
• Distributed approximately 300 highlighters
and 450 buttons
13. Advertisement
Objective
• Publicize campaign
• Drive to nugreek.org
Strategy
!"#$%&'$()#$*%&# • Leverage campus media advertising
opportunities
...and I am
Activation
Greek • Table tents in popular campus dining
locations
• North by Northwestern box ad (link to
nugreek.org)
• Norris Student Center TV ads
Timing
• Table tents rented during Wildcat
Welcome
• North by Northwestern box ad 9/30 – 10/06
• Norris Student Center TV ads during first
week of school
14. Print & Digital Creative Greek Week
Partnership
PHASE 2
Social Media
...and We are
Greek
Launch with Greek Week
10/02 Community
Engagement
Advertisements
15. Greek Week
Objective
"(,,0/ "(,,0/
1,,0/
"(,,0/
J@)-/
• Engage Greek membership in campaign
?@:->-
A'.: I':@ #*HK')B,
Strategy
• Integrate campaign with annual Greek
A,)),(-/@)/
)*,/ !"# Week event
AH7(@(D
Activation
"(,,0/
• Custom Greek Week creative
<=# are ='9(/ • Community Engagement (Greek Week
FL9@(, Tag-a-Long)
• Banner ad on nugreek.org
"(,,0-/ • Partnership press release
...and %&> "')/
?@B,.)
Greek
Timing
• 10/6 to 10/11
>BB/"(,,0/
we
?'K/#*,E:/
C@D/'E/ "(,,0/ $%&# Measurement
F,(GH6, JNH)H'.
• 2,470 views of nugreek.org during Greek
Week
$'()*+,-),(./"(,,0/ "(,,0/
1,,0/2342 %(HN,/ F)('BB/
56)'7,(/8/-/56)'7,(/44 #'MK,)H)H'.
.9:(,,0;'(: C@D
16. Community Engagement
Greek Week Tag-a-Long
Objective
• Highlight strength of community
Strategy
• Engage Greek membership to promote
campaign through competitive Greek Week
Tag-a-Long event
Activation
• Award points to the team that shares the most
Greek Week photos on Twitter, Instagram or
Facebook with the hashtag #AndWeAreGreek
Timing
• 10/6 to 10/11
Results
• 102 contributions accurately posted according
to competition rules over four days
• Continued and persistent hashtag use to
indicate community spirit following competition
17. Print and Digital Creative
Objective
• Combat misperceptions of Greek life
• Spark interest in involvement
Strategy
• Highlight benefits of Greek community
for individual members and
Northwestern as a whole
Activation
• Leverage images of individuals from
phase 1 to create flyers highlighting
benefits of Greek community
• Distribute across campus and house
online in digital gallery with additional
information at nugreek.org
Timing
• 10/14 (Week following Greek Week)
Measurement
• Over 7,800 website hits during October
18. Social Media Extension
Objective
• Build awareness of campaign
• Drive viewers to nugreek.org
Strategy
• Leverage council platforms and Greek
community to promote campaign
Activation
• Custom creative for councils’ social
media platforms
• IFC and PHA alternate sharing creative
flyers
• Other councils and PR chairs
encouraged to like, share, retweet, etc.
Timing
• Starting 10/14 (week following Greek
week)
19. Advertisement
Objective
• Publicize campaign
• Drive to nugreek.org
Strategy
• Leverage campus media advertising
opportunities
Activation
• North by Northwestern box ad (link to
nugreek.org)
• Norris Student Center TV ads
Timing
• North by Northwestern box ad
10/07-10/13
• Norris Student Center TV ads during
Greek Week
20. Print &
Digital
Creative
PHASE 3
Social Media
...Will You be Video
Greek
Launch week prior to PHA Recruit Advertisement
Preview
11/04
21. Print and Digital Creative
Objective
• Encourage unaffiliated students to get
involved with the Greek community
• Drive recruitment registrations (PHA
only)
Strategy
• Communicate how to learn more
about Greek life and register for
recruitment (PHA only)
Activation
• Banner ads on nugreek.org linking to
council specific websites
• Flyers in high traffic areas around
campus
• Quarter sheet stuffers in dorm
mailboxes
Timing
• Starts 11/04 and runs until winter break
22. Video
Objective
• Spark interest in going Greek
Strategy
• Share stories of how and why real NU
students made the decision to go Greek
Activation
• Create testimonial video profiling students
from phase 1
• Blast video link over listserves, share on
social media platforms, etc.
• Tweet video link at national organizations,
speakers and publications related to
Greek life
• Design banner ad on nugreek.org
Timing
• 12/3 (start of Reading Week)
Measurement
• Over 2,300 video views in the first week
23. Social Media
Objective
• Communicate how to learn more
about and get involved with Greek life
Strategy
• Leverage council platforms and Greek
community to reach unaffiliated
students
Activation
• Custom profile pictures for councils’
social media platforms
Timing
• Starting 11/04
24. Advertisement
Objective
• Encourage unaffiliated students to go Greek
Strategy
• Leverage campus media advertising
opportunities
Activation
• Back cover of North by Northwestern quarterly
print magazine
• Full page ad in The Daily Northwestern Holiday
Guide
• North by Northwestern box ad (link to
nugreek.org)
• Norris Student Center TV ads
Timing
• North by Northwestern print magazine 11/ 16
• The Daily Northwestern Holiday Guide 12/6
• North by Northwestern box ad 12/02-12/08
• Norris Student Center TV ads 112/02-12/08
25. In the
Press
Campaign
Highlights Satires
Earned
Media
Favorites
26. In the Press
“…and I am Greek Brings Out Community Strengths”
Hercampus Northwestern
Read the article at:
www.hercampus.com/school/northwestern/and-i-am-greek-brings-out-
community-strengths
“Greek Councils to Improve Collaboration”
The Daily Northwestern Online
Read the article at:
http://dailynorthwestern.com/2012/10/18/campus/greek-councils-to-
collaborate-more-this-year/
29. Northwestern Greek Life
Visit the “…and I am Greek” Gallery
at nugreek.org
A.J.
Tomiak
Lauren
Pollack
Northwestern
Interfraternity
Council
|
VP
of
Public
Rela9ons
Northwestern
Panhellenic
Associa9on
|
VP
of
Public
Rela9ons
AlexanderTomiak2014@u.northwestern.edu
LaurenPollack2014@u.northwestern.edu
