My media strategy to create and promote an encompassed image of the DU Cheer Team as a team dedicated to their University of Denver, but also to benefiting the greater Denver area through community involvement.

1. The DU Cheer Team
Brenda Rohn, #MFJS3160 Spring 2013

2. What is a "Cheerleader?"
Bring It On - We Are Cheerleaders
● This is the stereotypical view of
cheerleaders within the media.
● However, the DU Cheer Team is NOT the
stereotype.

3. DU Cheerleaders are...
The DU Cheer Team is:
● Ambassadors for the University of Denver
● Community-oriented and highly involved in
the DU Community & the Denver
Community
● A Team with the Desire to Give Back

4. DU Cheer Team's History
● 2004 - DU Cheer Team established by Angel Field
○ Created to support the basketball program’s transition
into NCAA’s Division I athletics.
● 2005 - Head coach hired; 12 member team selected.
● 2006 - Team grew to 16 members & University
scholarship assistance awarded to cheer members.
● 2007 - Community service projects; support for other
DU athletic programs.
● Present - Continued growth in team membership,
athletic talent, community service & student outreach.

5. DU Cheer's Role on Campus
● Primary purpose: Promote athletic programs on DU
campus, encourage development of cheerleading skills
& promote character development & leadership training
● Beyond cheering for DU athletics: be active in the
community & participate in numerous service and
outreach activities that benefit surrounding Denver
community.
○ 9Cares Colorado Shares, The Polar Plunge, Salvation
Army Bell Ringing, Diversity Summit, Denver Youth
Cheer Camps, etc.

6. DU Cheer Team's Goals
Organizational Goals
● Increase awareness of athletic events on DU campus
● Improve the DU Cheer Team to increase awareness of
DU Cheer & promote competition with other collegiate
cheer teams
Social Media Goals
● Better manage posts & monitor appropriate
communications to best support their mission as a
group
● Create a larger social media presence
● Promote the image of the DU Cheer Team as a
community service driven team

7. Social Media as a Tool to:
Change the DU Cheer Team’s portrayed
image from one devoted solely to DU athletics
to one of a cheer team devoted to not only their
university, but the greater community as well

8. DU Cheer's Current Social Media
● Facebook
● University of Denver Athletics Website
● Both the DU Cheer Team's Facebook & DU
Athletics Webpage Profile highlight the DU
Cheer Team's involvement in supporting DU
Athletics, but do not portray their high
level of community involvement.

9. Social Media Strategy
Community-Centered Campaign could use:
● Facebook - post pictures of DU Cheer and Check-In's
of the DU Cheer Team at the community involvement
events with the #DUCheerGivesBack
● Twitter Hashtag - #DUCheerGivesBack
● LinkedIn Profile for the DU Cheer Team - professionally
position DU Cheer as a group dedicated to benefiting
the greater Denver area through community
involvement
○ List previous partnerships with community groups, non-
profits, businesses,
○ Detail their involvement in community events

10. Ultimate Goal for DU Cheer
● Promote a year-round image of DU Cheer
Team in their three sectors of involvement:
■ DU Athletics
■ DU Events
■ Community Involvement in Denver Community
● Create an encompassed image of the
DU Cheer Team as a team dedicated to
their university, but also to benefiting the
community for a greater good.