Kappa Alpha Theta is a nearly 150 year old organization with a reputation for leading women in their college years and beyond. Each college chapter must not only find a way to uphold that legacy, but make it their own to stand out on campus. The Drake University Beta Kappa chapter wanted to find a way to stand out in the Greek system with an identity that was true to them. For too long the BK chapter had been labeled as a "hodgepodge" group of "diverse" women. They wanted to be known for what they had in common, not just what made them special from each other. 

Through a series of focus groups and surveys, I dove into the perceptions that Theta's had of themselves. I poured through their history, important texts, and rituals to see what values were at the root of the organization. From there I compiled a branding brief for the marketing team to use that included a target market analysis, positioning, general marketing strategy, and projected timeline. 

The overall brand objective is to portray the women of BK Theta as "genuine, determined, and supportive". They are the alternative sorority women who value self-expression and being true to themselves. They share a slow to warm demeanor that allows them to form more lasting and loyal friendships in and out of their sorority. They are down to earth and united in the pursuit for high level education for college women. 

In the course of 10 months, general chapter attitudes about Theta skyrocketed. Facebook likes increased by 132%. Their hashtag, #WhyWeFlyBK, had over 427 member posted photos within 2 months on instagram. Within a month, Theta's Twitter retweets increased by 800% and their favorites by 2210%. The branding change was apparent and other campus organizations began sending private messages to the chapter, sharing how impressed they were with the changes made. The BK chapter of Theta now has a clear idea of what their voice is and how to use it effectively.