Upload your photo and become a Simpson’s character!

You might have to be patient – the site seems to be a little slow at the moment…

This will be the mother of all spyware. Or perhaps the mother of all security breaches – I don’t want my operating system scanning my files and sending the juicy data back to some advertisement agency! If you think there was an uproar when AOL released all those search keywords, you ain’t seen nothing yet. Imagine what would happen if somehow a list of users’ context information was leaked, or someone cracked (assuming that it would be semi-secure in the first place) the mechanism for sending context data. Random people on the internet would know what sorts of things you are reading, writing, and looking at.

But this is just a framework, after all – Microsoft, integrating some aspects of the spyware game into the OS so that they can peddle their new spyware framework out to all those spyware makers and perhaps get a cut of the profits on the way down. Or maybe it’s the basis for some new “ad supported” version of Windows. Or how about a new way to combat Windows piracy? When you’re found to be running an “illegal” copy of Windows you suddenly get advertisements in every single program you run…

The possibilities go on. I sure hope that they’re joking around with this one. You know, July Fools and all?

Sounds like a good time to switch to Linux. Or buy a Mac.

Here is a few thumbnails of some of the posters included in the package. SVG (Vector) originals for all the posters are included, so you can print them as big or small as you like, change the text, etc. I have also included some sample brochures that we passed out (both an invitation for the sororities, because we have ladies present during our recruitment, and an informational handout for recruits) for your enlightenment. Hopefully the materials herein will be beneficial for someone, because I know they were for us. Please keep in mind that I am releasing my work under a CC license, but the Alpha Tau Omega Nationals has copyright of ATO, Alpha Tau Omega, and all related images (such as the badge and the interlock). Therefore they may not be reused in any “inappropriate” ways. If you find these things useful, please leave a comment or some feedback – I’d love to see or hear about what you’ve done with them! We only ended up producing one poster, the “Characteristics of an ATO” poster. It was printed as an 18″x26″ poster, if my memory serves me correctly. We had the printing done by LargeFormatPosters.com and it cost around $300 for 20 posters.

Note: All SVG source images were created with InkScape on a Windows system.

You can download the complete set of files from here.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.5 License.

While the topic of this post is very specific (Greek recruitment), there may exist parallels to advertising in general. Hopefully this article will be of use to many different readers, not just those looking to become more effective recruiters.

Reasoning and Motivation, or General Principles

As a brotherhood, we are trying to sell ourselves to potential recruits. When someone unfamiliar with the Greek system sees us, we want him to be impressed with the way we handle ourselves and interact with each other. To do this effectively requires a sense of excitement and enthusiasm amongst the brothers. Therefore, an important part of any rush campaign should focus on creating a sense of enthusiasm and excitement amongst the brothers.

A second dimension of the rush campaign should be a focus on the people who support the fraternity, mainly the women with whom we associate (though our alumni also play a very important role). These are the people that attest to our qualities when our backs are turned and can (especially in the case of women) make the most significant impression upon prospective recruits. An external testimony to our qualities and characteristics holds much more value than many of the things that we will actually say about ourselves, because it cannot be perceived as a fabrication construed to entice pledges without any underlying substance.

Finally, the recruitment campaign should target and create interest amongst potential recruits. This is the aspect that is commonly focused on, often to the detriment of the prior aspects. Recruits should be presented with material, activities, and conversations that encourage them to engage, ask questions, and pursue more information about the fraternity. When supported by enthusiasm amongst the brothers and our women and alumni, this builds the entire campaign into a solid recruitment strategy, hopefully resulting in an outstanding pledge class and continued growth of the chapter.

Methodology and Channels – an Example

After rethinking my approach to recruitment, I began to contemplate possibilities for achieving the aforementioned goals.

In today’s networked age, almost everyone has access to the Internet, and a college setting is definitely no exception to this rule. Additionally, social networking has seen explosive growth, with sites such as MySpace, Facebook, and Flickr rising to fame. At Mercer University (home to the Alpha Zeta chapter), Facebook is a huge success with profiles representing an overwhelming majority of the student body. With the addition of Facebook for high schools, almost every incoming freshman is already a member and is very familiar with Facebook.

Over the past year, I have employed Facebook for many things, including promoting parties and events. Why not employ Facebook to meet some of the campaign goals? With this in mind, I set out to devise a way to begin creating excitement amongst the brothers and our supportive friends. While common Facebook publicity takes the form of paid advertising or the creation of parties and groups, these tools are commonplace. I wanted something new and creative.

Social Advertising and Creative Approach

The solution, as usual, came in the form of a simple reapplication of an existing feature. Facebook gives users the ability to upload a picture and then “tag” it with the names of people in the picture. Upon being “tagged,” the system sends each tagged user an email informing them that a new picture of them has been posted, as well as linking the picture to their account. I hypothesized that this could easily be used for my own means.

Using a simple graphic, I tagged every brother and many of the women and alumni who support our chapter. People received their emails, logged into their accounts, and went to find the new “picture” of them – simply to be reminded that recruitment is just around the corner. Simple, effective, and to the point – exactly what advertising was intended to be.

As recruitment gets closer, I will be employing more ideas of this nature. While this is effective, one must be sure not to over-use one method, especially if it is a non-traditional application of existing tools. This would quickly result in reduced effectiveness and fringes on annoying the people targeted by the advertisement. A large part of the battle is finding new and creative ways to spread your message.

Traditional

On a more traditional front, we will be producing and distributing T-shirts and posting traditional printed media (fliers, posters, pamphlets). These are time-proven solutions to a problem, and when combined with new channels still present an effective method of advertising and has been used successfully on many occasions. Combined with creative approaches, the traditional methods should maintain their effectiveness.

Limitations

As with many other topics, there are downsides and limitations to everything; Facebook requires you to be “friends” with everyone that you tag to a picture, or know the name of each person that you invite to a party. Repurposing a venue to create “creative advertising” can become annoying if overused. Posters will only be seen and read by some people, and cost money to produce. T-shirts are expensive. However, when creativity is used to find new and creative ways to work the system, the best results are obtained. Therein lie both the challenge and the opportunity for creativity.

Conclusion

The bottom line is simply stated: be creative and think outside the box. Hopefully I have presented you with some ideas that can be used to make your recruitment campaign a more effective one and to help you think about things from a different angle. A well-planned and executed campaign should encompass a broader view of recruitment, which in turn should give you the edge to stand out in the crowd. I hope that, given the considerations outlined above, everyone can design a creative and resourceful campaign that returns the desired results.

If you have any suggestions, success stories, creative ideas, or random comments, be sure to leave a comment / trackback!

November 2006: I have added a selection of my recruitment materials! Check them out here.

Editorial Note: This is a repost from a previous entry that appeared on digivation before my server crashed. It seems to be one of the most looked for articles here, so I am copying this back over from an archive. Originally posted 12.25.2005:

Well, it seems that BoingBoing is on a roll today. Here are two more very interesting (and possibly confusing/controversial) and very funny news posts:

Christian nudist’s Garden of Eden

Natura, a Christian nudist camp, is slated to open next year north of Tampa, Florida. From the Sunday Times:

(Founder Bill Martin is) confident that Christians will flock to Natura to experience the spiritual benefits of a lifestyle “free from body shame”. He is spending more than $2m on a nudist recreational complex that will also feature a hotel, campsites and a children’s water park.

“As evidenced by Adam and Eve, we believe that when God’s children are in the right relationship to Him, they will be naked and unashamed,” explains one of Natura’s brochures…

Martin and his supporters argue that nudism is unhealthy, especially for children, unless it occurs in a proper Christian context. He has criticised non- religious nudist camps for encouraging alcohol and sensuality. “We are going after a totally different group, a group that doesn’t want a sexual atmosphere,” he said. “There is absolutely no relationship between nudity and sex.” [Link]

Right …. naked Christians … yep, I’m staying FAR away from there (oh so very very very far). In other news, possibly of a different but maybe ever so slightly way, Kodak has come up with an amazing, attractive, and potentially lucrative form of advertisement, sure to snag millions of men the world over.

Kodak assvertises on Ukrainian models’ butts

Snip from thespunker.com: “Assvertising was so great you knew it would be copied. (…) Apparently, Kodak used the derriere media placement during a photo convention in Kiev, Ukraine. At least two hot women were hired to wear ridiculously short mini skirts with Kodak logoed panties underneath and then drops things on the convention floor and pick them up.” [Link]

Yea, I agree… that’s _____ (that means, you don’t actually know ’cause I’m not admitting to anything!). Till next time, enjoy yourselves!