Project Summary

Rochester Institute of Technology 1 Lomb Memorial Drive, Rochester, NY 14623 May 5, 2016

Blue and Golden 50th Project Summary, page 1

Media Relations A “For Reporters” page was created on the home page of the website. This page contains a news release about the “world’s largest high school alumni marching band in the world,” and links to video (b-roll) and audio sound bites. Photos are also available via the website. Kevin Surace and Bill Davern are listed as contacts. Local Media Bill Davern will contact specific reporters. • Print: Post-Standard/Syracuse.com and Syracuse New Times. • Radio news: WSYR AM/FM and WRVO. • TV news: WSTM, WTVH, WSYR and Time Warner Cable News. • TV talk show: Bridge Street (WSYR).

National Media * Halftime wants to do a story about the reunion. * A pitch was sent to National Public Radio. * E-mails will be sent to Al Roker (Today Show, SUNY Oswego alum) and David Muir (ABC World News Tonight anchor, Onondaga Hill native) for possible mentions. * Kevin Surace will send the news release to other national media.

Guinness Book of World Records Kevin Surace is waiting to hear the outcome of an expedited application.

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Fundraising A fundraising goal of $50,000 was set for the 50th “Blue and Golden” Anniversary of the band. This campaign will run from the Memorial Day Reunion through the fall band season. It will use the theme “Play it Forward.” Two logos were developed for the fundraising campaign:

The fundraising objectives are divided into three categories: • Alumni (500 x $50): $25,000 • Raffles and auctions: $ 5,000 • Major donors: $20,000 E-mails to alumni before the Memorial Day Reunion will announce the band’s new social media accounts and the fundraising campaign. Appendix 1 contains possible messages. The messages to alumni will be sent using the current Listbox service. Appendix 2 contains two drafts of visually attractive templates designed by a team member that were considered as an alternative to Listbox.

Square credit card readers will be used during the Memorial Day Reunion to allow alumni to easily make $50 donations (for the 50th anniversary). The powerful emotions of the weekend, combined with identifying specific needs of the band, are strong motivations for alumni to make on-the-spot donations. Appendix 3 contains specific information about obtaining the Square credit card readers. Donations can also be made via PayPal on the new website. A video pitch from Kevin Surace (as well as a video clip of the next generation of “Wildcats”) are combined with a list of specific needs of the band. Alumni, parents and friends of the band will be solicited during the summer for contributions of unique and interesting items for an online auction to be held during the fall band season. This auction will be managed via eBay. A Google Form (http://goo.gl/forms/jEXU72jfT6) was created to help manage the solicitation of goods and services.

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Alumni Relations Several strategies were developed to build and maintain the powerful relationships generated by the Memorial Day Reunion.

A new website was produced, a Twitter account was activated and the Alumni Association’s Facebook group was upgraded to a page. All of these sites now have the same name – WGWildcatBand.

Appendix 4 contains a table with the login names and passwords of the various accounts.

The website is designed primarily to provide static information about the band and Alumni Association.

Several improvements were made:

(1) The website was created using a new template that includes versions for cellphones and tablets.

(2) The content was reorganized for better navigation.

(3) All of the links for the photo galleries were moved from Picasa to Google Photos.

(4) The video clips on the website have been reorganized into new playlists on YouTube.

The Twitter account will allow the Association and alumni to share information quickly. The hashtag #WGBand50 will be used during the Memorial Day Weekend.

The Facebook page will provide an easy way for alumni to remain in touch beyond the five-year reunions. It also allows the Alumni Association to draw on the rich history of the band by posting information such as “Throwback Thursday” photos.

Blue and Golden 50th Project Summary, page 4

Business cards with information about the new social media sites will be distributed to alumni and friends during the Memorial Day weekend:

Bill Davern and Bonnie Russell, the school district’s communication officer, should hire one or more interns from local universities to ensure the communication strategies and tactics continue following the alumni reunion. The process to employ interns is already in place; paid interns have worked for district’s communication office for the last several years.

Appendix 5 contains a description of the internship and contact information for colleges and universities in the region.

Help us reach our 50th anniversary goal of $50,000!

wgwildcatband.comdonate on THE ALUMNI ASSOCIATION’S NEW WEBSITE:

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Appendix 1 – E-mail Messages To Alumni New website and social media This spring Bill Davern and I have worked with a public relations class at RIT led by our own Dr. Frank Marra, ’76. They produced lots of great material for the alumni band association, including a new website, Facebook page and Twitter account. The good news is that all of these accounts have the same name … WGWildcatBand. The website is WGWildcatBand.com. It’s a great source of information about the Wildcat band, including audio, video and photos from the last 50 years, including the reunions. We’ve moved the Facebook group to a Facebook page. You can find it on Facebook at WGWildcatBand. It’s an easy way to stay connected with friends in the band. The Twitter account is @WGWildcatBand. You can use #WGBand50 during the Memorial Day weekend to share thoughts and photos. Follow the band to get scores during the fall as well as other news throughout the year. Check out the new sites. I hope you “Like” and “Follow” the band. Kevin Surace

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Appendix 1 (continued) – E-mail Messages to Alumni Fundraising It’s our 50th “Blue and Golden” anniversary and we need you help continue the excellence in the West Genesee music program. Our theme is simple … Play It Forward. This is a chance for you to give the next generation the same incredible benefits and lifetime memories you received by marching with the band. The band has several pressing needs … a new sound system, instruments for pit percussion, brass and woodwinds, and money to restart the winter guard. What’s a reasonable goal for our 50th anniversary? With your help, we want to raise $50,000. You can Play it Forward in several different ways. The easiest is to make a $50 donation (or more!) during the incredible Memorial Day weekend … featuring the largest high school alumni marching band in the world! Alumni will have Square credit card readers during the rehearsals and Memories Dance. Quick, easy … and satisfying. There’s also a donations page on the alumni band website … WGWildcatBand.com. We’re also preparing on online auction for the 50th anniversary fall band season. We’ll spend the summer soliciting all kinds of terrific merchandise and services and open the auction for bids in September. This will be the online version of the “Super Garage Sale” the band held in the 1970s! We received far more than we gave (and we gave lots of hours of practice). The rush of coming off the line, the final minute of performing in a state championship, hearing the announcement in retreat that we’ve won … even more special at a national championship … and working hard with friends you’ve now known for decades. The music program at West Genesee is a very special resource. Please take a moment and Play it Forward. Kevin Surace [donate link]

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Appendix 2 – Draft E-Mail Templates

Blue and Golden 50th Project Summary, page 8

Appendix 3 – Square Credit Card Readers Square Card Reader Website: https://squareup.com/https://squareup.com/ • Account setup: https://squareup.com/signuphttps://squareup.com/signup • After creating an account, Square supplies one magnetic strip card reader (sent by mail,

arrival in about 10 days). • More card readers can be purchased at https://squareup.com/shop. The initial free card reader

only accepts magnetic stripe cards; it is not for sale on the square website after the free offer. o Card readers can be purchased online or at specific retail stores in the area:

https://squareup.com/retail/search/13031https://squareup.com/retail/search/13031 o At Best Buy, the cheapest card reader costs $7.99 (currently on sale, usually $10).

Other retail locations include but are not limited to: Target, Walgreens. Office Depot, and the Apple Store. These card readers are magnetic stripe only.

o The square chip card reader costs $29 and can be bought online or in stores • Signup FAQ’s: https://squareup.com/help/us/en/article/4955-sign-up-for-square-register

o After signup, Square will send a link for app installation to your phone. To access the same account from multiple phones, download the app on each and sign in to the same account.

Credit card chip vs. Credit card magnetic stripe • Chip credit cards have become more popular in recent years due to increased security. The

Chip card readers cost $29; regular card readers cost $10 Cost Clarifications • The first reader for the business/organization is free. The 2.75% fee on transactions applies

regardless, on all card readers. • Creating an account on Square grants you a license and free card reader. Only one free

reader per license is allowed; there is no way to create multiple accounts connected to the same business unless you want multiple licenses. However, Square monitors the provided information before approving accounts; multiple accounts under the same business are unlikely to be approved (see licensing terms of service: https://squareup.com/legal/ua )

o For multiple “employees,” you can link the square account to as many devices as necessary with one license

• Square offers certain paid subscription services after signing up with a possible 30 day free trial; most are geared towards business management and would be irrelevant in the situation: https://squareup.com/help/us/en/article/5252-manage-your-subscriptions-and-payment-method

• Square addresses usage by non-profit organizations: https://squareup.com/organizationshttps://squareup.com/organizations

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Appendix 4 – Logins and Passwords

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Appendix 5 – Communication Internship Communication Intern – West Genesee Central School District. The intern(s) will help manage the communication tactics for the West Genesee School District and its Fine Arts Department. Responsibilities include, but are not limited to: • Maintaining social media accounts. • Updating websites. • Liaison between the Fine Arts Department

and its marching band alumni association. • Writing e-newsletters and feature stories. • Producing podcasts and video clips. This internship is available in the summer, fall and spring semesters. Cover letters and resumes should be sent to: Bonnie Russell, School Information Officer, at brussell@westgenesee.org Kelly Barnett Career Development Center Newhouse School of Public Communication Syracuse University kbarnett@syr.edu (315) 443-1910 Eloise Greene Professional Development Coordinator Park School of Communications Ithaca College Eloise@ithaca.edu (607) 274-3244 Jeffrey Bradbury Communication Studies Internship Coordinator SUNY Oswego Jeffrey.Bradbury@oswego.edu (315) 312-3521

Office of Career Advising and Development Le Moyne College careers@lemoyne.edu (315) 445-4185 Jodi Cohen, Internship Coordinator Department of Communication Cornell University jrc442@cornell.edu (607) 255-4536 John Shirley, Director of Career Services SUNY Cortland john.shirley@cortland.edu (607) 753-4715 Tabitha Arrendell, Career Services Coordinator Office of Career Services and Cooperative Education, RIT tlaoce@rit.edu (585) 475-7823 Jeff Alston Assistant Director of Employer Relations and Internships SUNY Brockport jalston@brockport.edu (585) 395-5422 Michael Kahl Director, Career Services Nazareth College mkahl6@naz.edu (585) 389-2890 Jeremy Sarachan Media and Communication Department St. John Fisher College jsarachan@sjfc.edu (585) 385-7277