Applying Marketing Concepts to the Greek System

Chris Pehlke, November 1, 2002

The Challenge

Declining Membership Competition Changing Attitudes Limited Resources & Dollars

How Do We Promote?

Mass Marketing

PostersBannersPrint Ads

Can we target our resources better? . . .

How?

Rush is . . .

A 365 day a year program

An external expression of your Greek organization and more importantly your chapter.

Who are you competing against?

What other choices does he/she have?Other Greeks School

Campus Clubs Part Time Jobs

Varsity Sports teams Student Gov’t

Significant Other

Societal Norms Financial Constraints (both commitment & rising costs

of Education) Negative Attitudes (self, parents, others)

Who do you want to attract?

Who do they associate with? What is their personality/values? What are they doing now? How do they spend their time? What do they think of the Greek system? What do they think of your organization?

For them, you want your group to be the first choice.

Targeting means making a choice . . . Focussing on some and not others

What’s in it for him/her?

What are the needs of your target? What is he joining? What benefits are most important for him/her? How are those needs currently met or unmet?

Which benefits do you need to emphasize?

What is your chapter all about?

What are the values of your chapter?

What is the personality and culture of your chapter?

How is your chapter different from other chapters/organizations at your campus?

Why should they believe you?

What have you done for me lately . . . . Is your message credible believable?:

Do your words and your actions jive? Visual signs of proof – Chapter events Actions of Individuals History of success and distinguished members Bylaws and examples that prove you uphold your

principles Endorsement from Alumni, the University, the Community

What is your Point of Difference?

What is the single most compelling reason to rush your

chapter. . . . The most identifiable and successful brands can be defined

in one word: You are the leaders on campus You have a strong brotherhood/sisterhood You are Athletic

ARE YOU DEFINED??? IS IT DIFFERENT FROM YOUR COMPETITION?

Spreading the message . . .

InternetYOU!

Campus Paper Events

Posters

Pamphlets Info

Booth

Direct Marketing

Insert yourImage here

The Power of the Internet

Undergraduates

Alumni

Rush

Powerful Medium

Informative

Interactive

Personalized

Visual

Current

Dynamic

Relevant

The Power of Events Bring the experience to life. Raise Profile What properties could you own.

Charity Events Campus Events

What properties do you have to own. Orientation Week Homecoming

Co-promotion: What other groups can you associate with?

Something unique to your chapter

The Power of Direct Marketing

What do you do when you know someone would be a great member of your Fraternity or Sorority?

What key messages (verbal and contextual) might help win them over?

The Power of YOU!

You do it everyday . . . Wearing letters Involvement in the Community & on Campus Your conduct at the bars Your conduct with the opposite sex Your personality How you treat other people

Overall YOU ARE THE BRAND!

Summary

Understand Who you compete against. The type of member you want and where you find him. What benefits you are offering. Your chapter’s values, personality, culture. Why they should believe you. What your point of difference is.