Role Strategist & Director
Year 2024
Deliverable Full Recruitment Video Suite
Brand & Video Strategy — Chi Omega, UT Austin
When I joined Chi Omega at UT Austin, there was no one in charge of how the chapter told its own story. No media lead, no creative direction, no one thinking about what our videos were supposed to make people feel. I saw the gap and filled it: building a video presence for the chapter from the ground up.
The highest-stakes moment was Pref night, the night girls make their final decision about where they belong.
THE OPPORTUNITY
I sat down with the Pref Chair, the person who owned the entire emotional arc of the day, and asked her what Pref night was actually supposed to feel like. She wasn't reading from a brief. She just said:
"Pref should feel like you walk into Chi Omega and your mom hugs you."
One offhand comment that wasn't meant to be a strategy. But it named exactly what every potential new member in that room was quietly looking for. Not prestige. Not a highlight reel.
Belonging.
THE INSIGHT
I built the video around a single question posed to current members: What would you tell her? Directed at the younger version of themselves. The version who was nervous, unsure, standing in that same room.
We weren't selling a sorority. We were making someone feel seen before she'd even said yes.
THE CONCEPT
New members brought it up unprompted in the weeks after bid day: saying it was the moment they knew. It drove strong engagement on chapter social, and leadership recognized it as a new standard for what Chi Omega's recruitment content could be.
THE RESULT
The Full Suite
Open House — Every Person's Passion Has a Place
Round one of recruitment is about recognition. Girls aren't looking to be convinced yet. They're scanning for someone who looks like them, studies what they study, cares about what they care about. We led with range. The women of Chi Omega aren't defined by one type. Every passion, every major, every corner of campus has a place here.
Sisterhood — It's Not The Endgame and It's Not Supposed To Be
Round two is about sisterhood. Most chapters define it within four years — events, showing up, day-to-day life in the house. What sets Chi O apart is that the relationship outlasts the letters. It's not about what you get during college. It's about who you become because of the women you met there.