ii. Brothers are highly educated and accomplished in areas of expertise iii. A cooperative community who appreciates the fraternity effort b. Weaknesses i. Lack of brotherhood participation ii. Inefficient use of resource materials iii. Limited financial resources iv. Illegal pledge activities 4. Marketing Tactics a. Advertising/Publicity i. Advertising is key to any successful event. Effective advertising will generate increase sales and participation at your events. In electronic or print advertisements, ensure the following: ii. Name and purpose of event is clearly understood iii. The fraternity and chapter name are clearly identifiable iv. As appropriate, use the Coat of Arms on advertising literature (DO NOT use the Fraternity Shield. See guideline for use in the National Protocol Manual – under development) v. Include Web site address vi. There MUST be a point of contact on all publicity materials for your event vii. DO NOT use branding or other informal chapter identities that portray the fraternity negatively (i.e. – bloody, death, deadly, etc.) viii. Submit event details to local newspapers, community newspapers, local television & radio ix. If appropriate, post events on community boards and other areas where there is high public traffic. x. Develop e-flyers or promotional emails for Brothers to distribute to the friends and associates. Additionally, the chapter should establish a distribution list of emails for mass notification and promotion of events. b. Association Contacts, Internal & External i. Chapters must be careful not to promote their events in a vacuum. Develop relationships outside of the chapter that can help you further promote the fraternity and your chapter events. Your Chapter President, Associate Editor to the Sphinx or public spokesman should establish contacts with the following: (a). All local media (radio, television & print) (b). Other Alpha chapters in the area (c). Other Greek letter organizations ii. Other service organizations c. Newsletter i. A periodic newsletter is a great tool for routinely communicating the activities of the chapter. Each chapter should establish a newsletter to be distributed to all chapter Brothers, respective Area & District Directors and other area Alpha chapters. For college chapters, your newsletter should also be sent to your college alumni Brothers to keep them abreast of the chapter activities. d. Web site i. Each chapter should establish a Web site. The Web site should highlight the fraternity’s history, the chapter’s history and the accomplishments of the chapter Brother’s. You should also have an area to promote your events and ~ 41 OF 57 ~
Revised 9/15/07