Graduate Program
Communication Studies
Degree Name
Master of Arts (MA)
Semester of Degree Completion
2013
Thesis Director
Brian C. Sowa
Thesis Committee Member
Matthew J. Gill
Thesis Committee Member
Richard G. Jones, Jr.
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.
Recommended Citation
Brunson, Shea E., ""A Few Smooth Moves": Phi Rho Eta Fraternity Inc. National Branding Campaign" (2013). Masters Theses. 1175.
https://thekeep.eiu.edu/theses/1175
