marketing campaign
Come on Barbie, Let's go Rush!
Organization
Sigma Kappa Chi
ROLE
Designer + Marketing/ Recruitment Lead
EXPERTISE
Marketing Strategy, Graphic Design
YEAR
2023
Sigma Kappa Chi, Alpha Chapter
About
Sigma Kappa Chi is an Asian-Interest sorority at the University of California, Santa Barbara, established on October 12, 1993 as a community built upon sisterhood, respect, and friendship. Recruitment is held each fall and winter.
Fall Recruitment
As Co-Recruitment Chair, I was tasked with planning a week of five recruitment events, reaching out to other organizations for collaborations, and leading these events. As Historian, I was responsible for executing the promotional plan through print and social media, which included deciding on a theme and branding, and designing all digital marketing.
When brainstorming theme ideas, I wanted to take advantage of pop culture and trending aesthetics. Luckily, the Barbie movie had just come out that summer, which consisted of a striking pink, girly aesthetic. The movie also promoted ideas of sisterhood and female empowerment, which were concepts that are core to our organization.
Considering that young women my age were dressing up in stylish, pink outfits to see the movie in theaters, I knew that this theme would be popular with our target audience.
I wanted pink, girly, and retro.
We resulted in a successful recruitment of 40+ attendees, and our organization almost doubled its size!
Increased Engagement
Our social media following went up 100+ and we received more engagement in terms of likes and comments.
Growing organization size
Nearly doubled in size, and had good turnout at all our events.