Investigating High School Band Recruitment Procedures Using Educational Marketing Principles

Abstract This study examined recruitment strategies employed by high school band directors. The marketing model of the Seven P's was used to gauge band director recruitment. The research goals were to examine (1) the level of planning and evaluation of band director recruitment strategies, (2) the marketing mix of the seven P's employed by band directors, and (3) the differences in the seven P marketing mix between superior and less superior band recruiters. The Light Band Marketing Survey was sent to a randomly selected national sample of traditional public high schools, and to all members of the Florida Bandmasters Association teaching public high school. The factor analysis of the LBMS identified six underlying constructs that differ from the traditional marketing mix. Marketing to Incoming High School Band Students Introduction Music educators constantly face new challenges in maintaining quality instrumental ensembles for America's youth in the public schools. This is especially true for instrumental music teachers at the high school level. Budget constraints, increased non-musical graduation requirements (National Center for Educational Statistics, 2003), block scheduling (Rohner, 2002), increased number of non-traditional programs such as magnet schools (Hoffman, 2002), and the testing emphasis created by the No Child Left Behind Act (2002) are only some of the concerns facing music educators. Both teachers and students are under increased time restrictions. It is essential, then, for instrumental teachers at the high school level to modernize their practices in recruiting students from the middle school. The decreasing applicant pool of students with prior instrumental music education especially affects high school band directors. Enrollment issues continue to be the concern of these band directors in maintaining their band programs (Hoffer, 1980). In addition to ensuring that enough students enter the music program to make it financially sustainable, instrumental music instructors face the dilemma of needing to recruit specific instrumentalists to ensure balanced ensemble instrumentation. Successful recruitment strategies are essential for attracting students into an instrumental music program at the high school level. Non-musical administrative duties are unavoidable in public school music teaching. However, colleges and universities give little direct instruction of music education administration in teacher preparation programs (Cooper, 2004; Walker, 1998). This leaves instrumental music educators without the tools to correctly diagnose and prepare for future enrollment trends. Understanding proper marketing tools can make possible the successful recruitment of students from the middle school. In turn, recruiting can facilitate successful teaching. Focus on enrollment in the high school band program has also shifted due to changing social climate in America. References to high school band director involvement with enrollment are beginning to emerge in the music education professional literature (Doerksen, 2002; Shofner, 2001). This literature is mostly comprised of suggestions and tips from veteran music teachers. To date, there has been no systematic inquiry into procedures and strategies of the recruitment process for high school band programs. An examination guided by the principles of educational marketing can provide the framework for such research. Educational Marketing Several music textbooks and some research studies mention the need for public relations to promote band program success (Brimmer, 1989; Carlson, 1999). While there is a close relationship between marketing and public relations, public relations only focus on activities to build public understanding and confidence (Hanson & Henry, 1993). Because of the narrow focus of public relations, the larger concept of educational marketing can provide greater understanding of the broader processes involved in recruiting for the high school band. …