FOR IMMEDIATE RELEASE February 2000

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PRESS RELEASE

SQUARE DANCING FOUNDATION INITIATES NEW MARKETING PLAN

(February 2000)

CALLERLAB, under the auspices of its FOUNDATION (For the Preservation and Promotion of Square Dancing), recently kicked off the first phase of its exciting, new marketing and promotion effort, PLAN 2000. The Foundation, working in concert with all the diverse organizations and components within the square dancing family, is developing a dynamic, long range, and comprehensive marketing concept that identifies specific problem areas, and utilizes professional public relations and advertising assistance to create viable answers. These are solutions that have practical application for all levels and elements within the square dance world. The Marketing Plan will offer programs that address the concerns and needs, not only of the existing "family" of square dancers, clubs, associations, and callers, but also offers a new image of the activity aimed at the large majority of our population that has never, "squared up on the dance floor.

Different phases of the marketing plan will be implemented, on a national and international basis, over the next decade as they are developed and funding becomes available. Beyond the introductory period, where the emphasis is on market research, image change, and recruitment ideas, the plan will provide a frame work and structure to allow the next generation of dancers to meet long term marketing goals. The Foundation will continue in its efforts to educate and unify the various levels and groups within the world wide "square dance community". Only through a collective effort can it hope to build the working "consensus, necessary to make the plan succeed. CALLERLABs marketing concept can only be implemented by, and through, the committed efforts of all who now enjoy and understand the value and unique experience that is Modern Western Square Dancing.

Even before development of the marketing plan began, the Foundation and its members began fund raising efforts for its support. The first step in this fund raising effort was taken last spring during the CALLERLAB Convention in Dallas, TX. A group of eleven CALLERLAB members produced and recorded a promotional record titled "God Bless The USA". Donations in response to the "God Bless America" record have been tremendous. Additionally, numerous contributions from a diverse group of individual clubs, associations, convention organizations, and others, have helped validate the fund raising goal. Donations have topped $69,000, surpassing the initial goal of $30,000. This outpouring of generous support, even without a completed plan, truly reflects the committed nature of the average, dedicated square dancer. A strong round of "Thank Yous" goes out to everyone supporting this effort. This helps affirm what has become a general recognition, that NOW is the time to share the "best kept secrets" about this fun activity.

An important step in the marketing effort occurred last fall, when the Foundation appointed Creative Marketing Services and James Hensley as marketing advisors to the Foundation.

Phase One of the marketing plan will include plans for work in two important areas. First, to raise the level of awareness within the square dance community, that its historic, established dance activity, now has to repackage itself in order to compete successfully in the leisure and recreation market place, along with all the other 'products or "services, that are seeking the "consumers" loyalty and attention. The second area, good market research will be conducted to gather valid information about the needs, perceptions, and interests of that consumer (the new dancer). This data will help build a better dance program, because it will define the customers expectations for their new dance experience.

Once again -- A BIG THANK YOU! to all who have contributed time, effort, and money to this critical effort.

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We thank you for the coverage you have given us in the past and for your continued support in the future.

THE CALLERLAB BOARD OF GOVERNORS