1. THE BIRTH OF A MASCOT
OR… EXECUTING A LARGE-SCALE CAMPAIGN
ON A SMALL-SCALE BUDGET WITH AN EVEN SMALLER STAFF!
SARAH OSLUND
DIRECTOR OF COMMUNICATIONS AND PUBLIC RELATIONS

2. UNIVERSITY OF MINNESOTA ROCHESTER

3. DIRECTOR OF
COMMUNICATIONS AND
PUBLIC RELATIONS

4. “OTHER DUTIES AS ASSIGNED”

5. ? ? ? ?
? ?
“A MASCOT?!?!
FOR WHAT?!?!”
? ?
? ? ?
? ?
?

7. MAY - SEPTEMBER

8. VOTE NOW VIA TEXT!

9. - TYPE OF EVENT
WHAT - AGENDA
- CONTENT, SPEAKERS, ACTIVITIES
- PURPOSE OF EVENT
WHY - GOALS TO ACHIEVE
- TARGET AUDIENCE OF ATTENDEES (PRIMARY, SECONDARY,
WHO TERTIARY)
- TIME OF YEAR
WHEN - DAY/MONTH/WEEK
- TIME OF DAY
- SITE TYPE (ON-CAMPUS OR OFF-CAMPUS)
WHERE - SITE LOCATION – (ITV ROOM, HOTEL CONFERENCE ROOM)

10. - MASCOT REVEAL EVENT
- LOCAL COMEDIAN EMCEE
WHAT - ACOUSTIC MUSICIANS PERFORMING IN-THE-ROUND
- GIVEAWAYS
- COMMUNITY CONNECTION
- OWNERSHIP FOR STUDENTS, STAFF, FACULTY, COMMUNITY
WHY - MEDIA ENGAGEMENT
- A “HUMAN FACE” FOR THE UNIVERSITY
- COMMUNITY (PRIMARY)
- STUDENTS (PRIMARY)
WHO - PROSPECTIVES (SECONDARY)
- STAFF & FACULTY (SECONDARY)
- PARENTS (TERTIARY)
- SEPT. 8 – 4:30-8:30 PM
- BACK TO SCHOOL WEEK
WHEN - DOWNTOWN MUSIC/MARKET FESTIVAL ENDED
- TYPICALLY FAVORABLE WEATHER IN MINNESOTA
- PEACE PLAZA STAGE, DOWNTOWN
WHERE - STUDENTS ON CAMPUS
- CAPTIVE AUDIENCE AT END OF WORK DAY

13. HOW?
HOW CAN WE DO ALL OF THIS…
ON TIME AND
ON A BUDGET???

14. MY FOUR RULES OF
EVENT AND CAMPAIGN PLANNING
“HELL, THERE ARE NO RULES HERE.
WE’RE TRYING TO ACCOMPLISH SOMETHING.”
THOMAS EDISON

15. EVENT PLANNING RULE #1:
CAPITALIZE ON YOUR RELATIONSHIPS!
“HEY TV SALES GUY,
HAVE WE SIGNED THE CONTRACT FOR NEXT YEAR’S
:30 SECOND COMMERCIAL SPOTS YET?”

16. DON’T FORGET ABOUT
YOUR VENDORS AND YOUR SPONSORS!

17. DON’T FORGET ABOUT
YOUR NETWORK AND YOUR FRIENDS!

18. $25000

19. EVENT PLANNING RULE #2:
YOU CAN’T DO IT ALL YOURSELF.
“YES I CAN.”
“NO. YOU CAN’T.”

20. DELEGATE.

21. USE RESOURCES YOU HAVE IN-HOUSE.
OUTSOURCE WHAT YOU DON’T.

22. ENTER...
THE MASCOT CAMPAIGN
DREAM TEAM
"THE PARTY'S JUST GETTING STARTED.
THIS IS WHERE THE FUN STARTS.“
- KOBE BRYANT

24. ? ? ? ?
? ?
? ?
? ? ?
? ?
?

25. EVENT PLANNING RULE #3:
THERE ARE NO PERFECT EVENTS.

26. CONSULTANTS

27. GIVEAWAYS

28. THE NIGHT OF THE REVEAL…

32. MASCOT REVEAL EVENT AGENDA
4:30PM – FOOD/BEVERAGE SERVICE BEGINS
4:30PM – TOKEN GIVEAWAY BEGINS
4:30PM – SOCIALIZING/NETWORKING ON THE PLAZA AS PEOPLE GATHER
5:35PM – WELCOME/COMEDY/MASCOT REVEAL BEGINS AS DANIELLE TAKES THE STAGE
5:40PM – EMCEE/COMEDIAN DANIELLE TEAL WELCOMES CROWD AND STUDENTS
5:42PM – STAND-UP COMEDY ABOUT COLLEGE
5:55PM – DANIELLE THANKS/NAMES VENDORS
5:58PM – DANIELLE INTRODUCES GREGORY
6:00PM – GREGORY STAVRAU, ROCHESTER CIVIC THEATER, INTRODUCES PERFORMERS
6:03PM – GREGORY GIVES HISTORY OF SHOWCASE
6:05PM – MUSIC (SET ONE)
6:50PM – DANIELLE ENGAGES BAND IN UMR FIGHT SONG IDEAS
7:00PM – DANIELLE INTRODUCES CHANCELLOR
7:05PM – CHANCELLOR UNVEILS MASCOT
7:20PM – MUSIC (SET TWO)
7:20PM – TOKENS REDEEMED FOR GIVEAWAY ITEMS AT BOOTHS
8:05PM – MUSIC ENDS
8:30PM – FOOD/BEVERAGE SERVICE ENDS

34. YOUR RESULTS!

36. EVENT PLANNING RULE #4:
DON’T PANIC…
ADJUST.
“WE EXPERIENCE MOMENTS ABSOLUTELY FREE FROM WORRY.
THESE BRIEF RESPITES ARE CALLED ‘PANIC.’”
- CULLEN HIGHTOWER

39. THE (SORTA) HARD NUMBERS

40. 250+

41. 3000+

42. 400+

43. $25000

44. $17000

45. $8000

46. (DARE I SAY IT?)
PRICELESS…