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Applying Marketing Concepts to the Greek System

Applying Marketing Concepts to the Greek System. Chris Pehlke, SC November 1, 2002. The Challenge. Declining Membership Competition Changing Attitudes Limited Resources & Dollars. How Do We Promote?. Mass Marketing. Posters Banners Print Ads. Can we target our resources better?.

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Applying Marketing Concepts to the Greek System

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  1. Applying Marketing Concepts to the Greek System Chris Pehlke, SC November 1, 2002

  2. The Challenge • Declining Membership • Competition • Changing Attitudes • Limited Resources & Dollars

  3. How Do We Promote? • Mass Marketing • Posters • Banners • Print Ads

  4. Can we target our resources better? . . . How?

  5. Rush is . . . • A 365 day a year program • An external expression of your Greek organization and more importantly your chapter.

  6. 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)

  7. 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?

  8. Honour fairness decency temperaments talents Convictions Ambitious Purposes Good Character Learning Justice Friendship Good Morals ideals individuality leadership Fair Ability spirit of youth Personal Responsibility Congenial Disposition good manners

  9. For them, you want your group to be the first choice. Targeting means making a choice . . . Focussing on some and not others

  10. 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?

  11. 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?

  12. 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

  13. 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?

  14. Spreading the message . . . Posters Pamphlets Info Booth Insert your Image here Campus Paper Events Internet YOU! Direct Marketing

  15. The Power of the Internet Powerful Medium Informative Interactive Personalized Visual Current Dynamic Relevant Undergraduates Rush Alumni

  16. 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

  17. 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?

  18. 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!

  19. 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.

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