Public Relations

At their November, 1999 meeting the CSRDS PR Committee has made the selection of this slogan for advertising, recruitment and promotion.  It could appear in newspapers, TV, radio, flyers, brochures, - -  everywhere.  This suggestion (with some additions) was submitted by Helen & Russ Maddeaux of BC.  This slogan will be used in conjunction with material prepared by the PR Committee and will be recommended for use by Federations, Associations and Clubs as part of recruitment efforts.  "Square dance" incorporates the whole and all aspects of the activity, one in which present and future dancers can take pride and participated on worldwide basis.  Congratulations to Helen & Russ Maddeaux! 
 

The PR Committee does not have all the answers and constantly needs your ideas, suggestions, comments and questions. Send them to your Federation, Association or PR Committee Representative.

The Committee was really established in 1996 in Edmonton to provide input to the CSRDS and to assist in Promotion and Publicity of the square dance activity. Since that time the Committee has met as part of the 9th and 10th National Conventions and will meet again in Ottawa during the 11th Canadian National. From 1996 onward it has also met using telephone conference calls 2-3 times per year. New suggestion and ideas should be forwarded to your Federation, Association or PR Committee representative.

The Committee has:

• completed a Teen Video, "Cool Moves" to be used as a supplement in youth promotion and recruitment efforts.  Copies of this professionally commissioned video are also available for sale.  Each Federation and Associations supporting the project have received a copy of this video.  All Teen clubs have also received a copy to assist them in their recruitment efforts. Check it out!
• completed a survey of non-dancers and asked Federations, Associations and clubs to assist; The results of the survey are summarized below. The conclusions can assist clubs in improving the marketing and promotion of the activity.
• received financial support from the CSRDS;
• established a CSRDS web site for the activity. It is hoped this will serve the activity and eliminate the necessity for duplication of information and addresses of various locations, federations, Associations on local sites.
• New updated graphics are urgently needed! Our dance movement has evolved and our collection of graphics needs to modernize. You are invited to send a copy of your new and perhaps not commonly used graphics to be added to the collection to info@squaredance.ca  A Graphic master repository will be established and accessed through the CSRDS web site. This would provide one location for storing and accessing square dance graphic materials - avoiding duplication of efforts and providing for easiest sharing across the activity. The older images commonly seen on dance posters will begin the collection.   New graphics submitted must be made available to the public domain and without right to compensation. See your artwork published.
• Made regular reports on activities to CSRDS members through CDN, and to Federations/Associations through committee members.
• Received information about Ontario's "Square Dance Graphic Licence Plate". Great PR vehicle and royalties to go to Federation PR efforts. Other provinces to do similar?
• The manual "Holding a CDN Subscription Dance" may be able to assist you in organizing a Special Dance.
• Assembled a list of resource materials in a library for use/loan; and lists resources that can assist clubs and Associations in recruitment efforts.
  Prepared a Marketing Plan for the activity.  Copies are available from provincial Directors and PR Committee members.  This will assist the Society in planning the activities to be initiated in the future.  This document also includes recommendations for action by Federations, Associations and Clubs.

This space is available to be used for suggestions and ideas from dancers and organizations and the PR Committee of ideas for promoting and marketing our activity. Submit your ideas now to your PR Committee representative!

The Ontario Square & Round Dance Federation has prepared two excellent "Information Guidelines" that may be of assistance. Go to the Ontario S&RD Federation site and click on 'Info Sheets'   These include "Promoting Square/Round Dancing" and "Attracting New Dancers".    Have a look at these.

It is recommended that clubs consider subscribing to "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
 Club Leadership Journal 

Two other resources to consider for acquisition are:

Creating Marketing & Recruiting Plans for Square Dance Clubs by Ian Henzel is an excellent publication. 
This Plan (62 page document) has been used successfully by his club to increase recruitment of new dancers to the club. The Plan or Manual contains may ideas for a club to consider in its ongoing recruitment planning.  See an excellent article in CDN, July, 1998.  To obtain a copy contact: USDA PUBLICATIONS & EDUCATIONAL MATERIALS  at:  http://www.usda.org/  and/or contact  Jim & Edythe Weber  (Email: eweber@usda.org)

Ian Henzel Plan for Square Dance Recruitment - Available in PDF - More Information on this plan can be received from Ian       Henzel at  Email: mailto:IanKH@aol.comor Paul Waters at mailto:paul_waters@msn.com

Five Fast Steps to Low-Cost Publicity by Barbara Florio Graham is available by mail for $20.00 postpaid (Can.).  This 90 page publication is an excellent practical guide and resource to getting stories to the media for coverage of the activity. You don't have to pay for advertising if you can get the story covered as a news item. Also an excellent reference for those planning major events and wanting to get media coverage.

Also check out the various articles posted on the Square Dancing Article Co-op

Check out:
http://www.mrfire.com/ - ideas on increasing business, wanting marketing to work
http://publicrelations.about.com/  - publicity, public relations and marketing
http://www.ideasforbusiness.com/   - marketing ideas

Displaying & Posting Flyers in Stores    
Here is an idea to use small spaces in commercial businesses to display square & round dance flyers/brochures.
The space used is so small that business will allow you to use their space for advertising.
Easily create a display box to hang on a wall that holds flyers using heavy paper. Simple to do!  
Also includes a couple of flyer/brochure ideas for content.
Put the information on you new dancer classes on the flyer/brochure.
See the display box and sample flyers.

Links to promoting square dancing

Square dancing might be promoted/listed in catalogues of physical/healthy classes (like gymnastics, fitness training, etc.) which is distributed to members of local health insurance companies. In booklets list class as "Training for memory and reactions" - Germany

Round dancing ads might not mention round dancing as this is not understood, but talk about learning the Two Step, Cha Cha, Jive, etc. to modern music.  Use the ballroom catch words.  - John Brant

Recruiting Brochures - adapted from Callerlab Press Release
An area on the back of a brochure can provide space to include the name, address and/or phone number of your club or contact person. Your area may be large enough to have a central contact point; someone willing to act as an informational liaison person.  In this respect one name is less confusing to the non-dancer than listing a contact person for each club. The liaison person should have all the information available about dance nights, dates, times, places, costs, etc. This requires co-operation of all clubs in the area. This works! Many reports indicate this has been very successful.
Individual clubs should arrange to have only one contact listed on the brochure.  This assures that all non-dancers, calling for information, get the same information.
Contacts should point out that the square/round dance activity is wholesome, energetic, fun, and it promotes good health. Be enthusiastic and tell people how much fun it really is. Friendships last a lifetime and where else can you go and feel welcome as soon as you walk in the door. Promote friendship along with the activity.
The following is a list of some locations where brochures can be made available to potential dancers. You may be able to think of others.
Adult Education Centres                          Health/Fitness Clubs                        Senior Centres
Art Centres                                                 Hobby Stores (music, craft, etc)      Shopping Malls
Barber Shops                                              Service Clubs                                      Laundromats
Beauty Shops                                             Sporting Goods Stores                      Teen Centres
Square Dance Shops                                 Chamber of Commerce                       Libraries
Churches                                                     Local Colleagues                                Municipal Offices
Video Rental Stores                                   Mail to ex-dancers                              Welcome Wagon
Movie Theatres                                         Visitor Magazines                                Western Shops
Company Recreation areas                      Real Estate Offices                               Restaurants
Dentists Offices                                        Doctors' Offices                                   Drug Stores
YM/YWCA                                                Grocery Store Bulletin Boards
Dry Cleaners
 

• ENDOWMENT FUNDS
  Have you thought about providing Endowment Funds to this activity? Money donated is invested and the interest earned is spent each year on a particular goal; i.e. caller/leader-training or for the "promotion of square dancing".

  Donate monies to your own Federation or to the Society, as you would to a charity or special interest. What is a special thought of yours - write it in your will. Any questions can be directed to: info@squaredance.ca
   Endowment Funds can be sent, with the special notation, to the Treasurer: Ralph & Barb MacDonald, Box 16,  Goshen, NS   B0H 1M0    (902) 783-2731  ralph.macdonald@ns.sympatico.ca
   

• HEALTH ASSOCIATIONS
  Have you considered working with a Health Association on a local basis. This can be a vehicle for raising funds for the charity and achieving some publicity and visibility for the activity and the club. These groups might include: Heart - Stroke Foundation, the Cancer Society, Terry Fox Run, Alzheimer's, etc. Do your local "health" associations provide information to the public or to their patients/participants indicating the values of our recreation? Have you asked them to have your flyers available for their clients?