Overview
Of all the things that can be done to promote and attract people to the activity - exposure of the activity in as many ways as possible is the best bet!  "Make the activity more visible."

How to do that?  There is no limit to the number of ways.  News articles (print, TV and web site), Demos, involvement in Community activities, written material in Doctors' offices, contact with friends, wearing a square/round dance button, ads in grocery store, etc.

As part of this exposure use every opportunity to point out the many health benefits of dancing.  Enhanced physical activity, active mental challenges, fun and friendship, socializing with new friends, etc.

For additional information on Marketing and Promotion check the Canadian Square & Round Dance Society web site at  http://www.squaredance.ca  look for 'Publicity / Public Relations' in the left frame.

Media Coverage/Fax
Obtaining coverage of your square/round dancing can be done regularily by sending your local media articles on your club's activities, new dancer classes, special dances, etc. This can be done using hard copy or by using a FAX. "Fax" local media information about ALL square dancing activities. Easy to do and very cheap - local calls are free.  Make a list of local media numbers and make a format like the following suggestion or develop your own:

"To the Community Announcements Editor - Please Publish or Broadcast,

On Saturday 4th July, ---- there will be a SUMMER SQUARE DANCE presented by the SNOW FLAKE SQUARES OF SUDBURY, to be held in the CANISIUS HALL at the UNIVERSITY OF SUDBURY, (on the Campus of Laurentian University). The afternoon session commences at 2.00 p.m. and runs to 4.30 p.m. the "Level" will be 'Plus with Advanced-1 Tips' and the evening session commences at 8.00 p.m. and runs to 10.30 p.m., and the "Level" will be 'Plus with Advanced-1 & Advanced-2 Tips'. The price of admission is $20.00 per couple for both sessions or $12.00 for a single session.

Mr. Al Calhoun of Hillsdale, Ontario, will be calling. Al Calhoun is a one of Canada's most experienced internationally recognized professional callers. He is noted for his powerful singing voice and great sense of humour. He is always popular where ever he is calling. He is currently on a cross Canada tour and will be visiting Sudbury on his way to the National Square Dance Convention in Winnipeg.

An invitation is extended to all square dancers to enjoy a day of fine dancing. Out of town square dancers can stay at the VENTURE INN, REGENT STREET, SUDBURY, (phone 1-800-387 3933), special rates have been arranged.

PLEASE help by promoting this event. It promises to be an event in the best traditions of MODERN SQUARE DANCING. For further information please contact me (522-3886 or 675 1151 ext. 2256) at any time.

Modern Square Dancing is for both the "not so young" as well as the young as it is a wonderful recreational activity that all can enjoy. It has a country flavour of course and callers like Al Calhoun are great to listen to and terrific to dance to. There is no alcohol at any square dance and smoking is discouraged! All that's left is good old fashioned clean fun and friendship.

Non square dancers are welcome to come and watch.

Thanking you in anticipation............."

Internet
Use Internet or WWW (World Wide Web) (if you know someone who knows how!!!!) to list dates of dances and square dance events, as well as general communication.

Demo's & Teaches
Participate in "demonstrations" or teaches at high schools or with the "younger set" - they will sooner or later be in a position to join a club - maybe consider starting a teen club! Lots of exposure.

Cheap Advertising!!
Use inexpensive high volume advertising by distributing flyers or brochures around local motels/hotels, drug stores, doctors offices etc. Consider using florescent coloured paper so it stands out as being different. Cut a deal with a chain of whatever!!!! Maybe have items such as place mats specially printed for use and distributed in restaurants. These are available from the South Western Square & Round Dancing Association.

Young People
Let young people (even children!!) see how adults can have fun - they will grow up with positive views of square dancing. Try to get square dancing as part of the curriculum in public and high schools. (Square Dancing is part of a course in the Physical Health Education Program at Laurentian University). A square dance could also be a feature at a college/university frosh week/fun week event.

Singles
Make single people welcome - especially square dancers who have recently lost their partner.

Marketing
Develop a marketing strategy for a region or the province - raise the necessary funds and work the strategy for all it's worth. The strategy should include planning ahead perhaps by using an annual marketing cycle that can be followed or adapted year to year.

January -       Teaches to High Schools & Universitites
February -     Faxes to Media re Valentine's Dance
March -         Demo in Mall
ETC.

Image
Stress the healthy aspects of square dancing with no age limits - especially for the young. Avoid saying that square dancing is cheap and good for retired people - this limits the scope of the market and creates the impression that only those two elements are important. Promote FUN, FRIENDSHIP.

Word of Mouth
Enthusiastic dancers who promote the activity to their friends and acquaintances are the best and most effective advertising and producers of new dancers. 80% of new dancers come from personal contact. Encourage dancers to wear 'T' shirts, sweat shirts or buttons with square dance logos to help them start a conversation.

Open House
Host open house evenings for newcomers to come out and have some fun with the club member.

Media Coverage
Invite local media to cover major events. This will result in FREE news coverage. Send them regular news items on club dance activities, especially with the names of local people.

General Notes
In recruiting new dancers, the combined use of a wide variety of promotional strategies (synergy) must be employed simultaneously. It is important to try and continually employ promotional strategies from year to year as the impact on people is not always immediate - can take up to three years.

Club Leadership Journal
This is now a bi-monthly publication  (6 times a year) and costs $10 in USA,  $12 in Canada & $15 in Europe.  The subscription costs has been lowered since we now print the Journal in house and save lots of money by doing it ourselves.  Also our address has changed.  It is now:
Club Leadership Journal
4852 County Rd K,. Amherst, WI  54406.  715-824-3245
E-mail:   clj@wi-net.com
Bernie Coulthurst, Editor

For clubs considering the development of a marketing and promotion program a subscription to 'The Club Leadership Journal' would be an extremely valuable resource. Very much a useful tool and one all clubs should subscribe to.

Other useful aids available from LEGACY are:

• Leadership Manual - $7.00
• Bakers Dozen Display Ads - $6.95
• Promo-Pac Marketing Kit -$5.00
• City Entrance/Directional Signs (15"x22") -1-$32.50, 2- $50.00

Note: Prices are in US funds and include shipping & handling.
The mailing address is: Legacy International 1100 Revere Dr., Oconomowoc, WI, 53066

Promotional etc.:
The following is what can be included in flyers etc.

CHALLENGE   It is with a sense of accomplishment that you, along with seven other people in your "square" manage to perform all the correct moves choreographed by the caller.

PEOPLE   The fun and enjoyment of meeting people from all walks of life in a non- competitive healthy environment.

TRAVEL   The best way to enjoy modern square dancing is to travel to various dances and conventions - locally or far afield. Travel costs are minimized by travelling as a group with other couples and staying over night in Bed & Breakfast places -normally first class.

LEARNING   Modern square dancing requires some learning which means lessons - attention and effort. Are you up to it?

ACTIVITY   If you seek dynamic exercise that is good for both your heart and spirit - then you're ready.

MUSIC   The music you dance to includes everything from western to modern contemporary - always tasteful.

SOUND INVESTMENT OF LEISURE TIME   Modern square dancing requires an investment of your time and effort. You will enjoy this as a couple in a healthy atmosphere with many friends. Of course, you may wish to purchase the necessary attire - as with all worthwhile activities. However, you will appreciate the aesthetic value of colourful, stylish and comfortable clothing.

HOW TO GET STARTED    The first level of modern square dancing is called "Basic". This involves learning and practising about fifty calls. This takes six months of weekly lessons and practice of about three hours in duration. Additional time is required for "your level" dances.

HOW ARE YOU TAUGHT?   You learn from tape recordings made by recognized professional callers with the help and instruction from experienced dancers. All the material is in accordance with the internationally accepted standards of the "Caller Lab" (the international governing body of square dancing).

WHEN DO YOU GET STARTED? ****   A new beginners class will begin on..........

COST????   The full cost of the basic level course is only $150 per couple. This includes the lessons, membership in the Ontario Square & Round Dance Federation Association (with a newsletter - "Topics"), an international directory of Square Dancing and at least one full Square Dance with a recognized professional caller." 

Disclaimer - Information Sheets