Branding a Sorority in a Digital Decade
As Vice President of Recruitment for Alpha Phi at the University of Mississippi, I led a full-year branding, recruitment, and digital engagement strategy designed to grow membership, strengthen online presence, and elevate the chapter’s standing at a highly competitive sorority university. This role combined long-term planning, content strategy, leadership development, and high-pressure execution.
Recruitment Goals
Grow Membership
Increase chapter membership and strengthen Alpha Phi’s ranking through intentional branding, relationship-building, and recruitment strategy.
Improve Online Engagement
Develop and execute a cohesive digital strategy across multiple platforms to modernize recruitment efforts and increase visibility.
Personal Growth & Leadership
Strengthen public speaking, on-camera presence, and team leadership skills while managing large-scale recruitment operations.
Utilizing Budget for Branding & Marketing
I used the recruitment budget as a strategic marketing tool rather than just an expense tracker, prioritizing spending that directly impacted brand perception and PNM engagement. Funds were allocated toward high-visibility, high-impact elements such as cohesive décor, lighting, florals, and video production to create a strong first impression and reinforce Alpha Phi’s brand identity.
I balanced emotional storytelling and experiential marketing by investing in environments and moments that felt elevated, welcoming, and memorable—while cutting back on lower-impact details. By organizing expenses by recruitment round and objective, I ensured each phase of recruitment supported a clear marketing goal, from high-energy excitement to deeper emotional connection. This approach allowed the chapter to present a consistent, intentional brand experience while remaining financially responsible.
Planning vs. Execution: Spirit Week Marketing
Developed a five-day Spirit Week marketing plan that outlined daily themes, chapter outfits, balloons, banners, and visual branding to ensure consistency across events and social media. Created detailed slides to align the chapter on creative direction and timing prior to execution.
Executed the plan through coordinated décor, styling, and content creation, translating strategy into high-performing social media posts. Instagram content reached thousands of users and averaging 2,000 likes, while Spirit Week TikToks averaged 40,000 views, with one video surpassing 300,000 views, highlighting the impact of strategic planning and platform-specific execution.
Recruitment Video Strategy & Creative Direction
Led the creative direction and marketing strategy for Alpha Phi recruitment videos, designing content specifically tailored to prospective new members. Developed the overall vision, narrative structure, and scripting to reflect chapter values while balancing emotional storytelling with high-energy moments. Worked closely with a videographer to communicate creative direction, including shot lists, pacing, music selection, transitions, and visual tone, ensuring a cohesive and engaging final product. Guided featured speakers and curated footage to authentically showcase sisterhood, involvement, and chapter culture, using video as a strategic recruitment and branding tool.
Results and Impact
Strengthened chapter brand consistency across digital and in-person recruitment
Increased online engagement and recruitment visibility
Supported successful recruitment outcomes for one of the largest Alpha Phi chapters in the SEC
