The goal of this campaign was to recruit new members into Washington State University Greek Life by highlighting the positive and meaningful aspects of the community. Centered around the slogan “More Than Letters,” the campaign emphasized personal growth, connection, and involvement beyond stereotypes often associated with Greek organizations.

 

To reinforce the campaign’s identity, I incorporated visual references to classical Greek culture throughout the designs. Apollo’s harp appears in each graphic as a symbol of knowledge, youth, and harmony, aligning with the campaign’s message and target audience. I also included “Go Cougs” branding across all materials to directly connect the campaign back to WSU and strengthen recognition among incoming students.

 

The campaign delivered measurable results. The 2024 summer marketing campaign generated approximately 162,000 views, while the 2025 campaign reached approximately 412,000 views. That is an overall increase of 154%. Combined with strong leadership from the Greek councils, the campaign contributed to the highest Greek Life recruitment numbers since the COVID era.