Student Experience Pi Kappa Phi will enhance existing programs and resources, and launch new initiatives, that foster a deeper emotional connection to the fraternity among a greater number of student members while promoting the relevance of Pi Kappa Phi to life beyond the student experience. FOCUS AREAS Create leadership experiences aimed at the interests of upperclassmen that In June 2013, a survey was sent we do. We are no longer building play reinforce a culture of to student and alumni members, as units, and we are certainly not "pushing fraternal mentorship; well as external constituents of the America." We needed a name like, "Toys encourage wellness; facilitate career organization. Through the surveys and for Tots"- a name that simply says it all. connections; and follow-up interviews, we learned that Second, as our philanthropy has promote greater people could not clearly articulate the evolved, we have evolved P.U.S.H. to citizenship. mission of Push America, nor could they PUSH to Push, confusing generations Develop creative content consistently identify the organization's of members and supporters. Originally and technology-based name. Our own students and alumni still Play Units for the Severely Handicapped interactive spaces that thought Push America stood for "Play (P.U.S.H.) was changed to People connect individual Units for the Severely Handicapped" Understanding the Severely Handicapped brothers to the emotional or "People Understanding the Severely lifelong experience of when we made a strategic decision to no Handicapped," names that have not membership in longer build and donate "play units" in been used in more than 20 years. Pi Kappa Phi. 1989. P.U.S.H. became PUSH America in And so, among the branding firm's 1992 in an attempt to further distance the Encourage servant recommendations, was a proposal to leadership through a new brand from the "play unit," and in 1997, change the name of Push America. initiative that builds upon the name was again changed to Push the fraternity's existing As the leadership of the fraternity and America. Along the way, our core values service ethic, promotes Push America carefully considered the have never changed, but brand identity- local action benefitting proposal, three reasons resonated with how others recognize and articulate domestic communities everyone involved: who we are and what we do-became and results in most members correlating First, it was to our strategic benefit to increasingly diluted. their fraternal have a name that truly represented what experience to service. 8 FALL2014 STARANDLAMP.COM