The LGBT group will be an attractive prospect market; therefore, it is important for the marketing communicator to understand their behaviors to better penetrate into their deeper mindsets which enable marketing communicators to create a loyalty program to increase engagement to the brand. The paper analyzed researches, textbooks in marketing communication and related field to identify the factors that could be used to create an effectively draw these prospective customers to befriend this group. Integrative content analysis was conducted, and the theoretical model SPECIAL was proposed. This model response to the LGBT special and personal needs comprised of 7 factors that reflect the characteristics of the LGBT. They are Sociality (S); Personalization (P); Emotional (E); Consumer-Centric (C); IMC: Integration Marketing Communication; Personal selling(I), Attitude (A); and Loyalty Program (L), respectively. This model will increase the brand experience of the customers. it is the experience of using LGBT behavior towards the world's top brands to be exclusive in various aspects according to each person's information to become the specialty of the brand. Further study to test the viability of the proposed model was recommended.