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Semelhante a BC Dairy Milk Run™ 2004BURN
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BC Dairy Milk Run™ 2004BURN
- 1. TITLE PAGE
- 2. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 3 A Little Milk Run™ History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 4 The New Milk Run™ 2004 — Obstacle Course . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 5–13 Charity and Fundraising Component . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 14–15 The New Milk Run™ 2004 — The Video Awards . . . . . . . . . . . . . . . . . . . . . . . .Pages 16–18 Prizing and Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 19–20 Day of Event Execution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 21 Promotional Media Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 22–27 About BC Dairy Foundation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 28 Milk Run™ 2004 Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Page 29 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 30–31 The Video Awards Entry Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pages 32–33 TABLEOFCONTENTS drinkmilk.ca TABLE OF CONTENTS 2
- 3. BC Dairy Foundation and BC School Sports would like to welcome you and your school back to the 26th year of the Milk Run. Our goal is to make this season the most successful yet and we could not do it without YOU! After 25 years of promoting school spirit and physical activity and raising over $790,000 for local charities all over British Columbia, BC School Sports and BC Dairy Foundation have a NEW challenge for schools out there – The Ultimate Challenge! It is with great excitement that we introduce the new and improved Milk Run™ 2004: The Ultimate Challenge. This event will deliver the traditional message of “get out and get active,” and will become a province-wide platform for your school to showcase school spirit, and raise money for your school or local charity. PLUS this year, run, jump or crawl away with amazing prizes! This kit will walk you through the steps to help you make your school’s Milk Run event the most successful ever. INTRODUCTION drinkmilk.ca 1.INTRODUCTION 3
- 4. The Milk Run originated in 1979 as part of the first Canadian School Sport Week. BC Dairy Foundation and BC School Sports have been proud organizers of this event, which promotes an active lifestyle while being a successful charitable fundraiser for the past 25 years. Many memorable experiences and stories have developed at this annual event among students, staff and administration alike. Schools right across the province and over 2.8 million students have participated in the Milk Run to date. How is this year’s Milk Run NEW and IMPROVED? This past fall, BC Dairy Foundation and BC School Sports got together with students and teachers from a variety of schools and found a more exciting way for everyone to participate in the Milk Run. With help from students, teachers and our Milk Run Coordinator – your school will build an obstacle course from available PE and athletic equipment. Indoors or outdoors, large or small, tough or tougher – our challenge to you is to get as many students through The Ultimate Challenge and to raise as much money as you can! As well, this year – we’re introducing the Milk Run™ Video Awards. Showcase your school spirit or wacky antics and your school could walk away with some amazing prizes! Challenge your friends, teachers or other schools. This year we celebrate, Milk Run 2004: The Ultimate Challenge, on Wednesday April 21, 2004. Our Program Coordinator will be following up with your school once you have read through this kit. If you have any questions, concerns or feedback feel free to call. Please refer to our contact information at the back of this kit. ALITTLEMILKRUN™HISTORY drinkmilk.ca 2. A LITTLE MILK RUN™ HISTORY 4
- 5. “THE ULTIMATE OBSTACLE COURSE” To fight the decline in fund-raising dollars, we’ve created an event that we think will get students hyped about the Milk Run again. The Ultimate Obstacle Course is your school’s alternative to the traditional 3km run. You can run the 3km course if you want, but we think the Ultimate Obstacle Course will get more students moving. This course is yours to design. The focus should be on utilizing as many school resources as possible. By using pre-existing PE Equipment and your school’s outdoor and indoor facilities there are plenty of potential courses that can be put together. You can measure the length of your course and dedicate the number of laps it would take to complete 3 km or you may time your event. For example, your school has 1 hour to complete a certain number of laps that equals 3 km’s. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 5 3. (A) THE NEW MILK RUN™ 2004 — OBSTACLE COURSE
- 6. On April 21st once you have created your course and are ready, safety will be of the utmost importance. Teachers, volunteers and those not able to participate will play an important role in maintaining safety throughout the course. Position volunteers and/or teachers at different points throughout the course. Ensure that all the volunteers and teachers are aware of your school’s emergency response system and are aware of the first-aid kits on site. Ensure students wear proper physical fitness attire for the event. For example, running shoes, shorts, etc. Ensure that at least one teacher on site is trained in first-aid to respond to any emergencies. We encourage you to get all the students in your school involved with the Ultimate Challenge. That includes students who find physical activity more challenging. For students who require special assistance we have a few suggestions to help get everyone involved: Create a buddy system where students who need assistance can pair up with a fellow student to aid with the portions they find challenging. Create a section or portion of the course dedicated for those who need some extra support or time to participate. Create alternative options to certain sections of the course and determine other means of executing them for those who may find that obstacle a little more challenging. For example, if you have a “Jump Tire” section where students need to jump and leap between the tires on the course and you have a student who is in a wheelchair, deem that section a “Weaving” section for them and make them weave in and out between the tires in their wheelchairs. As weather can sometimes be a concern in mid-April we recommend that your school have a contingency plan to have the obstacle course indoors. As the school coordinator, you should reserve the gym for the 21st to be sure that it is available if weather does not cooperate. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 6
- 8. Recommended Materials and Supplies to Utilize: THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 8 The list below represents some of the inventory and facilities you may find in your school’s Athletics Department. Use any of the resources available at your school to build the best Ultimate Challenge Obstacle Course. ■ Running tracks ■ Climbing walls ■ Tennis courts ■ Balance beams ■ Permanent track & field stations (long jump pits, etc.) ■ Playground equipment (swings, teeter-totters, monkey bars) OUTDOOR FACILITIES
- 9. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 9 EQUIPMENT ■ Jump ropes ■ Hula-hoops ■ Beanbags ■ Medicine balls ■ Basketballs ■ Soccer balls ■ Soft balls ■ Lacrosse sticks ■ Hockey sticks ■ Badminton rackets ■ Tennis rackets ■ Nets (portable) ■ Parachute material ■ Rope ■ Field-hockey sticks ■ Baseball gloves ■ Mats ■ High jump apparatus ■ Cones
- 10. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 10 ■ Indoor set-up – jungle gym ■ Number of available gymnasiums ■ Climbing ropes ■ Basketball hoops ■ Volleyball nets INDOOR FACILITIES If your school does not have this equipment we suggest using whatever resources your school DOES have. Students could bring items from home or you could approach a local community centre to supply some material for the day. Be creative!
- 11. Who Should Execute and Who Should Help? First, we want teachers AND students to get involved in the Obstacle Course Design Process. Encourage students to submit ideas for course designs and concepts to the school’s Milk Run Coordinator(s). The PE Department, through their Leadership classes or individual PE classes, could test and build the courses to determine what is and what is not feasible for your school. Depending on the size and organization of your school, the execution and set up of the Milk Run Obstacle Course could be done by the Athletics Department’s Leadership Class or the department’s teachers. SET-UP Milk Run Coordinators (Leadership Class, PE Teachers, grades 11 and 12s) EXECUTION Teachers, Administration and Parent Volunteers to oversee the course Teacher or Student Assistants should keep track of the number of laps being conducted and are responsible for getting students through the course. These are only examples of some potential organizational structures. Each school should find what works best for them. It is up to individual schools to delegate roles and responsibilities as they see fit. Get the Whole School Involved! This year’s new and improved Milk Run was developed not only to get more students physically active but also to create a platform to get schools, clubs, teams and councils involved. It’s not everyday that students get to see the hard work that goes into a school’s activities. Here are some suggestions to get the whole school involved: The day of the run get the school pumped with a pre-challenge warm-up before participants start the course. Get those students who are into fitness involved to lead the stretch. Music is a great way to grab participant’s attention and get them into the spirit of the event. Bring out your school’s music department to play during the event OR ask a student to MC or DJ the event. Play funky, fun, CD’s on your school’s sound system. Have your athletic teams break out their uniforms and represent! This is an excellent opportunity to create challenges. For example, boys basketball VS girls basketball – who can get through the Ultimate Challenge the fastest? – or who can raise the most amount of money? A picture or video is worth a thousand words (or amazing prizes – see section 3. (B). The yearbook committee should be out in full force documenting your schools first Ultimate Challenge! Get the school newspaper involved from the start. They could help in promoting the event before it takes place, creating discussions about the new program and its benefits to their school life and the community. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 11
- 12. Promotional Materials BC Dairy Foundation and BC School Sports will be sending all registered schools some pre-promotional materials. These materials are to help promote the event beforehand. Posters will be sent to each school. These posters will be informative tools to advertise and remind students and teachers of the Milk Run date and most importantly summarize the who, what, where, why and when. Banners are visual tools that give life to an event. They can be placed at the beginning or end of your Obstacle Course – in assembly halls to promote or even outside your school to let the world know what’s going on. Milk Promotional Materials and Premiums will be sent to registered schools. Items such as inflatable cows, milk branded towels and other goodies can be used as prizes or as tools to add to the look and feel of the event. These items are perfect to use when creating your Obstacle Course. For example, ride the inflatable cows through cones while twirling a BC Dairy foundation hand towel. THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 12
- 13. The most successful events are those that are properly promoted. It’s our view that the BEST tools for promotion are the internal channels that already exist in your school. Here are some options to consider when determining how to keep students ‘in the loop’ about this year’s Milk Run. PA announcements are a great communication tool to reach the entire school at one time. Create a simple script – add some background music and get the students excited! Newsletters are a good way to communicate. These can be sent to students and teachers or can even be sent home to parents. Have your school newspaper or Journalism class put one together. Discussions between teachers and students and friends are a great way to get the ‘buzz’ going. Create discussions in Home Room classes where the groups can brainstorm course designs, charity options, and/or potential fundraising mechanisms for the event. (See Charity and Fundraising Component, pages 14–15) School Bulletin Boards are a great way to make the 2004 Milk Run information available to both students and staff. Use them to place posters, post comments, and/or post volunteer or coordination sign-up sheets. PA Announcement Suggested script for your daily PA Announcements promoting this year’s Milk Run™ 2004: The Ultimate Challenge. “Hey – we’ve got some BREAKING NEWS so we need you’re undivided attention! (MUSIC) This year our school has decided to take the ULTIMATE CHALLENGE. There’s a brand new Milk Run this time around and schools right across the province are takin’ it outside to create the craziest obstacle courses. The school with the funkiest course could walk away with over $10,000 in prizing and be crowned this year’s ULTIMATE SCHOOL. You might even win a pair of running shoes for every participant. BC Dairy Foundation and BC School Sports are introducing us to the new generation, Milk Run 2004: The Ultimate Challenge. Milk Run 2004: The Ultimate Challenge drops April 21st 2004. See _________________________ for the 411 or to get involved.” (Typically a Leadership Class, Student Council or Athletic Department THENEWMILKRUN™2004•OBSTACLECOURSE drinkmilk.ca 13
- 14. For over 25 years the Milk Run has been raising money for disabled and ill children in BC. Over the past few years, the fundraising efforts and donations have decreased drastically. This year’s revitalized Milk Run program offers new opportunities to get the fundraising initiatives back on track. This year we encourage the Student Council and/or school leadership class(es) to take on a larger role in fundraising. We would like to see these groups design fun ways of raising money in their schools, but more importantly we’d like to see these groups decide where the money goes. These student groups can utilize the Milk Run to fund-raise for internal school needs or donate to a local charity. Please refer to the attached PR and Media relations section in this kit for further guidance and assistance in leveraging your community and media in your fund-raising efforts. (See Promotional Media Relations, pages 22–27) You Raise – You Choose Charitable donations are an important aspect of the traditional Milk Run. Some schools in our province though, need a little support of their own. This year your school can either raise funds for a province-wide charity, for an organization within your community or funds can go to things that your school needs – such as athletic equipment, new team uniforms or graduation. Administration Fund Approval Money raised for internal school needs must first be approved by your school’s administration. Follow up with the head of your administration for your school’s fund approval process. Below are some examples of possible fundraising mechanisms. Remember, these funds can be used internally or given to charity. ■ ‘Milk Included’ Bake Sale: Have students and teachers bring healthy baked goods for sale at lunch hour. The key ingredient must be MILK! This should be a week-long noon hour sale and each grade can be responsible for a day of the week. ■ Lunch Hour or After School Intramurals: students bring a buck or two or three and they can use the gym facilities as they choose during lunch hour or after school! Basketball, floor hockey or set up their Obstacles Course early and practice up for April 21st, 2004!! ■ Student VS Teacher Showdown: Get your school sports teams (basketball, volleyball, soccer etc.) to challenge teachers! Noon hour games, all students and teachers welcome and must pay loonie or toonie to watch. Use PA announcements to promote it. THENEWMILKRUN™2004•CHARITY drinkmilk.ca 14 3. (B) CHARITY AND FUNDRAISING COMPONENT
- 15. ■ Community Dance: Approach a local community centre or your own school to hold a School Dance. Everyone pitches in, brings music, decorations or whatever else is handy. Attendees pay a cover charge. ■ Recycling: Get out in your community and collect recycled cans or bottles and of course milk jugs. This could be a grade by grade challenge. ■ Car Wash: If weather permits – grab your hoses, suds and scrubbers and head to a local community center or gas station. Great way to get active, showcase your school spirit and raise proceeds. We suggest getting in touch with your local community centres and using their facilities if need be. *We suggest making the entire week prior to the Milk Run (or month), a time to fundraise. This will give students ample time to bring donations, allow more time to raise AND gives you an advantage to WIN our ‘Top Fundraising School’ prize! (See section 4). Past Milk Run™ Causes For the past 25 years, the Milk Run has raised close to $800,000 in cash donations. The following are some provincial charities proceeds have been donated to: ■ Disabled Skiers Association of BC for the program, “Reaching out: Connecting with Disabled Children in BC” ■ Sport Ability (CP Sports) – Summer Sports Camp Program ■ BC Wheelchair Basketball – Junior Provincial Tournament ■ BC Blind Sports/CNIB – Bowen Island Summer Camp In 2004, we want to up the fundraising ante. BC Dairy Foundation has created some incentives to get schools to increase fundraising efforts. As part of the prizing and incentive structure, BC Dairy Foundation has committed to match the fundraising efforts of the school that raises the most amount of money for their charity of choice up to a maximum of $750 cash. (See Prizing and Incentives, pages 19–20) THENEWMILKRUN™2004•CHARITY drinkmilk.ca 15
- 16. “THE VIDEO AWARDS” One of the most exciting new features of this season’s Milk Run is the introduction of the 2004 Milk Run™ Video Awards. The Awards are set up to get your school’s creative juices flowing while showcasing your school spirit and desire to be #1! The video contest is directly integrated into Milk Run 2004: The Ultimate Challenge and is a platform for students to create and direct a video that best demonstrates their school’s spirit, dedication to the Milk Run, its athleticism and its all out craziness! Not only is your Challenge to make the most visually stunning video, documenting the days events, but be creative and unique in your production, as you will compete against schools from across BC! One winner will be chosen from each of the seven zones. The winner from each of those zones, and 3 Wild Card entries, will then go on to be judged both by students and finally a panel of celebrity judges! The selected winning school will run away with a $10,000 Shopping Spree from Wilson Team Sports for your school, PLUS A Chance to win NEW RUNNING SHOES FOR EVERY PARTICIPATING STUDENT IN YOUR SCHOOL! (See Prizing and Incentives, pages 19–20) What Are We Looking For? There are some specific criteria we will be looking for that you should include when producing your video. Milk: Since this is the Milk Run, we’d like to see your most creative usage of milk, and/or anything associated with milk on screen! Be creative. Spirit: We want to see your school at its prime. Create cheers, showcase your school colors, do whatever it takes to set your school apart from 200 other schools chasing the same dream. Athleticism: The traditional message of, get out and get active, still holds strong in the Ultimate Challenge and we want to see your school sweat! Editing: We expect videos to be as slick and professional as they can be. The production of the video has as much weight in the judging process as content. Make sure to get your New Media Department involved. Judging Process Schools who submit videos will go through a two- step judging process. One winner will be selected from each of the school zones. The Grand Prize winner will be chosen through an online voting process. The process: ■ Submit videos to Milk Run Coordinator ■ Top 10 Videos chosen by a panel of judges ■ Students view all videos and determine their favourite entry ■ Students will have the opportunity to view Top 10 Videos and vote online ■ Top Video selected as the 2004 MILK RUN™ VIDEO AWARD WINNER ■ Winning School wins grand prize and the chance to win shoes for their entire school! (See Prizing and Incentives, pages 19–20) THENEWMILKRUN™2004•THEVIDEOAWARDS drinkmilk.ca 16 3. (C) THE NEW MILK RUN™ 2004 — THE VIDEO AWARDS
- 17. How to Submit Your Entries? Once your school has created their video they must submit it on time and to the right location. All videotapes MUST be submitted by May 12th, 2004 (see Video Component check-list). They can be forwarded to: Brad Baumann MILK RUN 2004, Program Coordinator Suite 1600 777 Hornby Street Vancouver, BC V6Z 2T3 Video can be sent in a variety of formats: ■ VHS Video Tape ■ MPG (Digital) ■ Mini-DVD Photo entries will also be accepted for other Prize Categories (please let Program Coordinator know if you will be making submissions by photos) Video Production 101 Here is a list of web-sites students may wish to refer to should they need some help with the video production. They contain tips and tutorials. ■ http://csmp.ucoPEdu/tcap/nbpts/ tutorials/video.html ■ http://www.concord.org/resources/video/ ■ http://pblmm.k12.ca.us/TechHelp/ VideoHelp/NannyVideo.html ■ www.video101course.com ■ http://www.radioridge.com/text/ Production101.pdf Who Can Get Involved? Anyone from the participating school can help with the production of the video. To keep things more organized we suggest dedicating a group of students to take on the production. Here are some good options. Leadership Class: These classes are usually comprised of students from a cross-section of student life – different grades and ages. They take direction from student council and help organize events or other school functions. These classes are found in most BC schools and would be the group most likely to take on this challenge. Aspire Programs: These classes or programs run much like the leadership classes. They encourage students to get involved in activities at their schools and in the local community. This is a great opportunity for new experiences and instruction in audio and video production. Audio/Video Club (New Media Club): Should work closely with Leadership or Aspire classes to coordinate the shooting, editing and submission of the video. Journalism Class or School Newspaper: Have a student in your school who is an aspiring reporter or news correspondent? Get them involved! Have them create a ‘Newscast’ from the day’s events (i.e. Milk TV!) Our wish is to have all students from all parts of the school working together on the video project. THENEWMILKRUN™2004•THEVIDEOAWARDS drinkmilk.ca 17
- 18. If your school does not have the capacity to record a video, be sure to document the event with photos and submit them in a creative way by MAY 12th, 2004. This is your school’s chance to qualify for some of the prize categories. IMPORTANT DISCLAIMER (Please Read Carefully) As video submissions may be viewed on-line and/or broadcast on television, it is the responsibility of your individual school and Milk Run Video Awards Coordinator to inform parents and/or guardians that their child may be videotaped for the intent of promotional purposes. Please read and understand the 2004 Milk Run™ Video Awards Rules and Regulations. It is imperative that an adult supervisor or teacher read and sign the consent section of rules and regulations so students may compete. Should you have questions or concerns call Brad Baumann, Program Coordinator, Milk Run 2004: The Ultimate Challenge. THENEWMILKRUN™2004•THEVIDEOAWARDS drinkmilk.ca 18
- 19. The Milk Run Video Award Grand Prize Create a Video and WIN! As the Milk Run Video Award Grand Prize winner, not only will you get the province-wide recognition of being the coolest school with the most spirit – You will also win a $10,000 shopping spree for new athletic gear from Wilson Team Sports for your school. So whether it’s new uniforms, basketballs, soccer balls or whatever your school needs to get out and get active – this will help keep your school spirit alive. But remember – you need to submit a video to qualify for this category! Shoes for Your School BONUS As the Grand Prize winner – your school also has the chance to win new shoes for everyone who participates in the Milk Run (valued at up to $50,000). Your school will select one participant to make a free throw basketball shot from half court into a tub of milk – if he or she hits it (must land and stay in) all those in the Milk Run will be outfitted with new shoes from the BC Dairy Foundation – to keep them running until Milk Run 2005! Best Course Design & School Spirit It’s up to you and your school to design the Ultimate Challenge. Get out, get active, make it fun, make it different and WIN. If your school is selected to have the best course and school spirit, then your school will win a $750 Milk Run Athletic Gear Shopping Spree from Wilson Team Sports. Show us your video or show us pictures to qualify for this category. PRIZINGANDINCENTIVES drinkmilk.ca 19 4.PRIZING AND INCENTIVES There are five prize categories that your school can participate in. PRIZE CATEGORY PRIZE Milk Run Video Award Grand Prize $10,000 Milk Run Athletic Gear Shopping Spree for your School PLUS A Chance to win a pair of NEW RUNNING SHOES FOR EVERY PARTICIPATING STUDENT IN YOUR SCHOOL* Best Obstacle Course & School Spirit $750 Milk Run Athletic Gear Shopping Spree for your School Highest Number of Participants $750 Milk Run Athletic Gear Shopping Spree for your School Best Usage of Milk $750 Milk Run Athletic Gear Shopping Spree for your School Top Fundraising School $750 Donation to your school’s Cause *
- 20. Highest Number of Participants Big school, small school, it doesn’t matter. The criteria for this category is about getting the highest percentage of participants from your school enrolled and running with the most spirit. The school with the best display of both of these will win a $750 Milk Run Athletic Gear Shopping Spree from Wilson Team Sports. Show us your video or show us pictures, plus your registration list to qualify for this category. Best Usage of Milk The school that best incorporates milk into their Milk Run activities will win a $750 Milk Run Athletic Gear Shopping Spree from Wilson Team Sports. Get creative with it and have fun. Show us your video or show us pictures to qualify for this category. Top Fund-Raising School The Milk Run is about getting out and getting active and raising money for your cause. BC Dairy Foundation will donate $750 to the school that raises the most money for their cause. PRIZINGANDINCENTIVES drinkmilk.ca 20
- 21. DAYOFEVENTEXECUTION drinkmilk.ca 21 BC Dairy Foundation Milk Run Checklist 5.DAY OF EVENT EXECUTION PRE MILK RUN TASKS Create Milk Run Coordination Team Discuss and Determine Charity of Choice Finalize Course Creation and Development (Equipment needed and Layout) Create Video Production Team (Leadership, Aspire etc) Confirm you've received your Milk Run Promotional Kit (banners and prizing) Banner and Poster Placement to Promote Milk Run Organize Morning or Noon Hour PA Announcement Contact Local Community Centre for Support (if needed) Contact Local Media (see media section in this kit) Volunteer Recruitment (parents etc) Donation Collectors Recruitment Course Supervisors Recruitment (first aid) Contact Police or Neighbours (should the course go off school grounds) DAY OF MILK RUN Morning PA Milk Run Reminder Ensure All Equipment Ready for Set-Up Obstacle Course Set-Up Banner Placement at Beginning and End of Course Organize Music/DJ/MC for the Days Events Video Team Set to Shoot School Warm-Up Welcome Media (If Applicable) Coordinators and Course Supervisors Present First AID Kits on hand Course Clean-Up - Banner and Promotions Materials Collected Collection of all Donations Prize Category Submissions (see kit for details) Thank You Letters to Media TASK WHEN WHO
- 22. YOUR MANUAL FOR GENERATING PUBLICITY FOR YOUR MILK RUN 2004: THE ULTIMATE CHALLENGE As a participating school of the Milk Run™2004: The Ultimate Challenge you will enjoy the benefits of a campaign designed to create public awareness for this event and your cause. To further create awareness of your Milk Run, we have developed an easy-to-follow manual to assist your school in maximizing local publicity. Your manual contains the following items: ■ Easy-to-follow instructions on approaching media ■ A fill-in-the-blank pre-written community calendar listing release to obtain ‘free’ listings of your Milk Run in daily/community/weekly newspapers, radio and TV ■ A media alert/photo opportunity release to encourage TV cameras and print reporters/photographers to attend your Milk Run ■ A customized fax cover sheet to use when faxing the media ■ A fill-in-the-blank pre-written post-Milk Run press release that can be sent to your local media to inform them of the success of your Milk Run Remember to try and follow the timeline to maximize publicity – the more coverage and awareness you can get, the more cash you raise for your cause! Try getting journalism or marketing students to help. Easy-to-Follow Instructions On Approaching Media The following materials will assist your school in creating public awareness for your Milk Run in advance, on the event day and post event. The pre-written materials are designed for you to customize. Community Calendar Listing A community calendar listing is distributed to local newspapers, radio and TV stations to obtain ‘free’ listings. Listings are usually found in newspapers under a variety of headings such as Community Events, Events Guide or What’s Happening. On radio and TV, they are usually mentioned in Around Town/Community Calendar reports. Events tied to a charitable cause, will usually receive good print, TV and radio mentions. The following four-step process will assist you in approaching the media: TIMING: As community calendar sections have various lead times, it is recommended that the community calendar listing release be distributed 2 weeks prior to your Milk Run (April 7th) to ensure optimal pick-up. To be sure, you may confirm lead times when you make your initial calls in Step 1, item 3. STEP 1 – PREPARING YOUR MEDIA LIST ■ Make a list of newspapers, radio and TV stations in your community. ■ Obtain telephone numbers of the media outlets (main switchboard numbers for each media PROMOTIONALMEDIARELATIONS drinkmilk.ca 22 6.PROMOTIONAL MEDIA RELATIONS
- 23. outlet can be found by looking in your local telephone directory) ■ Contact the appropriate media outlets to obtain the name of the calendar listing or listings editor and the appropriate fax number designated to the editor. Should the media outlet not have a specific listings editor, explain that you would like to send a community calendar listing release and require the name of the appropriate person handling listings (Please note: not all TV stations have a listings segment) STEP 2 – CUSTOMIZING YOUR MATERIALS ■ Customize your community calendar listing release to reflect your school, Milk Run location, timing, cause, etc. (see attached) ■ Fill out the customized fax cover sheet (see attached) STEP 3 – DISTRIBUTING YOUR MATERIALS ■ Fax the cover sheet and community calendar listing release to the appropriate contact person. Note that not all faxes reach their destination, you may have to re-fax your listing so save your fax cover sheet STEP 4 – CONTACTING THE MEDIA ■ Prior to contacting the media, review your release so you know your facts and can answer the media’s questions ■ Contact the appropriate person and identify yourself. Ask if they received your listing, if they have had an opportunity to review it and if they are planning to include your Milk Run event in their listings section Media Alert / Photo Opportunity A media alert/photo opportunity is distributed to assignment or photo editors at local daily/community/weekly newspapers and news or assignment editors at local radio and television stations to obtain reporters, photographers or cameraman at your event. A media alert/photo opportunity announces your event to the media and is intended to generate a print story/photo of your event, a radio report or television coverage on the evening news. A media alert/photo opportunity, which details an event tied to a charitable cause, is usually fairly successful in encouraging a media outlet to send a reporter or photographer or cameraman to events like your Milk Run. The following five-step process will assist your group in approaching the media: TIMING: It is recommended that the media alert be distributed 5 days (April 16th) prior to your Milk Run to ensure it is filed with other events taking place April 21st in your community STEP 1 – PREPARING YOUR MEDIA LIST ■ Compile a list of daily/community/weekly newspapers, radio and TV stations in your community ■ Obtain telephone numbers of the media outlets ■ Contact the media outlets to obtain the name and appropriate fax number of the assignment and photo editors at daily/community/weekly newspapers and news/assignment editors at local radio and TV stations PROMOTIONALMEDIARELATIONS drinkmilk.ca 23
- 24. STEP 2 – CUSTOMIZING YOUR MATERIALS ■ Customize your media alert/photo opportunity to reflect timing, a brief paragraph about your school, location address, etc. (see attached) ■ Fill out the customized fax cover (see attached) STEP 3 – DISTRIBUTING YOUR MATERIALS ■ Fax the cover sheet and media alert/photo opportunity to the appropriate contact person. Note that not all faxes reach their destination, you may have to re-fax your media alert/photo opportunity so save your fax cover sheet STEP 4 – CONTACTING THE MEDIA ■ Prior to calling the media, review your release so you know your facts and can answer the media’s questions ■ Contact the appropriate person and identify yourself. Ask if they have received the alert, if they have had a chance to review it and if they are considering sending a reporter, photographer or cameraman to cover the Milk Run ■ Document the results of your dialogue with the media so your school is aware of media who will be attending the Milk Run ■ Bring additional copies of the media/alert photo opportunity with you on-site, should the reporter/photographer/cameraman request information. STEP 5 – FOLLOWING UP WITH THE MEDIA AFTER YOUR MILK RUN ■ A week before your Milk Run, call you local community newspaper to obtain the name of the community affairs reporter/local news/city reporter and their fax number. ■ After your Milk Run is completed, fill in your results in the areas indicated in the customized post-Milk Run release (see attached) Timing is everything! Fax your release to your local press the day following your Milk Run on April 21 Call the reporter the day after you faxed the release (Friday) to make sure it was received and to answer any questions he/she may have about your Milk Run. This step will further encourage the media to provide post coverage of your Milk Run! PROMOTIONALMEDIARELATIONS drinkmilk.ca 24
- 25. THENEWMILKRUN™ MEDIA ALERT/PHOTO OPPORTUNITY Milk Run™ 2004: The Ultimate Challenge assists (insert name of school) in raising funds for (insert cause here). WHEN: Wednesday, April 21st, 2004 WHAT: (school name here) will be participating in the 26th annual Milk Run. WHO: For over 25 years, the BC Dairy Foundation’s Milk Run in conjunction with BC School Sports has been one of the largest and most unique annual events in high schools across British Columbia. In 2003, over 150 schools and 78,000 students participated. The objective of the event is to promote active living and healthy eating by encouraging high school students to get out, get active and have fun while raising money for a variety of causes. (A brief paragraph about the school that is hosting the Milk Run) WHERE: (location name) (location address) (location cross streets) WHY: The (community) Milk Run is being held to help raise funds for (include detailed cause information and goal here) Media requiring further information, please contact: Contact name School Contact info. (be sure to include a daytime phone number) MEDIA ALERT TEMPLATE
- 26. THENEWMILKRUN™ To: (media contact name and media outlet goes here) From: (your name and your school here) Date: (insert date here) Fax no: (of media contact) No. of pages including this one: 2 FAX MESSAGE If you do not receive all the pages, please telephone immediately. Milk RunTM 2004: The Ultimate Challenge Please see attached release on behalf of (insert your school name here) Please contact me at (daytime telephone number here) if you require further information. Thank you. FAX TEMPLATE
- 27. THENEWMILKRUN™ FOR IMMEDIATE RELEASE (School Name) RUNS AWAY AT MILK RUNTM 2004: THE ULTIMATE CHALLENGE Your City/ Town, British Columbia (April 21) – (School name here) was one of nearly 200 schools to participate in the 26th Annual Milk Run. (Place individual and unique school information here; including your schools charity of choice.) For media requiring more information, please contact: Your Name School Name PRESS RELEASE TEMPLATE
- 28. OUR STORY BC Dairy Foundation [BCDF] is a not-for-profit organization with the mandate of increasing per capita consumption of milk in British Columbia. Since 1974, the Foundation has developed and delivered leading edge nutrition education pro- grams for many thousands of school children. In addition, the Foundation markets and promotes fluid milk and cream. The Foundation is funded by the milk producers in the province and does not receive any government funding. ABOUTBCDAIRYFOUNDATION drinkmilk.ca 28 7. ABOUT BC DAIRY FOUNDATION
- 29. Brad Baumann Milk Run 2004 Program Coordinator 1600 – 777 Hornby St. Vancouver, BC V6Z 2T3 Office 604-640-4349 Fax 604-640-4343 Cell 604-306-1816 EMAIL: brad.baumann@trojanone.com CONTACTINFORMATION drinkmilk.ca 29 8.MILK RUN™ 2004 CONTACT INFORMATION
- 30. MILK RUN™ 2004: THE ULTIMATE CHALLENGE: VIDEO AWARDS OFFICIAL RULES & REGULATIONS DATES The Milk Run will take place on April 21, 2004. ENTRY DEADLINES The Video Entry deadline is May 12th, 2004. ENTRY CRITERIA & PROCEDURES Acceptable Formats: DVD, VHS, or MPG (digital) Schools to submit only one video. A COMPLETED entry form must accompany that submission. The video must be sponsored by the Milk Run teacher/organizer in your school. Permission for BC Dairy Foundation’s Milk Run to use an excerpt from any accepted form (not exceeding two minutes), for promotional purposes, is considered granted unless otherwise noted. DVDs, mini-DVD tapes and VHS tapes used for judging/screenings WILL NOT be returned. If music or other copyrighted materials are used then necessary permission and waivers must be granted to permit broadcast of such materials. If requested, the organizers (BCDF) may require proof that all criteria have been met. The judges will be selected by BC Dairy Foundation and their decision shall be deemed final. The contact person listed on the Entry Form is responsible for any and all licenses, releases and permissions needed to screen the video. The organizers are not liable for any 3rd party actions taken for unauthorized screenings, due to the fact that the release information was not supplied to the organizers. JUDGING Each video will be viewed by a minimum of 2 judges. They will critique each video and forward the rating to organizers management. The ratings are from 1-100 (100 being the best). Originality, cinematography, direction, sound, editing, score, acting are among some of the criteria that make up the basis of the judging. BC Dairy Foundation management will use the judge’s scores to determine the awards. The judges will be selected by BC Dairy Foundation and the judges’ decisions shall be deemed final. NOTIFICATION The top 10 finalists will be notified by May 18th, 2004 if their video made the shortlist. The winner will be announced mid-June and will be notified promptly. SHIPPING INSTRUCTIONS Ship all entries to BC Dairy Foundation’s Milk Run, c/o Brad Baumann TrojanOne. Suite 1600 – 777 Hornby St. Vancouver, BC V6Z 2T3 Each 1/2” VHS/DVD should be shipped in a sturdy, mailing container with postage paid by sender. All videos chosen for screening by the BC Dairy Foundation’s Milk Run must be received before May 12th, 2004. **The organizers are not responsible for entries that are received damaged and all videos will become the property of BC Dairy Foundation.** PRIZING The winning schools will receive their prize in credit from Wilson Team Sports based on the manufacturer’s suggested retail price of the goods. APPENDIX drinkmilk.ca 30 APPENDIX
- 31. DISCLAIMER Neither BC Dairy Foundation’s Milk Run, any subsidiary, affiliate nor any of their respective employees, agents or volunteers will be responsible for: (a) any late, lost, garbled, misdirected, incomplete, or damaged entries; (b) any Organizer’s disruptions, injuries, losses or damages caused by events beyond the control of the BC Dairy Foundation’s Milk Run; or (c) any printing or typographical errors in any materials associated with the Organizers. By entering the Organizers, the entrant grants to the BC Dairy Foundation’s Milk Run and affiliates the right to use and publish the entrant’s proper name, video title, and awards won on-line and in any other media in connection with the Organizers, unless prohibited by law. APPENDIX drinkmilk.ca 31
- 32. THENEWMILKRUN™ THE VIDEO AWARDS ENTRY FORM Each Milk Run Video entered into the contest must be accompanied by an entry form, completed by either the Milk Run Coordinator or Milk Run Supervisor (18+); this person will be considered the ‘key contact’ and will be contacted if your school’s submission is chosen. (Please print clearly) Title of Video: __________________________________________________________________ School Name: __________________________________________________________________ Address: ______________________________________________________________________ City: ____________________ Province: __________________ Postal Code: _____________ Milk Run Coordinator Contact Information: Name: ________________________________________________________________________ Contact Number: _______________________________________________________________ Email: ________________________________________________________________________
- 33. THENEWMILKRUN™ Video Information: In a few words, tell us about your Video Production Team (Who will be involved? What tools will you use to produce it? How much time will you spend on producing the video?) OR When your video is complete, please send us a few words describing the video production process. (Who was involved? What tools did you use to produce it? How long did it take to produce?) _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ As entrant in this year’s 2004 Milk Run™ Video Awards, my school and all those involved in the production of the video understand and agree to all Rules and Regulations outlined in the Milk Run™ 2004: The Ultimate Challenge program Kit. ____________________________________________ (Signature) ____________________________________________ (Date) DEADLINE for entries: WEDNESDAY MAY 12th, 2004 Send completed entry forms with your video submission to: Attention: Brad Baumann TrojanOne Inc. Suite 1600 777 Hornby Street Vancouver, BC, Canada, V6Z 2T3 Phone: 604.640.4349 Cell: 604.306.1816 Fax: 604.640.4343