Public Relations
Plan {2017}
Marketing Overview
Increase Gamma Phi Betas brand awareness
Improve Gamma Phi Betas goodwill through strong and consistent
philanthropic involvement
Create improved perceptions about Gamma Phi Beta among internal
audiences
Create improved perceptions about Gamma Phi Beta among external
audiences
Increase awareness among members that their actions and words reflect on
Gamma Phi Beta
Objective: Create and maintain chapter social media calendar
Public(s): Internal, external
Owner: Public Relations Vice President and Assistants
Tactics: Coordinate posts with assistant to share responsibility of posts
Key Message: Promote sisterhood, confident women of character, chapter
cohesiveness
PR Priority Addressed: Increase online positive visibility
Timeline: Monthly and Event Specific
Budget: No costs associated with social media posts or measurement
Measurement: Use social media tools to measure:
Facebook status likes, comments and shares
Twitter replies and retweets
Instagram followers and likes
Tumblr views and follows
Website views
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 1
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Supplemental Materials: Reference the social media calendar template
Approval Required.Review and approval needed by PRVP.
Objective: Social media calendar focused on recruitment
Public(s): PNMS, parents of PNMs, Greek Community Members
Owner: Public Relations Vice President and Membership Vice President
Tactics: Create a four-week plan focusing on one theme per week leading up to
recruitment
Key Message: Promote sisterhood, highlight philanthropy focus, promote Greek
life and promote four Core Values: Love, Labor, Learning, and Loyalty
PR Priority Addressed: Increase online positive visibility; promote Gamma Phi
Beta brand
Timeline: May August
Budget: No costs associated with social media posts or measurement
Measurement: Use social media tools to measure:
Facebook status likes, comments and shares
Twitter replies and retweets
Instagram followers and likes
Tumblr views and follows
Website views
Supplemental Materials: Reference the social media calendar
Approval Required.Review and approval needed by PRVP.
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 2
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Objective: Spring Philanthropy - Moonball
Public(s): Community, Greek Community Members, Girls on the Run
Members/Coaches, students
Owner: Public Relations Vice President and Philanthropy Chairwoman
Tactics: Creation of Geotag, social media presence, chapter visits, fliers
Key Message: Promote sisterhood, highlight philanthropic efforts, fundraising,
community involvement
PR Priority Addressed: Increase online positive visibility; promote Gamma Phi
Beta philanthropy, Girls on the Run
Timeline: Four weeks
Budget: $2000 for Philanthropy costs; no costs associated with social media
posts or measurement
Measurement:
Number of participating teams, money raised, raffle tickets sold.
Event engagement
Use social media tools to measure:
Facebook status likes, comments and shares
Twitter replies and retweets
Instagram followers and likes
Tumblr views and follows
Website views
Supplemental Materials: Reference the social media resources via
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 3
www.ugagammaphibeta.com
Public Relations
Plan {2017}
gammaphibeta.org
Approval Required.Review and approval needed by PRVP.
Objective: Founders Day
Public(s): Chapter members, alumnae
Owner: Public Relations Vice President, Ritual Chairwoman Alumnae Chairwoman
Tactics: Choose a great speaker, delicious food, respectful and clear on time of
attendance
Key Message: Promote sisterhood, four Core Values: Love, Labor, Learning, and
Loyalty, encourage celebration of another year of Gamma Phi
PR Priority Addressed: increase awareness of Founders Day and alumnae
involvement.
Timeline: Four weeks
Budget: $3,000
Measurement: RSVPs and attendance of event
Supplemental Materials: Alumnae contact lists, ritual manual
Approval Required: PRVP and chapter advisor
Objective: Alumnae Easter Egg Hunt and Carnation Brunch
Public(s): Chapter members, alumnae
Owner: Public Relations Vice President and Alumnae Chairwoman
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 4
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Tactics: Fun activities, delicious food, and social media buzz, monthly e-
newsletter of what is going on in the chapter
Key Message: Promote sisterhood with past and present members, four Core
Values: Love, Labor, Learning, and Loyalty, encourage celebration of
PR Priority Addressed: increase alumnae involvement.
Timeline: Four weeks
Budget: $3,000
Measurement: RSVPs and attendance of event
Supplemental Materials: Alumnae contacts
Approval Required: PRVP and chapter advisor
Objective: Holiday Chapter Photo or Greeting Card
Public(s): Chapter members, Greek Community, Neighboring homes
Owner: Public Relations Vice President and Neighbor Relations Chairwoman/
House Manager
Tactics: community outreach; be mindful of preferences and affiliations
Key Message: Good Neighbors!
PR Priority Addressed: Promote community relationships
Timeline: 2 weeks before holiday break begins
Budget: $500
Measurement: Thank You cards
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 5
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Supplemental Materials: Resources found on gammaphibeta.org and
stationary
Approval Required: PRVP and chapter advisor
Objective: New Member Cards to families
Public(s): Chapter members and their parents
Owner: Public Relations Vice President and New Member Educator
Tactics: welcoming their families into our sisterhood
Key Message: Welcome!
PR Priority Addressed: Promote family inclusion
Timeline: 2 weeks after Bid Day
Budget: $500
Measurement: Thank You cards, retainment
Supplemental Materials: Resources found on gammaphibeta.org and
stationary
Approval Required: PRVP and chapter advisor
Objective: Gamma Phi Branding Game day Buttons
Public(s): Chapter members, community
Owner: Public Relations Vice President and T-shirt Chairwoman
Tactics: Desirable design of buttons with letters clearly seen
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 6
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Key Message: Gamma Phis look great on Game day
PR Priority Addressed: encourage presence at athletic events
Timeline: 4 weeks before first Fall football game
Budget: $100
Measurement: Compliments and social media shares
Supplemental Materials: Resources found on gammaphibeta.org and button
proofs
Approval Required: PRVP
Objective: Brag on us (Branding)
Public(s): Chapter members, community, campus
Owner: Public Relations Vice President and Assistants
Tactics: sister spotlight, personal post shares on Facebook, Hot Tamales,
Panhellenic Blog posts, Crescent Correspondent
Key Message: True and Constant Friends!, Women Building Strong Girls,
Inspiring highest type of womanhood
PR Priority Addressed: Creating a brand of genuine women
Timeline: all year long
Budget: no cost necessary for social media
Measurement: social media shares, chapter participation and attitude
Supplemental Materials: social media materials, Hot Tamales candies and
chapter recognition, Panhellinics and International Gamma Phi social media
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 7
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Approval Required: PRVP
Objective: Sharing Accomplishments with Parents
Public(s): Parents, chapter members
Owner: Public Relations Vice President and Assistants
Tactics: share a newsletter of sisters accomplishments via email
Key Message: True and Constant Friends!, Women Building Strong Girls
PR Priority Addressed: Creating a brand of genuine women and inclusion of
parents
Timeline: once per semester
Budget: no cost necessary for social media
Measurement: parental feedback, chapter participation and attitude
Supplemental Materials: social media materials, Hot Tamales candies,
Panhellenics and International Gamma Phi social media
Approval Required: PRVP
Objective: Unofficial Sisterhood Days
Public(s): Chapter members
Owner: Public Relations Vice President and Assistants
Tactics: Wear your Gamma Phi Beta letters Day, surprise your sister: put name in
snapcup, call her, leave a sweet note or piece of candy, give a ride
Key Message: True and Constant Friends!, Building Strong Women
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 8
www.ugagammaphibeta.com
Public Relations
Plan {2017}
PR Priority Addressed: Creating a brand of genuine women
Timeline: all year long
Budget: no overhead cost necessary
Measurement: chapter moral
Supplemental Materials: n/a
Approval Required: PRVP
Objective: Taste of the South Dinner
Public(s): Freshmen chapter members, Freshmen Fraternity Members
Owner: Public Relations Vice President and Taste of the South Chairwoman
Tactics: Create a new t-shirt design, great food, social media presence, chapter
visits
Key Message: Greek life Involvement
PR Priority Addressed: Creating a brand of genuine women and inclusion with
Fraternity Men
Timeline: 4 weeks in the Fall semester
Budget: $6,000
Measurement: social media shares, Fraternity men attendance
Supplemental Materials: Social media resources, Chef Evan, T-shirt
chairwoman
Approval Required: PRVP
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 9
www.ugagammaphibeta.com
Public Relations
Plan {2017}
Evaluation:
We are actively working to achieve all our goals in the Public Relations
Department through every position that it entails: Taste of the South,
Internal/External Social Chairwomen, T-shirt Chairwoman, Philanthropy
Chairwoman, Alumnae Relations Chairwoman, and assistants of these. After each
event has been completed, we will go over the execution and measurement
results. The various chairwoman and I will make notes of how to improve for the
future of the department. My overarching goal for this year and to communicate
to our public a brand of genuine women. These women aspire to encourage each
other to be the greatest version of themselves. This evaluation will be updated at
completion of my term.
397 South Milledge Ave. Athens, Georgia 30605 919.805.7004. 10
www.ugagammaphibeta.com
