[the marketing kit].
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“All too often, the actions of a few tarnish the reputation of many and there’s no attempt to set the record straight.” — Adam Boyer, Penn State ’12
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[welcome]. Dear Interfraternal Friends, Thanks for your support! We are thrilled to welcome you as an official partner of the “I Am a Fraternity Man” campaign. From media headlines to Hollywood movies, fraternity men are commonly characterized as irresponsible meatheads whose extracurricular activities include disrespecting women, binge-drinking, hazing pledges and blowing their parents’ money. Unfortunately, bad apples do exist in fraternities. Just as they do in any membership organization or team, as well as society at large. But society’s negative, wide-sweeping generalizations about fraternity members discredit the vast majority of young men whose fraternity experience is positive and nothing like the negative ones portrayed in the media. Simply put: They are not stereotypes. They are fraternity men. And they each have their own unique stories that more fairly represent the norm. In March 2015, the “I Am a Fraternity Man” campaign launched with a goal to take proactive steps in more accurately depicting the norm of today’s young fraternity men. Through consistent, positive and truthful messaging alongside partnerships with advocates of Greek life, like yourself, we believe “I Am a Fraternity Man” can help play a role in reframing the cheap, negative narrative of North American fraternities. We encourage you to download and use the variety of resources listed on the following pages to assist in your promotion of fraternity men on your campus or within your organizations. Have fun, and let us know how we can assist you. Fraternally, Mike Roupas I Am a Fraternity Man mike.roupas@beta.org
contents. brand.
All of the brand essentials needed to promote IAAFM PAGE 4
video.
20 testimonials each combating different stereotypes PAGE 6
social.
Downloadable graphics and social media campaigns PAGE 10
print.
Customizable files, printable flyers, posters and articles PAGE 12
launch.
A guide to planning your campus’ next steps with IAAFM PAGE 13
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brand standards.
logo.
download.
The IAAFM logo is available to place on various marketing materials. The download link provides you with a set of four versions: the standard logo, the logo with core values, and both versions reversed out with white text.
type.
download.
IAAFM uses Franklin Gothic Medium Condensed for headers and Arial for body copy. Representative of the human and down-to-earth nature of fraternity men, headers are lowercased and often accompanied by a period or yellow brackets.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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color. Representative of the positive characteristics of fraternity membership, IAAFM’s brand colors are yellow, black and white. The specific shade of yellow is Pantone 108 C, below.
CMYK: 1, 11, 100, 0 RGB: 255, 219, 0 HEX: #ffda00
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video testimonials: students. IAAFM has professionally produced more than 20 videos, each aimed at countering a different fraternity stereotype through the lens of the featured individual. We recommend sharing these videos on your organization’s social media accounts, through on-campus fraternity life presentations, and more. All videos can be accessed by clicking the corresponding square below, or by visiting the featured individual’s landing page at iamafraternityman.org.
chauvinist?
Doing his part to raise awareness and end sexual assault, Grant Laverty serves alongside the President of the University of Iowa on the Student Advisory Committee on Sexual Violence.
meathead?
Outside of his civil engineering studies at Florida State University, Logan Godby is involved in theater and circus arts, and has spoken on stage at TEDx about his experiences with ADD and dyslexia.
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irresponsible?
An involved campus leader at the University of South Dakota, Jacob Munger leads a student organization that teaches students about service learning.
selfish?
A student at Vanderbilt University, Theo Richardson-Omamo and his family have been relocated 13 times given his father’s role in the United Nations’ World Food Program.
privileged?
Growing up in a single-parent home, others often told Kyle Mendoza he would never make it to college. Now a psychology student, Kyle earned a threequarter tuition scholarship to Chapman University.
harmful?
An aspiring physician assistant studying at the University of Tennessee, Jared Long is passionate about people. He currently serves at Fort Sander’s Regional Medical Center as a transporter, ensuring the well-being of patients.
self-centered?
A true believer in supporting the community, Jordan Carmona has raised thousands of dollars at the University of the Pacific to benefit charities that aid victims of domestic abuse.
shallow?
Jonah Graff belongs to a fraternity at the University of Idaho that tackles the hard conversations. From health scares to family issues, there is more to his chapter’s support system than parties and protein.
entitled?
Placed in foster care as a child, Kevin Shields earned a full scholarship to the University of Utah and maintains a 3.9 GPA.
immature?
A first generation American, Hector Cuevas was the first person in his family to graduate high school. Through focus and determination, Hector flourishes as a student leader at Florida International University, where he will soon graduate with honors.
conformist?
Since his first day at Cornell University, Kevin Coughlin has actively engaged with students from other countries. Now president of his fraternity, he ensures that international students have a home away from home in his chapter.
alcoholic?
Alex Gass is a humble and quiet student from High Point University who lives in an alcohol-free chapter house where he enjoys the camaraderie of his brothers.
hazer?
When Colin Wilson isn’t volunteering at elementary schools, he and his chapter brothers at the University of Dayton maintain a zero-tolerance for hazing pledge program.
follower?
A U.S. Army ROTC student at the University of Arkansas, Kevin Dunavan aspires to develop his foundation in the army as a military police officer before going to law school to become a JAG officer.
lazy?
Not only is pre-med student Steven Repas making an impact at The Ohio State University, but he selflessly shares his time and talents in underprivileged countries to create a better life for others.
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video testimonials: alumni & supporters. Six additional videos feature testimonials of fraternity alumni and female supporters are available for use. Each video shares the individual’s unique story praising the fraternity community. Click the corresponding square below, or visit the individual’s landing page at iamafraternityman.org.
supporter: lori.
The wife of a fraternity alumnus, Lori Schnese’s family has been positively impacted by her husband’s membership. Lori believes fraternities provide young men with experiences to develop outside of the classroom.
alumnus: mike.
A fraternity advisor for 19 years and longtime educator and high school principal, Mike Wortman believes that fraternities offer men a positive support system as they transition from high school to college and beyond.
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alumnus: justin.
A facilitator of fraternity leadership programs and a human resources professional, Justin Foster believes the fraternity experience gives young men the hard skills necessary to lead a group of their peers.
alumnus: joe
Ever since Joe Buchanan retired, he has dedicated countless hours of time volunteering for his fraternity. Joe says mentoring young men and watching them develop has been one of the most rewarding experiences of his life.
supporter: kimberly.
For the last 24 years, Kimberly Schmidt has joyfully lived and breathed fraternity while supporting her husband’s lifelong dedication. An attendee of many fraternity gatherings, Kimberly says she and her kids don’t know a life without it.
supporter: emily.
A professional in higher education, Emily Cunningham calls fraternity men “the movers and shakers� on campus who often serve as the driving force of proactive discussions about serious campus issues.
supplemental videos. In addition to the student, alumni and supporter videos, two complementary videos are available for use to advertise the campaign. To access them, click the squares below or visit iamafraternityman.org.
teaser video.
A short, introductory teaser video that sets the stage for the IAAFM campaign.
summary video.
A compilation video featuring shortened clips of testimonials from 10 fraternity men. T h e Ma r ke t i n g Ki t | i a m a fr a t e rn i tym a n .o r g [ 9 ]
social media strategies. Various images and social media campaigns have been developed by IAAFM and are all available for you to copy and repost or share from the IAAFM Facebook page. Next to each campaign to the right is a download link with the PowerPoint template source files for you to customize and create additional images for your use.
account.
icon.
IAAFM partners are welcome to publish content in any way they see most fit for their specific campus, whether this is on your campus’ Fraternity Life page or by creating your own personal IAAFM page for your campus.
Icons sized for Facebook, Instagram and Twitter are available for download. We encourage you to use these as your main profile picture, and you can even hold a week long challenge encouraging students to replace their personal icons as well.
download.
banner.
Banners sized for Facebook and Twitter are available for download. We encourage you to use these as your main profile banner, and you can even hold a week long challenge encouraging students to replace their personal banners as well.
follow iaafm. We encourage you to follow IAAFM on the following channels, and we welcome you to tag these official accounts in your social media posts and use the hashtag, #iamafraternityman.
facebook. facebook.com/ iamafraternityman
[ 10] I A m a Fr at ernity Man | T he M ar ke t ing K it
instagram. instagram.com/ iamafraternityman
twitter.
twitter.com/iaafm
download.
web.
iamafraternityman.org
campaigns.
who are fraternity men.
The “Who Are Fraternity Men?” social media campaign informs the audience of prominent and influential figures who are fraternity men. The photos are each accompanied with a 1-2 sentence narrative and can be viewed on the IAAFM Facebook page.
why join a fraternity. The “Why Join a Fraternity?” social media campaign promotes significant statistics from the NIC as well as findings from the Gallup Purdue study on the well-being of fraternity members.
download premade set.
download template.
view series on facebook.
download template.
whiteboard sign.
The “Whiteboard” social media campaign series allows for widespread campus involvement of fraternity members. We invite students on your campus to take a photo sharing a positive message about fraternity life and using #iamafraternityman in their posts.
download template.
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print resources. A variety of ready-made print resources are available to download and print off for your use on campus. Included within each download link is the pre-packaged PDF to use as is, and if applicable, a customizable template to create print materials to better suit your campus.
flyer.
posters.
download.
download.
This informational flyer is the go-to resource at an info table to educate what IAAFM is and why it matters.
The promotional poster series can be hung on bulletin boards on campus or used in school newspaper ads.
displays.
articles.
download.
This set of five display panels can be hung behind an IAAFM informational booth on campus.
download.
Six pre-packaged articles can be republished in campus publications or used during informational sessions.
promotional t-shirt. The official “I Am a Fraternity Man� T-shirt is available at iamafraternityman.org/store for $15 each. Contact mike.roupas@beta.org to learn how you can take advantage of the following bulk order rates: 50 shirts at $11.75 each | 75 shirts at $10.75 each | 100 shirts at $10 each.
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next steps. Each IAAFM campus partner is empowered to be creative and take ownership of IAAFM’s presence on campus or within their organization by utilizing these resources. Through collaboration, we aim to influence fraternity men and their image on campus. IAAFM recommends the following steps to help get you started . . .
Identify an IFC student leader who can champion and
serve as the point of contact on campus for all things IAAFM.
Encourage members of all fraternities to follow
IAAFM on social media and share posts with their followers. w
Promote “Why Join a Fraternity” social media
campaign recruitment graphics and encourage chapters to share them on their chapter and personal accounts, too.
Customize “Who Are Fraternity Men” social
media graphics to highlight notable fraternity men in your organization or on your campus, and share them online using #iamafraternityman.
Play the IAAFM compilation video during a fraternity
informational session for incoming freshman.
Post IAAFM posters in residence halls to create a buzz. Host an informational table with various print resources
and hold a whiteboard campaign with those who stop by the table. Share the photos on social media using #iamafraternityman.
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“The best way to fight the stereotype is to contradict it with character.” — Scott Noble, Phi Kappa Psi National President