Business Challenge: Strategically guide individual marketing initiatives for Phi Kappa Psi Fraternity, Phi Kappa Psi Foundation and Laurel Hall.

Willow Marketing Solution: Willow is seen as an integral part of the Fraternity and Foundation staff. We are involved in campaigns and programs that reach beyond the usual scope of client involvement. We are involved in nearly every aspect of the marketing and communications of the Fraternity and Foundation.

Willow’s first initiative was to develop distinct, yet consistent branding for all three entities. The branding project included design and development of logos and collateral materials including letterhead, business cards, brochures, note cards and more. We also developed a set of branding standards and guidelines. Most importantly, Willow developed both an internal and external communication plan to make sure that the launch of the new brand was (1) properly used by the internal staff and (2) properly communicated to the alumni and members.

Willow’s primary strategic focus has been on working with the Foundation to bring in additional revenues to support academic scholarships, leadership training and fellowships. We have accomplished many of the financial objectives established through the following items:

• Overall campaign strategic marketing and communications plan and strategy
• Comprehensive giving campaign branding and strategy
• Targeted direct mail campaigns
• Writing of all content for website, articles, direct mail, solicitation letters, etc.
• Website design and content management for Foundation and Laurel Hall
• Direct mail postcards and solicitation letters
• Database implementation
• Signage
• Video Production
• Event Planning and Onsite support
• Budget monitoring and purchasing
• Annual Report design

Willow has also played a major role in creating additional revenues for the Fraternity through rental of their new headquarters at the historic Laurel Hall building. Willow was influential in assisting the staff to book the use of the estate for nearly every weekend in 2008 before the start of the year! Willow assisted with trade publication advertising and trade show booth design promoting the facility. Additionally, Willow developed all of the interior and exterior signage for the building.