Creating a social force of influence
Audience: San Jose State/Lucas School Alumnae and their guests
About: RareForce One is a rare brand built on good works and support for like-minded women. We developed the creative concept, organizational strategy, social community strategy, membership charter and brand identity in support of an initiative stemming from the Lucas Graduate School brand objectives. RareForce One was conceived as a social community fueled by the desire to foster relationships between female MBA students and SJSU Alumni. This program advances Lucas School awareness and engagement by accomplished College of Business Alumnae who want to give back by sharing of themselves. These women are inspired to celebrate and promote higher education and social accomplishment for other aspiring professional women. Together they’re a force not to be ignored. The social community provides a platform to renew relationships or make new contacts. This helps them stay in touch with members through posted comments, news, updates and requests. These women receive and contribute advice, suggestions and referrals. The communications strategy called for the development of a website “home” for the online community, an Endorser recruitment campaign and a membership drive supported by monthly email broadcasts, digital media and social media outreach. RareForce One was created to enhance the Lucas School brand and to dovetail nicely for attracting the female demographic for Lucas Graduate School of Business.