Collection Of Marketing and Recruiting Articles

Article Type Author Last Update Description
Summary Claudia Littlefair (claudia.littlefair@gmail.com) 2017-05-25

Claudia Littlefair is the editor of the Alberta Chatter newsletter. This edition provides a wonderful compilation of a number of articles dealing with advertising, marketing, promotion, and recruiting. You can see the table of contents for the edition below. Follow the link to access the newsletter.

Read Newsletter ….

Newsletter Table of Contents

Name of Article Page
1. No ‘One-Shot Wonders’ in Advertising – by Mike Hogan …..……………………………..……. 2
2. *New* CALLERLAB Resources: Teaching; Knowledgebase; Dances ………………….……… 3
3. A Lesson In Marketing – Producing An Effective Print Ad – by Brian Elmer ….………….. 4
4. *New* Canadian Society Pinterest Account ………………………………………………………..…… 6
5. Marketing On-Line ………………………………………………………………………………………………..…. 6
6. The Off-Season …………………………………………………………………………………………………..……. 7
7. Favorite Website Picks for Promotional Ideas ………………………………………………………..… 8
8. Recruitment – by Tim Marriner …………………………………………………………………………..….… 9
9. Rocky Mountain House’s Success Story – by Doreen Guilloux …..……………………………. 10
10. ‘Winning Ways’ Success Story – New Jersey Rutgers, Ken Robinson ………………………. 12
11. Selling the “Why” ………………………..………………………………………………………………………….. 13
12. What Sells – Facts or Benefits? …………..…………………………………………………………………… 14
13. Signs Speak Volumes …………………………..………………………………………………………………….. 15
14. Summer Demos – by Mike Seastrom …………..………………………………………………………….. 16
15. Writing a News Release, “The Modern Square Dance Image” CALLERLAB, 1978 ……… 17
16. Who’s Your Target – by Mike Hogan ………………………………….…………………………………… 18
17. On-Line Articles Bring In 20 New Dancers ……………………………………………………………….. 19
18. Why Fax? ……………………………………….……………………………………………………………………..… 20
19. Marketing To Baby Boomers …………….……………………………………………………………………… 21
20. Today’s Square Dancer – Do We Have An Image Issue? …………….…………………………….. 22
21. Successful Square Dance Recruiting – Does It Exist? by Patrick Demerath ……….………. 24


Why We Should Care About On-Line Marketing

Article Type Author Publication Date Links Description
Document Claudia Littlefair (claudia.littlefair@gmail.com) 2016-10-12 On-Line Marketing

This an article extracted from the October 2016 edition of the Alberta Chatter newsletter edited by Claudia Littlefair. In the article Claudia examines the typical strategies various age groups use when shopping or looking for information, and how we can use that understanding to reach potential dancers.


Approaching Malls With Vacant Storefronts for Demo Spaces

Article Type Submitter Date Links Description
Idea Janice Cha (Janice.cha@sbcglobal.net) Sep 18, 2016 Chicago Tribune article

Check out this article in today’s Chicago Tribune. Our club reached out to a local shopping mall with lots of empty storefronts. The management company was very interested in bringing people in for events. They will not be charging us to use the space. We will be hosting a new dancer dance at our local mall in October, and an intro to square dance event next January.

Our square dance club is Glenview Squares (Glenview, IL), and the mall we will be partnering with is Golf Mill Shopping Center, Niles, IL.


174 Prospecting Ideas

Article Type Submitter Date Links Description
Idea Jim Langdon (mntndncr@gmail.com) March 2016 174 Prospecting Ideas

Timberline Toppers’ Recruiting Plan

Timberline Toppers is a club that has dramatically grown their membership by creating an effective plan and executing it repeatedly. One element of that plan is to use a variety of prospecting tactics. Over the years they have collected a large number of prospecting ideas and published them in the first document in the list of links. This document is part of a larger Winning Ways story which is included as the second document in the list of links.


Timberline Toppers’ Recruiting Plan

Article Type Submitter Date Story Abstract
Winning Ways Story Jim Langdon (mntndncr@gmail.com) March 2016

Timberline Toppers in Colorado created a recruiting plan that they used repetitively over a period of several years resulting in a dramatic regrowth of their failing club. In 2005 they struggled to put a square on the floor. Their first execution of this plan resulted in 38 new club members. They have fine tuned their plan over the years and now believe they can develop a class of 40 or more any time they choose to put forth the effort.

Read Timberline Toppers’ Plan …
Read Timberline Toppers 174 Prospecting Ideas …


Using Yard Signs to Advertise

Article Type Submitter Date Links Description
Idea Dale and Cindy Bennett (dale@the-nest.us)

Janice Cha (Janice.cha@sbcglobal.net)

2015 Frontier Squares Winning Way Story

Swinging Sugar Squares Winning Ways Story

Advertising square dance lessons by placing a sign on a lawn or a poster on a telephone pole is not new. But this new twist shows how with a little more active management, the tactic can be much more effective than you might think.

This idea was extracted from a couple of Winning Ways Stories. You can read more detail on this idea and see the context in which it was used by clicking on the links to the left


Operation Frontier – 2015, Milford, OH

Article Type Submitter Date Story Abstract
Winning Ways Story Dale and Cindy Bennett (dale@the-nest.us) 2015

If you think it’s inevitable that square dancing is destined to decline, ask any member of Frontier Squares from Milford, Ohio – and they’ll offer a different opinion. Working together as a team our club achieved the following:

  • Our marketing and advertising strategy resulted in 102 new visitors the first three weeks of lessons.
  • On the 15th week, 51 new dancers were still active.
  • On the 15th week, 11 squares were dancing – 47 new dancers were dancing with 41 Angels
Read More …


Signs Speak Volumes

Article Type Submitter Date Links Description
Idea

Document

Claudia Littlefair November, 2015 Albert Chatter Newsletter Nov 2015, pages 1-2

This article abstracted from the November 2015 edition of the Alberta Chatter newsletter describes how a club uses innovative signage as an aid to recruiting new dancers. See the article titled “Signs Speak Volumes”.


havefungetfit.org

Article Type Owner Links Description
Resource Brian Freed (webmaster@havefungetfit.org) Website

The “Have Fun Get Fit” website is a recruiting and advertising tool for some clubs in Minnesota. It contains some information about Sep 2015 classes and an advertising video.


Advertising Brochure Stressing Health Benefits

Article Type Submitter Date Links Description
Idea Jean Lander (hjlander@gmail.com) April 2015

2015-04-20 Ottonobee Brochure re Health Benefits (pdf file)

2015-04-20 Ottonobee Brochure re Health Benefits (docx file)

It is a different approach. I am stressing the health benefits of square dancing. The idea is we will get these rack cards professionally printed. We will buy the plastic rack holders and then our members will approach doctors offices, medical centres, activity centres, health food stores, or anywhere they can find that is suitable for our display there. Hopefully one person/couple will take responsibility of one or two holders, finding a location and keeping it stocked.

I have had positive feedback from Lift Lock, Otonabee, Lindsay and Cobourg. Cobourg is waiting for a meeting to get approval. The clubs will pay for as many cards are they want.

There will be no specific locations, times, etc., on the card, as you can see.

I have had 3 quotes for printing 5000. The best price is $600 which includes tax. Holders are approx. 1.50per piece. The cards are about 3.5″ x 8″. The shelf life of the cards is long term as no dates, times etc., are given.


Dancing Makes You Smarter

Article Type Author Publication Date Links Description
Document Richard Powers 2015

Condensed Article From SRDIAA Sep 2015 Newsletter

Full Article

Full Study In New England Journal of Medicine

This article by Richard Powers discusses the findings of a study published in the New England Journal of Medicine in 2003 which found that dancing offers protection against dementia. Square dancing is not specifically singled out, but the information presented seems to indicate that it would provide one of the highest degrees of protection. In September 2015 the Square and Round Dance Instructors Association of Alberta (SRDIAA) published a condensed version of Richard Powers’s article in its newsletter. The condensed article provides pointers both to the full Richard Power article and the subject NEJM study. Those pointers are also provided here.

Richard Powers is a full-time instructor in contemporary social dancing and dance history, Stanford University Dance Division, Department of Theater and Performance Studies. (Full bio)


Otonabee Squares – Success Starting a New Club (2009)

Article Type Submitter Date Story Abstract
Winning Ways Story Jean Lander (hjlander@gmail.com) 2015-08-03

Report from Jean and Howard Lander about their success in starting up a new club in Peterborough, Ontario. The report contains much interesting information about how they advertised, promoted, and recruited for the new group.

Read More …


you2candance.com

Article Type Owner Links Description
Resource Roy Gotta (you2candance@you2candance.com) Website

This site is designed to introduce non-dancers to the general world of square, round, and contra dancing. It includes demonstration videos, pointers to resources and clubs, and information about how to get started in the activity. It’s a great reference for that friend who asks you for information about dancing.


WheresTheDance.com

Article Type Owner Links Description
Resource Robert Ameeti Website

This site provides a comprehensive list of upcoming special events as well as regular dances in a geographical area. You can search for dances by area, by level, or time period. You can look for clubs that dance particular programs or on particular days. You find locations and addresses. A huge collection of information about square dance events.


Rutgers Promenaders Rebuild

Article Type Submitter Date Story Abstract
Winning Ways Story Ken Robinson 2015-03-02

Report from Ken Robinson describing how Rutgers Promenaders rebuilt their club after a period of decline.

Read More …


No Experience Necessary Dances

Article Type Submitter Date Story Abstract
Winning Ways Story Dave Harry 2015-03-02

Report from Dave Harry describing how combining a “no experience necessary” floor with a Mainstream dance introduced 15 squares of non-dancers to our activity.

Read More …


Village Swingers Club New Recruiting

Article Type Submitter Date Story Abstract
Winning Ways Story Eva Murray 2015-07-28

Report from Eva Murray about how over a period of years the Village Swingers is rebuilding their club through effective advertising and improved teaching programs.

Read More …


New Dancer Promotion

Article Type Submitter Date Story Abstract
Winning Ways Story Bill & Marge Webb 2015-02-01

Report from Bill and Marge Webb, Brecksville Squares. They report information of actions the club took to increase the number of new dancers in the club. Very helpful information for any club looking to add new dancers.

Read More …


New Dancer Class (Washington State)

Article Type Submitter Date Story Abstract
Winning Ways Story Don Wood, Robert Hurst 2009-02-12

This report was received from Robert Hurst with a report from Don Wood regarding a New Dancer class in Washington state. The report indicates that good advertising, hard work, and recruiting can be successful. Ten squares showed up on the first night!

Read More …


Recruiting Old & New Dancers (Belles and Beaus-Pomeroy, OH)

Article Type Submitter Date Story Abstract
Winning Ways Story Betty Knight (club president) 2003-07-06

The Belles and Beaus of Pomeroy, Ohio had a new dancer group of 7 couples and 3 singles in 2002. Their success in recruiting was attributed to two activities. Several weeks prior to the start of their new dancer session a written invitation was sent to former dancers inviting them to a “Come Back to Square Dancing Party”. They obtained the membership lists from three area clubs that had folded plus past membership lists of their own. They also placed ads in 3 local newspapers. The papers listed their club activities and new dancer group in their social calendar. The papers also carried a news story a couple of weeks prior to the start of their new dancer session.

Read More …


Winning Ways (2003/01/02) Sage Swingers

Article Type Submitter Date Story Abstract
Winning Ways Story Brunswick, ME
FoundationFL@aol.com for more information.
2003-02-01

In the various square dance magazines and web sites you can read how square dance clubs and national organizations have plans for advertising square dancing, for “improving” our public image, for altering the dance program and for growing memberships. For the SAGE Swingers in the process began with a change in philosophy. What are the club’s goals for its dancers? The Club thinks this can determine how you go about gaining and keeping new members.

The Clubs goals today are different from what they might have been five and ten years ago. For example, at SAGE Swingers some of our goals are:

  1. To help the club grow by getting more new members
  2. To make sure people are having a good time learning to dance.
  3. Insure that new members return.


Here are some of the “old” goals the club no longer strives for.

  1. The Club does not feel people need to graduate from a Mainstream program by a certain date.
  2. Classes do not have to start in September only.
  3. Learning to dance is not a race to see how quickly you can get to Plus or A-1
  4. The Club tends to downplay classic square dance clothes and make sure people know it’s optional
Read More …


Recruiting Success – Square Benders (2002)

Article Type Submitter Date Story Abstract
Winning Ways Story Square Benders – Milwaukee, WI, Ruth Witt, Eric Tangmann 2003-04-24

The Square Benders are currently one of the larger clubs in the Milwaukee, WI area with 22 couples and 13 singles. Their 2002-2003 new dancer group has 5 couples and 5 singles. This group of new dancers came from several sources. The club runs an ad in the local paper, beginning in June, with a number to contact for more information. The names are recorded of all those responding for later follow up. One couple invited members from their Bible Study Group and another invited people from their camping club. They lost some this past year due to health reasons, work schedule conflict and snow birds. Each year approximately 35 invitation letters are mailed.

Read More …


Recruit Exchange Students

Article Type Submitter Date Links Description
Idea Sharon Frank 2015-03-29 (None)

Many universities and colleges have exchange student programs or foreign student programs where young people come from other countries to advance their education. Often these students are interested in new social activities, especially ones that serve to introduce them to western culture. Many of these institutions have special exchange student social programs. Approaching the people coordinating such programs could generate interest in scheduling square dances for the students.