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Royalty

Communications Group

The University of Scranton


Office of Annual Giving
Public Relations Campaign

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Royalty
Communications Group
Meet the Team:

Joseph Renza

Kathleen Merusi

Marina Pierre

Megan Carey

Sarah Filosa

Matthew Calamoneri

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A Public Relations Campaign for


The University of Scranton Office of
Annual Giving

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Table of Contents
Background Situationpg. 5
Current Situation...pg. 14
SWOT Analysis..pg. 23
Research..pg. 25
Plans, Goals and Objectives..pg. 30
Strategies.pg. 36
Tactics..pg. 41
Evaluation....pg. 73
Budget .pg. 75
Timetablespg. 80
Appendix..pg. 91

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Background Situation

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Executive Summary
Royalty Communications Group's current client is the Office of Annual Giving at The
University of Scranton. The client solicits donations from alumni, current students and families
of alumni and friends of The University. To do this, the client uses various methods to solicit
donations such as through their website, telephone calls, direct mail and emails to their target
audience, and events among other smaller tactics.
Royalty Communications will focus on increasing the number of donations and the total
value of donations given annually to The Office of Annual Giving. Additionally, The Office of
Annual Giving aims to improve the sense of community among University of Scranton students
and alumni. Following the execution of the agencys strategies and tactics, the clients objectives
will be met which will create class affinity among current students and alumni resulting in an
increase in the number of annual donations given to the Office of Annual Giving.
Presently, The Office of Annual Giving has several strategies in place to solicit
donations from their target audience. The client hosts events like Shamrockin Eve for students
and alumni around St. Patricks Day in March every year. Additionally, the client hires a staff of
student development officers to reach out to the families of recent alumni and current students, in
addition to direct mail pieces and emails. These tactics are executed all with the expectation of
growing student and alumni engagement as well as escalating the amount and number of
contributions received.
The Office of Annual Giving is a primary resource for University of Scranton funding for
various initiatives on campus. It is the clients mission to secure funds from their publics. These

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publics include current students, alumni, parents of current students and alumni, employees, and
friends of The University in order to solicit their donations to The University.
Purpose & Objectives
Royalty Communications client is The Office of Annual Giving, a key component to the
development and longevity of The University. The client solicits contributions from current
students, alumni, parents of current students and alumni, employees, and friends of The
University. The client uses these gifts to improve the educational experience and environment for
current students. The client encourages engagement among current students, alumni, parents of
current students and alumni, employees and friends of The University. The Office of Annual
Giving intends to create a community among all relevant publics and instill philanthropic values,
which will result in donations to continue to advance The University.
The clients main objectives are to increase both participation of young alumni and
current students as well as the total value of gifts received in the year. The goal is to collect
these gifts from current students, alumni, parents of current students and alumni, employees, and
friends of The University. The Office of Annual Giving's second objective is to increase
individual class and university wide affinity with the hopes of building a sense of community
and eventually raising donations. By strengthening the ties between The University with past and
present students, the client aims to create a strong culture of giving throughout The University of
Scranton community.
To achieve these objectives, The Office of Annual Giving utilizes a multitude of
strategies to receive donations and to shift the attitude away from individualism, toward
generosity and community. The client has initiatives to engage students and alumni and draw
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them to The University community, such as events like Shamrockin Eve. Additionally, The
Royal Fund hires a staff of student development officers to reach out to families of recent alumni
and current students. The students are able to solicit donations and/ or pledges by forging
connections with the alumni and families of current students. The use of events and
alumni/student engagement ensures that The Office of Annual Giving is able to secure an ample
amount of donations. The contributions collected ensure continuous improvement of student
experience and secures future financial security for The University of Scranton. It is Royalty
Communications Group's objective to increase the number as well as value of donations to the
client and to create a philanthropic community out of current students, alumni, parents of current
students and alumni, employees, and friends of The University. To successfully meet these
objectives, Royalty Communications Group has proposed several strategies specific to The
University and to the client's target in this document that will result in an increase in both the
amount of donations and the value of contributions given to the Office of Annual Giving.
Composition
The Office of Annual Giving is a division of the Royal Fund, an organization within The
University of Scranton, and is responsible for encouraging ongoing engagement and investment
from all members of The University. The engagement and investment benefits university
students as well as the Office of Annual Giving. The client recognizes the impact Scranton
graduates will have on the world when they leave The University and because of that, they stress
the importance of a well-rounded Jesuit education.

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Ms. Ashley Motter Alt, who graduated The University of Scranton in 2009, is the
Director of Annual Giving for the organization. As an alumnus of The University, Ashley can
relate to the experiences of students and how they can be more convinced to give back.
Ms. Angela Foster, a graduate of Bucknell University, is the Assistant Director of the
Student Calling Program. Bridget OConner, a graduate of Wilkes University, is the Assistant
Director of Reunion & Leadership Giving. Pam Gavin is the Annual Giving Coordinator.
The Office of Annual Giving receives help achieving its goals from the Leadership Team
at The University of Scranton. Gary Olsen, a graduate of Villanova University, is the Vice
President for University of Advancement. He plans and manages the operation of University
Advancement division. The division includes development, alumni and parent relations, annual
fund, operation and conference, and event services. Cheryl Murphy, a graduate of Shippensburg
University, is the Associate Vice President of Development. Melissa Starace, a graduate of The
University of Pennsylvania, is the Associate Vice President for Annual Fund, Alumni Relations
and Operations. Rose Corrigan is the Assistant to the Vice President.
The Office of Annual Giving seeks to shape the lives of future Scranton alumni and
inspire others to do the same.
Relevant Publics
The Office of Annual Giving serves The University of Scranton as a source for financial
funding for various projects and events on campus. Financial donations play a pivotal role in the
survival and prosperity of The University. It is the clients job to secure those funds in order to
support new and existing endeavors. The Office of Annual Giving contacts current students,

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alumni, parents of current students and alumni, and employees in order to solicit their donations
to The University.
The Office of Annual Giving offers individuals the opportunity to support The University
of Scranton and aid in its overall success as a Jesuit university. To obtain donations, the client
sends out direct mail, emails and cold calls to The University of Scranton community. The
Office of Annual Giving also has an option to give donations on their website, making it easy
and convenient for the target audience to support The University of Scranton with their monetary
donation. The online gift amounts range from a low of $10 and can be as high as $5,000.
The clients publics include current students, alumni, parents of current students and
alumni, employees, and friends of The University. It is crucial that The Office of Annual Giving
reaches its donation quota every year, so that The University can serve its publics effectively
through programs, technology and equipment. The extensive programs offered by The
University of Scranton, such as athletics department, alumni programs, departmental groups and
seminars, student engagement activities such as clubs or club sports, and many more would not
thrive as they do now without the efforts of the client. The University of Scranton completed $85
million worth of construction for the Loyola Science Center in 2012, which was funded by
donors. The client launched a campaign that contacted their primary target: friends of The
University and alumni as well as their secondary publics: current students, parents of current
students and other members of The University of Scranton in order to solicit donations for the
new building. The campaign was tremendously successful and surpassed the necessary amount
needed to fund the buildings construction. The presence of The Office of Annual Giving is vital
to The University of Scranton and it is essential that all campaigns are properly planned and
executed in order to generate necessary results.
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Funding
The Office of Annual Giving currently generates six percent of The Universitys overall
budget. The clients main source of donations come through their website, cold calls, direct mail
and sponsored events held throughout the year. A donation can be made to The Office of Annual
Giving or it can be targeted to a certain area such as a sport or academic department. Unrestricted
donations allow the client to divert the money to the areas in which they think are appropriate.
Restricted giving requires that the client give a donation to a certain department, club, athletic
team or school.
The Office of Annual Giving has allocated Royalty Communications Group a budget of
$20,000 per-year to spend on a campaign, spanning over a period of five year's time. With these
resources, the agency will increase the amount and value of donations from current students,
alumni, parents of current students and alumni, employees, and friends of The University.
Royalty Communications Group will successfully complete this objective by creating a tight-knit
community between The University, current students and alumni, as well as establishing a longterm tradition at University of Scranton. The allocated funds will be evenly distributed during the
year to create events on campus for current students and recent alumni, in order to form a
philanthropic community. A line-item budget with detailed expenses can be found in the Budget
section of this campaign.
Competitive Frame
The client's competitive framework is complicated to define, but includes student loans
and other debts accumulated by students over the years for college and from other expenses. The
cost of living for a typical University student is relatively low if they live at home. However,

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most alumni aim to move out to be closer to their jobs. If recent alumni move out immediately
upon graduating, with the exception of student loans, almost no money will go to The University
of Scranton. This is because alumni have to pay off their school loans, credit card bills, pay rent,
buy food and clothes, pay for transportation or gas and pay for utilities on a limited budget. All
these bills and expenses can amass to thousands of dollars per month. There is little, if any,
money left for alumni to spend, especially as donations. The leftover money alumni have will be
spent on indirect competition.
Indirect competition is the competition unrelated to The Office of Annual Giving, yet still
poses a threat to the client. Expenses related to nightlife at The University of Scranton are a
substantial threat in this regard. The client is competing with bars and other entertainment
options for recent alumni's expendable income.
This is a challenge for the client because when graduates think back to their days at
Scranton, they will focus on memories with friends, not the library or The DeNaples
Center. This is because as student move through their years at The University, most of them
tend to move off campus and cut out their meal plans and their time in the library because
upperclassmen can do everything they need to in an off campus house. After a student's
sophomore year, all the memorable activities happen away from campus and weaken the
student's emotional connection with The University of Scranton campus. Therefore, with no
established sense of tradition tying current students to The University, once they graduate and
become alumni, the students will come back to visit their friends in off-campus houses and do
not step foot on the actual campus. The competition exists because there is a low amount of
expendable income for recent alumni in addition to the lack of a meaningful or memorable
connection to The University of Scranton. Recent alumni will want to spend money on

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something like entertainment. The client needs to offer tradition, memories or incentive to see an
increase in donations from current students or from students who graduated within the past five
years.
To beat the competition The Office of Annual Giving must attracting students onto
campus-run events and establish a meaningful tradition among students so that alumni will want
to contribute donations without being prompted. This will be done by creating a student-body
who care about The University and who share school spirit among others in The University of
Scranton community. Currently, the client's actions do not compete with events off campus,
however the agency's campaign will establish this sense of Scranton community in order to
increase spiritedness and school affinity, leading to an increase in donations.

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Current Situation

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Executive Summary
Our client, the Office of Annual Giving, provides students and current alumni a way to
donate back to The University of Scranton. The Office of Annual Givings job is to encourage
ongoing engagement and investment from all members of The University community for the
benefit of their students and their future.
The client has a track record that suggests future success. The Office of Annual Giving
recently completed their Pride, Passion, Promise campaign, which ran from 2008 2011. The
campaign resulted in the client exceeding its $100 million goal, and provided funding for the
improvement and development of buildings on The Universitys campus.
There are over 46,000 alumni from The University of Scranton. Compared to other
universities around the nation, Scrantons alumni donation is considered low. Tradition at The
University of Scranton is nonexistent, and that has a direct effect on alumni perception of The
University when deciding to donate. Students view of The University as undergraduates remains
mostly positive, but will need a push to give back to The University when they have moved on.
The Office of Annual Giving is in pursuit of increasing donations from current students
and young alumni at The University of Scranton. Royal Agencys campaign must address the
insufficient support received by the Office of Annual Giving from both current students and
young alumni and alter the target audiences opinion of donating to the organization. It is vital to
capitalize on students and young alumnus desire to belong to a community and have a
university they can call home. In order to do this, the Office of Annual Giving needs to tap into
underlying values that are present amongst the majority of current students and young alumni at
The University. When students graduate, they can expect a low income, and given this reality,
the client must rely on the experience given to students while at The University for donations.

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Providing the target audience a feeling of appreciation and adoration will offer them an incentive
to spend part of their limited budget in order to donate to the Office of Annual Giving.
The client envisions an expansion of their alumni engagement programming, as well as
programming with current students. It the hope of the Office of Annual Giving that by increasing
interaction with past and present students through events and strategic communication, they will
strengthen the ties between the current students/young alumni and The University itself. Through
communication, the client expects to see an increase in class and school affinity, as well as
successful branding to create a culture of giving.
The Office of Annual Giving suffers from some several pitfalls. Pitfalls include lack of
branding for events, lack of recognition and lack of awareness of the offices purpose on campus,
and a misconception of the clients motivation.
Royal Agency will prevent a decrease in donations from alumni by planning events that
are branded for the Office of Annual Giving and targeting students by giving something back to
the current student body.
Development
The University of Scranton Office of Annual Giving has recently completed a campaign
that showed promise. The Pride, Passion, Promise campaign, which launched in 2008, had a goal
to raise $100 million dollars to provide essential funding for facilities on campus that would
continue to add value and beauty. The campaign provided necessary funding for the DeNaples
Center, Dionne Campus Green, Condron Hall, Loyola Science Center, and the apartments and
fitness complexes on Mulberry Street. In May of 2011, The University successfully completed
the Pride, Passion, Promise campaign, well exceeding its $100 million goal. With gratitude to the
27,928 donors the client closed the campaign with $129,182,555 million.

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The Office of Annual Giving provides both restricted and unrestricted gifts to help bridge
the gap between the price of tuition and the cost of education. No matter how large or small the
donation, gifts to the Office of Annual Giving strengthen The Universitys participation, which
signals strong support from alumni and friends that enhances the schools reputation.
The client needs to continue to grow this participation from alumni and create a culture
for current students that encourages donating to the school they love and call home for years.
Scranton students rely on the thousands of donors who make annual gifts in their support.
University of Scranton donors continue to hold true to the mission of being men and women for
others through their generosity, which makes a world of difference to students.
The Office of Annual Giving has set forth the objective to raise $2.2 million by May 31,
2015. Royal Agency has been tasked with the challenge of encouraging a larger number of
young alumni to donate to the client through restricted or unrestricted gifts. The agency is also
tasked with the challenge to create a culture for current students to give back to Scranton after
they graduate. Royal Agency wants to make the Office of Annual Giving directly intertwined
with ones experience here and brand that feeling as the Scranton Experience.
Current Position
There are over 46,000 alumni from The University of Scranton. As The Universitys
website states, reuniting and reconnecting with your former alma mater and students couldnt be
easier.
Over the past years, it is visible the amount of alumni donating is visibly low. Although it
has slightly improved over the past year (up to 13%) compared to other universities around the
country, Scrantons alumni giving is considered low. On the website, the following Connections
can be made through the alumni network:

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Regional Alumni Clubs

Professional Clubs

The Alumni Society

Reconnecting with Classmates

Ways to give

Benefits and Discounts


Through the Regional Alumni Club, alumni can connect with each other in most regions

of the country. Volunteers assist in planning, coordinating, and the execution of hometown
events. Professional Clubs include: The Presidents Business Council, the Medical Alumni
Council, Council of Alumni Lawyers, Nursing Alumni Council, and The Masters of Health
Administration Council. For the Alumni Society, there are no required membership fees.
However, the alumni are encouraged to donate to the Office of Annual Giving each year. The
Alumni Society seeks to strengthen curriculums, programs and resurrect new buildings around
campus to continue in the direction of a stronger University every year. These resources alone
are great tools to help alumni connect with each other all over the country.
It is evident the current position for students and alumni that have graduated in the past is
not very strong. On-campus events for students are generally run by The University of
Scrantons Programming Board (USPB) and receive minimal turnout. Students that attend The
University fall in love with it, but not in the way that turns into donations after graduation.
Traditions are what hold any school together, and The University does not offer any type of
tradition that students can look forward to on the weekend. Because of this, school spirit is
lacking. Since there are no exciting and big events, students turn to off-campus living where they
can consume alcohol in the private company of their friends.
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The connection of The University and its client (the students and recent alumni) is
extremely unique. The problem is The University does not put itself in the correct position to
attract donations from these students once they graduate. With all the resources available to
students via the alumni relations page, it is hard to believe that donations do not pour in. With
this campaign, it is realized that on-campus activities to attract students away from the offcampus housing section and towards the campus will help reflect a much more positive vibe
amongst students and their feelings towards The University. Currently, The University is not
having a problem with students perception of the school when they are still undergraduates. It is
when students graduate that The University has a problem attracting donations to further efforts
for future endeavors they wish to pursue.
Direction
The Office of Annual Giving is in pursuit of increasing donations from current students
and young alumni at The University of Scranton. Royal Agencys campaign must address the
insufficient support received by the Royal Fund/Office of Annual Giving from both current
students and young alumni and alter the target audiences opinion of donating to the
organization. The Office of Annual Giving is pivotal to the survival of The University of
Scranton and it is important to obtain donations from this target audience to aid in The
Universitys prosperity.
The students and young alumni of The University of Scranton have lacked a personal
connection with the entire University and its community. It is important to capitalize on
students and young alumnus desire to belong to a community and have a university they can
call home. Branding The University of Scranton as not only a Jesuit university, but as a fun and

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exciting learning environment is crucial to obtaining the Office of Annual Givings goal to
receive donations from this target audience.
Sponsoring events throughout the academic year where students and young alumni can
relax and relate to their university is a key tactic in order to receive future donations. Creating a
specific attitude that can be felt toward The University of Scranton will enable students to
identify with their university. College is a time of experimentation, growth, learning, exploration,
bonding and friendship, and it is important for the Office of Annual Giving to capitalize on these
experiences and emotions to capture their audiences attention and support.
It is important that current students have a school they can identify with and will create
an attachment to which will remain throughout their lives. The University of Scranton
community is distinct from other colleges and universities throughout the United States and it is
important that it is capitalized upon. There are various values and morals that are instilled during
your experience at The University that coincide with the Jesuit tradition. These traditions and
teachings are a large contributing factor to students choice to attend The University. There are
core-underlying values that are present amongst the majority of current students and young
alumni at The University, which need to be tapped into to help gain their support.
The target audience is comprised of millennials, and their current financial situation is
very different than other alumni from The University of Scranton. Many current students and
young alumni will be overwhelmed once they graduate from The University by student loans,
bills and various financial expenses. They most likely will have a low paying, entry-level
position and will not have a tremendous expendable income to spend. Developing a love for The
University and the idea that no donation is too small will aid tremendously in gaining donations
from this target audience. Millennials will appreciate the recognition and knowledge that they are

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crucial to The Universitys prosperity. Providing the target audience a feeling of appreciate and
adoration will offer them an incentive to spend part of their limited budget in order to donate to
the Office of Annual Giving.
Vision
The Office of Annual Giving envisions themselves expanding their alumni engagement
programming, as well as programming with current students. It is their hopes that by increasing
interaction with past and present students through events and strategic communication, they will
strengthen the ties between the current students/young alumni and The University itself. The
client believes that utilizing public relations would provide them with strategies that focus on
appropriate and effective use of media, publicity, and brand awareness. Royal Agency is in the
unique position to view the task at hand with a fresh perspective and personal awareness of the
attitudes held by the current study body.
The Office of Annual Giving expectation is that the communication efforts generate an
increase in class affinity, school affinity, established traditions, and branding to create a culture
of giving. The result of this attitudinal change would be an increase in the number of donations
received by the client. A specific request/expectation expressed by the client was for the creation
of a fall event for young alumni that is similar to Shamrockin Eve in the spring semester.
Pitfalls
The Office of Annual Giving has several pitfalls. One large and unaddressed issue the
client has is lack of branding for events. This is problematic because the client needs continual
funding from alumni, however current students who will become alumni have no knowledge of
what the Office of Annual Giving does and how it contributes to the students' University of

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Scranton experience. This raises another pitfall, which is lack of recognition and lack of
awareness of the office's purpose on campus and what it has accomplished.
In addition, there is a perception of the Office of Annual Giving on The University of
Scranton campus. Students seem to think the client is only concerned with students who have
already graduated and could not care less about current students. It is crucial to reach out to this
audience because they are the future alumni and if they believe the client does not care about
them until the target has a steady source of income, there will be a decrease in donations.
The Office of Annual Giving is open to all recommendations, granted they appropriately
respect the values of The University of Scranton as a Jesuit institution of higher education.
Additionally, an estimated budget was presented to Royal Agency that must be referenced while
creating the plan. Limitations expressed were to be careful with thank you gifts as they cannot
be promise up front to donors. Small tokens of thanks can be given when appropriate. The client
would like to create a culture of giving that encourages students/young alumni to donate for
recognition, not a reward.
Royal Agency will prevent a decrease in donations from alumni. This will be done by not
only planning events that are branded for the Office of Annual Giving, but by targeting current
students and giving something whether it is entertainment, traditions or prizes back to the
current student body. By doing this, the two most important issues the client faces will be
challenged and then be completely eliminated.

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SWOT

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Royalty
Communications Group

trengths
Donations are for a good cause
Non-profit organization
A five-year plan in place
Ability to ask young alumni how job
search is going as an opening statement
Build traditions
Bring University and tie it in with returning
alumni

pportunities

Campaign to increase donation percentage


New branding opportunity
Most alumni are on the east coast New
York, Philadelphia, New Jersey, northern
Pennsylvania so reaching alumni is
easier, and the chances the alumni come
back are better due to proximity
New leadership in place
Not too many boundaries for the agency

eaknesses

Negative perception money suckers


Name change from Royal Fund to Office
of Annual Giving creates confusion
Nothing truly unique about Office of
Annual Giving
Events havent worked well in the past, e.g.
the giving challenge
o Only incentive was a trophy
Lack of social media presence in a
merging stage
Website is not updated frequently enough

hreats

Lack of school spirit


Financial situation of current students and
young alumni
Small sense of school tradition
No great way to recognize donors cant
give gifts
Size of the alumni pool smaller
school=smaller alumni base

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Research

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Executive Summary
As a bulk of our research included a quantitative and qualitative survey in addition to
secondary research, the team used these two methodologies as an approach to gather information
from the target to create the groundwork for this campaign. A copy of the alumni survey can be
found in Appendix A. A copy of the current student survey can be found in Appendix B.
Secondary Research
School-hopping alumni arent giving back to colleges. Jon Marcus, The Hechinger Report,
August 20, 2014. This article can be found in Appendix C.
School-hopping alumni arent giving back to colleges, written by Jon Marcus, dives
into the very real problem of lack of donations back to alma maters. This is giving alumni
relation departments across the country something to think about, and they know its something
that needs to be changed.
In 2003, 13% of alumni gave back to their school. Ten years later, the number has
dropped to 9%. This can be credited to the problem of school loyalty, campus interaction, and
the cost of tuition.
Campuses rely on the hopes that students enjoyed their time at a college or university
when asked to donate back. However, many students attend more than one university or college
for various reasons. Maybe they are uncomfortable in the environment, or the tuition is too much
of a burden. Maybe the school is not providing as much in the major as the student wanted.
Maybe they just want to be closer to home. The reasons to transfer are countless, but alumni
directors are still faced with the struggle of if that student will think about donating back. If a

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student spends two years at one school, and then two years at another, which school (if any),
should he/she donate back to? With a total donation rate of 9%, it is almost impossible to think
the student would donate back to both schools, let alone one.
The environment a school creates for its students goes a long way in the effort to garner
donations later down the road. Schools need to do their best to have students not feel the need to
transfer. Things that can help with this effort include: updating buildings on campus, having a
strong sense of school tradition, and giving students the feeling that they belong at a certain
school. If these things dont go right, students may want to transfer. And while one student
transferring may not seem like much, there are always more thinking about it, waiting for
something to push them over the edge.
The schools that garner the most alumni donations are the elite ones. These schools
have students transfer in, not out. And alumni who give back usually give back to the schools
they graduate from. Spending a full four years or more at a school in which a student enjoyed
his/her time at will call for financial support down the line. But what about the two-year
community colleges? Should they be asking for donations as well?
Truth is community colleges have been asking graduates for donations. Many students
start their college careers in a community college, and then transfer to a four-year school after.
But now those students are receiving donation requests from both schools. And to the student, it
is just one more organization pooling for money.
Schools are trying to instill values that will lead to donations down the road at probably
the only two times a whole grade of students will be in the same place at the same time. Once at
orientation, and once at graduation.
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The rest of the time, schools need to hope they are making enough of a difference.

Charitable giving survey finds donors put off by lack of information. Robert Booth, The
Gurdian, March 13, 2013. A copy of this article can be found in Appendix D.
This article examines a survey about making donations and to charities and why some
people simply do not donate. The study found that 10% of active donors and 13% of wealthy
donors would be apt to give more money if there was more information provided to them. The
author explores the main problem that charities are facing. Booth finds the main problem to be a
lack of training charities have in place when asking for donations, which holds potential donors
from giving back. The study also finds that 83% of donors only give to charities because they
were asked. Booth also finds that donations do not increase in proportion to ones income. The
article also identifies two main problems where charities are underperforming which were
identified by donors: the charities evidence of impact and explanation about how donations are
used.
5 colleges that inspire alumni giving and how they do it. Katherine Masterson. The Chronicle of
Higher Education, February 21, 2010. A copy of this article can be found in Appendix E.
This article discusses the growing trend of insufficient amounts of dollars being donated
back to colleges by alumni across the country. The article also offers examples of colleges who
have had success reaching out to their alums that donate at a successful rate. For example,
President of the College of the Holy Cross, Rev. Michael McFarland, travels to meet with alumni
and donors in efforts to accumulate donations. Thanks to President McFarlands efforts, over
half of Holy Crosss 32,000 alumni donate back to the school.

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The article states that the current national average of alumni giving is 10%. The annual
Voluntary Support of Education survey has shown a significant reduction of giving over the last
several years in alumni participation. The survey recorded the lowest alumni-giving rate in its
history last year. The uncertainty of the economy appears to be the overall reason as to why
donations are not pouring in. Robert A. Burdenski is an annual giving consultant who says
colleges and universities have a responsibility to get creative. With social media resources such
as Facebook and Twitter alumni can be reached very easily. Burdenski believes colleges should
not ditch traditional fundraising methods but to look for ways where the technology of reaching
someone in an instant can be utilized. The following are methods used by colleges who have
been successful in this area which are highlighted in the article.
Holy Cross has a tradition of volunteers from current students who write letters several
times a year detailing how alumni donations are used. Again, over half of the 32,000 alumni at
Holy Cross donate. Middlebury used social media to ultimately reach its goal to get 60% of
alumni to donate in 2009. A month before the deadline, they were at 39% of their goal. Carlton
College uses, Volunteer for Carleton in the month of January. Students make calls for
donations, invite them to attend reunions and write thank you notes to alumni donors. Amherst
director Betsy Cannon Smith says, Alumni are a living endowment of the college. Amherst has
a six-part measurement that tracks when alumni make a gift, attend an event, give feedback to
the college or interact with students. Approximately 70% of its 20,000 alumni have some sort of
interaction with the college.

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Plans, Goals, and Objectives

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Executive Summary
The clients primary goal is to increase the number of donations received by both young
alumni and current students, as well as an increase in the total funding received in the 2015-2016
academic year. The primary goal of this plan is to increase the number of donations made to the
client, The Office of Annual Giving/ The Royal Fund at The University of Scranton. The team
hopes to see an increase in the number of donations, as well as an increase in annual donation
funds overall. It is the hope that this primary goal can be achieved through an increase in class
affinity and student/alumni connection to The University as a result of the event strategies
created.
The Office of Annual Giving/ Royal Fund will sponsor two large-scale events that will be
organized and implemented during the fall semester at The University of Scranton to created or
generate class affinity. These events are specifically designed to not only solicit donations from
current students and young alumni, but to also create a bond amongst classes, bringing them
closer to The Universitys mission. These two events will form the bridge between students and
their financial donations to The University. The memories and sense of community, bonding, and
brand recognition will be created throughout these events will be irreplaceable and will never
escape the minds of the current students and young alumni of The University of Scranton. The
association of The University of Scranton with fun times and academic achievement will lead
individuals to donate to the Office of Annual Giving/ Royal Fund.
Royal Agency will measure the plans success by keeping records of measurable data.
Surveys, money raised, and attendance are some of the few things that can be measured.

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Contribution to Organizational Goals


The clients primary goal is to increase the number of donations received by both young
alumni and current students, as well as an increase in the total funding received in the 2015-2016
academic year. To generate the desired increase in donations, the client envisions an increase in
class affinity and student affinity with The University itself. This plan being created by our team
supports these goals through the creation of two large scale event strategies that are individually
tailored to the specific target audiences: current students and young alumni. These audiences will
be reached through the use of comprehensive tactics such as social media presence/engagement,
local and regional publicity, and engagement via dynamic programming.
By providing both groups with engaging events at The University, the individuals ties to
The University, as well as to one another as past or current students, will strengthen. These
positive relationships will increase the likelihood of alumni and students to give back to The
University through monetary donations.
The primary goal of this plan is to increase the number of donations made to the client,
The Office of Annual Giving/ The Royal Fund at The University of Scranton. The team hopes to
see an increase in the number of donations, as well as an increase in annual donation funds
overall. It is the hope that this primary goal can be achieved through an increase in class affinity
and student/alumni connection to The University as a result of the event strategies created.
Statement of Policy & Intent
The Office of Annual Giving/ The Royal Fund has been unable to receive substantial
donations from current students and young alumni throughout previous years. It is important to
get current students and young alumni involved in the donating process in order to aid the growth
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of The University of Scranton. The goal of this public relations campaign is to create class
affinity amongst the students at The University and to help form an attachment to the school that
will lead to their future donations.
The Office of Annual Giving/ Royal Fund will conceptualize and implement two largescale events that will occur during the fall semester at The University of Scranton. These events
are specifically designed to not only solicit donations from current students and young alumni,
but to also create a bond amongst classes, bringing them closer to The Universitys mission. In
turn, current students and young alumni will feel more inclined to donate to the Office of Annual
Giving/ Royal Fund during future solicitations. The connection that will be created between
students and The University of Scranton through these events will be tremendously beneficial to
the financial prosperity of The University.
Students of universities throughout America have found it easy to form a bond with their
school through various outlets including athletics, academics, events, etc. These two events will
form the bridge between students and their financial donations to The University. The memories
and sense of unity that will be created throughout these events will be irreplaceable and will
never escape the minds of the current students and young alumni of The University of Scranton.
The association of The University of Scranton with fun times and academic achievement will
lead individuals to donate to the Office of Annual Giving/ Royal Fund. Current students and
young alumni will feel a sense of appreciation and necessity from The University of Scranton
and will in return want to help the school that enabled them to create so many bonds and
relationships.

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Statement of Objectives
Royalty Communications has created a plan for the client that has been formulated into
several objective categories. Royalty Communications primary objectives are to rebrand the
Office of Annual Giving, create and raise awareness with students and alumni that the Office of
Annual Giving is the new name of the Royal Fund, annually solicit $2.2 million in donations and
create class affinity among current students and alumni which will leave a lasting impression on
their Scranton experience which will lead to an increase in annual donations due to a created
culture of giving.
Royalty Communications has also created specific objectives for the client to further the
success of the campaign. Royalty Communications specific objectives are to increase the
amount of donations each year by 15%, increase the value of contributions each year by 10,
rebrand the Office of Annual Giving to be a part of the philanthropic Scranton experience
amongst all publics, and host semester events sponsored by the Office of Annual Giving to
resonate with publics and further promote the sense of community at The University which will
result in a phenomenon of giving back.
Royalty Communications has also created secondary objectives in order to meet and
achieve the clients needs. Secondary objectives include increasing the amount of donations
given annually to the Office of Annual Giving conduct surveys and focus groups among the
various publics to gather information to better solicit donations, create awareness and brand the
Office of Annual Giving, and instill knowledge and a positive perception in the minds of publics
about the Office of Annual Giving and their critical role in promoting the longevity of The
University.

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Measuring the Plans Success


The agency will measure the plans success by keeping records of the measurable data.
Surveys, money raised, and attendance are some of the few things that can be measured. The
client will pass out surveys to both current students and alumni who graduated less than five
years ago to garner feedback on the reasons they either donate or do not donate.

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Strategies

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Executive Summary
As previously stated, the client has a goal of increasing donations from recent alumni and
current students. Royalty Communications Group suggests creating a fun fall event to attract
both alumni and current students in addition to a spring event that can build a tradition at The
University of Scranton. This agency recommends hosting Oktoberfest and Royal Day at The
University of Scranton to achieve the stated objectives.
Oktoberfest
Oktoberfest is a popular custom that is widely celebrated across America. It is a
traditional autumn festival held annually in Munich, Bavaria, Germany. The 16-day festival
running from late September to the first week of October is considered the worlds largest
funfair, drawing in six million people each year. Other cities across the world hold Oktoberfest
festivals modeled after the Munich event, and in 2015, the festival will debut at The University
of Scranton.
On October 23rd, visitors will flock to The University of Scranton campus to enjoy
German beers and drinks, food, and German-style entertainment. The client, The Office of
Annual Giving, will host its own Oktoberfest at The University of Scranton, open to alumni as
well as current students. Oktoberfest will take place on The University campus, utilizing
buildings, fields and dorms.
Visitors will not only experience 58 festive acres of the beautiful campus, they will have
the opportunity to win prizes during the day by participating in a fun-filled weekend of harvestthemed games and contests. At night, Oktoberfest will take a turn for the spooky, allowing
alumni and current students to visit special university haunts and, for those who meet the age
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requirement of 21 or over, participate in popular Oktoberfest activities, such as beer tasting.


Those who do not meet the age limit will still be able to participate in listening to live
entertainment.
Royal Day
The Office of Annual Giving has a goal of creating an event for the spring semester with
the objective of engaging students and fostering a better sense of community. To achieve this,
Royalty Communications Group recommends hosting a brand new event at The University of
Scranton in the spring of 2016 created specifically for this purpose of getting the entire campus
involved: Royal Day.
The inaugural Royal Day will be a daylong event and will take place in the spring of
2016. This day will not be revealed in advance because this strategy requires the element of
surprise and suspense in The University of Scranton community to be successful. Initially,
various publicity methods will be used to create hype for the event to build curiosity and
suspense without releasing the actual date until the day of Royal Day. The years following will
have increasing student anticipation for this fun-filled one day event. Royal Day will occur
during the week, so students and faculty will have the day off from their classes, adding further
excitement to the day. The event will last the entire day, with activities being held every hour.
The planning stages will begin in the fall semester and faculty members will be alerted
about the approaching Royal Day before the start of the spring semester, so that professors can
adjust class schedules accordingly when planning their spring 2016 syllabi. Faculty will be
alerted so that there will be no tests, labs or critical presentations for any student on the day of
the event and they will be requested to keep any Royal Day information confidential. A
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university alert will be sent out the morning of the event to notify all faculty, staff and students
of Royal Day.
Students will be able to enjoy free food, drinks and entertainment on The University of
Scrantons beautiful 58-acre campus. Royal Day also encourages faculty participation, as
professors and other workers will be urged to take part in activities and interact with students.
Public Addressed by the Plan
In order for The Office of Annual Giving to reach their ultimate objectives of increased
donations, targeting a certain group of people for each strategy is crucial. During the day of
Oktoberfest, the clients target audience will be all current students and recent alumni. At night
the target will only be those who are of the legal age to consume alcohol. Targeting young
alumni is essential to the clients long-term objective of ultimately increasing donations from
recent alumni. Once current students experience what The Office of Annual Giving does for
University of Scranton graduates, they will better understand the client's mission and purpose
and will be more willing to donate funds to the client. The same principle applies to recent
graduates: once they can see what The Office of Annual Giving, they will be more likely to
donate money and will be eager to attend the next event the client hosts.
For Royal Day, the clients primary target audience will be all current students and the
secondary public will be all faculty and staff at The University of Scranton. Another secondary
target will include future students, alumni and parents.
Targeting the students is essential to the clients long-term objective of creating a strong
sense of community among students and ultimately increasing donations from alumni in addition
to. Royal Day will create a sense of camaraderie and belonging that current students will
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remember when they graduate. Once current students are more aware of the value oft The Office
of Annual Giving, they will be more willing to donate funds to the client.
Targeting faculty and staff as a secondary audience is also a good strategy because they
can influence students and help to build their excitement, affect their awareness and build brand
loyalty over the years. The other secondary audience Royalty Communications Group
recommends targeting includes recent alumni, future students and parents of current students.
This will indirectly benefit the client because once word gets out about Royal Day to this
audience, they will be more inclined to donate money to The Office of Annual Giving because
they want current students to enjoy this tradition and will be able to boast to friends about this
cool event the client will host and has the potential to attract new students, who will ultimately
become alumni who donate to the Office of Annual Giving.

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Tactics

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OKTOBERFEST
Invitations
The client will send out invitations in both regular mail and email. Included in these
invitations will be an informational registration packets with a description of festivities and
RSVP card with checkmark options for steins, shirt sizes, dinner and lunch selections, in addition
to a donation option. A sample of these invitations and registration packets can be found in
Appendix F.
Harvest Activities
Visitors will be entertained by various harvest-themed activities during the day, including
a wide range of games. Some games include winners who will receive prizes, and other games
are held just for the fun and enjoyment of participation. The itinerary for all events can be found
in the Appendix G.
The Pumpkin Games
Oktoberfest will feature The Pumpkin Games, a series of events that grows from one
event to five events over a five-year period. Depending on the success of the previous year,
which will be measured by participation, one extra event will be added each year. The event(s)
and the year they will take place are as follows:

Year 1: Pumpkin smashing

Year 2: Pumpkin smashing, pumpkin shot put

Year 3: Pumpkin smashing, Pumpkin shot put, Squash

Year 4: Pumpkin smashing, Pumpkin shot put, Squash, Pumpkin obstacle course
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Year 5: Pumpkin smashing, Pumpkin shot put, Squash, Pumpkin obstacle course,
Pumpkin carrying contest.

A map with all events on campus can be found in Appendix H.


Pumpkin Smashing
Visitors will pay one dollar to "rent" a tarp-covered station on the GLM (Gannon, Lavis,
McCormick) green where there will be a baseball bat, a whole pumpkin, safety goggles and an
aprons borrowed from the chemistry department. Those who wish to participate can beat the
stuffing out of a pumpkin.
Pumpkin Shot Put
Participants pay $10 for a small pumpkin. They will be brought to a tarp-covered John
Long Center so that pumpkin-smashing event may continue. Contestants will receive a number
and write the number on their pumpkin. Participants will stand on one end of the court. There
will be ten referees. One will be on the side of the court with contestants and the other will be at
the opposite end of the court. When the whistle blows, participants will throw their pumpkins
and a referee will determine the pumpkin thrown the furthest. There will be a work-study student
who will act as a ball boy/girl for every participant to monitor rolling after initial landing.
Rolling of pumpkins will not count for distance. It will be the job of ball boys/girls to mark
where each pumpkin initially landed. If there is a tie, there will be a tiebreaker round where the
finalists retrieve and re-throw their pumpkins. Winner will receive a gift card for $25. All costs
can be found in the budget section of this campaign.

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Apple Squash
Instead of throwing away apples, the DeNaples Center will donate their rotting/rotten
apples to The Center of Annual Giving for this Squash game. On the Dionne Green, a baseball
game will be held. The competition will feature current students vs. alumni. Registration to play
will be $5.
There is one catch for the apple squash instead of a baseball there will be soft, non-ripe
apples and it instead of a baseball bat, there will be a tennis racket borrowed from the John Long
Center. The point of the game is to have fun! However, the winning team members will win an
intramural championship t-shirt, and those 21 years or older will receive a ticket for one free
beer. There will be multiple games conducted. Once one game ends, another game between
alumni and current students will begin.
Pumpkin Obstacle Course
Held on the Brennan lawn, there will be an obstacle course set up for five different
people. The obstacle course will be available all day. The first obstacle will be jumping over an
inflatable pumpkin. The next obstacle will be to hit a small pumpkin off of a t-ball tee while
blindfolded. Next, the participant will have to construct a snowman made out of pumpkins.
Lastly, the participant will have to sprint from one pumpkin point to another.

Pumpkin Carrying Contest


Visitors who decide to participate will pay $15 to register for this contest and upon
registration, will receive a pumpkin weighing approximately 25 pounds. The object of the game
is to be able to carry the pumpkin all the way up the royal way without putting it down to rest.
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There will be referees along the way to monitor people who drop their pumpkins. The game
begins at the Weinberg Memorial Library and will end at Condron Hall. Finishers will receive
prize of $25 Starbucks gift card.
Pumpkin Hunt
There will be mini pumpkins painted purple hidden throughout campus - excluding dorm
halls. Twenty of these pumpkins will have Scranton S's painted on the bottom. The person who
collects the most pumpkin with a Scranton S will receive a grand prize of $150. Alumni who
have donated to the Office of Annual Giving will receive S pumpkins upon check-in based on
giving amount ($100= 1 pumpkin with S; 200= 2 pumpkins with S and so on). A map of all
pumpkin games and pumpkin hunt can be found in Appendix H. Costs for this tactic can be
found in the budget.
Pumpkin Carving Contest
Visitors who wish to compete in a pumpkin carving contest must register and pay $5.
There will be a carving station set up on the DeNaples Patio. Each participant will have three
hours to carve their pumpkins and a panel of faculty judges will decide on which three pumpkins
are the best. Winners will get a $40 gift card and will have their pumpkins prominently displayed
on the Amphitheatre ground on trophy boxes (similar to Olympic medalist placements.) The rest
of the pumpkins will be put on display on the stone steps of the Amphitheatre. The rain location
for the pumpkin carving contest will be held at the Byron Recreational Center.

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Corn Hole and Can Jam


Corn hole and can jam stations will be set up for fun on the Condron and Gavigan green
as well as Brennan Hall and GLM (Gannon, Lavis, and McCormick) dorms. There will be no
winning prizes this event is strictly for entertainment.
Candy Bar
A candy bar will be set up on the Dionne Green. Current students and alumni will have
the opportunity to help themselves to their favorite candies. An estimated picture of the candy
bar can be found in Appendix I.
Drinks
Drinking German-style beer is an integral part to the Oktoberfest experience. With that in
mind, it is essential that visitors will have the opportunity to try as many German-style beers as
possible. These premium beers will be covered through an open bar that will be stationed at the
far end of the tents (furthest from the DeNaples Center and closest to the commons). A map of
the open bar can be found in Appendix H. Costs can be found in the budget section of the
campaign.
Beer
It is estimated that 1500 guests will be present at some point for the festivities taking
place in the evening on the Dionne Green. Licenses for current students will be examined.
Alumni and current students who are 21 and over will get black Oktoberfest t-shirts and a
wristband. Those who are not 21 and over will receive an orange Oktoberfest t-shirt. It is further
estimated that the average amount of alcohol consumed by each individual will be 5-6 beers over
the course of the night. Since there are 86 cups beers in a keg, calculations come to 100 kegs for
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the venue. Visitors can enjoy their choice of Becks, Paulaner, Ayinger, or Warsteiner. To help
save costs, student volunteers will help unload the trucks the beer arrives in. Kegs will be
delivered from A & A. An example of the t-shirts, wristbands, and beer menu can be found in
Appendix J.
Steins/Cups
A stein is a large beer mug often sold as collectibles or souvenirs. In German, the word
stein means stoneware, which is what the mugs are traditionally made from. Available for
purchase at the time of RSVP-ing will be a commemorative Oktoberfest Beer Stein for $15.
This Beer Stein is from Germansteins.com and the amount ordered will immediately be
purchased after the deadline to RSVP.
Throughout the day, people who purchase this commemorative stein will be able to
personalize it with branding such as year of graduation. Scranton Oktoberfest stickers from each
year will be produced so people who purchase the stein can add them on from year to year.
Stickers will be created for each Oktoberfest and can be added to the stein every year.
If visitors choose against purchasing a commemorative Beer Stein, they can buy a 14 oz.
BPA plastic free stein for $3 a cup. Ordering of the cheaper plastic beer steins is dependent on
the amount of people who purchase the commemorative Oktoberfest Beer Stein. It is estimated
that at least 200 people will not be purchasing the commemorative stein based on the extra cost.
The minimum bulk purchase for the cheap steins is at 200 so this is the alternative that will be
taken after the deadline for RSVP-ing is up. An example of the beer steins, the stickers, and the
alternative steins can be found in Appendix K.

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Food
During Oktoberfest, visitors will have a chance to enjoy German-style foods. On
Saturday, October 24, 2015, lunch and dinner will be catered through Aramark and provided for
all those in attendance. All university students and alumni up to five years out will be invited to
the event. Invitations can be found in Appendix F.
Lunch will be served on the third floor of the DeNaples Center and will coincide with the
Oktoberfest theme. Arrangements will be worked out with Aramark to create a customized buffet
for a German-style dinner. The dinner will include a premium buffet selection, featuring three
entrees that will be German-style. The cost will be $13.75 per-person with a minimum of 20
people. There will also four bars throughout the event with specialty beer, liquor and cider.
Glassware for bar service is an additional $1 per-person.
Arrangements will be worked out with Joe Boyd, the on-campus representative for
Aramark, to customize a lunch menu that is German-themed. Students will be able to use a
regular lunch swipe to cover the cost of the meal. Alumni will be given a meal pass that will be
included in their Oktoberfest registration packets. .
Dinner will be served buffet-style on the Byron Center Multi-Purpose Courts, located in
the Byron Recreational Center. This event will be booked through Madonna Savage, Coordinator
of Facilities Scheduling. This event will have alcohol and will require an approved alcohol
permission slip and work orders for chairs and tables. Catering will provide all necessary
dinnerware including: plates, bowls, forks, knives, spoons, napkins, cups, glasses, tablecloths
and pitchers for an additional meal service of $3 per-person. The completed alcohol permission

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slip and work order forms can be found in Appendix L and costs can be found in the budget
section.
The Haunted Estate
The Haunted Estate will take place on the evening of Saturday October 24 , 2015, chosen
th

because the weekend is after fall break (October 17 20 2015) and the typical midterm period
th

th

(the week before break and the week after.) The Haunted Estate will be open on both nights from
8:00-10:00 p.m.
Each student, alumni, family member, faculty member, etc. will be charged a $12 fee to
tour the Haunted Estate. Visitors will be charged in the foyer for the estate by one of two pairs of
student employees. Each pair will be supplied with a Royal Card reader for current students who
would like to pay via their Royal Card utilizing their Royal money on their card. There will also
be a cash option that can be collected by the student operating the Royal Card Reader. The other
student in the pair will attach Haunted Estate wristbands. All admission funds collected through
the Haunted Estate will be donated to the Office of Annual Giving. A map of the Haunted estate
can be found in Appendix M.
Staff/Tour Guides
Staff and tour guides will be drawn from the existing list of student employees that
currently work as campus tour guides. While one guide is walking the tour through the house, the
second will be with the second group in the grate room, introducing the Haunted Estate and the
fictitious story about the Scranton family murder. This will allow the tours to circulate around
the house without being overly crowded. Each tour group will consist of no more than eight
individuals to ensure that everyone can experience the Haunted Estates scares.
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Tour Decoration
Work-study students at the estate in addition to volunteers from clubs will execute the set
up/decoration of the Estate during the last day of their fall break (Tuesday October 20 , 2015).
th

This date will allow the setup team ample time to complete the project without causing extended
interruption to the daily routine of the admissions staff in the Estate. A map of the Haunted
Estate tour route and publicity for it can be found in Appendix M.
The Scranton Family Story
When the tour groups enter the estate, they will be guided into the grate room to the left
of the foyer in the estate. The groups will gather on the couches typically utilized by families
while they wait for their campus tour. The tour guides will introduce the Haunted Estate and tell
the tale of Mr. And Mrs. Scrantons murder in the estate on Halloween in 1937. The tour guides
will describe the paranormal phenomenon experienced in the Estate year round and explain that
the ghosts of Mr. and Mrs. Scranton plague the house every year around the anniversary of their
deaths. The Scranton family story can be found in Appendix N.
Actors
Members of LIVA Arts, The Players, and other clubs will be recruiter to be actors and to
play the Scranton family and other characters haunting the Estate. The incentive for these clubs
and organizations to participate will be that the volunteer work counts as one of the three
required community service projects. Email notifications will be sent out on the first of the
month, Wednesday October 1, 2015, to allow the teams ample time to be assigned roles and run
through the Haunted Estate plot. An example of this notification can be found in Appendix O.

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Second Year Plan


After the initial launch of the Haunted Estate during October 2015, the event will be
extended to the most frequented location on campus: The DeNaples Center and Dionne Green.
The Green will be transformed into a graveyard complete with headstones, ominous music for
the passerby, and a series of five (5) smoke machines and three (3) strobe lights that will be
turned on during the hours of the Haunted Estate. Costs for second year plan can be found in the
budget.
Entertainment
Visitors will be entertained with traditional German music into the night. Since
Oktoberfest is a German-based event, the music played should help bring the cultural
environment to life. Visitors will have the opportunity to listen to the John Stevens Doubleshot
German Polka Band while enjoying German beer and beverage, and German-style food. John
Stevens Doubleshot German Polka Band information can be found in Appendix P. John
Stevens Doubleshot German Polka Band rates can be found in the budget.
Band and Seating
The band will perform for a four-hour period from 7:00 p.m. 11:00 p.m. on the Dionne
Green. Nestled between the DeNaples Center, the Weinberg Memorial Library, Loyola Science
Center, and five freshman dorms, the Green is one of the most popular campus hangout spots.
The spacious square has used large tents to host events on Parents Weekend. The John Stevens
Doubleshot German Polka Band will perform in front of the DeNaples Center (facing Loyola
Science Center with freshman dorms on left and Weinberg Memorial Library on right). Visitors
will be able to sit and eat on long communal tables, which are used to seat more people next to
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each other and create more of a bonding atmosphere. Visitors sit side by side in rows, creating
more of a chance to talk to the person directly in front of them and also around them. Vendor and
pricing for tents, communal tables, and benches can be found in the budget.
The communal tables will be placed at the foot of the Dionne Green directly in front of
the Loyola Science Center (facing the stage and the DeNaples Center) and will continue to be put
in front of each table, working up toward the stage. There will be one column of tables to the left
of the stage, and one to the right of the stage. In between the columns, there will be plenty of
space to walk up to the dance floor, which will be placed directly in front of the stage. A diagram
of the stage and seating setup for the Dionne Green location can be found in Appendix Q.
Social Media
Social media is a fantastic way to reach the public. It can give alerts of an upcoming
event, keep the public updated while the event is going on, and re-inform after the event is over.
Social media is fast and easy, and most important, growing.
Twitter
A Twitter account will be created on the September 15, 2015 with the title UofS
Oktoberfest 2015. The UofS Oktoberfest 2015 Twitter accounts profile picture will be the
image of T Shirt that will be distributed at the event (see appendix). Once the Twitter account is
created, all current students and young alumni that have twitter accounts will be followed. The
account will be tweeted from a minimum of twice a day about the upcoming event . The tweets
will include details about what will occur throughout the Oktoberfest 2015 weekend. A schedule
of all of the weekends events will be tweeted. The Oktoberfest 2015 events will be tweeted and
revealed one by one, only releasing one event a day. There will be images provided along with
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the event tweeted (see appendix). The hashtag #UofSOktoberfest2015 will be included in every
tweet. The UofS Oktoberfest account will be retweeted by every official University of
Scranton twitter account. The Haunted Estate will be tweeted about a minimum of fifteen times
prior to the Oktoberfest 2015 weekend. Examples of Twitter posts for Oktoberfest can be seen in
Appendix R.
Facebook
The Royal Fund Facebook page will create a Facebook event which will be launched on
September 15, 2015 titled University of Scranton Presents: Oktoberfest 2015. The profile
picture for the event will be the image of the Oktoberfest 2015 t-shirts that will be distributed at
the event. The cover photo of the Facebook page will include a picture of a German beer stein.
Information on the weekend will include: Date: October 24, 2015, Location: University of
Scranton, Dionne Green and Byron Center, Schedule: The price of the weekends events will be
listed in the information section of the Facebook event page. All current students and young
alumni of The University of Scranton will be asked to join the University of Scranton Presents:
Oktoberfest 2015 Facebook event page. The 21+ events will be indicated on the Facebook event
page. The Facebook event page will post a minimum of ten times about the Haunted Estate.
Images will be posted daily of the Oktoberfest 2015 weekend events. The example of The
Oktoberfest Facebook an posts can be seen in Appendix S.
Instagram
An Instagram account will be created and launched on September 15, 2015 titled UofS
Oktoberfest 2015 The profile picture of the UofS Oktoberfest 2015 will be the image of the
Oktoberfest 2015 t-shirt that will be distributed at the event. The bio of the Instagram account
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will include a brief description of the Oktoberfest 2015 weekend, the date of the weekend event
(October 24, 2015), the location of the event (University of Scranton, Dionne Green and Byron
Center). One image will be posted daily depicting events that will occur during the Oktoberfest
2015 weekend. Under every image posted there will be a brief description discussing the event or
concept being presented in the Instagram post. All current students and young alumni will be
followed by the UofS Oktoberfest 2015 Instagram account. The hashtag #UofSOktoberfest
will be included in every Instagram post. Sample Instagram posts can be found in Appendix T.
Other Logistics
Emergency Exit (Dionne Green)
In case of an emergency, visitors will need to know various exits. Exit signs will be
clearly marked (red sign, white writing) at each corner of the Dionne Green. One sign will be
posted to the right of DeNaples and in front of steps (Gannon, Lavis, McCormick, and Casey
Halls on left). One sign will be posted to the left of DeNaples and in front of the back entrance of
the building. One sign will be placed in front of Loyola Science Center (looking at Loyola
Science Center, Weinberg Memorial Library will be on right). One sign will be placed in front of
the Amphitheatre (looking at Loyola Science Center/John Long Center, Martin Hall will be on
the left).
Parking
The University of Scranton offers several convenient parking options, both free and for
fee. Visitors can park in the following locations for easy walking access to the Dionne Green:
Redington parking lot, The University of Scranton parking garage, John Long Center parking lot,
and various street parking locations (both free and for fee).
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Rain Location
The John Stevens Doubleshot German Polka Band is set to perform in front on the
DeNaples Center, weather permitting. Under harsh weather circumstances (rain, snow, wind,
lightning, thunder, etc), the performance will be moved into the Byron Center Multi-Purpose
Courts, located in the Byron Recreation Center. The Byron Recreation Center is located on
Linden Street, in between Ridge Row and several freshman dorms. The Multi-Purpose Courts
holds basketball, volleyball, and indoor soccer games, and also features a track for running.
The performance will take place in the back of the Multi-Purpose Courts, directly in front
of the Redington Parking Lot. Looking at the crowd from the stage, the tall windows and
freshman dorms will be on the right, while the bathrooms will be on the left. Straight ahead will
be the John Long Center courts.
Visitors will be able to sit and eat on long communal tables, which are used to seat more
people next to each other and create more of a bonding atmosphere. Visitors sit side by side in
rows, creating more of a chance to talk to the person directly in front of them and also around
them.
The communal tables will be placed facing the Redington parking lot and toward the
stage. There will be four columns of tables across the Multi-Purpose Courts, and rows continuing
from the back of the room to the stage. In between the columns, there will be plenty of space to
walk up to the dance floor, which will be placed directly in front of the stage.

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Emergency Plan (Byron Recreation Center)


In case of an emergency, visitors will need to know various exits. Exit signs will be
clearly marked (red sign, white writing) at various locations of the Byron Center Multi-Purpose
Courts.
ROYAL DAY
Royal Day Date and Notification
Royal Day will take place in spring 2016 during one randomly selected Friday in April.
Students will not be aware of the Royal Day date until they receive a notification on the morning
of the event. Communication and collaboration with the faculty will be vital in making sure
Royal Day is successful and runs smoothly. Faculty will receive an exact date, and will be told to
keep it confidential in order to avoid ruining the Royal Day surprise and to keep it from being
leaked to the student body. The date remaining a surprise is of vital importance, put in place to
encourage participation and prevent students from making alternative plans for an anticipated
day off.
Date
Students will be informed of the upcoming Royal Day, but the date of the day will not
be made public knowledge. The date of the event will only be known to the client, professors,
Aramark, residence life employees, and outside vendors. The inaugural Royal Day will occur on
April 22, 2016. The average temperature for this time of year ranges from 59-70 degrees,
creating a comfortable environment for outdoor activities. The sun sets at approximately 6:00
p.m. at that time of year, providing students plenty of sunlight for daytime activities.

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Additionally, there are no scheduled breaks in the month of April 2016, so this month will allow
students to embrace the spring weather before final examination preparations begin.
Communication with Professors
Royal Day will take place on a Friday during the academic week, creating a vital need for
communication and collaboration with the faculty of The University of Scranton. During the first
week of the 2015 fall semester, all faculty members will receive an email providing details about
the upcoming Royal Day. This will allow professors ample time to adjust their spring syllabi to
allow for flexibility in their courses that are scheduled on Fridays during the spring 2016
semester. Due to the fact that courses held on Fridays typically meet on Mondays and
Wednesdays as well, the faculty will simply need to build in one day of flexibility.
The email to the faculty in the fall 2015 semester will indicate outdoor events on the
campus, hinting to the professors that the typical springtime weather of April and May will be
necessary for the event. This will provide them with a general indication of when they can
anticipate the need for a day of flexibility in their syllabi. A sample email can be found in
Appendix U.
Electronic Student Notification
The announcement of Royal Day will occur at 7:00 a.m. on the day of the event. This will
provide ample time for resident and commuter students with 8:00 a.m. class times. The Royal
Day team will utilize the Emergency Notification System through University Police. This system
has the ability to send short text message notices to the commuter and resident student body. The
notice will read HAPPY ROYAL DAY, SCRANTON! Check your email for details about the
exciting day ahead. Iggy An email notification will then be sent out with registration
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information, a preview of the t-shirt design, an adjusted meal schedule and the schedule of events
followed by descriptions. These will be sent to all individuals with a Scranton.edu email address.
An example of these student notifications can be found in Appendix V.
Notification in the Residence Halls
In addition to electronic notification, the Office of Residence Lifes student staff of RAs
will be notified on the eve of Royal Day that the event will be approaching. The importance of
secrecy in regards to the date will be expressed to them by their Area Coordinators, who will
have been briefed by the team. Each RA will receive a Paint the Halls Purple kit, which will
include rolls of purple streamers and purple and black balloons to decorate the halls. It will be
the RAs responsibility to decorate the halls one hour prior to the 7:00 a.m. student notification.
An example of the RA meeting and the decorated halls can be found in Appendix W.
My.Scranton Overhaul
One hour prior to the announcement of Royal Day to students and faculty, the
Technology Support Center will activate an alternate home page for the my.scranton platform.
This will include the removal of the current photograph and insertion of the iconic Scranton S
with Royal Day 2016! above it, with the second line of smaller text reading Brought to you
by The Office of Annual Giving/The Royal Fund for appropriate branding. This change will be
maintained for 24 hours. My.scranton will be accessed by every student and faculty member who
received the text message notifications as they gain access to their email on their computers for
details. A sample of the my.scranton website overhaul can be found in Appendix X.

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Food and Drinks


The client will provide an on-campus picnic provided by Aramark for university students.
The picnic will be at 4 p.m. and will be open for students to eat until 6:30 p.m. Dinner will be on
The DeNaples Patio and will be a buffet, picnic style. The buffet will feature American-style
foods, and can be eaten by both hand and plate. Dinner set up will begin on The DeNaples Patio
at 1:45 p.m. by the catering staff. A menu for food and drinks provided can be found in
Appendix Y. Costs for food and drinks can be found in the budget section of the campaign.
Daytime Activities
Students will be able to participate in various activities and contests throughout Royal
Day. Events include sport tournaments, inflatables, photo booths and tours, and tie-dye. The
following pages are the details for Royal Day and a full itinerary, map of events, and poster
publicity for Royal Day can be found in the Appendix Z.
Tournaments and Supporters
Students will be able to sign up for games they would like to participate in, such as
basketball, football, soccer or to be a cheerleader for the teams. There will be four teams per
class, per sport. Tournaments will begin with classes competing against their same class, for
example class of 2014 team one verses class of 2014 team 3. The elimination will begin within
each class year, winners of both games will compete to proceed onto the next round. After that
game, one class year will begin competing against another class year. Students will have time to
regroup and prepare for the upcoming tournament, which will occur at the same time. The
overall winners for each tournament will get a trophy. Referees will be work-study students who
work in the Byron and The John Long Center. Sample sign-up sheets and brackets can be found
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in the Appendix AA. A picture of the trophy can be found in Appendix AB. The cost of the
trophy can be found in the budget.
Basketball Tournament
The basketball games will be held in the Byron Center. The first rounds will be the four
teams within each class competing against each other for 15-minute games on quarter courts.
After two teams are eliminated from each class, the winners from each class will play a 15minute game to decide the class champion. At this point the champions of each class will play
half court games that last 30 minutes. The lineup will begin with senior class vs. junior class and
sophomore class vs. first years and will continue from there. Rounds will be single elimination.
The entire tournament should last about two and a half hours, including timeouts and change of
games. Logistics for the basketball tournament can be found in appendix. Sample sign-up sheets
and brackets for basketball can be found in Appendix AA.
Flag Football Tournament
The flag football games will be held on Fitzpatrick Field. The first rounds will be the four
teams within each class competing against each other for 15-minute games on quarter field. After
two teams are eliminated from each class, the winners from each class will play a 15-minute
game to decide the class champion. At this point the champions of each class will play half field
games that last 30 minutes. The lineup will begin with senior class vs. junior class and
sophomore class vs. first years and will continue from there. Rounds will be single elimination.
The entire tournament should last about two and a half hours, including timeouts and change of
games. Logistics for the basketball tournament can be found in appendix. Sample sign-up sheets
and brackets for flag football can be found in Appendix AA.
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Soccer Tournament
The soccer games will be held in the John Long Center. The first rounds will be the four
teams within each class competing against each other for 15-minute games on quarter courts.
After two teams are eliminated from each class, the winners from each class will play a 15minute game to decide the class champion. At this point the champions of each class will play
half court games that last 30 minutes. The lineup will begin with senior class vs. junior class and
sophomore class vs. first years and will continue from there. Rounds will be single elimination.
The entire tournament should last about two and a half hours, including timeouts and change of
games. Logistics for the basketball tournament can be found in appendix. Sample sign-up sheets
and brackets for soccer can be found in Appendix AA.
Wiffle Ball Tournament
The wiffle ball tournament will be held on the Dionne Green. The first rounds will be the
four teams within each class competing against each other for 15-minute games on quarter
courts. After two teams are eliminated from each class, the winners from each class will play a
15-minute game to decide the class champion. At this point the champions of each class will play
half court games that last 30 minutes. The lineup will begin with senior class vs. junior class and
sophomore class vs. first years and will continue from there. Rounds will be single elimination.
The entire tournament should last about two and a half hours, including timeouts and change of
games. Logistics for the basketball tournament can be found in appendix. Sample sign-up sheets
and brackets for wiffle ball can be found in Appendix AA.

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Class Supporters
For those students who do not wish to participate in the actual tournament, but wish to
watch, they can be spectators and attend any tournament they would like. Spectators will be able
to cheer their class on and support their team. Supporters will be given thunder sticks and will be
have an opportunity to come up with chants. Face paint and stickers will be provided for fans to
support their class. Sample pictures class supporter thunder sticks, face paint and stickers can be
found in Appendix AC and costs for these items can be found in the Budget section of this
campaign.
Inflatables
For students who do not want to participate in the sporting tournaments, there will be four
inflatable courses placed on the commons and the Brennan Green. The wall climbing inflatable
and obstacle course will be placed next to each other on the commons. For safety reasons, the
jousting ring will be placed 15 yards away from these two courses. The Jumping log will be
placed an additional 10 yards away from the jousting ring. Students who are in line for obstacle
course will line up on the side of the commons that corresponds with their inflatable course. A
map of the inflatable section can be found in Appendix Z. The cost of inflatables can be found in
the budget.
Wall Climbing
On this course, participants must race against each other to climb up an inflatable rock
wall, and then crawl to the slide and go down. Winner is the one who reaches the bottom first. A
picture of this wall climbing inflatable can be found in Appendix AD and the cost for the wall
climbing inflatable can be found in the budget section.
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Jumping Log
Four people stand in each corner of an inflatable square ring with a log in the center that
moves in a circular motion while rising and falling in levels. Contestants have to either jump or
duck to avoid the logs. Winner is the last one standing. A picture of this jumping log inflatable
can be found in Appendix AD and the cost for the jumping log inflatable can be found in the
budget section.
Inflatable Obstacle Course
Contestants must race against each other in the obstacle course. The first obstacle is to
race through an inflatable field of plastic spikes, then climb up a mini wall, battle again pop up
squares, and then slide down a slide. The winner is the person who finishes first. A picture of this
obstacle course inflatable can be found in Appendix AD and the cost for the obstacle course
inflatable can be found in the budget section.
Jousting Ring
There is an inflatable ring with two podiums. Contenders are given a giant Q-tip looking
stick and attempt to bat the other player off the podium. The loser is the first person that falls off
the podium three times. A picture of this jousting ring inflatable can be found in Appendix AD
and the cost for the jousting ring inflatable can be found in the budget section.
Photo Booth
There will be a photo booth placed on the DeNaples Patio so students can take pictures
with their friends in their class t-shirts. The photo booth will be present from 11:00 a.m. to 6:00

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p.m. A picture of the photo booth can be found in Appendix AE and the cost for the photo booth
can be found in the budget section.
Photo Tour
From 3:00 p.m. on, maps of the most photogenic and beautiful places on campus will be
marked and students can follow a route and take pictures at these places. Some spots will include
iconic statues, buildings and signs. An example of the photo tour map can be found in Appendix
AF.
Can Jam
While students are on the photo tour, volunteers will borrow the Center for Student
Engagement's and ResLife's Can Jams and set them up throughout campus in places like the
Brennan Green, the Dionne Green and the GLM patio. Students will be able to play Can Jam
until nighttime activities begin. A map of events leading up to Nighttime activities and the actual
Nighttime activities can be found in Appendix Z.
Royal Tie-Dye
From 3:00 p.m. to 5:00 p.m., there will be tie-dying on the Dionne Green and the
DeNaples patio. Each student will bring their own t-shirts and dye them with purple, grey, and
black dyes, matching The University of Scranton colors. These t-shirts should be worn the next
day to support Royal Day. An example of a finished Royal tie-dye t-shirt can be found in
Appendix AG. Costs for Royal Tie-Dye can be found in the Budget Section.

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Nighttime Events
The nighttime events are an integral part of the overall success Royal Day. The agency
will use the John Long Center for seating of the students. The Long Center holds 3,180 students
per The University of Scrantons website. To ensure all student will enjoy this event and to
accommodate those who cannot fit, the doors to the center will stay open and a flat screen TV
will stream the event to those who could not fit inside the building.
Event at John Long Center
After all of the daytime activities are completed and food is consumed, guests will head
over to the John Long Center for the nighttime events. The official beginning of the event will be
8:05 p.m.
To ensure promptness and proper security, doors will be shut exactly 5 minutes before, at
8:00 p.m. For this event, the client will request the help of Carl Danzig, Head Coach for The
University of Scranton Mens Basketball Team. When students enter the door, fake mustaches
will be handed out to commemorate the one that Coach Danzig displays. A picture of the
mustaches can be found in Appendix AH. The cost of mustaches can be found in the budget
section of the campaign.
The event will be announced by Dean Corwin, the head announcer for The University of
Scranton basketball games. Carl Danzig will deliver a speech to energize the crowd and motivate
the students, similar to the pep talks he gives his team before games. At the end of Carl's speech,
students will be instructed to throw the mustaches onto the basketball court as a thank you to
Coach Danzig and all that he has done for the Scranton Basketball program. A profile of Carl
Danzig can be found in Appendix AI.

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As this event grows in the years following, a tradition will be started where mustaches
will be thrown onto the court at the home opener when the first goal is made every year.
Because growing mustaches is such a common trend in the month of November to raise
awareness for various mens cancer, this event will grow and specifically benefit Prostate
Cancer. In the third year of the plan, there will be a donation drive in the form of canned goods
or dollar donations.
Nighttime Activities
Once Carl Danzigs speech is over, volunteers from clubs will clear off the help set up
the gymnasium for events. Because Royal Day is on a Friday, the agency suggests not to have
various small nighttime events, but rather one main event to keep students interested and excited.
With the addition of various other events, students will become disinterested and will most likely
leave early. The main event at night will be a 4-way tug-of-war between all of the grades.
Tug-of-War (4-Way)
Each team has 25-foot of rope, which allows up to 40 participants (per the website, found
in appendix). Therefore, the maximum amount of participants for each grade will be ten
members. Every team must have an even amount of participants. Anyone will be able to
participate in this event, but try-outs for the event will come in the form of heats. The amount
of heats will be determined by the amount of people that sign up. The teams selected off the
heats will be based off weight of each individual team member.
A scale will be used from the Trainers Room located in the John Long Center, and it will
weigh the participants. Participants will be weighed and then placed with other participants
accordingly. Participants with similar weight will be placed on opposite teams solely for the
heats.

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For the main event, the 4-way rope will be used, with the first years, the sophomores, the
juniors, and the seniors all taking their respective sides. Once the winner is determined, it will be
announced that their class will have its year resurrected on a Royal Day banner and hung near
the entrance of the Royal Way, by the Weinberg Memorial Library. Winners will receive the
coveted intramural champion t-shirt. A picture of the rope and the winner's banner can be found
in Appendix AJ.
Tuition Raffle
The last part of the event will be the Tuition Raffle. Generally run by The University of
Scranton Programming Board, the drawing will occur in the gymnasium. While the raffle is
generally occurs at the annual tree lighting service, having the raffle wrap up Royal Day will
spark greater student interest in the day and raffle itself. USPB members will be invited inside
the John Long Center to announce the winner of the raffle after all festivities have concluded.
This tuition raffle gives students the incentive to stay the entire time of the event..
Social Media
Social media is a fantastic way to reach the public. It can give alerts of an upcoming
event, keep the public updated while the event is going on, and re-inform after the event is over.
Social media is fast and easy, and most important, growing. All social media pages and posts can
be found in Appendix AK-AM.

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Pre-Event
Twitter
Before the event, the client will launch the Twitter page Royal Day 2016 one month
prior to the event (event date and launch date TBD). The page will follow all current students at
The University of Scranton. Tweet will be sent out twice a day with the following content:
Taunting the students on when the event will occur, Rivalries amongst the different grades (first
year, sophomores, juniors and seniors), and Pictures and brief statements of what events will
transpire throughout the course of the day.

Ex: Who will bring home the gold this year?! Seniors you better be ready!
#RoyalDay2015

Tweet promotional material

Post promotional video one week prior to the event

An example of all tweets sent on Royal Day can be found in Appendix AK.

Facebook
Before the event, the client will launch Facebook event Royal Day 2016 one month prior to the
event (DO NOT include the date of the event on the Facebook page, simply say TBA). All
current students at The University of Scranton will be invited to join the event. The client will
post daily on events and information about Royal Day. The following will be included in posts:

What events will occur throughout the day

The meal plan for students

The Fresh Food Company on 3rd Floor DeNaples will be open for breakfast

BBQ/Picnic on the DeNaples patio for students lunch

Upstairs DeNaples will not be open to students after 12:00 pm

Promotional material and Graphics promoting the event


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Promotional video post one week before the event

Rivalries amongst the grades (First Year, Sophomores, Juniors and Seniors)

Announce awards for victors (TBA)

An example of the Royal Day Facebook page and all posts can be found in Appendix AL.

Instagram
An Instagram account will be created one month prior to the event (TBD) Royal Day 2016.
The account with follow all current students at The University of Scranton. This account will:

Post daily images of Royal Day Events

Use the hashtag #RoyalDay2016 on every post

Post promotional material and graphics

Post promotional video for Royal Day one week prior to the event

An example of the Royal Day Instagram page and all posts can be found in Appendix AM.

During Event
Twitter
A tweet will be sent at 7 am on the day of the event announcing that it is Royal Day

Ex: WAKE UP UofS students its Royal Day 2016!! Get your game faces on! Events
begin at 12 pm! #RoyalDay2016

A tweet will be sent out to notify students that Registration and T Shirt pick-up begins at 10 am
and concludes at 12:00 pm.

Ex: Come down to 2 Floor DeNaples to pick up your years Royal Day t-shirt and
register for the days events! #RoyalDay2015
nd

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A tweet will be sent out announcing that the Fresh Food Company on 3rd floor of DeNaples will
close at 12:00 pm

Ex: Royals, dont forget 3rd floor DeNaples will close at 12 pm today! Fuel up for the
days events so your grade brings home the gold! #RoyalDay2015

2 Tweet: BBQ will begin at 3 pm on the DeNaples patio! Come down for some
nd

delicious food and take part in todays events! #RoyalDay2015


There will be tweets throughout the day on what events are currently taking place

Announce which grade won each event

There will be tweets notifying students who is the lead of the events

2:00 pm announce (first year, sophomores, juniors, seniors)

3:00 pm announce (first year, sophomores, juniors, seniors)

4:00 pm announce (first year, sophomores, juniors, seniors)

An example of all tweets sent on Royal Day can be found in Appendix AK.

Facebook
There will be a post at 7:00 a.m. announcing it is Royal Day.

Ex: WAKE UP UofS students its Royal Day 2015!! Get your game faces on! Events
begin at 12 pm! #RoyalDay2015

There will be a post at 9:00 a.m. that registration begins at 10:00 am and concludes at 12:00 pm
on the second floor of DeNaples. Another post will be sent out to notify students of T Shirt pickup on the second floor of DeNaples. Other content will include:

Post images of the set-up taking place on the Dionne Green

Post announcement that 3rd Floor DeNaples will close at 12 pm


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Announce BBQ will begin on the DeNaples patio at 3 pm

Post pictures of students taking part in the different events

Post the image of the schedule of the days events and when and where they are taking place
at 10 am

Post pictures of the winners of each individual event

An example of the Royal Day Facebook page and all posts can be found in Appendix AL.

Instagram
There will be a post at 7:00 a.m. announcing it is Royal Day.

Ex: Image of promotional material with the caption WAKE UP UofS


students its Royal Day 2016!! Get your game faces on! Events begin at
12 pm! #RoyalDay2016

A post will be sent that registration begins at 10 am and concludes at 12 pm on 2 Floor


nd

DeNaples. Other pictures will include:

images of the set-up for Royal Day on the Dionne Green

image of the schedule for Royal Day at 10 am- when and where the events are taking
place

images throughout the day of all the events that are currently taking place

Use the hashtag #RoyalDay2016

images of winners of the events

Identify what grade they are in (first year, sophomores, juniors, seniors)

An example of the Royal Day Instagram page and all posts can be found in Appendix AM.

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Post Event
Twitter
A tweet will be sent notifying students which grade won Royal Day 2016, include images of
those accepting their (trophy, winnings, etc.). A tweet will be sent out to thank participants.
Ex: Thank you to the Royal Day 2016 team for a successful day/night!
#RoyalDay2016. An example of the Royal Day Twitter page and all tweets can be found in
Appendix AK.

Facebook
Images will be posted of the winning year/grade for Royal Day 2016, a video that recaps
the days events edited GoPro video and a thank you post to everyone who participated and
helped make Royal Day 2016. An example of the Royal Day Facebook page and all posts can be
found in Appendix AL.

Instagram
Images of Royal Day 2016 will be posted on Instagram with the hashtag #RoyalDay2016. There
will also be a thank you post for everyone who participated and helped Royal Day happen in
addition to a video that recaps the days events. An example of the Royal Day Instagram page
and all posts can be found in Appendix AM/

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Evaluation

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Royalty Communications primary objectives are to rebrand the Office of Annual Giving,
create and raise awareness with students and alumni that the Office of Annual Giving is the new
name of the Royal Fund, annually solicit $2.2 million in donations and create class affinity
among current students and alumni which will leave a lasting impression on their Scranton
experience which will lead to an increase in annual donations.
To measure the success of these primary objectives, the client will keep records of the
measurable data. To evaluate the rebranding portion of this campaign, students and alumni will
be asked to complete surveys found in Appendix A and Appendix B. If there are increases of
positivity in the survey, the rebranding element of the campaign will be considered successful.
To measure the success of the fundraising portion of the campaign, the client will consult
the records of annual donations. The benchmark for comparison will be the donation figures of
the year prior to campaign execution. If there is an increase in both amount of donations and the
actual quantity of donations, the operation will be considered successful and the agency will
consider the goals achieved if The Office of Annual Giving receives $2.2 million dollars or
more.
The method of evaluating the success of establishing class affinity and tradition will be
measured through participation and attendance numbers. If student continue throwing mustaches
on the court or field after the first score or goal from Scranton, the strategy will be considered a
success.

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Budget

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Oktoberfest:
Expected Expenses:
With estimation of 1500 people in attendance

Invitations: envelope, regular card, response card: $1,000


Expenses for buying pumpkins: $3,000
Expenses for prizes: $240
Four giant tarps: $136
Inflatable pumpkin: $40
Pumpkin paint (purple): $20
Pumpkin carving tools for 100 packs: $700
Candy and glass jars: $300
Four bartenders $13/hour for 4 hours: $208
Beer- 100 kegs German style beer: $16,395
Becks: $3,875
Paulaner: $4,500
Ayinger: $3,920
Warsteiner: $4,100

Wristbands for alcohol: 15 for 1 pack of 500 + 6.68 shipping: $51.68


Wristbands for Haunted Estate. 15 for 1 pack of 500 + 6.68 shipping: $51.68
Buying steins glass for 1,000: $9,900
Buying stickers for stein: $26
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Plastic stein cost: 1.20 each for 500: $600


Dinner & bar 31.50 per person: $47,250
Cost of haunted house decorationheadstones, speakers, 5 smoke machines, 3 strobe lights: $400
John Steven's Doubleshot German polka band: $1,300
T-shirts- Oktoberfest: $10,437

Total Expenses Oktoberfest: $92,055.36

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Oktoberfest Expected Income:

Registration 25 dollars: $37,500


Income from steins 15 dollars each: $22,500
Alternate steins 5 dollars each: $2,500
Income from stickers for stein 2 dollars: $300
Income for pumpkin games assuming 300 people will play each: $14,400
pumpkin smashing $1 each: $300
pumpkin shot put $10 each: $3,000
applesquah $5 each: $1,500
pumpkin carrying 15 each: $4500
pumpkin carving 5 each: $1500
haunted estate: $12 each: $3600

Donations from invitations: $500

Total Expected Oktoberfest Income: $77,700

OKTOBERFEST NET LOSS: $14,355.36

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Royal Day:
Expenses:

Paint halls purple kit: $300


Catering: $9.95 per head (no actual cost covered by meal plan swipes)
Trophies: 4 Trophies @ $130 total
T-shirts: $13,650
Thunder sticks: $3,000
Face paint: $200
Stickers: $100
Inflatables: $5,000
Photo booth: $600
Tie-dye kit: $250
Fake moustaches: 2000 @ $4 per 5 - $1,600
Tug of war rope: $215
Royal day banner: 20 @ 76.80 each - $1,536

Total Expenses Royal Day: 26,581

CAMPAIGN TOTAL BUDGET:


Expenses: $118,636.36
Revenue: $77,700
Total Budget: $40,936.36

79"
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Oktoberfest
Timetable

80"
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81"
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82"
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83"
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Royal Day
Timetable

84"
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85"
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86"
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87"
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88"
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89"
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90"
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Appendix

91"
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Appendix A
Alumni Survey

92"
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Alumni Survey

1.

Gender

2.

Approximate Personal Income

__________________________

3.

Approximate Household Income

__________________________

4.

Full Time Employee

5.

Classification:

o Alumni 1 (less than 5 years)

__________ years

o Alumni 2 (5 to 10 years)

__________ years

6.

Have you donated in the past?

7.

If yes,

How many times?

__________________________

How many dollars each time?

____ ____ ____ ____ ____ ____ ____ ____

Preferred method of payment?

___________________________

On a scale of 1-10 rate the ease of the payment process


1

8. Do you know what the Royal Fund/Office of Annual Giving is? Y

10
N

9. What are all the reasons you have donated or will donate to the Royal Fund/Office of Annual Giving?

o Strong connection to The University


o Tax exemption
o Scholarships
o University development
o Other ____________________________________________________________________________
10. Are you aware that you can target your donation to specific University
initiatives/departments/organizations etc.
Y
N
11. What are your plans regarding future giving to the Royal Fund/Office of Annual Giving?

o Will continue to give them the same amount


o Will increase giving
93"
"

o Will reduce giving


o Will not give any more
o Not Sure
o Other
____________________________________________________________________________
12. If Not, Why have you not given to the Royal Fund? Please list all reasons

o Financial issues
o Student loans
o Family commitments
o Giving to other organizations
o Do not feel strong connection to The University
o Other_____________________________________________________________________________
13. What would encourage you to give more to the Royal Fund/Office of Annual Giving?
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
______________________________________________________
14. Are you aware of the following activities and services being performed by the Royal Fund/Office of
Annual Giving?
Scranton 125 Anniversary Mass and Luncheon
Y
N
th

PBC Young Leaders Reception

Family Weekend

Conference on Disability

Shamrockin Eve

Annual Michael Mulhall 5K Fun Run/Walk

Alumni Memorial Mass

Alumni Engagement Webinars

Scholarship Brunch

Scranton Womens Lacrosse Alumni Day

15. Are you aware that alumni-giving reflects positively on The Universitys rankings, regardless of the
amount donated?
Y
N

94"
"

16. On a scale of 1 to 10, please indicate how satisfied you are with the U of S office of Alumni Relations?
1
2
3
4
5
6 7
8
9 10
17. On a scale of 1 to 10, please indicate how satisfied you are with the U of S solicitation process?
1
2
3
4
5 6
7
8 9
10
18. How can we improve the way we approach you for donations?
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_________________________________________________________________
19. Please list all non-profit organizations you have donated to in the past five years
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_________________________________________________________________
20. Please approximate the average amount of money you donate to non-profit organizations in any given
year: _____________________________________________
21. What three words would you associate with the U of S?
_____________________
_____________________
_____________________
22. When did you last visit The University? Why?
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_________________________________________________________________
23. What would you change about your experience at The University?
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
____________________________________________________
24. On a scale of 1-10, how connected do you presently feel to The University (1= not at all connected, 10=
very connected)
1

10

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25. How many U of S events have you attended since you left The University? __________________
26. At how many of those events have you donated? ________________
27. How many times did you give when contacted by the U of S over the phone? ______________
28. How many times has a University representative for donations contacted you in person since you left The
University? _________________
29. How many have you donated when contacted by mail from The University? _______________
30. On average, how much time do you spend on Facebook each week? ________________ hours

96"
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Appendix B
Current Student Survey

97"
"

SURVEY FOR CURRENT STUDENTS


Have you ever given money to a nonprofit organization? YES

NO

If yes, how many times on average do you give per year? _____________
If yes, how much money do you give each time? _________________ (write all if different
amounts)
If no, why have you not given money to a nonprofit organization?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________
What would motivate you to give money to a nonprofit organization? (list all motivators)
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________
Have you ever donated in any other form (besides money) to a nonprofit
organization? YES NO
Please name five nonprofit organizations;
____________________
____________________
____________________
____________________
____________________
Did you know that The University of Scranton is a nonprofit organization? YES

NO

Do you know what the Royal Fund/ Office of Annual Giving is? YES NO
Now that you are aware the U of S is a nonprofit, would you donate to the Royal Fund/
Office of Annual Giving? Y ES
NO
Would you donate money to the U of S Royal Fund/ Office of Annual Giving after you
graduate? YES
NO
Why?
______________________________________________________________________________
______________________________________________________________________________
______________
98"
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Based on the number of nonprofit organizations you know, where would the U of S rank on
your list of nonprofits you would give money to? Why?
What do you think the U of S can do to motivate more students to give back to the Royal
Fund/ Office of Annual Giving after graduating?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
____________________________
Sex: F

Age: _________________
Ethnicity: African American
Asian/Pacific Islander
Hispanic Other____________
Classification: First
Year Sophomore Junior Senior Graduate

Caucasian

Other______________

Major: _____________________________________________
Minor: _____________________________________________
Concentration:______________________________________

99"
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Appendix C
Secondary Research Article

100"
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101"
"

102"
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Appendix D
Secondary Research Article

103"
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104"
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105"
"

106"
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107"
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Appendix E
Secondary Research Article

108"
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109"
"

110"
"

111"
"

112"
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Appendix F
Oktoberfest Invitation, Reply Card and Registration Packet

113"
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Invitation

114"
"

Reply Card

115"
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Registration Packet

116"
"

Appendix G
Oktoberfest Itinerary

117"
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Oktoberfest Itinerary
October 23, 2015
11:00 a.m. - 5:00 p.m.: Check-in is located on the Dionne Green. Those who registered will
receive their T-shirts and steins. Identification will be verified at check
in; visitors under the age of 21 will receive an orange Oktoberfest
t-shirt. Those over the age of 21 will receive black Oktoberfest t-shirts.
12:00 p.m.- 2:00 p.m.: The Pumpkin Games Begin! The Candy Bar opens. The Pumpkin Hunt
for the weekend begins. Can Jam activities begin.
2:00 p.m. - 4:00 p.m.: Lunch is served. Those participating in Oktoberfest can enjoy a
German-style lunch on the third floor of The Patrick and Margaret
DeNaples Center.
5:00 p.m. - 10:00 p.m.: Visitors can pick up their steins. Oktoberfest beer is served.
6:00 p.m. - 8:00 p.m.: Dinner will be served buffet-style in the Byron Center.
7:00 p.m. - 11:00 p.m.: John Steven's Doubleshot German Polka Band begins their show.
8:00 p.m. - 10:00 p.m.: The Haunted Estate Tour

118"
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Appendix H
Map of Oktoberfest Daytime Activities

119"
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"

120"
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Appendix I
Candy Bar Examples

121"
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122"
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Appendix J
Oktoberfest t-shirts, wristbands, and beer menu

123"
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Oktoberfest 21 and over t-shirts

Oktoberfest under 21 t-shirts

124"
"

Oktoberfest age 21 and Over Wristbands

125"
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Beer Menu

126"
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Appendix K
Oktoberfest Steins, Stickers and Alternative Steins

127"
"

Official University of Scranton Oktoberfest Stein

$9.95

128"
"

Official University of Scranton Oktoberfest Stein Sticker

129"
"

Alternative Oktoberfest Steins


$1.20 each

130"
"

Appendix L
Alcohol Permission Slip and Work Order Forms

131"
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Alcohol Permission Slip

132"
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Work Order Forms

133"
"

Appendix M
Haunted Estate Wristbands and Request for Actors

134"
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Haunted Estate Wristband

135"
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Request for Haunted Estate Actors:

"
"

Love to act? Are you a member of Liva


Arts Company or The University of
Scranton Players?
If so, we need YOU!
The University will be hosting the first annual
Haunted Estate during Oktoberfest 2015. We are
in need of some talented actors to play monstrous
murderers and crazy characters to bring some
Halloween screams to Oktoberfest weekend!

All volunteers must be available on the


night of October 24, 2015!

Interested?
Email The Office of Annual
Giving at
ashley.alt@scranton.edu
136"
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Appendix N
Scranton Family Story

137"
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Our story begins on October 22nd, 1873, before the days of The University of Scrantons
creation. Joseph Scranton, a prominent businessman in the Scranton Area, was suddenly struck
by a truck and carried back to his house, still alive. In the following hours, Mr. Scranton would
die a painful and tragic death from the accident. His wife, who suspected Mr. Scranton was up to
no good, held a grudge in the following years before The University would be created.
As The University of Scranton became established, Mrs. Scranton, who had remarried
but kept the Scranton name for status recognition, started to use The University to mock her late
husband. She named the main street that runs through the city Mulberry Street, to
commemorate the Mulberry Mining truck that killed Mr. Scranton 15 years back Mrs. Scranton
also built what was formally known as the Scranton Center (now the DeNaples Center) over Mr.
Scrantons buried body.
Mr. Scrantons spirit, angry at what his wife was doing to mock him, soon continued to
haunt the estate where she resided. Each night, while Mrs. Scranton slept, Mr. Scrantons spirit
would blow through the room as a cold gust of wind. Mrs. Scranton would wake up and find
pictures of her and her new husband on the ground. She soon began to sense an angry presence,
and immediately thought of her late husband.
As days turned to weeks, which turned to months, Mrs. Scranton slowly began to lose her
sanity. She would put up old pictures of her and Mr. Scranton in an attempt to show remorse. But
Mr. Scrantons spirit would not be fooled. He continued to disrupt his old room until one night,
October 22nd, 1888, Mrs. Scranton put a candle that was supposed to scare away evil spirits on
the mantle next to her bed. While she and her new husband slept, Mr. Scrantons spirit blew
through the room with such force that the candle was knocked over onto the couples sheets and

138"
"

set the two aflame. Mrs. Scranton and her husband screamed for help, but to no avail the
couple died in their bed that very night.
The next morning, a University student entered the house to deliver the couple their
paper. When he was not greeted at the door, he peeked in to check on the couple. He walked
through a house that was untouched, until he reached the bedroom. To his surprise, he found no
remains of the couple, but only a room that was destroyed and charred by the fire the night
before the rest of the house remained untouched.
To this day, the spirits of Mr. Scranton, Mrs. Scranton and her husband remain trapped
inside The University grounds, haunting students on October 22nd, the day all three died.

139"
"

Appendix O
Email Notification for Clubs Participating in The Haunted Estate

140"
"

141"
"

142"
"

Appendix P
John Stevens Doubleshot German Polka Band information

143"
"

John Stevens' Doubleshot is an energetic Polka band performing Traditional and Original Polka
Music. Performing at any event from an Oktoberfest to a back yard party.
John Stevens' Doubleshot started performing polka music in 1995. Since that time the band has
performed in NY, NJ, CT, MA, DE, OH, PA, VA, IN, RI, NH, FL, MI, MO and as far west as
Wisconsin. The band has also performed on 2 cruise ships.
Not only is John Stevens' Doubleshot a polka band, but they can mix up the music to fit any
occasion. John Stevens' Doubleshot has had the chance to perform at such festivals as: Pillar
Polkabration (CT), Pulaski's Big Polka Celebration (WI), Polka Spree By The Sea (NJ), The
Bethlehem Musikfest (PA), Polka Fireworks (PA), Polkamotion By The Ocean (MD), Posen
Potato Festival(MI), IPA FESTIVAL (IL), Blocktoberfest(DC), & The Cedar Polka Fest(MI).

The band has been on numerous Television shows including: Pennsylvania Polka (WVIA TV),
The Jolly Joe Timmer Show (RCN CABLE), The Bethlehem Musikfest (Service Electric Cable)
& Let's Polka (WSKG TV) Binghamton, NY.
BAND MEMBERS:
JOHN STEVENS - ACCORDION ,BASS, VOCALS
JOE LASTOVICA - ACCORDION, VOCALS
CHRIS WANYO - TRUMPET
JEFF TEUFEL - TRUMPET, GUITAR, VOCALS
AJ WANYO - DRUMS
144"
"

Appendix Q
Diagram of Seating Information during John Stevens Doubleshot German Polka Band

145"
"

146"
"

Appendix R
Oktoberfest Tweets

147"
"

Twitter Home Page for Oktoberfest

Pre-Oktoberfest Tweets
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149"
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During The Event Tweets


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151"
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Post-Oktoberfest Tweet
"

152"
"

Appendix S
Oktoberfest Facebook page and Posts

153"
"

Oktoberfest Facebook Event Page

""

154"
"

Pre-Oktoberfest Facebook Posts


"
"

"

155"
"

During Oktoberfest Posts

156"
"

Post Oktoberfest Facebook Post

"

157"
"

Appendix T
Oktoberfest Instagram

158"
"

Pre Oktoberfest Instagram

"

"

159"
"

During "
"

Oktoberfest Instagram

160"
"

Appendix U
Letter to Faculty about Royal Day

161"
"

"

Dear Faculty Members,


Welcome to the 2015-2016 academic year! The Office of Annual Giving is excited to announce
the creation of a new and exciting campus-wide event for the upcoming 2016 spring semester.
The event, Royal Day, will be a day dedicated to the importance of community here at The
University of Scranton. Royal Day will be a fun filled day of team events, games, food, and
school pride as we celebrate what it means to be a Royal in the best way possible-together.
Royal Day will be a unique event as it will not only occur on a scheduled academic day, but it
will also be on an undisclosed date to surprise you, the faculty, as well as the student body.
Royal Day will provide the entire university community with the opportunity to appreciate our
beautiful campus and the gift that is the Scranton experience.
It is our hope that this letter serves as ample notification for all faculty members to adjust course
syllabi for the month of April 2016 to avoid exam conflicts or unanticipated loss of class time.
Here at The University of Scranton, we strive not only for academic excellence, but also for a
engaging community experience for our students and staff. It is our sincere hope that the
institution of an annual Royal Day will continue to strengthen the relationships not only between
members of the community, but also between the community and The University of Scranton
itself.
Royal Day is sure to join the cannon of traditions here at Scranton. We look forward to sharing
this new event in Scranton history with you and our students.

Best,
The Office of Annual Giving

162"
"

Appendix V
Student Notifications of Royal Day

163"
"

Text Notification

164"
"

Email Notification

165"
"

Appendix W
RA Meeting Agenda and Paint the Hall Purple

166"
"

Residence Life Area Coordinator Region Meeting NotesRoyal Day 2016

The Night Before:

Each Resident Assistant will be provided with a Paint the Halls Purple decoration kit.
We ask that each staff member refrains from decorating the halls until an hour or less
before the 7am announcement via the emergency notification system. This will ensure
that the surprise element of Royal Day is maintained.

We ask that the Residence Life staff maintains the secret of Royal Day. The Royal Day
team has worked all year to maintain secrecy about the date of the event and is placing
trust in the Office of Residence Life staff members to keep the information confidential.

The Morning Of:

Resident Assistants will be of vital assistance in announcing the arrival of Royal Day in
the residence halls.

Each RA is asked to utilize all of the supplies provided to them in the Paint the Halls
Purple decoration kit. Get create and show Royal pride!

As representatives of The University, we ask that the student staff engage the students
and generate excitement about the day ahead once the announcement is made. As student
leaders, residents will follow their RAs lead if the RA has a positive, energetic attitude
about the day ahead!

Please pass on the schedule of events to residents so that they are up to date on the day.

Enjoy the day! Though the Royal Day team is counting on your help to get the day
started, we want you to engage in the days activities and meals with your class and
friends.

167"
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Royal Day Paint the Halls Purple Decoration Kit Example:

168"
"

Royal Day Paint the Halls Purple Example:

169"
"

Appendix X
My.Scranton Overhaul

170"
"

My.Scranton Page for Royal Day

171"
"

Appendix Y
Royal Day Menu

172"
"

Royal Day Campus Picnic Menu

173"
"

Appendix Z
Royal Day Itinerary and Map of Events

174"
"

Itinerary

175"
"

Map

176"
"

Appendix AA
Sign up sheets for tournaments and Tournament Brackets

177"
"

Royal Day Basketball Tournament Sign-Up


hour, half-court games in the Byron Center. Double loss elimination, three games to win tournament.
10 players to a team; 5 players for each team on court at once; substitutions at teams wish.
Name: ______________Joseph Renza_________________

Year: __________2016______________

R#: ____________R04859233_______________

Name: ____________Sarah Filosa_________________

Year: _____________2016__________________

R#: _______________R09485732__________________

Name: ____________Marina Pierre_________________

Year: __________2016______________

R#: ____________R08694837______________

178"
"

Royal Day Flag Football Tournament SignUp


hour, half-field games on Fitzpatrick Field. Double loss elimination, three games to win tournament. 10
players to a team; 7 players on field for each team at once; substitutions at teams wish.
Name: ______________Joseph Renza_________________

Year: __________2016______________

R#: ____________R04859233_______________

Name: ____________Sarah Filosa_________________

Year: _____________2016_________________

R#: _______________R09485732__________________

Name: ____________Marina Pierre_________________

Year: __________2016______________

R#: ____________R08694837______________

179"
"

Royal Day Soccer Tournament Sign-Up


hour, half-court games in the John Long Center. Double loss
elimination, three games to win tournament. 10 players to a team; 7
players for each team on court at once; substitutions at teams wish.
Name: ______________Joseph Renza_________________

Year: __________2016______________

R#: ____________R04859233_______________

Name: ____________Sarah Filosa_________________

Year: _____________2016__________________

R#: _______________R09485732__________________

Name: ____________Marina Pierre_________________

Year: __________2016______________

R#: ____________R08694837_______

180"
"

Royal Day Whiffle Ball Tournament Sign-Up


hour, half-field games w/ fences on the Dionne Green. Double loss
elimination, three games to win tournament. 10 players to a team.

Name: ______________Joseph Renza_________________

Year: __________2016______________

R#: ____________R04859233_______________

Name: ____________Sarah Filosa_________________

Year: _____________2016__________________

R#: _______________R09485732__________________

Name: ____________Marina Pierre_________________

Year: __________2016______________

R#: ____________R08694837______________

181"
"

Royal Day Basketball Tournament Bracket


Preliminary Rounds
Each Preliminary Bracket accounts for one grade. Four freshman teams, four sophomore teams,
four junior teams, and four seniors teams will play in the below bracket to see who represents
each grade in the double loss elimination final round.

182"
"

Finals
The winners of the preliminary rounds for each grade will play in the double loss elimination
tournament below to crown an overall winner for the tournament.

183"
"

Royal Day Flag Football Tournament Bracket


Preliminary Rounds
Each Preliminary Bracket accounts for one grade. Four freshman teams, four sophomore teams,
four junior teams, and four seniors teams will play in the below bracket to see who represents
each grade in the double loss elimination final round.

184"
"

Finals
The winners of the preliminary rounds for each grade will play in the double loss elimination
tournament below to crown an overall winner for the tournament.

185"
"

Royal Day Soccer Tournament Bracket


Preliminary Rounds
Each Preliminary Bracket accounts for one grade. Four freshman teams, four sophomore
teams, four junior teams, and four seniors teams will play in the below bracket to see who
represents each grade in the double loss elimination final round.

186"
"

Finals
The winners of the preliminary rounds for each grade will play in the double loss elimination
tournament below to crown an overall winner for the tournament.

187"
"

Royal Day Whiffle Ball Tournament Bracket


Preliminary Rounds
Each Preliminary Bracket accounts for one grade. Four freshman teams, four sophomore
teams, four junior teams, and four seniors teams will play in the below bracket to see who
represents each grade in the double loss elimination final round.

188"
"

Finals
The winners of the preliminary rounds for each grade will play in the double loss elimination
tournament below to crown an overall winner for the tournament.

189"
"

Appendix AB
Royal Day Trophy

190"
"

Dinn Trophy Product

Basketball Trophy

Flag Football Trophy

191"
"

Dinn Trophy Product

Whiffle Ball Trophy

Soccer Trophy

192"
"

Appendix AC
Thundersticks, Stickers and Face paint

193"
"

Thundersticks

194"
"

Stickers

195"
"

Royal Purple Facepaint

196"
"

Appendix AD
Inflatables

197"
"

198"
"

Appendix AE
Photobooth

199"
"

200"
"

Appendix AF
Photo Tour Locations

201"
"

Photo Tour Locations

The Pantle Rose Garden

David the Archangel Statue

Clay Avenue

Weinberg Memorial Library

202"
"

The Dionne Green

The University of Scranton Main Sign

203"
"

Appendix AG
Royal Day Tie-Dye

204"
"

205"
"

Appendix AH
Moustache

206"
"

207"
"

Appendix AI
Profile of Carl Danzig

208"
"

Carl Danzig
Carl Danzig, a native of Overland Park, Kansas, was raised in an area that values hard
work, dedication, and humility. Danzig has used those traits to help him carry The University of
Scranton Royals tradition of success.
Since his arrival at The University in 2001, Danzig has led the Royals to seven
conference championships. Five of those have occurred in the last seven years as a member of
the Landmark Conference (2008, 2009, 2011, 2012, 2014). The Royals have found success on
the national level during Danzigs tenure, making seven NCAA tournament appearances and
advancing to the Sweet 16 in 2003 and the Elite Eight in 2012. That season in 2012 earned the
Royals a 15th-place national ranking by D3hoops.com.
Danzig was named the Landmark Conference Coach of the Year in 2014 after leading the
Royals to a 24-4 record. The 24 wins were the most for Scranton basketball since Danzig led the
Royals to 24 victories in 2003.
Danzig has an overall record of 245-110, good for a .690 winning percentage. That
record includes seven seasons of at least 20 wins and 11 winning seasons.
Coach Danzig focuses heavily on defense, and his commitment to the strategy has paid
off. The Royals have been at or near the top of the Landmark Conference in the fewest points
allowed and field goal percentage defense over the past seven years. The result is a 73-23 (.765)
record in conference play during the span. Of the 355 games that Danzig has coaches, only 13
percent of opponents have shot at least 50 percent from the field.

209"
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Danzig took a common route to his first head-coaching job. He worked through the ranks
by starting as a graduate assistant with the mens basketball program at The University of
Missouri-Kansas City, where he earned a Master of Arts degree in education before landing a
position as an assistant coach at Bucknell University.
In 11 seasons at Bucknell, the Bison posted an overall record of 180-135 (.571) under
head coaches Charlie Woollum and Pat Flannery. The Bison advanced to the Patriot League
championship game four times during Danzigs tenure, but the team could never get over the
hump. At Bucknell, Danzigs major duties were recruiting, scheduling, scouting and film
exchange. He also assisted in the coordination of the Bison summer camp program, community
service projects and alumni activities and fund-raising efforts.
Danzig completed his undergraduate at Baker University in Kansas. There, he was a twoyear captain on the mens basketball team and finished his career as the second all-time leading
scorer in Wildcat history with 1,732 points. Danzig was also a four-year letterman on the mens
golf team. He was inducted into the Bakers Hall of Fame in 2011.
Carl and his wife, Lynette, are the parents of three sons: Ross, Ethan, and Jackson. The
family resides in Clarks Green, Pennsylvania.
"

210"
"

Appendix AJ
Royal Banner and 4-Way Tug-of War

211"
"

Royal Day Banner

212"
"

4-Way Tug of War Rope

213"
"

Appendix AK
Royal Day Titter Page and Tweets

214"
"

Royal Day Twitter Page

215"
"

Pre-Royal Day Tweets

216"
"

Royal Day Tweets

217"
"

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Post-Royal Day Tweets


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Appendix AL
Royal Day Facebook Page and Posts

219"
"

Royal Day Facebook Event Page

220"
"

Pre-Royal Day Posts

221"
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222"
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Royal Day Facebook Posts

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223"
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Post-Royal Day Posts

224"
"

Appendix AM
Instagram Posts

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225"
"

Instagram Posts

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226"
"

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227"
"

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228"
"

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229"
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