MEMORANDUM
To: Whoever is looking at this Sample From: Jaclyn Galvin, Student Date: May 31, 2021 Subject: Old Glory DC Samples
Attached to this memo is a summation of the work I completed in my Media Relations Course at Emerson College. This sample does not include press conference materials, but I am able to provide those upon request.
WRITING SAMPLES
Executive Bio This piece was originally written by another member of my group but showcases my editing skills. The original piece looked very different and my edits helped to drive the bio in a different direction.
Feature Story I chose the topic of this story because of the timeliness of sports betting in the United States. This feature focuses on two narratives. The first is the partnership between MLR and Genius Sports Group and the second is how to bet.
Tactical Outline The tactical outline is for the event my group pitched to Old Glory DC for its offseason called “Red, White and Pink.” The event focuses on fundraising for Breast Cancer Awareness. The tactical outline includes a description of the event, details about when and where the event is and a general description of how the event is run. Finally, the tactical outline also includes a budget for the event.
Media Plan The media plan outlines the distribution of tactical writing pieces for the Red, White and Pink event. It also gives a description of each tactical writing piece and gives a media calendar for when each piece should be sent.
Target Audience Analysis I created the Baby Boomers target audience analysis for my group. The analysis includes a generalized description of the generation and how they should be contacted for the event. Press Release This release is a detailed announcement of the Red, White and Pink event for members of the media. It gives an explanation of the players attending and the vendors. It also announces the partner the event raises money for.
Media Alert The media alert is an announcement of another player attending the Red, White and Pink event. Media alerts generally are not planned ahead of time, but for the purpose of my assignment, I had to create one.
Social Media Content I created social media content for the month of October. This is the month of the event we pitched to Old Glory DC so a lot of my content is introducing the players, garnering excitement for the event, encouraging people to attend the event and some facts about Breast Cancer in the DMV area. EXECUTIVE BIO – PAUL SHEEHY
PAUL SHEEHY – OWNER
Paul Sheehy, a Washington DC native, helped bring professional rugby to his area in 2018. Sheehy’s first experience playing rugby was at Fairfield College, where he was a wing and fullback, and obtained his bachelor’s degree in business management. He continued his rugby career post graduation as a fullback for the Washington Rugby Football Club from 1991 to 1993. Sheehy started in four matches for the United States Eagles’ team in 1991 and 1992, including two at the 1991 Rugby World Cup. He also played for a short period of time in Australia.
Sheehy made many friends and connections through the sport of rugby, but what ultimately drove him to bring a Major League Rugby team to his home region was his son picking up the sport in high school. As he rejoined the rugby community, Sheehy served on a host committee for an international match where he met Old Glory DC co-owner Chris Dunlavey and the rest is history. Rugby has changed the trajectory of Sheehy’s life and feels that bringing rugby to the nation’s capitol is the next step in growing the sport across the United States.
Before owning the team, Sheehy’s name was known to many in the DC, Virginia and Maryland area as the owner of Sheehy Auto Stores. Sheehy Auto Stores is a 53-year-old business and is well-known in the area for selling cars and trucks. While Sheehy is a great car salesman, he has a love for rugby that moves past the pitch. He met his wife while traveling for rugby in San Francisco, and they have four children who all play the sport at various levels.
Old Glory DC Executive Bio Old glory dc Feature Story
Bet on Us! Sports Betting Comes to Major League Rugby
LEESBURG, Va. – With the fourth season of Major League Rugby (MLR) about to begin, sports fans and DC lovers alike are gearing up for Old Glory DC’s opening day in March with fans in the stands. Unfortunately, COVID-19 may prohibit many fans from attending these games in person. Watching from home is fun, but sometimes fans need an added bonus to watch games. MLR realized this and partnered with Genius Sports Group as the official sports betting partner for the 2021 season. The partnership allows sportsbooks to have the official MLR data across North America, making betting easy for everyone who wants to participate.
Now more than ever it is important for MLR to tap into the sportsbooks. “With former England captain Chris Robshaw and Wallabies legend Adam Ashley-Cooper amongst the confirmed players for the upcoming season, MLR is rapidly establishing itself as a prominent league for rugby fans in North America and globally,” explained Genius Sports Group CEO Mark Locke. The partnership with GSG draws in more sports fans who enjoy the art of the bet.
Have you bet on a sports game before? While betting on games may seem overwhelming at first, make sure to start off with small bets. The payout may not be as high as some of your friends who have been betting for a while, but it allows patrons to get a better understanding of how the books work. Another simple tactic for sports betting is to focus on the money line. A “moneyline bet” is betting on who wins the game. This includes the “spread,” or the odds used to determine how much money someone wins if they win their bet.
As a reminder, those tips are not the only ones you should follow when starting to bet on sporting events. Make sure to do research before placing bets. Do not make uneducated bets and allow yourself time to grow as a sports better. As the season progresses, we want to see how your betting does! Use #MLRBETS to show us how your sports bets improve!
About Old Glory DC: Old Glory DC is a professional rugby team based in Washington, DC that entered league competition with Major League Rugby (MLR) in February of 2020. Playing its home games at Segra Field, Old Glory will compete in MLR’s Eastern Conference against teams from Atlanta, New England, New Orleans, New York and Toronto, as well as play games against Western Conference teams Austin, Glendale, Houston, San Diego, Seattle, and Utah. For more information on Old Glory’s schedule and ticketing, please visit www.oldglorydc.com
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MEDIA CONTACT Hope Allen Marketing Manager email: [email protected]
Old Glory DC Old Glory Bet On Us TACTICAL OUTLINE
TITLE Red, White and Pink
Description: The Red, White and Pink fundraiser is an family event held at Segra Field to raise money for Breast Care for Washington. At the event there will be relay races, rugby drills and competition between fans and players. Tickets for the event are a $5 minimum, but donations higher than $5 are encouraged. We want to partner with MedStar Health to provide more information to the general public about breast cancer screening. We also look to present a food festival alongside the event with our partners GloryDays Grill, Cuisine Solutions and Ayoba-Yo and have a portion of the proceeds go toward the fundraiser for Breast Cancer Awareness. There is also a signature Strawberry Irish Coffee drink, in partnership with Clonakilty Irish Whiskey, where 60% of the proceeds go toward Breast Cancer Awareness.
When: Saturday, Oct. 16, 2021 2-5 p.m. EST
Where: Segra Field 42095 Loudoun United Dr. Leesburg, VA 20175
Who: Families in the DMV area People with a connection to Breast Cancer People who like to support a cause
How: Registration ● Buy tickets in advance online ● Tickets can be purchased at the door via an online registration link
Procedure ● Guests arrive between 2-2:30 p.m. ● Guests are served food from 2-4:30 p.m. ● MedStar Health booth available from 2-5 p.m. ● Skills and drills stations begin at 2:30 through 3:30 p.m. ● Meet and greet rotates every half hour beginning at 2:30 p.m. ● Skills contest begins at 3:30 p.m. ● All players participate in a skills contest as judges and helpers at 3:30 p.m. ● Last call for drinks at 4:00 p.m. ● Last guests leave at 5:00 p.m.
Stations ● Rugby Warm Up - 2 U-19 players help ○ Classic warm ups with ball ○ Running warm ups ● Lineout station - 2 U-19 players help ○ Game: Find the jumper ● Pass and run - 2 U-19 players help ○ Game: TAG and pass ● Kicking station - 2 U-19 players help ○ Contest: Longest punt ○ Contest: Longest drop goal ● Rugby Relay Race - 2 U-19 players help ○ 1 v 1 cone drills ● Touch Rugby - All players available - played at end
Sam Cusano, Josh Brown, D’Montae Noble ● Go to different stations and help with drills ● Meet and greet with fans
Food vendors ● Set up and break down their own food trucks/food tents ● Serve menu of choice with 30% of proceeds going to Breast Cancer Awareness
MedStar Health ● Healthcare booth discussing Breast Cancer screenings ● Hand out brochures about Breast Cancer
Budget: Item Company Quantity Cost
Backdrop Old Glory DC one In kind
Camera Old Glory DC one In kind
Tent Segra Field Three In kind
Tables Segra Field seven In kind
Merchandise for sale Old Glory DC - In kind
Signage Old Glory DC - In Kind
Cones Old Glory DC As many as In kind necessary for drills
Rugby balls Old Glory DC As many as In kind necessary for drills T shirt - media, Custom Ink 80 - may change $600 - 7.50 each volunteers and depending on how winners many media RSVP
Print information - MedStar Health 100 copies In kind Breast Cancer Screening
Voucher for media GloryDays Grill 50 - may change In kind food depending on how many media RSVP
Bartender Boozehound one Starting price $80 Bartending
Cups Boozehound - In kind Bartending
Irish Whiskey Clonakilty Irish five bottles In kind Whiskey
Cocoa powder Clonakilty Irish 5 containers In kind Whiskey
Milk Clonakilty Irish 10 gallons In kind Whiskey
Chocolate chips Clonakilty Irish 5 packages In kind Whiskey
Pink food coloring Clonakilty Irish Two bottles In kind Whiskey
Pink sugar Clonakilty Irish Two bottles In kind Whiskey
Marshmallows Clonakilty Irish One package In kind Whiskey
Whipped cream Clonakilty Irish 5 bottles In kind Whiskey
Biltong - Traditional - Ayoba-Yo 8 packages to be In kind 8 oz served as samples
Droewors - 4 oz Ayoba-Yo 8 packages to be In kind served as samples Media Plan
This media plan outlines the distribution of tactical writing pieces for the Red, White and Pink event. These various items are a combination of information that is distributed about the event, the players involved and the sponsors. The items within this plan are press releases, media advisories, a pitch, a media alert and a fact sheet. The media plan includes a media list that indicates who the tactical materials are sent to.
Tactical Writing Pieces Press Release: Old Glory DC Hosts Red, White and Pink event for Breast Cancer Awareness This press release is a detailed announcement of the event for members of the media to understand what the event is and why they should go. It details the players who will be at the event as well as the vendors who are serving food, giving media an understanding of what newsworthy people and companies they can write about. Likewise, the press release describes the rugby stations that are offered at the event.
Press Release: Old Glory DC Partners with Breast Care for Washington DC This press release shows the community connection between Old Glory DC and Breast Care for Washington DC. It gives media a better understanding of Breast Care for Washington and allows a look into the community partnerships that Old Glory is creating. The release also serves as a reminder for the event.
Advisory: Old Glory DC Raises Awareness for Breast Cancer with Red, White and Pink Fundraiser This media advisory serves as a detailed description of what the Red, White and Pink event entails. It also explains the players who are attending the event. The advisory serves to support the press release, and is sent about a week after the press release so that the media is reminded of the event. It is sent with the fact sheet to supplement it.
Pitch: RED, WHITE AND PINK - OLD GLORY DC FUNDRAISER This pitch invites Catherine Lewis, a freelance journalist who covers arts and entertainment, along with regional news for the Washingtonian, to the Red, White and Pink fundraiser. The pitch offers to pair Lewis with an Old Glory DC player for the day to walk her through the event so she can participate and get an inside look. Fact Sheet: Red, White and Pink - Old Glory DC Fundraiser This fact sheet covers a short description of the fundraising event as well as biographies for the coaches and players in attendance and participating. It also includes biographies for each food and drink vendor, Glory Days Grill, Ayoba-Yo, Cuisine Solutions and Clonakilty Distillery. Also provided is information about the medical sponsor of the event, MedStar Health and Breast Care for Washington DC to which the fundraising efforts will be donated.
Media Alert: Mungo Mason to Attend Old Glory DC’s Red, White and Pink event This media alert describes the addition of Mungo Mason, co-captain of Old Glory DC, to the players attending the Red, White and Pink event. The media alert gives a description of who Mungo is and also serves as a reminder about the event itself. This alert is sent to all journalists attending the event to ensure they know of the addition.
Tactical Media Calendar
Date: Tactical Piece: Media Outlet: Media Contact: Email:
9/27/21 Press Release All Media
10/01/21 Press Release All Media
10/07/21 Advisory All Media
10/07/21 Fact Sheet All Media
10/07/21 Pitch Washingtonian Catherine Lewis
10/14/21 Alert All Media Target Audience Analysis
Baby Boomers - Jaclyn Galvin Baby Boomers range from 1946 to 1964 and are one of the largest generations in U.S. History. They grew up as technology emerged, and remember the introduction of many electronics into their home including the television and the desktop computer. Their values include community involvement, prosperity, ownership, self-actualizing and health and wellness. Baby Boomers have very individualistic attitudes and are self-reliant. Boomers, as a result of growing up in the 1960s and 1970s, tend to be more involved in social causes, making them a great target for this fundraiser.
The best way to communicate with the Baby Boomer generation on social media is through Facebook, but they prefer face-to-face communication. Another great way to communicate with Baby Boomers is through television and radio, as they are most familiar with those forms of communication. Many Baby Boomers are parents or grandparents of children who would enjoy the skills and drills portion of the event. Many tend to eat what they are comfortable with rather than exploring new foods. To combat this, twists on original classics can work.
Gen X - Lily Noyd
Generation X ranges from 1965-1980 and is considered self-sufficient, resourceful and individualistic. Gen X grew up with minimal adult supervision and therefore learned to be highly independent. They lived through the change from analog to digital technology, and as the first generation to grow up with computers. They are technologically adept and can learn to use new programs and devices with ease. When it comes to work-life balance, Gen X values the separation of their personal and professional lives. Growing up through the economic difficulties of the 1980s, they are less likely to be committed to their employers and many are entrepreneurial.
Due to growing up with computers and ever-changing technological mediums, the best way to communicate with Gen X is through email, blogs and phone calls. When it comes to social media, many in Gen X have Twitter and Instagram, but they primarily utilize Facebook. Many in Gen X are parents of Generations Y and Z. This event could be marketed to those parents to bring their kids. As Gen X is independent, they are also individualistic and less involved in social causes, however, they are very focused on the good of their child.
Gen Y - Emily King Generation Y, also known as Millennials, range from 1981 to 2000. They are a socially conscious and civic-minded generation. Gen Y witnessed the development of technology and social media. They tend to be bolder with their actions and are often tech-savvy, spending a significant amount Media Contact: Hope Allen Marketing Manager Email: [email protected]
FOR IMMEDIATE RELEASE Sept, 27, 2021 **Press Release** Old Glory DC Hosts Red, White and Pink Event for Breast Cancer Awareness
LEESBURG, Va. — Old Glory DC hosts a Breast Cancer Awareness event at Segra Field on Sat. Oct. 16, 2021 from 2-5 p.m. EST. The event consists of relay races, rugby drills and competition between fans and players. The event is open to fans of all ages with skills competitions open to different age categories. All proceeds from the event go to Breast Care for Washington, which provides mammograms and other medical services to low-income and medically underserved women.
Entrance to the event is $5 minimum, but larger donations are encouraged. Players included in the event are Sam Cusano, Josh Brown and D’Montae Noble. Sam Cusano is a wing and native of California. The 2021 season was Cusano’s first as part of Major League Rugby. Josh Brown, back row, is a Maryland native and has been with Old Glory DC since 2019. When he is not playing rugby, Brown works as a firefighter and paramedic in Anne Arundel County. D’Montae Noble is an Arlington, Va. native who plays wing. Noble has played rugby since he was eight years old. Cusano, Brown and Noble, along with Coach Andrew Douglas, Assistant Coach Toshi Palamo and members of the U-19 Old Glory DC team, will help run the rugby skills and drills stations during the event.
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Old Glory DC is happy to partner with MedStar Health to provide information about Breast Cancer screenings. GloryDays Grill, Cuisine Solutions and Ayoba-Yo provide a food festival alongside the event where a portion of the proceeds go to the fundraiser. Clonakilty Irish Whiskey created a signature Strawberry Irish Coffee drink where 60% of the proceeds go toward Breast Cancer Awareness. Parking at the event is free of charge. Drills begin at 2:30 p.m. with the skills competition beginning at 3:30 p.m.
About Old Glory DC: Old Glory DC is a professional rugby team based in Washington, DC that entered league competition with Major League Rugby (MLR) in February of 2020. Playing its home games at Segra Field, Old Glory will compete in MLR’s Eastern Conference against teams from Atlanta, New England, New Orleans, New York and Toronto, as well as play games against Western Conference teams Austin, Glendale, Houston, San Diego, Seattle, and Utah. For more information on Old Glory’s schedule and ticketing, please visit www.oldglorydc.com
-MORE- About Breast Care for Washington: Breast Care for Washington is uniquely positioned to impact women’s access to breast cancer screening in the District of Columbia. Its operations were specifically designed to overcome current barriers that prevent low-income, medically underserved women from receiving high quality breast care. Located in Ward 8, Breast Care for Washington brings services to a patient population that was previously hampered from receiving care because of distance to providers and a lack of transportation options. It offers an enhanced level of care coordination for our patients including initiation into screening, assistance with identifying eligibility for public assistance programs and post image navigating services (i.e. biopsies and surgical consult support). ### Media Contact: Hope Allen Marketing Manager Email: [email protected]
FOR IMMEDIATE RELEASE Oct. 14, 2021 **Media Alert** Mungo Mason to Attend Old Glory DC’s Red White and Pink Event
LEESBURG, Va. – Mungo Mason is attending Old Glory DC’s Red, White and Pink Event in support of Breast Cancer Awareness and Women in Rugby on Oct. 16, 2021, at Segra Field. Mason is a captain of Old Glory DC and a flanker for the team. He is a native of Scotland but moved to New Zealand at the age of two. Mason is qualified to play with New Zealand, Ireland, England, Scotland, SouthAfrica and Zimbabwe at the national level. Mason joins teammates Sam Cusano, D’Montae Noble and Josh Brown at the Red, White and Pink event to help raise money for Breast Cancer Awareness.
About Old Glory DC: Old Glory DC is a professional rugby team based in Washington, DC that entered league competition with Major League Rugby (MLR) in February of 2020. Playing its home games at Segra Field, Old Glory will compete in MLR’s Eastern Conference against teams from Atlanta, New England, New Orleans, New York and Toronto, as well as play games against Western Conference teams Austin, Glendale, Houston, San Diego, Seattle, and Utah. For more information on Old Glory’s schedule and ticketing, please visit www.oldglorydc.com
### October - leading up to the event, about Breast Cancer Awareness month - Jaclyn Galvin October - Month of Event Breast Cancer Awareness Month
Oct 1 Instagram 1. Oct 1 Josh Brown is one of the three players attending our #RedWhiteandPinkOGDC event on Sat. October 16! Brown is a back row and has been with the squad since 2019. When Brown isn’t putting in the work with his teammates on the field he is working as a firefighter and paramedic in Anne Arundel County. Meet Josh Brown and more of our players at the Red, White and Pink event! <
2. Oct 6 Happy #NationalCoachesDay! We have the best coaches in @USMLR (and we’re not biased at all!) You can meet our head coach Andrew Douglas and assistant coach Toshi Palamo at the #RedWhiteandPinkOGDC event on Oct. 16 at Segra Field! <
4. Oct 15 D’Montae Noble is the third player you can meet at the #RedWhiteandPinkOGDC event! Spending his collegiate career at Kutztown University, Noble moved back home to the DMV to represent Old Glory after getting drafted this season. On Sat. October 16, he and his teammates will help run drills and do meet and greets with fans at the event! Make sure to get your tickets using the link in our bio! <
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Facebook 1. Oct 2 a. Have you gotten your tickets for the Red, White and Pink event on Oct. 16 yet? You can find tickets on our website www.oldglorydc.com/redwhitepink. Tickets are a $5 minimum donation with access to our rugby skills and drills stations and competitions, meet and greets with players and more! GloryDays Grill and Cuisine Solutions offer a food for purchase with a portion of the proceeds going to Breast Care for Washington. For adults attending, Clonakilty Irish Whiskey sponsors a signature Strawberry Irish Coffee drink with 60% of the proceeds benefiting Breast Care for Washington. Support a great cause and have fun with your whole family for a low price! Get tickets today for the #RedWhiteandPink event! 2. Oct 16 a. Today is the day! Make sure to grab your tickets and come to Segra Field from 2-5 p.m. today to participate in the Red, White and Pink Event! Bring your entire family to participate in the skills and drills contests, eat delicious food, and donate to Breast Care for Washington.
Breast Care for Washington is an organization dedicated to helping women in underserved areas of DC find access to breast care, no matter her insurance or financial status.
3. Oct 17 a. Thank you to all the families and Old Glory DC supporters who came to the Red White and Pink event yesterday! With your help, we helped to raise <
African-American women have a higher mortality rate than all other women who have Breast Cancer and Breast Cancer is the leading cause of cancer deaths for Hispanic women. Take steps to help prevent Breast Cancer in your life, and follow Breast Care for Washington for more information.
Twitter: 1. Oct 9 a. One week until our #RedWhiteandPinkOGDC event at Segra Field! Get your tickets or make a donation online at oldglorydc.com/redwhitepink. 2. Oct 13 a. Did you know that Breast Cancer is the most common cancer in American women besides skin cancer? There is a one in eight chance a woman will develop a form of Breast Cancer in her life. On #MetastaticBreastCancerAwarenessDay, we salute all those who have struggled or currently struggle with Breast Cancer. 3. Oct 15 a. Have you scheduled your mammogram yet for this year? Women aged 45 and over should schedule a yearly mammogram to screen for Breast Cancer. For more information about screening check out @MedStarHealth! #RedWhiteandPinkOGDC b. Did you know that @BreastCareDC gives access to screenings and breast care to women in underserved areas in DC regardless if they can pay? Check out their website to learn more! www.breastcaredc.org/ 4. Oct 16 a. Make sure you wear your red, white and pink clothes to our #RedWhiteandPinkOGDC day today from 2-5 p.m. at Segra Field! b. Today is the Red, White and Pink event at Segra Field from 2-5 p.m. Make sure to purchase tickets on our website and bring your game face for the rugby skills and drills contests. Winners receive an official #RedWhiteandPinkOGDC t-shirt! www.oldglorydc.com/redwhitepink 5. Oct 17 a. Thank you to all who attended the Red, White and Pink event yesterday! We had a ball doing drills and eating food with everyone! We also raised <
8. Oct 31 a. Happy Halloween! The only thing we find scary today is if you haven’t donated to our #RedWhiteandPinkOGDC fundraiser during Breast Cancer Awareness Month! It’s not too late, make a donation today using the link in our bio!