Cheering on Cheerleading: A Promotional Campaign

Cheering on Cheerleading: A Promotional Campaign

Treston Tyrues
Dr. Kotchemidova
April 23, 2015

Cheering on Cheerleading: A Promotional Campaign

Table of Contents
Abstract

Introduction

Project Description

Rationale

Goals and Objectives

10

Strategies and Tactics

11

Target Audiences

12

Necessary Permissions

12

Project Implementation Plan

13

Assessment Plan

14

Problems

14

Evaluation

15

What I learned

18

If I could do it again

19

References

21

Appendix A: Press Release

Cheering on Cheerleading: A Promotional Campaign

Appendix B: The SpringHillian Article

Appendix C: Cheer Speech
Appendix D: Posters and Signs
Appendix E: Current Cheer Photo and Video Waiver
Appendix F: Event Photo and Video Waiver
Appendix G: Liability Waiver
Appendix H:Sign in with Insurance
Appendix I: Questionnaires
Appendix J: Text Message
Appendix K: Bay Area Food Bank Reciept
Appendix L: SPSS Print out

Cheering on Cheerleading: A Promotional Campaign

Abstract
The title of my project is called Cheering on Cheerleading: A Promotional Campaign.
The purpose of my project was to promote cheerleading in general as well as promote the Spirit
Program at Spring Hill College. The Spirit Program at Spring Hill College is relatively new and
is essentially under-recognized.
This project used techniques and principles from the public relations, journalism, and
video production fields, respectively. The cheerleading clinic was modeled after the University
of Kentuckys cheerleading program and was modified to have a philanthropic aspect. The clinic
was a clinic constructed to teach the basic skills and techniques that the average cheerleader
would possess. The campaign ran about six weeks. Over the course of the campaign, several
videos were released as well as an article in Spring Hill Colleges newspaper, The SpringHillian.
The project was successful overall. Most participants said they were satisfied with the
event. The participants also said that they were satisfied or very satisfied with the current teams
social media presence. The event aspect of the campaign raised 175 canned goods, which were
donated to the Bay Area Food Bank.

Cheering on Cheerleading: A Promotional Campaign

Introduction
Cheerleading was started in the late 1800s as an all-male sport and has only evolved
since then. Spring Hill College has had several cheer programs in the past, but they did not last
long enough to become a varsity sport. Stephanie Myers started the last campaign to make
cheerleading, initially a club sport, into a varsity sport before she graduated. In an interview she
stated she:
I definitely saw it as a need that the school was lacking to help support our
athletics department and build our "spirit" squads.... especially since almost every
other NAIA school that our sports teams played against had cheerleading. For me,
having cheerleading considered a varsity sport means possible scholarships, it
means that girls/guys who might otherwise be attracted to other, larger schools
because of competitive cheer may instead look at Spring Hill if they offered the
same, and it also gives women the opportunity to continue their love for cheer as
Title IX considers it a varsity team and not just a spirit squad. My goal was
simply to provide other students the opportunity to continue doing what they love,
and it doesn't hurt that school involvement definitely looks good on a resume!
Myers hard work, as well as those after her, paid off when Spring Hill College
announced that cheerleading would become a varsity sport in the fall of 2013. Kristin Hoskinson
became the first head coach of the program. She left in the fall of 2014, and Carrie Clayton
became the head coach. One of the problems that Clayton has faced since she began coaching is
the Sprit Programs lack of publicity. This issue was expected since the program is relatively
new to the college. Coach Clayton has been trying to find a way to boost the programs publicity

Cheering on Cheerleading: A Promotional Campaign

not only on campus, but throughout the community. When the idea of a promotional campaign
for the spirit squads was introduced, she was ready to see what the outcome could be.
Project Description
The proposed project was a three-part promotional campaign for the cheerleading squad
with an event that benefited the community as well as the program. The project used advertising,
journalism, and video production to establish a well-known presence in the community.
The SpringHillian was used to promote the journalistic part of the campaign. At the
beginning of the promotion, a press release was sent contained information about the
cheerleading squad securing its first bid to compete on a national level (see Appendix A). A few
weeks later I reached out to a writer on The SpringHillian asking for an article about the event to
be featured in the newspaper. After a short interview, Ischemia Etheridge said she had enough
information to successfully write an article about the event. During the interview, we spoke
about publishing the article two weeks prior to the cheerleading clinic. The article was released
on March 26, 2015 (see Appendix B).
The public relations and advertising aspects of the project were presented in several
ways. Over the course of the campaign, all home games were announced at the beginning of the
week on Instagram. In addition to announcing all the home games, several cheerleaders would
attend each game wearing SHC Cheerleading apparel, where they cheered on the Badgers. To
increase visibility and crowd participation during basketball season, there were two pep rallies
held in the cafeteria during common hour. Each semester, SHC Greek Life has events to raise
money for different philanthropies. In the past, several of the varsity sport teams have

Cheering on Cheerleading: A Promotional Campaign

participated. In order to increase the visibility of the spirit teams, members of the teams
assembled at least one group to compete in each philanthropic event.
There were two flyers created during the course of the project. The first flyer provided
information about the cheerleading clinic. The second flyer provided information about the clinic
too, but it was more colorful and eye-catching. The flyers were posted around campus as well as
displayed on Spirit Teams Facebook and Instagram profiles.
The video production component consisted of three videos shot around Spring Hill
College. The videos were released on the official SHC Spirit Team Facebook and Instagram. In
order for the videos to be shown on Instagram, they had to be condensed to fifteen seconds or
less. The first video was a teaser video, and it was released on March 23, 2015. The video
featured some of cheerleaders tumbling and stunting. Towards the end of the first video, there
was text informing the viewers that the next video would be released on March 26, 2015. The
second video was released on March 26, 2015, and it featured several cheerleaders describing
what cheerleading meant to them. The video also provided information for the cheer clinic. The
third video was released on April 16, 2015. It began with the voices of several cheerleaders
describing cheerleading in one word. The video also consisted of details about cheerleading
tryouts for the 2015-2016 year.
The cheerleading clinic described in the second video was the event part of the campaign.
The event was set up as a tryout clinic. Essentially, it was a secured place where participants
came and learned the basics of cheerleading. The event was held at the Arthur Outlaw Recreation
Center on April 11, 2015. The cost to attend the clinic was either two canned goods or $5, all of
which were donated to the Bay Area Food Bank. Canned goods were used as an entry fee

Cheering on Cheerleading: A Promotional Campaign

because they do not cost very much, and the average college student should be able to afford at
least two. At the end of the clinic, I gave a small speech about what cheerleading meant to me
and how it has affected my life (see Appendix C).
Rationale
Coach Clayton stated that the spirit program needed to take part in a philanthropic event
at some point in the semester. She really liked the idea of having the cheer clinic. She also liked
the idea of having each participant bring canned goods as an entry fee instead of money. The
thought process behind the idea was that event could act as the teams philanthropic activity. In
discussing the specifics of the cheer clinic with my family, I managed to secure a donor who
wanted to match the number of canned goods collected, thus doubling the donation to the Bay
Area Food Bank. The Bay Area Food Bank is constantly serving the community, and this was a
way for the team to help out. Last summer the lunch program served 63,116 meals to over 2,000
children (Bay Area Food Bank, n.d.).
The donor also wanted to donate water for the program to use during tryouts. Allen,
author of Event Planning: Ethics and Etiquette: A Principled Approach to the Business of
Special Event Management, stated that if additional funding or assistance was needed, it was
okay to reach out for others to help. The author also warns to not cross ethical lines while doing
so (Allen, 2003).
According to the Associated Press, the National Collegiate Athletic Association only
recognized cheerleading in 29 states as a high school sport, and it is not officially recognized as a
sponsored sport (Fox News, 2014).

Cheering on Cheerleading: A Promotional Campaign

With the spirit squads being under recognized, it could lead to self-esteem issues. In an
interview Rachel Davidson, a current cheerleader at Spring Hill College said,
This year cheerleading practices started before school even began. We work all
year trying to perfect a routine that last for two and a half minutes, and all people
think we do is stand on the sidelines and cheer for basketball. I wish there was an
opportunity where people came just to see us. It truly hurts my feelings to see
people pile in the gym for a basketball game, but when there is a cheerleading
function no one wants to show up. Are we doing something wrong?
Positive media attention can really affect a program as the University of Maryland has
shown. In 2004, the University of Maryland became the first Division I-A School to recognize
competitive cheerleading as a varsity sport and in turn the program received large amounts of
press. Head coach Lura Fleece said she answers fifty to sixty e-mails a week from high school
cheerleaders inquiring about the Maryland program (Drehs, 2004). Also, research done by
Kaufman and Gabler proved that students that are involved in team sports are more likely to
pursue a degree than those who do not (2003).
The University of Kentucky Cheerleading Program has won twenty-two cheerleading
titles on a national level and each year they have clinic. They have several clinics throughout the
year, but they are mainly aimed at people interested in trying out for cheerleading instead of just
getting a feel for the sport. Their website reads:
The University of Kentucky Cheerleading program has organized a clinic to help
you prepare for true coed stunting and also get you ready for college cheerleading
tryouts. This clinic has been developed to help individuals who plan to make the

Cheering on Cheerleading: A Promotional Campaign

10

transition from high school to college cheerleading. At this clinic, you will get
help with coed stunt techniques, tumbling, baskets, and interview skills. You will
benefit greatly from this clinic if you are interested in trying out as a college
cheerleader anywhere across the nation and especially at UK.The techniques and
skills that we will help you develop will give you a big head start over your
competitors. (University of Kentucky,2015).
In the past, the University of Kentuckys Spirit Program has charged around $200 for each clinic.
The last clinic was about ten hours split over a two day period (University of Kentucky, 2015).
This clinic has been used for years and has allowed for the University of Kentuckys Spirit
Program to recruit people based on their love for cheerleading.
Goals and Objectives
The primary goal for this project was to promote cheerleading and express how engaging
it can be to students across the board. The secondary goal was to increase the number of
followers Spring Hill College Spirit team has on social media. This goal entailed getting at least
415 followers on Facebook and at least 250 followers on Instagram. An objective for the project
was to have at least two high school participants attend the clinic and to have at least 30 total
participants. The final objective for the campaign was to gather at least 100 canned goods during
the food drive.

Cheering on Cheerleading: A Promotional Campaign

11

Strategies and Tactics

Social media platforms like Facebook and Instagram were used as promotional tools.
Facebook and Instagram were chosen as promotional tools because of the research from the Pew
Research Center that revealed that among the number of people online between the ages of 1829, 87% use Facebook (2015). Almost 53% of that same age bracket uses Instagram. (Duggan et
al., 2015).
All posters and signs (see Appendix D) used over the course of the project were
displayed on Facebook and Instagram as stated earlier. I found that there was a strategy to
posting on social media at certain times. According to an info graphic created by Bennet, a writer
for Ad Week, the best time to post on Facebook in order to get the most shares is 1 P.M. (Bennet,
2015).
The videos were also a tactic to increase the number of likes on social media. David
Cohen, a writer for Ad Week, states that videos that are of combined media create a stronger
impact (2015). After viewing this research, my videos were a combination of stills and actual
video footage.
Word of mouth was one of the biggest tactics used during the entire campaign. I worked
some part of the project into almost conversation that I had for nearly a month. To get nonparticipants to donate to the cause, I used statistics found on the Bay Area Food Banks website.
I appealed to the emotions of donors, so sympathy played a huge part in getting people to donate.
To reach out to people who are not on social media, I chose to go through traditional
media as well. As stated earlier, The SpringHillian was used for that.

Cheering on Cheerleading: A Promotional Campaign

12

Target Audiences
Originally my target audience was primarily the Spring Hill College community, but as
the project developed the primary audience shifted to include people interested in cheerleading
as well as people interested in the Spirit Program at Spring Hill College. The secondary audience
became people in the surrounding communities. Spring Hill College and its facilities are used by
several different groups around the community such the local dance team as well as people in the
Village of Spring Hill.
Necessary Permissions
At the beginning of the campaign, I didnt think I needed many permissions, however, I
was wrong. To even begin the project, Clayton had to sign off on it just for the social media
campaign. I needed permission from the current administrator of the profiles, Clayton, in order to
post things. In order to use any of the pictures and videos I collected, each cheerleader featured
in them had to sign a photo and video waiver (see Appendix E).
When it came to the event, I had to have permission to use Arthur Outlaw Recreation
Center. Clayton had the Recreation Center reserved for April 11, 2015, so all that needed to be
done was change the name of the event on the calendar and the gym was reserved for the event.
In case something happened to Arthur Outlaw Recreation Center, I booked LeBlanc A, B, and C,
which are located in SHCs Student Center. Any participant in the clinic also had to sign a
photo and video release waiver as well as a liability waiver (see Appendix F and Appendix G).
Participants had to show proof of insurance before they were allowed to participate in the clinic.
This was not only a safety issue, but it was also a legal issue. Once participants signed the

Cheering on Cheerleading: A Promotional Campaign

13

liability waiver, neither the program nor the school would be liable if there was an injury.
Clayton was stationed at the registration table in order to check each participants proof of
insurance (see Appendix H) .
Project Implementation Plan
The timeline changed several times over the course of the project. The project began on
March 8, 2014 and was originally scheduled to end about a month later. The project was
extended due to break in the colleges schedule. The project ended up being set for April 20,
2015. The press release was completed on time, and The SpringHillian article was published as
planned. The first video was released a week later than originally planned. The second video was
released on schedule on March 26, 2014. The third video was released almost two weeks later on
April 16, 2015.There was only one social media post about the upcoming games of the week.
The budget for the event was originally $0.00, but as the project came along my
expenses grew. Arthur Outlaw Recreation Center and LeBlanc A, B, and C were available at no
charge. All printed materials were paid for in advance because I used my print quota. The
equipment lists for this project was quite extensive, but was available at no cost. The spirit
program owns the mats that were used. The Canon Rebel camera was rented from the
Communication Arts Department here at Spring Hill College. I had access to several computers,
including my own, which housed the Adobe Creative Suite that was used to edit photographs and
videos as well as create the flyers and posters. For time and accuracy reasons, I needed the
statistics program, Statistical Package for the Social Sciences, to evaluate data, which was
available at no charge.
The amount spent over the course of the project was around $20.00. Most of the expenses

Cheering on Cheerleading: A Promotional Campaign

14

occurred because of the event. To keep this orderly, I purchased containers to contain all of
canned goods.
Assessment Plan
After the event, there was a voluntary questionnaire for the participants to take. The
questionnaire didnt ask for any demographic or psychographic, so there was no need to seek
approval from the Institutional Review Board. The questionnaire gauged how the participants
felt about the current cheerleading squad, as well as the squad from the 2013-2014 year. The
questionnaire also asked participants how they felt about the current squads social media
presence as well as the event. These questions were Likert-type scale questions (see appendix I).
The questionnaire also featured a place for comments along with a section to indicate how each
participant found out about the event.
Problems
Considering how long the campaign lasted, the numbers of problems encountered were
minimal. The first problem that I encountered was one with technology. I spent about a week
shooting stills and videos for the first video and I saved them to my MacBook. Without thinking,
I updated my computer and found out later that the program that housed all of my videos and
stills was unavailable until Apple released the next update. This problem delayed the debut of the
first video about a week.
The second problem was a scheduling issue. I had originally planned on the official
calendar for the clinic to begin around 11:00 A.M. and end around 2:00 P.M. Little did I know
that the womens basketball scheduled an impromptu practice and I was forced to delay the event
from starting until 1:00 P.M.

Cheering on Cheerleading: A Promotional Campaign

15

The third problem came about due to the womens basketball team again. Even though I
had delayed the event due to their practice, I was informed via text message that they also needed
the gym from 2P.M. until 4P.M. for their combine (see Appendix J). I could not change the
event due to the event being heavily advertised.
The next problem occurred on behalf of the womens basketball team extending their use
of the gym floor. I had to move the mats upstairs without interrupting their practice. In order to
do this, the mats had to be moved out of the closet and up the stairs into the racquetball rooms
before the participants started to arrive.
The last major problem came about with computer software. I needed the program
Statistical Package for the Social Sciences (SPSS) to help evaluate the data that I collected from
the questionnaire. I couldnt find a computer that had the software on it upstairs. The problem
was easily resolved. I moved down to one of the basement classrooms. Apparently the program
is only located on certain computers through the library.
Evaluation
Considering how several of the participants who came to the event and have never
cheered before, the primary goal of the campaign was to promote cheerleading and show how
engaging it could be to students was met. Several participants approached me post event and
said that they really enjoyed the event.
The secondary goal was to increase the number of likes and followers on Spring Hill
College Spirit Teams social media. When the campaign started, the Facebook page had 327
likes. At the end of the campaign, the Facebook page had 366 likes. Even though the Facebook
goal wasnt met, there was still an increase in likes. The first video reached 196 viewers with

Cheering on Cheerleading: A Promotional Campaign

16

nine likes, comments, and shares. The second one reached over 1,700 viewers with twenty-nine
likes, comments, and shares. The third video reached about 1,400 viewers with thirty-four likes,
comments, and shares. Several of the participants listed Facebook as one of the mediums in
which they found out about the event.
The Instagram profile started out with 202 followers, and at the end of the campaign,
there were 251 followers. There were seven posts during the campaign that were made up of
game day reminders, skills videos, and team information. Each post averaged around thirty likes.
After the event, I knew that some of the goals and objectives had been met, but I was not
sure how far that success extended. I glanced over the sign in sheet and I noticed that there were
thirty-five participants who signed in, meaning that goal had been met. Four of the participants
were high school students, which meant the goal to get at least two high school students to
participate had been met also.
Looking over at the container that housed the donated canned goods, I felt like the event
had brought in over sixty cans. After actually counting them, there were sixty-seven canned
goods. The number of canned goods was matched and brought the grand total to 134 cans.
People donated to the cause even after the event was over. All in all, the Bay Area Food Bank
received 175 canned goods from the Spring Hill College Spirit Program, which was almost
double the original goal (see Appendix K).
After analyzing the Likert-type questions from the questionnaire, the event even looked
like a success on paper. 91.4% of the participants were very satisfied with the event and 8.6% of
the participants said they were satisfied with the event. 48.5% of the participants marked that
they were either very satisfied or satisfied with the cheer squad from the 2013-2014 year. 37.1 %

Cheering on Cheerleading: A Promotional Campaign

17

marked that they were neutral, and 14.3% marked unsatisfied with the 2013-2014 squad. 91.4 %
of the participants marked that they were very satisfied or satisfied with the 2014-2015
squad.8.6% of the participants were neutral.97.1% of the participants were either very satisfied
or satisfied with the scheduling and timing of the event and 2.9 % of the participants were
neutral.94.3 % of the participants were either very satisfied or satisfied with the 2014-2015
teams presence on social media and 5.7% of the participants were neutral (see appendix L).
After reviewing the comment section of the questionnaire, I noticed that there were
several comments left. One of the participants wrote Great event! Awesome for beginners &
fun for those who used to cheer. Keep up the campus presence. Cheer & dance have improved
dramatically in the past 4 years! Another participant wrote,
I was very happy with the event. I thought it was going to be hard, but they did a
good job explaining stuff in an easy-to-understand way. I felt that it was a little
long. I also feel the spirit teams are doing a better job of advertising, keep
improving!
The participants seemed to have a good time during the event. Another participant wrote, Great
job! It was fun!!! Im glad I was able to learn & meet new faces.
The evaluation would not be complete without having Coach Claytons evaluation of the
entire campaign. Clayton expressed that she was happy with the way that the project turned out.
She stated:
The clinic was a success. It was well advertised around campus, which gave the
cheerleaders as well as the student body at Spring Hill a chance to give back to
the community by donating canned goods. Non-cheerleaders were also able to

Cheering on Cheerleading: A Promotional Campaign

18

learn basic cheerleading skills, which made them have respect for how difficult
cheerleading truly is. It was a great day!
The event brought in several participants who have only seen cheerleading from the
outside. The participants learned what goes into simple stunts. A day after the event, a
participant approached me in the cafeteria and said that the cheerleading clinic has inspired her
to join an extracurricular activity.
What I learned
This project taught me that promoting something several ways was a little harder than I
expected it to be. I experienced many sleepless nights and several panic attacks. At the beginning
of the campaign, I realized that I did not care for the behind- the-scenes aspect of working on a
campaign. I noticed that I was more enthused about shooting videos instead of editing them. If I
were to do this kind of work for a career, I would rather do it with a team. I realized that I can
handle the stress of it all, but things could get done faster if I was not stressing out over small
issues. This project definitely taught me that I love the public relations aspect of my major. I
have always felt comfortable talking to people so I suppose that it just comes naturally. I also
feel as though if I were working with a team, I would not stress over these issues.
I learned that when planning anything, always have at least one backup plan. I had a
second venue booked, but getting all the material to that venue would have consumed valuable
time. I have also learned that when it comes to technology, it is not always helpful. In the future,
when working on big projects, I will now back them up in different locations.
This project has truly taught me that everything you learn in college is not in the books,
and in order for some things to be learned, you must experience them. The use of proper time

Cheering on Cheerleading: A Promotional Campaign

19

management has been stressed ever since I entered the department, but it was not until this
project that I truly understood what it meant. I can honestly say that this project forced me to
change the way I manage my time.
Perhaps my two of the biggest lessons learned from this project were that I could not do
everything by myself and I have to know how to stay calm while going with the flow. Many of
my sleepless nights could have been avoided if I would have just asked for help from others. In
life things are going to go wrong and that is fine, but stressing out and getting angry will not help
the situation.
If I could do it again
I considered this event a success but, if I could do it again. I would change several things.
In the redo of the event, I would have more volunteers, because those mats are bulky and
difficult to move by myself. I would also ask volunteers with experience in video production to
come and help me shoot the footage that was needed for the videos. I would also ask the same
volunteers to help me in the editing process. I would also add money into the budget to boost
some of the posts on Facebook and even to run an advertising campaign on Facebook.
I would reach out to Badger TV and have a commercial for the event. I would also
widen my audience by promoting the event at the high schools and cheerleading gyms around
the city of Mobile, Alabama. News and press releases would be sent out to the local news outlets
as well to promote the canned good drive as well as the event.
I would add a week of tabling in the cafeteria to encourage people to come out and have
a place for them to donate there. I would create another flyer and include statistics about hunger
in the city of Mobile hoping it would entice Spring Hill students and faculty to enact a part of the

Cheering on Cheerleading: A Promotional Campaign

colleges mission statement, which is service to others.

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Cheering on Cheerleading: A Promotional Campaign

Bibliography
Allen, J. (2003). Event planning: ethics and etiquette: a principled approach to the business of
special event management. United Kingdom: Etobicoke, Ontario: Wiley, 2003.
Bay Area Food Bank. (n.d.). Fun facts. Retrieved 2015, from
http://www.bayareafoodbank.org/AboutUs/Fun%20Facts.aspx
Bennett, S. (2015, January 6). What are the best times to post on #Facebook, #Twitter and
#Instagram? Retrieved 1 March 2015, from http://www.adweek.com/socialtimes/besttime-to-post-social-media/504222
Cohen, D. (2015, March 2). How can Facebook advertisers find the right photo-video mix?
Retrieved March 2015, from http://www.adweek.com/socialtimes/facebook-iqcreative-combinations/616173
Drehs, W. (2014, July 1). Drehs: The spirited athlete. Retrieved 2015, from
http://sports.espn.go.com/espn/page2/story?page=drehs/040316
Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015). Demographics of key
social networking Platforms. Retrieved 2015,from
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networkingplatforms-2/
Fox News. (2014). Judge: Cheerleading is not a sport. Retrieved 2015
Kaufman, J., & Gabler, J. (2004). Cultural capital and the extracurricular activities of girls and
boys in the college attainment process. Poetics, 32(2), 145168.
http://doi.org/10.1016/j.poetic.2004.02.001
University of Kentucky. (2015). Kentucky Wildcats official athletic site - traditions. Retrieved
April 2015, from http://www.ukathletics.com/trads/cheer.html

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Cheering on Cheerleading: A Promotional Campaign

APPENDIX A

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Cheering on Cheerleading: A Promotional Campaign

23

Treston Tyrues
ttyrues@gmail.com
251-229-3414
For Immediate release

Spring Hill College cheerleaders secure a spot to compete in Daytona

Mobile, Ala. 3/1/2015-For the first time ever, the Spring Hill College competitive
cheerleading has qualified for a national competition.
The squad received the information in late January that they qualified for the
competition. The competition will be held April 8-12, 2015 in Daytona Beach,
Florida.
The squad has decided to forgo going to competition this year in order to prepare
for the upcoming year and to work within the community. There is a tryout clinic
scheduled for April 11, 2015 for any student at Spring Hill College interested in
trying out for next years squad. The date for tryouts is April 25, 2015
The squad is composed of 26 members and 2 coaches. The squad is relatively new
and this is its third year as a recognized varsity sport. As a community service
project, the squad is having a canned food drive.

For media inquires or further information, please contact

Treston Tyrues at ttyrues@gmail.com or 251-229-3414

###

Cheering on Cheerleading: A Promotional Campaign

APPENDIX B

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Cheering on Cheerleading: A Promotional Campaign

Appendix C

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27

Speech Draft
Thank you all for coming out and being a part of my senior seminar project. It truly means so much to me
and I would like to share with you all what cheerleading means to me.
First off, I would like to say that cheerleading is hard, but so is life. Cheerleading can be fun though just
like life. If cheerleading were a recipe you would need: the basic skills, a few pinches of sass, a little dab
of attitude and about a cup and a half of dedication. The dedication is what holds the recipe together. This
tryout clinic is to help you learn the basics of cheer and the rest is up to you, but I must say cheerleading
can teach you way more than you can learn in a classroom.
Cheerleading to me is more than showing your school spirit on the sidelines of a game. It is more than
just being an ambassador your school. It is more than smiling while walking through campus in
cheerleading apparel. Cheerleading has really taught me life lessons.
Looking back over the years that Ive cheered, I have learned several life lessons. The first question I
asked while on a tour of Spring Hill was if there was a cheerleading team and what did I need to do in
order to tryout. Cheerleading has taught me that people can come from all over the world and bond over
their love for the sport. It is easy to say that within a week you can spend 20 hours with the team. They
become part of your family.
Cheerleading has taught me the true definition of teamwork. In this world, being able to work in teams is
crucial. Getting a group of people together and just expecting a stunt to hit doesnt work. You have to
trust that people will do their job and then the stunt will hit.
Cheerleading has taught me to work hard and to never give up. Even though the light may not be visible
at the end of the tunnel, I have learned that the end is there though. Cheerleading has also taught me the
meaning of being on time. If practice starts, at 12 I am late as of 1155 and if Im not there are
consequences.
I could be having the worse day ever, but if there is a game or practice, I can get the job done. The
lessons I have learned from this sport are lessons, I will remember for the rest of my life. A wise person
once told me fake it to you make it and some days that really has helped me make it through.
Cheerleading has become a support system that I truly rely on and I dont know where I would be without
my support system. My squad had been the family that was essentially picked for me.
Through early mornings and late nights cheerleading has taught me to fight and never give up no matter
what is going on in life. Cheerleading has been a safe haven during a dangerous storm and I will never
forget all the love and support that cheerleading has given me.

Cheering on Cheerleading: A Promotional Campaign

Appendix D

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Cheering on Cheerleading: A Promotional Campaign

Appendix E

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

Appendix F

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

Appendix G

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

Appendix H

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

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Cheering on Cheerleading: A Promotional Campaign

Appendix I

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Cheering on Cheerleading: A Promotional Campaign

Appendix J

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Cheering on Cheerleading: A Promotional Campaign

Appendix K

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Cheering on Cheerleading: A Promotional Campaign

Appendix L

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Cheering on Cheerleading: A Promotional Campaign

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