Gamma Iota Sigma wanted to find an accomplished and ambitious pledge class during Drake University's College of Business and Public Administration (CBPA) business fraternity recruitment 2013. They had to stand apart from the other business fraternities on campus as well as demonstrate to CPBA students the value of choosing Gamma. This was their first formal Fall recruitment and they wanted their brand voice to be stronger than their stigma as a fledgling fraternity. 

 

Through discussions and marketing exercises with the executive members, I was able to establish their brand as one of success, tenacity, and brotherhood. Gamma was labeled as a "pack of sharks in the water" and that concept was what drove the creative imagery for the posters and Facebook cover photos. The promotions attracted 48 stellar candidates for Gamma Iota Sigma and helped them to shed their "new man on campus' reputation.