Title: Marketing 470: A Fishermans Strategy to Fraternity Recruitment
1Marketing 470 A Fishermans Strategy to
Fraternity Recruitment
- Mike Falkowitz, Hartford 95
- Director of Expansion 1998-2001
- Assistant Dean of Students - University of
Kentucky - 2003 Delta Sigma Phi National Convention
2Recruitment and Fishing are a lot alike
- For todays presentation lets think about
recruitment in terms of fishing. - Throughout this session you will learn strategic
recruitment skills (sales marketing) through
the eyes of a fisherman.
37 Steps to Catching Fish/Recruiting More Members
- 1. To catch fish, you have to GO Fishing
- 2. You have to know WHERE to Fish
- 3. You have to know WHEN to Fish
- 4. You must use the right BAIT
- 5. You must use the right EQUIPMENT
- 6. You must know HOW to Fish
- 7. You must know what to do with the Fish
- once its CAUGHT
4Go Fishing/Recruiting
- What type of fish do you want to catch?
- Why that fish?
- How many fish do you want to catch?
- Whos going to fish?
- What type of members do you want to recruit?
- What traits do these members possess?
- How many members do you want to pledge?
- Whos leading your recruitment efforts?
5Go Fishing/Recruiting
- Attitude determines everything!
- Does a fisherman get dejected if hes having a
rough day? No! - Do Delta Sigs quit recruiting because someone
isnt sure about their bid? NO!!!!!!! - 80 of recruitment is simply being in the right
place at the right time.
6- If a fisherman stops fishing his business will
collapse. - If your chapters arent growing, theyre dying.
7Where to Fish/Recruit
- Weve already defined the traits we want our new
brothers to possess - Academics Good social skills
- Financially solvent Athletic
- Leadership Loyal
- Motivated Diverse
- Fun Potential
- Assertive Well-rounded
- Smooth with the women Initiative
- Campus organization involvement
- Sonow its time for Delta Sig to go
fishing!!!!!!
8Where to Fish/Recruit
- Sorority Referrals
- Alumni Referrals
- Local Chapter Referrals
- Faculty/Administrative Referrals
- Guidance Counselors from High School Feeder
Schools for your University - Student Organization List All executive
officers - Residence Life Organizations RAs, RDs
- Student Government
- Multi-cultural Center
- Student Activities/Campus Programming Board
- Summer Advising Staff/University Ambassadors
- Professional/Honorary Fraternities
- Campus Recreation Center
-
9Where to Fish/Recruit (cont.)
- Non-bid list Greek Affairs Office
- Dropped-De-pledged list Greek Affairs Office
- Deans List Respective Colleges/Programs
- Religious Organizations
- Specialty Dorms Academic, Freshman Experience,
Alcohol Free - University 101 Sections
- Intramural Teams get a roster of EVERY team
- Athletes DI, NAIA, Club, etc(get contact info
off the athletic web site) - Freshman Face-book
- Presidential, Governor Scholars
- Community Service organizations
- Campus newspaper, radio, TV station Free PR!!!
- Delta Sig Dream Team a.k.a. Wish List
10When to Fish/Recruit
- Recruitment is 365/24/7
- ALWAYS CARRY A PEN AND PIECE OF PAPER IN YOUR
POCKET - You never know when you will meet a
potential brother. Simply forgetting someones
name or phone number is UNACCEPTABLE!!!!!!!!!! - Time of Year
- During the summer, IFC sanctioned times, and at
least one more time during the fall/spring
semester - Freshman Move-in!!!!!!!!!!!!
11When to Fish/Recruit
- Time of Day/Week
- All University sponsored events
- Chapter Activities
- Open Chapter meetings
- Formal/Sorority Dinners
- Date exchanges (if allowed)
- Philanthropy and Community Service Projects
- Intramural Sports
- Parties
- Alumni/Parents Events
12When to Fish/Recruit (cont.)
- During Class
- Pay attention to those who make intelligent
comments. - Sit next to someone you DONT know.
- After Class
- Where do students hang out in between classes? Is
there a student center, smokers area, dining
facility, etc??? - Grab a few brothers and prospective recruits for
lunches and dinners! This costs nothing and the
recruit simply thinks youre just hanging out
over a meal.
13When to Fish/Recruit (cont.)
- Night time
- Study Breaks at campus coffee house
- Specific TV shows Monday Night Football, WWE
RAW/Smackdown, Reality TV shows, etc. - Weekend Pay Per View Specials
- Athletic Competitions
- Tailgate before games.
- Sit as a chapter and invite prospects to join
you.
14You must use the right Bait
- There are reasons a fish bites the hook.
- There are reasons why recruits accept our bids.
- In sales and marketing, just like in recruitment,
the bait is the WHY!
15You must use the right Bait (cont.)
- Why do people accept bids to join your chapter?
- What benefits will the recruit gain from biting
the hook? - What feature does Delta Sig possess that
differentiates it from other chapters/opportunitie
s?
16Recruitment Influencers
- Who/what are the recruits influencers?
- What do you need to do to convince them?
- Scholarship Offers?
- Campus, community, job connections?
- Payment plan?
- Phone call to parents?
- Meeting with a coach?
- Girlfriend?
- Afraid her boyfriend will break up with her?
- Shes in a sorority that doesnt hang out with
Delta Sig? - Other rushees have bids elsewhere want to join
with friends.
17Recruitment Influencers (cont.)
- Chapter Features
- size
- location
- leadership opportunities
- fees
- reputation
- housing opportunities
- alumni
- awards
18You must use the right EQUIPMENT
- Fishermen need the right gear (tackle, tackle
box, sharpened hooks, clothing) and so do Delta
Sigs when recruiting!
19You must use the right EQUIPMENT (cont.)
- What equipment does your chapters use?
- Which brothers are best at closing the deal?
- Are there parents who can call other parents?
- Are there women/sororities who could convince
recruits to accept bids? - Are there distinguished alumni/faculty who can
assist? - Does the chapter send handwritten notes?
- Does the chapter make presentations? Who delivers
them?
20You must use the right EQUIPMENT (cont.)
- Lets talk about appearance and presentations for
a minute. - ALWAYS DRESS TO IMPRESS.
- IF YOU LOOK LIKE A SLOB, GO HOME AND CHANGE!!!!!!
- If youre making presentations, send the guys who
best represent your chapter - Face Guys
- Sharp dressers
- Can comfortably speak to large groups/can work
the crowd. - Has a good reputation and is known on campus
- Has no problem asking for referrals and can
handle questions.
21How to Fish
- This is where you build and execute your
strategies. - Now I can share tips and techniques, but
ultimately YOU are responsible for growing your
chapters not National, not alumni, not just the
recruitment chairman. EVERY MAN/ONE MAN! - Execution and follow through separates the
successful recruiters from those who fail. - Are you ready?
22How to Fish (cont.)
- What are your marketing and communication
strategies? - Sample suggestions
- Freshman Survival Guide (movies, restaurants,
malls) - Incoming Scholarship
- Business Cards
- Athletic Event Schedule Cards
- Summer/Winter mailings brochure letter
- Mass email
- Press Release in newspaper
- Cold calling
- Wear letters weekly chapter chooses one day when
everyone sports Delta Sig letters.
23How to Fish (cont.)
- Dinners and Lunches Eat as a chapter on a
regular basis at the popular dining halls. - Website
- Its not intimidating to view.
- No strings attached.
- Can your chapter monitor visitor traffic?
- Delta Sig Calendar
- Fundraise to create a sorority girls of XYZ
University (Be chivalrous and make sure you are
allowed to do this at your school). - Delta Sig Desk Calendar
- Sell sponsors to local businesses. Create a desk
calendar with various Delta Sig pictures and
information on it. Distribute the calendars
within the dorms. - Tabling
- Arrange to have recruitment tables set up in high
visibility areas with a reason for people to stop
by. - Be creative with your table rent a miniature
basketball hoop or mini golf hole to attract
attention.
24How to Fish (cont.)
- Recruitment T-shirts
- If you want to increase your volume and
visibility, while keeping prices minimal, sell
sponsors. PUT THE FUNDRAISING CHAIR TO WORK!!!! - Pass out t-shirts to popular faculty, sorority,
and campus police officers. Encourage them to
wear the shirts around campus. - Stake Signs in the ground They stand out and
are highly visible - Previously mentioned referrals (where to fish
section) - Door Hangers hang recruitment info. on dorm
doors. - Magnets Get a local/national food company (i.e.
Papa Johns) to sponsor magnets. List the
company information and chapter facts, info,
location. - Flyer Posting
- Are there locations that work better than others?
- Flyers should ALWAYS have a picture (substance).
25Events
- Events are overrated because everyone does the
same thing. - What are some non-traditional events your chapter
utilizes? - Sample non-traditional events
- Television Theme Night with a sorority Friends,
Fear Factor, Joe Millionaire - Video game tournaments
- Pick-up basketball games
- Working out
- Dinner Theme Parties with women
- Weekend Paintball games
- Low-Ropes Activities
26Presentations - Dos/Donts
- Do arrive early.
- Do bring supplemental materials and contact
information. - Do bring a referral sheet/sign-up sheet.
- Do bring food if its appropriate.
- Do leave time for questions.
- Do research the organization you are speaking
with so you can articulate why Delta Sig is for
them. - Do practice in advance.
- Do thank the audience for their time.
- Do send a thank you note.
- Dont rely on their A/V equipment (if needed).
- Dont speak for longer than you indicated.
- Dont be negative.
- Dont be inappropriate.
- Dont lie!
- DONT ASK THEM TO CONTACT YOU TO PICK UP THE
REFERRAL SHEET ITS YOUR RESPONSIBILITY TO
FOLLOW UP. THIS GIVES YOU A REASON TO CONTACT
THEM AGAIN AND SEEK FEEDBACK ON THE PRESENTATION!
27Sorority Presentations - Dos/Donts
- Everything from the previous slide applies.
Additional points - Do bring flowers for the person(s) who invited
you to speak. - Do bring enough candy for the entire chapter.
Show them you are chivalrous and appreciative of
their time. - DONT BADMOUTH OTHER GREEKS!
- DONT ASK ANYONE OUT!!!!! YOULL LOOK LIKE A
PLAYER IF YOU DO THIS AND WILL NOT HAVE ANY
REFERRALS!
28Information Sessions
- Arrive early to set up.
- Reserve a room that may be smaller versus larger.
You dont want to give the impression that the
event was a failure. - Bring non-messy food. Who wants to shake
someones hand that is full of nacho cheese? - Bring supplemental materials and contact
information. - Bring a referral/sign-up sheet.
- Bring name tags so you dont forget someones
name.
29Working the Phone
- Does anyone like to call a stranger or someone
theyve only met once? - NEVER call a student before 10 am.
- If you get a roommate on the phone dont leave a
message unless you know them personally. We want
to eliminate excuses for not returning calls. - If you dont get an answer, hang up. We want
someone live not a voicemail. Same logic as
above. - Try to call when you know they arent in class or
working. - Dont act like Chip Douglas from Cable Guy and
call every 15 minutes!!!! - REMEMBER, youre not trying to get a guy to
pledge via the call, youre trying to get him to
agree to meet with you.
30Preparing Your Brothers to Recruit
- Facilitate a MANDATORY recruitment retreat where
you discuss - specific roles
- Who works the door, who drives, who hangs flyers,
who works the phone, etcEVERYONE PLAYS A ROLE. - talking points EVERYONE needs to be consistent
or you will look foolish! - practice conversation starters
- practice answering the common objections (on
Delta Sig website in the Recruitment Playbook). - Role-Play PRACTICE, PRACTICE, PRACTICE
31Motivating Your Brothers to Recruit
- Set up an Incentive Program
- Monetary Discount on dues for every new member
you recruited. - Bill an ADDITIONAL 25 - 50 fee into dues
Those who recruit at least one member get a
refund. Those who dont, lose 25 - 50. Youll
either end up with tons of recruits or a pile of
money your choice! - Clothing Incentive Top recruiter gets a new
sweatshirt, jacket, etcEveryone whom recruits
two or more guys gets a free t-shirt. - Dont worry about losing money. Additional
pledge revenue offsets incentive pay-outs.
32Recruitment Awards Dinner
- Servers Brothers who recruit 0 men.
- Hamburger/Chicken Brothers who recruit 1 man.
- Steak Brothers who recruit 2 or more men.
- EVERYONE is responsible to recruit at least one
man better than themselves, so we dont want to
reward minimal efforts!
33Sample Conversation Starters
- Having a hard time breaking the ice? A little
shy? Try asking these open-ended questions - Where are you from? Campus, home town?
- Whats your favorite sports team?
- What sports did you play in high school?
- What do you think of school thus far?
- What classes are you taking? What teachers?
- What do you think of the women at the school?
- Are you planning on getting involved in any
campus organizations? - Have you seen any good movies lately?
- How many people from your hometown are attending
the school? - Are you dating anyone?
- Do you have a job? Plan to get one?
- The key is asking open-ended questions. You want
to learn about them to keep the conversation
flowing.
34Common Sales Pitches
- Ever had that guy that just isnt sure? He needs
more time. Yada, yada, yadaTry these - Think about your college experience. When you
graduate youll have an expensive piece of paper
your degree. When you graduate college as a
member of Delta Sig, youll have an education. - You may not realize this, but youre already a
Delta Sig. You possess the values and
characteristics of the fraternity. The only
thing that separates you and I is a handshake,
some fluffy ritual words, a cool password, and
unforgettable experiences! - When you graduate, what do want your legacy to
be? With Delta Sigma Phi you can make that a
reality!
35Common Sales Pitches (cont.)
- This school can be an intimidating/overwhelming
place but wed be glad to help you make the
transition. - Delta Sigma Phi is not an organization thats
here today and gone tomorrow. We have a proud
history of building leaders and we would welcome
the opportunity to share it with you. - Theres a difference between being friends and
brothers. Id be proud to share my fraternity
with you and call you my brother. - I hear what youre saying about the fraternity
being expensive, but think of it this way. I
look at the membership fees/dues as an investment
in myself. You cant tell me youre not worth
investing (insert amount) in yourself, can
you?
36The Recruits that got Away
- Ask them why they are declining/postponing their
bid? - Ask what they are looking for that is currently
missing from Delta Sigma Phi. - If they choose another fraternity, find out why
they accepted that bid. - LEARN FROM YOUR FAILURES SO YOU CAN CELEBRATE
FUTURE VICTORIES!
37Final Tricks
- Create a wallet-size prospect list. Each brother
should have this list and can call a prospect
when recruitment opportunities arise at any time. - Form recruitment teams where the brothers can
bounce off one another easily. - Include prospects on intramural teams.
- Carry gum or some type of breath mint at ALL
times. Bad breath kills the conversation! - Spend as little time in your chapter house and as
much time as you can in the recruits room.
Chapter houses are intimidating and usually
dirty! You dont want to lose a recruit because
someones a slob! Also, you will meet additional
prospects!!!
38Final Tricks (cont.)
- If you know where a recruit works, stop by and
say hello. It will make them feel important. - NEVER bad-mouth a brother or pledge. Prospective
member think everyone gets along without any
problems. - Be yourself and be true to what your chapter is
all about! - If you smoke cigarettes, make them visible.
Bumming a cigarette is a great way to start a
conversation. - INVOLVE WOMEN!!!!
- Finally, DONT accept no as an answer!!! Theres
a fine line to toe between being persistent and
annoying. MASTER THIS!
39You Must Know What to do With the Fish once its
CAUGHT
- Congratulations!!!!!! Youve recruited new
brothers. Now you need to ensure that everything
you promised them will be what they experience in
Delta Sigma Phi. - Recruiting is not over!
- Empower them to recruit their friends,
classmates, roommates, etcTry the Pin Trick!
40Pin Trick
- Gentleman, you have been invited to become the
newest members of Delta Sigma Phi at (Chapter
Designation). You are about to enter upon an
experience unlike no other. Delta Sigma Phi is
not a 4 or 5 year experience, ITS A BROTHERHOOD
FOR LIFE!! Throughout your experiences you will
be challenged to expand your mind and grow
personally and professionally so that in the end,
Delta Sigma Phi has made you a better man.
41Pin Trick (cont.)
- The pledge pin we have placed upon you is to be
worn with pride and should serve notice that you
are a part of something bigger than our
individual parts. It is to that end that we ask
you to uphold the standards of Delta Sigma Phi
and strive to live your life by the ideals of
this great fraternity. -
42Pin Trick (cont.)
- We consider it an honor to extend our proud
brotherhood to you and expect you to do the same.
Our first challenge is finding non-fraternity
men who have similar values to you and our
brothers and getting them to join Delta Sigma
Phi. - We, the brothers of the (Chapter Designation)
congratulate you once again and challenge you to
find worthy new men to join our brotherhood as we
extend our hand in friendship.
43Pin Trick (cont.)
- If you have any questions on how to involve your
friends, classmates, peers, etcin our
experiences, please be sure to talk with the
President or Recruitment Chairman following this
ceremony. Again, congratulations and welcome to
the (Chapter Designation) and may your
experiences as a member of Delta Sigma Phi be as
fruitful as those who have come before you.
44 45Thank You and Good Luck!!!!
- Contact Information
- (859) 257-3151 work
- mafalk2_at_uky.edu