"A Few Smooth Moves": Phi Rho Eta Fraternity Inc. National Branding Campaign

Abstract

For my creative thesis, I chose to conduct a public relations campaign for Phi Rho
Eta Fraternity Inc. For the past 18 years, Phi Rho Eta Fraternity Inc. has worked towards
emphasizing academic excellence, community development, and brotherhood among
black men, with all efforts relating to the core fraternity principles of pride, respect, and
excellence. As the fraternity nears its second decade of existence and grows at an
exponential rate; the need for a cohesive, unified brand has become the focus of the
national executive board. It is for this reason that my PR campaign focuses on branding
and re-branding.

The bulk of the campaign will involve the development of a cohesive brand,
creating brand awareness, and working within each specific chapter and colony in order
to ensure the national brand image is being upheld. A colony is a chapter not yet
established. Throughout this campaign, there will be a large emphasis on awareness.
Through the development of press releases for national and individual chapter events, to
the creation of publicity for these events, my efforts will work towards making the brand
of Phi Rho Eta Fraternity Inc. more salient in the minds of students, prospective college
students, and alumni in the college community. Through the application of the
Rossiter/Percy Grid, with an emphasis on brand awareness, brand recognition, and brand
salience, the campaign will aim to not only develop a salient national brand, but
ultimately, for that brand to be a part of the consideration set of the recognized brands
that prospective members refer to in their decision making process.

Date of Award	2013
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Brian C. Sowa (Supervisor)