Increasing recruitment turnout for business fraternity
Developed a professional brand image and user-friendly website to leave a lasting impression on viewers.
Role
Webmaster
Client
Alpha Kappa Psi - Chi Episilon Chapter at Cal Poly Pomona
Team
5 Designers
Skills
Visual Design
User Experience
Team Management
Tools
Squarespace
Photoshop
Illustrator
Whimsical
Project Overview
Alpha Kappa Psi (AKPsi) is the world’s oldest and largest professional business fraternity. Being established in 1904, the AKPsi network has grown and united over 260,000 members from all around the world. The colony at Cal Poly Pomona (CPP) was installed as the Chi Epsilon (XE) Chapter on May 6th, 2017. Perceived as a commuter school, CPP constantly has students feeling unsure of where they belong. The XE Chapter aims to be a place where those with different interests, passions, and talents can come together with others who share the same values.
The Challenge
Alpha Kappa Psi - Chi Epsilon Chapter is in need of a website redesign due to its lack of structure, organization, and functionality. The website is used to showcase AKPsi’s origins, XE Chapter history, our core values, recruitment events, brothers, and much more. The structure and flow of our website play a big role in how viewers perceive us as a professional business fraternity and that alone affects our recruitment turnouts directly.
The Solution
The XE Chapter hosts recruiting events every semester, so our brand image, first impressions, and reputation matter greatly because they affect our recruitment turnouts directly. Many interested candidates mean higher traffic on XE Chapter’s website. I developed a professional brand image and user-friendly website to leave a lasting impression on viewers.
Approach
How Might We?
Achieve and maintain a professional brand image?
Organize and structure the flow of the website?
Remain coherent with other marketing efforts?
Communicate to our visitors what AKPsi and XE Chapter has to offer?
Increase recruitment turnout results and web traffic?
Feature our brothers and their unique stories?
Mood Board
Recruitment Theme - Take Your Journey to New Heights
Site Map
Colors - #000060, #c4a02c
Fonts - Proxima Nova, Adobe Garamond Pro
Pictures - New York City, Mountain, Horizons
This is the structure, organization, and content of the website.
Page Content - White
Primary Navigation - Blue
Secondary Navigation - Red, Orange, Yellow
Home Page and Primary Navigation
Who, What, When, Where, and Why?
About Us page showcases AKPsi’s origins, XE Chapter history, and diversity of backgrounds.
Who Are We? What Makes Us Unique?
Meet Us page showcases individual brothers and their unique stories, gives recognition to Executive Board members, and lists out our vast amount of diverse alumni.
Where Are XE Brothers Working?
Careers page lists out positions held and companies our brothers have worked at.
What Do Interested Candidates Need To Know? How Do They Join?
Recruitment page provides interested candidates with answers to frequently asked questions and information about the recruitment events.
Results
Increased web traffic by +51% visits and +64% pageviews
Leveraged website platform by advertising recruitment events with a turnout of 100+ potential candidates
Developed professional brand image, structure, and organization throughout the website
Created a user-friendly website by prioritizing consistency, simplicity, and functionality
Showcased what AKPsi, XE Chapter, and brothers have to offer
