Book School Dances with the RIGHT People

By Matt Ryan

You’ve spent hours crafting the perfect cover letter. You’re certain your rates are just right for your market. You’ve spent hundreds of dollars printing flashy brochures. Plus you’re good at what you do! So why aren’t you getting more bookings?

If you have been endlessly “spinning your wheels” trying to break into the school dance market, it’s probably because the best marketing materials in the wrong hands are useless.

Some DJs incorrectly believe that the principal or other administrator makes this decision. Others attempt to market their services directly towards students, thinking they’ll have influence on the decision.

So, how can you be certain your materials are actually landing on the desk of the person who is ultimately responsible for hiring the DJ for the school’s dances?

Reaching the Decision-Makers

The fact is that most schools have one or two teachers, working under supplemental contracts as co-curricular advisers, who are ultimately responsible for organizing the dances and hiring the DJ.

These advisers have different titles depending on the school. In middle schools and junior high schools, it’s usually the student council adviser or athletic/activities director. In high schools, it’s often class advisers, the student council adviser, or co-curricular director.

The Key to Success

Sending your materials directly to the right person is a critical step in being hired for their next dance. Do not rely on a secretary or administrator to forward your “junk mail” to the right person.

Before you send out your marketing materials, take time to research your target schools and determine who is responsible for organizing the dances. Most likely a phone call to the school’s general phone number will net you the information you’re looking for when the question is tactfully posed.

Commit to yourself to eliminate wasting your time and marketing dollars, and ensure that every contact you make with a school is directed to the right person for maximum results and bookings!

Do you have any tips for finding out who the decision-makers are? Let us know!

Matt Ryan – School Dance Pro

Matt Ryan is a multi-op DJ business owner, radio personality, developer of School Dance Pros and educator. He has been entertaining at school and many other types of functions since 1996. Matt Ryan Mobile DJ Entertainment performs at approximately 250 events per year, nearly half of which are school and teen dances and proms. Matt is a well-known on-air personality at WNCI 97.9, a Top 40 radio station in Columbus, OH. He is also a middle school teacher and coach. Matt is able to provide unprecedented insight to other DJs about how school dances are organized. His “School Dance DJ Marketing Toolkit” is available at To contact Matt, email