Fullerton College Night at Angel Stadium April 9, 2016 Table of Contents

Concept Strategy Outcomes Objectives Pregame Summary Game Day Postgame Concept Nearly 2,000 people attended Fullerton College Night at Angel Stadium on April 9, 2016. This event marked the first time that the Los Angeles Angels of Anaheim partnered with a community college to host a special group night at the stadium. Staff in the Office of Campus Communications took a leadership role in planning this event and managing the new relationship with the Angels organization.

In addition to providing leadership in the logistical planning, the communications staff released a full court press to promote the event before and after the event ended.

Guests of Fullerton College Night at Angel Stadium received a limited-edition Fullerton College-Angels baseball cap. The game night also included pregame activities, President Greg Schulz throwing out the ceremonial first pitch and postgame fireworks. The event served as a fundraiser for the college’s Food Bank. Nearly 2,000 tickets were sold, raising about $14,000 for the Food Bank. Fullerton College Night at Angel Stadium

Strategy

The communications team focused on three main periods The game day communications were solely through social of time to promote the event and create sustained interest media using Instagram, Facebook, Snapchat and Twitter. Staff in having the event again in 2017. They included: pregame, posted live from the event. An unforeseen challenge was game day and postgame communications. The hashtag the weather, because there was a chance of rain. So the first #FCAngels2016 was utilized throughout each period. game day post let people know that the weather was good.

To sell as many tickets as possible in the pregame period, Postgame communications utilized the same tools and were the communications staff understood that they needed to used predominantly to share the successes of the game; help harness excitement by the campus community and reach sustain the positive experiences people had at the game; help alumni. They utilized a cross section of tools including: an sell more hats, and plant the seed for ticket sales in 2017. Angels website for ticket sales; multiple Fullerton College News Center articles; a press release; a ticket sales kick-off In addition to utilizing communication tools, the FC Angels event in the college quad; pregame video; ticket promo Committee was created with staff, students and faculty from giveaways; continuous mentions by the college president the Student Activities Office, Associated Students, Athletics, at speaking engagements; heavy placement in the college’s Food Bank, President’s Office, Fullerton College Foundation weekly newsletter; posters; flyers; email; Facebook and and Office of Campus Communications. This committee Instagram ads, and a significant social media presence using helped sell tickets on campus, plan the pregame activities Facebook, Instagram, Twitter and Snapchat. and build buy-in from people across campus. A competition among the student clubs was also launched. The club that The messaging was consistent using each of these tools, by sold the most tickets received a pizza lunch after the game. sharing details of the event and how the event supported the college’s Food Bank. Messaging also heavily promoted the The following pages show samples of social media, web, print, limited-edition hat and the fact President Schulz was going to video and miscellaneous communications used to promote throw the first pitch. the event. Click on the thumbnails to open posts online

Strategy Fullerton College Night at Angel Stadium Pregame Email Print

Constant Contact March 18 Poster and Flyer Design 22.5 % Opened ∞ 509 Clicks Over 20 posters placed around campus Sent to Fullerton College students and staff Over 200 flyers distributed to campus community Strategy Fullerton College Night at Angel Stadium Pregame News/Writing

FC News Center February 26 Fullerton College is partnering for the first time with the Los Angeles Angels of Anaheim to bring a fun-filled night at the ballpark on April 9. Proceeds from the event will support the Chris Lamm & Toni DuBois-Walker Memorial Food Bank at Fullerton College. Read more...

FC News Center March 29 Press Release

FULLERTON (March 28, 2016) – Fullerton College is partnering for the

FC News Center March 24 As the final week to purchase tickets for Fullerton College Night at Angel Stadium on April 9 draws close, the Student Activities Office is preparing for a surge of on-campus ticket sales by hosting a ticket sale booth on the Quad March 29 and 30. Read more...

Strategy Fullerton College Night at Angel Stadium Pregame Web

Angels Baseball angels.com/fullcoll Online ticket sales

Fullerton College fullcoll.edu Homepage slider

Strategy Fullerton College Night at Angel Stadium Pregame Social Media

Instagram February 26 105 likes • 12 comments

Instagram March 3 58 likes

Strategy Fullerton College Night at Angel Stadium Pregame Social Media

Instagram March 16 76 likes • 2 comments

Instagram March 18 59 likes

Strategy Fullerton College Night at Angel Stadium Pregame Social Media

Facebook March 23 Facebook March 25 2,616 people reached • 3 reactions • 53 post clicks 682 people reached • 14 reactions • 1 shares • 19 post clicks

Strategy Fullerton College Night at Angel Stadium Pregame Social Media

Facebook March 31 Facebook April 4 4,219 people reached • 89 reactions • 11 shares • 87 post clicks 417 people reached • 9 reactions • 2 shares • 16 post clicks

Strategy Fullerton College Night at Angel Stadium Pregame Social Media Quad Kick-off Event

Instagram March 2 49 likes ∞ 7 comments

Instagram March 3 88 likes ∞ 4 comments

Strategy Fullerton College Night at Angel Stadium Pregame Social Media Quad Kick-off Event

Facebook March 2 Facebook March 3 2,338 people reached • 3 reactions • 55 post clicks 4,569 people reached • 80 reactions • 3 shares • 452 post clicks

Strategy Fullerton College Night at Angel Stadium Pregame Social Media & Signage by the Angels

Facebook March 30 27 shares • 302 reactions • 16 comments

Freeway Placement

Instagram March 24 6,727 likes • 421 comments

Strategy Fullerton College Night at Angel Stadium Pregame Social Media Community Posts

Facebook April 5 FC Anthropology Club 2 reactions

Facebook February 29 Facebook March 18 FC Bookstore City of Fullerton 2 reactions 3 reactions • 1 comments

Strategy Fullerton College Night at Angel Stadium Pregame Social Media Community Posts

Facebook March 8 Facebook January 5 The Hornet FC Veterans 6 reactions

Strategy Fullerton College Night at Angel Stadium Pregame Social Media Community Posts

Facebook January 8 Facebook February 29 KBPK 90.1 FM KBPK 90.1 FM 6 reactions • 1 comments 5 reactions

Strategy Fullerton College Night at Angel Stadium Pregame Video

Youtube March 4 FullColl Sports Channel 349 views • 4 likes Posted by Phil Thurman, Sports Information Director

Instagram March 3 FullColl 1,142 views • 24 comments

Strategy Fullerton College Night at Angel Stadium Pregame Quad Kick-Off Event

March 3, 2016 Fullerton College Quad Sold about 150 tickets Approximately 200 students in attendance Participation with the Campus Communications staff, Associated Students, Athletics, Health Services, Student Activities, College President and more

Strategy Fullerton College Night at Angel Stadium Pregame Quad Kick-Off Event

Strategy Fullerton College Night at Angel Stadium Game Day

Game Day

FC Night at Angel Stadium began with memorabilia, and the hat distribution would before the game began. Each member of this pregame activities starting at 4:30 p.m. near be best. A variety of student clubs, Associated group was announced to the entire stadium Gate 5 in an area known as University Village Students, the Fullerton College Ambassadors and there was a live feed of them on the at Angel Stadium. This space had been used and Athletics each hosted activity booths. jumbotrons. The student and faculty emeritus by Cal State Fullerton, UC Irvine and Cal State President Schulz also used this area to warm are each volunteers with the Food Bank and Long Beach, which each have significantly up his pitch, although that was an organic thing were honored for their service to support larger organizational structures to rely on to that happened and was not planned. Students students. After the group was announced sell tickets, such as alumni associations and from the Inter-Club Council (ICC) and staff President Schulz threw the ceremonial pitch. university housing. from the Student Activities Office managed And the crowd went wild! the University Village, while communications As the first community college to have an staff handled social media and the pregame When the game started it was like any typical event in this space, the planning committee ceremony. A professional photographer and baseball game, but with 2,000 of your friends looked at what the universities had done and videographer were hired to cover the event. and coworkers. President Schulz probably made changes to fit the FC community. It was never sat down during the game. He walked the decided that a fun activity space with games The pregame ceremony took place at about FC section of the stadium and greeted anyone and prizes, a dance competition, a photo 5:45 p.m. Members of the Board of Trustees, he saw wearing the custom hat. The game booth with Buzzy (the FC mascot), face paint, a student leader and a faculty emeritus were ended with fireworks. The video of the event temporary tattoos, a free raffle for Angels’ invited to join President Schulz on the field captures the night well.

Strategy Fullerton College Night at Angel Stadium Game Day Social Media

Facebook April 9 4,017 people reached • 67 reactions • 1 share

Instagram April 9 Facebook April 9 96 likes 3,549 people reached • 41 reactions • 1 share

Strategy Fullerton College Night at Angel Stadium Game Day Social Media Videos

Originally posted on Snapchat story and later posted on Facebook and Instagram

Facebook April 9 4,806 people reached • 48 reactions • 1,100 views

Instagram April 9 393 likes ∞ 1 comments

Strategy Fullerton College Night at Angel Stadium Game Day Social Media Community Posts

Facebook April 9 Facebook April 9 43 reactions • 6 comments 74 reactions • 1 comment

Strategy Fullerton College Night at Angel Stadium Game Day Social Media Community Posts

Facebook April 9 Facebook April 9 79 reactions • 7 comments 148 reactions • 9 comments

Strategy Fullerton College Night at Angel Stadium Game Day Social Media Community Posts

Facebook April 9 Facebook April 9 95 reactions • 8 comments 71 reactions • 1 comment

Strategy Fullerton College Night at Angel Stadium Game Day Social Media Community Posts

Facebook April 9 Facebook April 9 78 reactions • 4 comments 29 reactions

Strategy Fullerton College Night at Angel Stadium Game Day Photos

Strategy Fullerton College Night at Angel Stadium Postgame Video

Youtube May 3 272 views • 4 shares • 6 likes

Strategy Fullerton College Night at Angel Stadium Postgame Video Shares News

FC News Center April 19 Did you miss the FC Night Angels game? Don’t worry, the custom hats are now available for $15 at the Bookstore and a portion of the proceeds will still benefit the food bank. Read more...

Strategy Fullerton College Night at Angel Stadium Postgame Social Media

Instagram April 14 The Hornet 21 likes

Facebook April 19 2,723 reached • 8 reactions

Facebook April 14 The Hornet 35 reactions • 2 comments • 1 share

Strategy Fullerton College Night at Angel Stadium

Outcomes

The event was a huge success, shared information about the game. game. Six of the seven members of selling exactly 1,968 tickets and A few of those included Angels of the Board of Trustees attended, and raising about $14,000 for the Food Anaheim; student clubs; student their feedback was all positive. Bank. The event was the first time newspaper; campus radio station; the college had an opportunity to City of Fullerton, and dozens of Associated Students, student clubs partner with the Angels organization individual students, faculty and staff. and athletic teams were engaged and the experience was positive for and participated in the event. Many both groups. While it is hard to quantify, the event alumni also attended. helped boost student life and the People are seen on a regular basis The engagement on social media campus climate. The event acted as wearing the custom hat on campus was high throughout the three a “family picnic” for faculty and staff. and in the community. main periods: pregame, game day Many employees came to the game and postgame. Many social media with their families and expressed The college will definitely be making accounts owned by other groups how much fun they had at the this an annual tradition.

Outcomes Fullerton College Office of Campus Communications