Pain Points
Antiquated website structure
Legacy CRM
Outdated messaging
Solutions
Messaging strategy
Enterprise web design
Custom API engineering
Tech Stack
WordPress
Patriot CRM
Custom APIs
Meet Tau Kappa Epsilon
Tau Kappa Epsilon (TKE) is one of the most respected and recognizable collegiate fraternities in North America. With over 240 chapters across the United States and Canada and a legacy that spans more than a century, the organization has shaped generations of leaders, philanthropists, and lifelong friendships.
But while the organization had evolved over the decades, its digital infrastructure had not.
TKE’s website and backend systems were built on aging custom code that was increasingly difficult to maintain, update, and expand. The platform struggled to communicate the value of the TKE experience to modern audiences—students, parents, and alumni alike.
To continue growing and attracting the next generation of members, Tau Kappa Epsilon needed more than a redesign. They needed a complete digital transformation.
Build Level
Enterprise
Industry
Collegiate Fraternity
The Challenge: A Self-Created Barrier
TKE’s digital presence had become a barrier instead of an asset. Years of custom development had created a system that was fragile, outdated, and difficult to scale.
At the same time, fraternities across North America were facing a perception challenge. The traditional narrative surrounding Greek life was no longer aligned with the leadership development and philanthropic work that organizations like TKE were actually doing.
To move forward, the organization needed a platform that could honor its history while positioning it for the future.
Key challenges included:
- A legacy custom-built system that was difficult to maintain
- Limited integration with their Patriot CRM platform
- Hundreds of chapters needing dynamic representation online
- Outdated messaging that did not reflect TKE’s true mission
- Major SEO risks associated with migrating such a large website
The Solution: A Modern Digital Transformation
Big Red Jelly partnered with Tau Kappa Epsilon to execute a full digital transformation built on our Brand, Build, and Grow proven process.
We began by redefining how the organization communicated its purpose online. From there, we built a scalable WordPress ecosystem capable of supporting hundreds of chapters and complex data integrations.
Finally, we ensured the platform could grow and adapt for the next decade through SEO optimization, scalable infrastructure, and strategic content development.
Our approach included:
- Repositioning the brand around leadership, purpose, and lifelong brotherhood
- Building a modern, scalable website powered by WordPress
- Engineering custom API connections with the Patriot CRM
- Designing dynamic chapter pages for 240+ chapters
- Migrating thousands of URLs while protecting search rankings
Part 01 | Messaging & Positioning
Repositioning the Narrative
Before building the new platform, we worked with TKE leadership to redefine how the organization communicated its value to the world.
Rather than reinforcing outdated stereotypes of fraternity life, we repositioned the brand around personal development, leadership, and lifelong connection.
This new narrative focused on TKE’s “North Star”—helping young men grow into leaders of character.
Key initiatives included:
- Developing a messaging hierarchy for students, parents, and alumni
- Positioning the organization as a leadership development network
- Highlighting philanthropy, mentorship, and lifelong brotherhood
- Aligning messaging with TKE’s mission of building better men
Part 02 | Website Design & Development
Enterprise Website Development
The website build phase was one of the most technically complex projects Big Red Jelly has executed.
We transitioned TKE from its fragile custom-coded system into a powerful WordPress ecosystem designed for flexibility, longevity, and scalability.
The result was a platform that could support hundreds of chapters while remaining easy for internal teams to manage.
Build highlights included:
- Developing a scalable WordPress CMS architecture
- Designing a modern UI/UX experience for multiple user personas
- Creating dynamic chapter pages for over 240 chapters
- Building an intuitive content management system for internal teams
Part 03 | Internal Leadership Alignment
Internal Alignment & Organizational Messaging
A project of this scale required alignment across multiple leadership groups within the organization.
Working closely with TKE leadership, we helped ensure the new digital platform reflected the organization’s internal mission and values.
This alignment helped unify stakeholders around a shared vision for the future.
Key outcomes included:
- Clear messaging that resonated across students, parents, and alumni
- Organizational alignment around TKE’s leadership development mission
- A digital platform that accurately reflected the organization’s culture
- Strong collaboration between Big Red Jelly and TKE leadership
Part 04 | Infrastructure
Process Development & Data Infrastructure
During the build process, we discovered that TKE’s Patriot CRM lacked the integrations necessary to power a modern website.
Rather than allowing this limitation to stall the project, our development team engineered the necessary connections from scratch.
This work created a robust infrastructure capable of powering dynamic data across the entire platform.
Technical achievements included:
- Building nearly 100 custom API integrations
- Creating real-time data connections with the Patriot CRM
- Developing dynamic chapter data and philanthropic tracking
- Enabling live fundraising leaderboards and engagement metrics
Part 05 | Growth Strategy
Marketing Preparation & SEO Strategy
Migrating a site of this scale carries significant risk—especially when protecting decades of search engine authority.
Our team executed a meticulous SEO strategy to ensure the new platform preserved and strengthened TKE’s online visibility.
Marketing and growth initiatives included:
- Rewriting and optimizing site-wide copy for SEO
- Mapping thousands of URLs to preserve search rankings
- Executing large-scale redirect management
- Structuring the site for long-term SEO scalability
Bring It All Together
The new TKE digital platform is more than a website—it is the central hub for one of North America’s largest collegiate organizations.
The platform now serves as a recruitment engine for prospective members, a philanthropic platform supporting causes like St. Jude Children’s Research Hospital, and a central information hub for over 200,000 active members and alumni.
Updated Messaging
TKE now clearly positions themselves as a brotherhood with over 200,000 alumni.
Chapter Pages
Big Red Jelly utilized over 250 chapter & location pages to provide resources for each individual chapter of the fraternity.
Custom Integrations
Big Red Jelly worked hard to create custom APIs that integrate with the legacy Patriot CRM.
75
%
75% of users judge an organization's credibility based on its website design.
2
x
Organizations with strong brand positioning see significantly higher engagement and trust.
1000
%
SEO-driven websites generate over 1,000% more traffic than social media alone.
The Conclusion: Build a Platform Worthy of Your Legacy
Tau Kappa Epsilon’s digital transformation demonstrates the power of combining brand strategy, modern technology, and long-term growth planning. By replacing outdated systems with scalable infrastructure and powerful messaging, TKE now has a digital platform worthy of its legacy.
240
+
Enterprise WordPress platform supporting 240+ chapters
100
+
Nearly 100 custom API integrations connecting legacy systems with a modern site
120
+
SEO migration protecting 120+ years of history
Shown: Chandler Joly, Greg Prescott
The Strategists
Chandler Joly | Build
Chandler led the technical architecture and development strategy that enabled the complex integrations powering the new site.
Greg Prescott | Business Development & Strategy
Greg helped guide the strategic vision for the project, ensuring the new digital platform aligned with TKE’s long-term mission and organizational goals.
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Big Red Jelly: Your Digital Transformation Partner
Big Red Jelly helps organizations navigate pivotal moments of growth. Whether it’s a merger, rebrand, or enterprise-level website overhaul, our team brings the strategy, creativity, and technical expertise needed to move forward with confidence. For Tau Kappa Epsilon, this meant guiding a century-old organization through a complete digital evolution—building a scalable platform that honors its legacy while supporting the next generation of members. We don’t just launch websites. We build strategic digital ecosystems that empower organizations to grow for years to come.
Meet the Team
Why Big Red Jelly?
At Big Red Jelly, we believe the most successful projects come from true partnership. Our proven process combines brand strategy, modern development, and growth-focused marketing to ensure every project delivers lasting impact. By working closely with leadership teams and stakeholders, we help organizations turn complex challenges into clear opportunities for growth. When you partner with Big Red Jelly, you gain more than an agency—you gain a team committed to building a business you can grow into.
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