Marketing 470: A Fishermans Strategy to Fraternity Recruitment

1
Marketing 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

2
Recruitment 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.

3
7 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

4
Go 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?

5
Go 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.

7
Where 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!!!!!!

8
Where 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

9
Where 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

10
When 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!!!!!!!!!!!!

11
When 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

12
When 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.

13
When 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.

14
You 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!

15
You 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?

16
Recruitment 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.

17
Recruitment Influencers (cont.)

• Chapter Features
• size
• location
• leadership opportunities
• fees
• reputation
• housing opportunities
• alumni
• awards

18
You must use the right EQUIPMENT

• Fishermen need the right gear (tackle, tackle
  box, sharpened hooks, clothing) and so do Delta
  Sigs when recruiting!

19
You 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?

20
You 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.

21
How 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?

22
How 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.

23
How 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.

24
How 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).

25
Events

• 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

26
Presentations - 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!

27
Sorority 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!

28
Information 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.

29
Working 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.

30
Preparing 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

31
Motivating 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.

32
Recruitment 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!

33
Sample 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.

34
Common 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!

35
Common 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?

36
The 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!

37
Final 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!!!

38
Final 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!

39
You 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!

40
Pin 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.

41
Pin 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.

42
Pin 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.

43
Pin 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

• Questions?

45
Thank You and Good Luck!!!!

• Contact Information
• [phone] work
• mafalk2_at_uky.edu