bc dairy milk run™ 2004burn
TRANSCRIPT
TITLE PAGE
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
TABLE OF CONTEN
TS
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TABLE OF CONTENTS
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BC Dairy Foundation and BC School Sports wouldlike to welcome you and your school back to the26th year of the Milk Run. Our goal is to make thisseason the most successful yet and we could notdo it without YOU!
After 25 years of promoting school spirit andphysical activity and raising over $790,000 forlocal charities all over British Columbia,BC School Sports and BC Dairy Foundation havea NEW challenge for schools out there –The Ultimate Challenge!
It is with great excitement that we introduce thenew and improved Milk Run™ 2004: The UltimateChallenge. This event will deliver the traditionalmessage of “get out and get active,” and willbecome a province-wide platform for your schoolto showcase school spirit, and raise money foryour 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 youmake your school’s Milk Run event the mostsuccessful ever.
INTRODUCTION
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1. INTRODUCTION
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The Milk Run originated in 1979 as part of the firstCanadian School Sport Week. BC Dairy Foundationand BC School Sports have been proud organizersof this event, which promotes an active lifestylewhile being a successful charitable fundraiser forthe past 25 years.
Many memorable experiences and stories havedeveloped at this annual event among students,staff and administration alike. Schools right acrossthe province and over 2.8 million students haveparticipated in the Milk Run to date.
How is this year’s Milk RunNEW and IMPROVED?
This past fall, BC Dairy Foundation and BC SchoolSports got together with students and teachersfrom a variety of schools and found a more excitingway for everyone to participate in the Milk Run.
With help from students, teachers and ourMilk Run Coordinator – your school will build anobstacle course from available PE and athleticequipment. Indoors or outdoors, large or small,tough or tougher – our challenge to you is to get as many students through The Ultimate Challengeand to raise as much money as you can!
As well, this year – we’re introducing the MilkRun™ Video Awards. Showcase your school spiritor wacky antics and your school could walk awaywith some amazing prizes! Challenge your friends,teachers or other schools.
This year we celebrate, Milk Run 2004: TheUltimate Challenge, on Wednesday April 21, 2004.Our Program Coordinator will be following up withyour school once you have read through this kit. Ifyou have any questions, concerns or feedback feelfree to call. Please refer to our contact informationat the back of this kit.
A LITTLE M
ILK RUN
™H
ISTORY
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2. A LITTLE MILK RUN™ HISTORY
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“THE ULTIMATE OBSTACLE COURSE”
To fight the decline in fund-raising dollars, we’vecreated an event that we think will get studentshyped about the Milk Run again. The UltimateObstacle Course is your school’s alternative to thetraditional 3km run. You can run the 3km course ifyou want, but we think the Ultimate ObstacleCourse will get more students moving.
This course is yours to design. The focus should beon utilizing as many school resources as possible.
By using pre-existing PE Equipment and yourschool’s outdoor and indoor facilities there areplenty of potential courses that can be put together.
You can measure the length of your course anddedicate the number of laps it would take tocomplete 3 km or you may time your event. Forexample, your school has 1 hour to complete acertain number of laps that equals 3 km’s.
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3. (A) THE NEW MILK RUN™ 2004 — OBSTACLE COURSE
On April 21st once you have created your courseand are ready, safety will be of the utmostimportance. Teachers, volunteers and those notable to participate will play an important role inmaintaining safety throughout the course.
Position volunteers and/or teachers at differentpoints throughout the course. Ensure that all thevolunteers and teachers are aware of yourschool’s emergency response system and areaware of the first-aid kits on site. Ensure studentswear proper physical fitness attire for the event.For example, running shoes, shorts, etc.
Ensure that at least one teacher on site is trainedin first-aid to respond to any emergencies.
We encourage you to get all the students in yourschool involved with the Ultimate Challenge. Thatincludes students who find physical activity morechallenging. For students who require specialassistance we have a few suggestions to help geteveryone involved:
Create a buddy system where students who needassistance can pair up with a fellow student to aidwith the portions they find challenging.
Create a section or portion of the course dedicatedfor those who need some extra support or time toparticipate.
Create alternative options to certain sections of thecourse and determine other means of executingthem for those who may find that obstacle a littlemore challenging. For example, if you have a“Jump Tire” section where students need to jumpand leap between the tires on the course and youhave a student who is in a wheelchair, deem thatsection a “Weaving” section for them and makethem weave in and out between the tires in theirwheelchairs.
As weather can sometimes be a concern in mid-April we recommend that your school have a contingency plan to have the obstacle courseindoors. As the school coordinator, you shouldreserve the gym for the 21st to be sure that it isavailable if weather does not cooperate.
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THE NEW
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Ultim
ate Obstacle Course
Ultim
ate Obstacle Course
Example Course
Example Course
START1
23
4
56
7
8
9
10
11
END
7. Over and Under: Over and Under 5 Hurdles - FLAW
LESSLY
8. Zipline: Pull or Glid your way to the next elem
ent-
HANG ON
!
9. Take Your Medicine Ball: M
ove your Medicine Ball
from
Point A to B - Look, NO HAN
DS!
10. Jump High!: Over the Bar- Olym
pic Style.
11. Rope Climb: Clim
b You Way to Victory. EN
D
*Capture the Flag: After each component or section of the
course - students must grab or release a "FLAG" (BC Dairy
Promotional Tow
el) or pinny. This means they are able to
move onto the next section of the course. If they M
ISS a flag - 10 seconds w
ill be added to their time for every flag m
issed.
1. Potato Sac: Hop IN - Hop Over - Hop Around -
Be the Fastest
2. Tunnel Crawl: On All Fours - Backw
ards or Forwards
3. Soccer Through Cones: Run and Kick your Way
through Cones orPegs
4. Balance Beam: Keep your Balance - W
atch your Step
5. Cow Ride Jum
p: Saddle-Up and Jump Rope
(Use Your BCDF Inflattable Cow
)
6. Basketball SHOT: 3 Point Line - 3 Balls - Swish One
to M
ove On
LEGEN
D
START: Gym
nasium Participants w
ill run the course 1 at a time. Once the first student com
pletes the first obstacle, send the second out, and so on.* M
ake sure to have Course Coordinators or Supervisors reset obstacles that fall and/or need to be re-positioned for the next Challenger.
OBSTACLE COURSE
Recommended Materialsand Supplies to Utilize:
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The list below represents some of the inventory and facilities youmay find in your school’s Athletics Department. Use any of theresources available at your school to build the best UltimateChallenge 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
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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
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■ 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 somematerial for the day. Be creative!
Who Should Executeand Who Should Help?
First, we want teachers AND students to getinvolved in the Obstacle Course Design Process.Encourage students to submit ideas for coursedesigns and concepts to the school’s Milk RunCoordinator(s). The PE Department, through theirLeadership classes or individual PE classes, couldtest and build the courses to determine what isand what is not feasible for your school.
Depending on the size and organization of yourschool, the execution and set up of the Milk RunObstacle Course could be done by the AthleticsDepartment’s Leadership Class or thedepartment’s teachers.
SET-UPMilk Run Coordinators (Leadership Class, PETeachers, grades 11 and 12s)
EXECUTIONTeachers, Administration and Parent Volunteers to oversee the course
Teacher or Student Assistants should keep track of the number of laps being conducted and areresponsible for getting students through the course.
These are only examples of some potentialorganizational structures. Each school should findwhat works best for them. It is up to individualschools to delegate roles and responsibilities as they see fit.
Get the Whole School Involved!
This year’s new and improved Milk Run wasdeveloped not only to get more students physicallyactive but also to create a platform to get schools,clubs, teams and councils involved. It’s noteveryday that students get to see the hard workthat goes into a school’s activities. Here are somesuggestions to get the whole school involved:
The day of the run get the school pumped with apre-challenge warm-up before participants startthe course. Get those students who are into fitnessinvolved to lead the stretch.
Music is a great way to grab participant’s attentionand get them into the spirit of the event. Bring outyour school’s music department to play during theevent OR ask a student to MC or DJ the event. Playfunky, fun, CD’s on your school’s sound system.
Have your athletic teams break out their uniformsand represent! This is an excellent opportunity tocreate challenges. For example, boys basketballVS girls basketball – who can get through theUltimate Challenge the fastest? – or who can raisethe most amount of money?
A picture or video is worth a thousand words (oramazing prizes – see section 3. (B). The yearbookcommittee should be out in full force documentingyour schools first Ultimate Challenge!
Get the school newspaper involved from the start.They could help in promoting the event before ittakes place, creating discussions about the newprogram and its benefits to their school life and the community.
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Promotional Materials
BC Dairy Foundation and BC School Sports will be sending all registered schools some pre-promotionalmaterials. 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 remindstudents 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 yourObstacle Course – in assembly halls to promote oreven outside your school to let the world knowwhat’s going on.
Milk Promotional Materials and Premiums willbe sent to registered schools. Items such asinflatable cows, milk branded towels and othergoodies can be used as prizes or as tools toadd to the look and feel of the event. Theseitems are perfect to use when creating yourObstacle Course. For example, ride theinflatable cows through cones whiletwirling a BC Dairy foundation hand towel.
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The most successful events are those that areproperly promoted. It’s our view that the BEST toolsfor promotion are the internal channels thatalready exist in your school. Here are some optionsto consider when determining how to keepstudents ‘in the loop’ about this year’s Milk Run.
PA announcements are a great communicationtool to reach the entire school at one time. Createa simple script – add some background music andget the students excited!
Newsletters are a good way to communicate.These can be sent to students and teachers or caneven be sent home to parents. Have your schoolnewspaper or Journalism class put one together.
Discussions between teachers and students andfriends are a great way to get the ‘buzz’ going.Create discussions in Home Room classes wherethe groups can brainstorm course designs, charityoptions, and/or potential fundraising mechanismsfor the event. (See Charity and FundraisingComponent, pages 14–15)
School Bulletin Boards are a great way to makethe 2004 Milk Run information available to bothstudents and staff. Use them to place posters, postcomments, and/or post volunteer or coordinationsign-up sheets.
PA AnnouncementSuggested script for your daily PA Announcementspromoting this year’s Milk Run™ 2004: The UltimateChallenge.
“Hey – we’ve got some BREAKING NEWS so weneed you’re undivided attention! (MUSIC)
This year our school has decided to take theULTIMATE CHALLENGE. There’s a brand new MilkRun this time around and schools right across theprovince are takin’ it outside to create the craziestobstacle courses.
The school with the funkiest course could walkaway with over $10,000 in prizing and be crownedthis year’s ULTIMATE SCHOOL. You might even wina pair of running shoes for every participant.
BC Dairy Foundation and BC School Sports areintroducing us to the new generation, Milk Run2004: The Ultimate Challenge.
Milk Run 2004: The Ultimate Challenge dropsApril 21st 2004. See _________________________for the 411 or to get involved.”
(Typically a Leadership Class, Student Council orAthletic Department
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For over 25 years the Milk Run has been raisingmoney for disabled and ill children in BC.Over the past few years, the fundraising effortsand donations have decreased drastically.This year’s revitalized Milk Run program offers newopportunities to get the fundraising initiatives backon track.
This year we encourage the Student Counciland/or school leadership class(es) to take on alarger role in fundraising. We would like to seethese groups design fun ways of raising money intheir schools, but more importantly we’d like to seethese groups decide where the money goes.These student groups can utilize the Milk Run tofund-raise for internal school needs or donate to alocal charity.
Please refer to the attached PR and Mediarelations section in this kit for further guidance andassistance in leveraging your community andmedia in your fund-raising efforts. (SeePromotional Media Relations, pages 22–27)
You Raise – You Choose Charitable donations are an important aspect ofthe traditional Milk Run. Some schools in ourprovince though, need a little support of their own.
This year your school can either raise funds for aprovince-wide charity, for an organization withinyour community or funds can go to things that yourschool needs – such as athletic equipment, newteam uniforms or graduation.
Administration Fund ApprovalMoney raised for internal school needs must firstbe approved by your school’s administration.Follow up with the head of your administration foryour school’s fund approval process.
Below are some examples of possible fundraisingmechanisms. Remember, these funds can be usedinternally or given to charity.
■ ‘Milk Included’ Bake Sale: Have students andteachers bring healthy baked goods for sale atlunch hour. The key ingredient must be MILK!This should be a week-long noon hour sale andeach grade can be responsible for a day of theweek.
■ Lunch Hour or After School Intramurals:students bring a buck or two or three and theycan use the gym facilities as they choose duringlunch hour or after school! Basketball, floorhockey or set up their Obstacles Course earlyand practice up for April 21st, 2004!!
■ Student VS Teacher Showdown: Get yourschool sports teams (basketball, volleyball,soccer etc.) to challenge teachers! Noon hourgames, all students and teachers welcome andmust pay loonie or toonie to watch. Use PAannouncements to promote it.
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3. (B) CHARITY AND FUNDRAISING COMPONENT
■ Community Dance: Approach a localcommunity centre or your own school to hold a School Dance. Everyone pitches in, bringsmusic, decorations or whatever else is handy.Attendees pay a cover charge.
■ Recycling: Get out in your community andcollect recycled cans or bottles and of coursemilk jugs. This could be a grade by gradechallenge.
■ Car Wash: If weather permits – grab yourhoses, suds and scrubbers and head to a localcommunity center or gas station. Great way toget active, showcase your school spirit andraise 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 theMilk Run (or month), a time to fundraise. This willgive students ample time to bring donations, allowmore time to raise AND gives you an advantage to WIN our ‘Top Fundraising School’ prize! (Seesection 4).
Past Milk Run™ Causes For the past 25 years, the Milk Run has raisedclose to $800,000 in cash donations. The followingare some provincial charities proceeds have beendonated to:
■ Disabled Skiers Association of BC for theprogram, “Reaching out: Connecting withDisabled Children in BC”
■ Sport Ability (CP Sports) – Summer Sports Camp Program
■ BC Wheelchair Basketball – Junior ProvincialTournament
■ BC Blind Sports/CNIB – Bowen IslandSummer Camp
In 2004, we want to up the fundraising ante.BC Dairy Foundation has created some incentivesto get schools to increase fundraising efforts.As part of the prizing and incentive structure,BC Dairy Foundation has committed to match thefundraising efforts of the school that raises themost amount of money for their charity of choiceup to a maximum of $750 cash. (See Prizing andIncentives, pages 19–20)
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“THE VIDEO AWARDS”
One of the most exciting new features of thisseason’s Milk Run is the introduction of the 2004Milk Run™ Video Awards. The Awards are set upto get your school’s creative juices flowing whileshowcasing your school spirit and desire to be #1!
The video contest is directly integrated into MilkRun 2004: The Ultimate Challenge and is a platformfor students to create and direct a video that bestdemonstrates their school’s spirit, dedication to theMilk Run, its athleticism and its all out craziness!
Not only is your Challenge to make the mostvisually stunning video, documenting the daysevents, but be creative and unique in yourproduction, as you will compete against schoolsfrom across BC! One winner will be chosen fromeach of the seven zones. The winner from each of those zones, and 3 Wild Card entries, will thengo on to be judged both by students and finally apanel of celebrity judges! The selected winningschool will run away with a $10,000 ShoppingSpree from Wilson Team Sports for your school,PLUS A Chance to win NEW RUNNING SHOES FOR EVERY PARTICIPATING STUDENT IN YOURSCHOOL! (See Prizing and Incentives, pages 19–20)
What Are We Looking For?
There are some specific criteria we will belooking for that you should include when producingyour video.
Milk: Since this is the Milk Run, we’d like to seeyour most creative usage of milk, and/or anythingassociated with milk on screen! Be creative.
Spirit: We want to see your school at its prime.Create cheers, showcase your school colors, dowhatever it takes to set your school apart from 200other schools chasing the same dream.
Athleticism: The traditional message of, get outand get active, still holds strong in the UltimateChallenge and we want to see your school sweat!
Editing: We expect videos to be as slick andprofessional as they can be. The production of thevideo has as much weight in the judging processas content. Make sure to get your New MediaDepartment involved.
Judging Process
Schools who submit videos will go through a two-step judging process. One winner will be selectedfrom each of the school zones. The Grand Prizewinner will be chosen through an online votingprocess.
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)
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3. (C) THE NEW MILK RUN™ 2004 — THE VIDEO AWARDS
How to Submit Your Entries?
Once your school has created their video theymust submit it on time and to the right location. Allvideotapes MUST be submitted by May 12th, 2004(see Video Component check-list). They can beforwarded to:
Brad Baumann MILK RUN 2004, Program CoordinatorSuite 1600777 Hornby Street Vancouver, BCV6Z 2T3
Video can be sent in a variety of formats:■ VHS Video Tape■ MPG (Digital)■ Mini-DVDPhoto entries will also be accepted for other PrizeCategories (please let Program Coordinator know ifyou will be making submissions by photos)
Video Production 101
Here is a list of web-sites students may wish torefer to should they need some help with the videoproduction. 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 withthe production of the video. To keep things moreorganized we suggest dedicating a group ofstudents to take on the production. Here are somegood options.
Leadership Class: These classes are usuallycomprised of students from a cross-section ofstudent life – different grades and ages. They takedirection from student council and help organizeevents or other school functions. These classesare found in most BC schools and would be thegroup most likely to take on this challenge.
Aspire Programs: These classes or programs runmuch like the leadership classes. They encouragestudents to get involved in activities at theirschools and in the local community. This is a greatopportunity for new experiences and instruction inaudio and video production.
Audio/Video Club (New Media Club): Should workclosely with Leadership or Aspire classes tocoordinate the shooting, editing and submission ofthe video.
Journalism Class or School Newspaper: Have astudent in your school who is an aspiring reporteror news correspondent? Get them involved! Havethem create a ‘Newscast’ from the day’s events(i.e. Milk TV!)
Our wish is to have all students from all parts of theschool working together on the video project.
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If your school does not have the capacity to recorda video, be sure to document the event with photosand submit them in a creative way by MAY 12th,2004. This is your school’s chance to qualify forsome of the prize categories.
IMPORTANT DISCLAIMER (Please Read Carefully)
As video submissions may be viewed on-lineand/or broadcast on television, it is theresponsibility of your individual school and MilkRun Video Awards Coordinator to inform parentsand/or guardians that their child may bevideotaped for the intent of promotional purposes.
Please read and understand the 2004 Milk Run™Video Awards Rules and Regulations. It isimperative that an adult supervisor or teacher readand sign the consent section of rules andregulations so students may compete.
Should you have questions or concerns callBrad Baumann, Program Coordinator,Milk Run 2004: The Ultimate Challenge.
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The Milk Run Video Award Grand Prize
Create a Video and WIN! As the Milk Run VideoAward Grand Prize winner, not only will you get theprovince-wide recognition of being the coolestschool with the most spirit – You will also win a$10,000 shopping spree for new athletic gear fromWilson Team Sports for your school. So whetherit’s new uniforms, basketballs, soccer balls orwhatever your school needs to get out and getactive – this will help keep your school spirit alive.But remember – you need to submit a video toqualify for this category!
Shoes for Your School BONUS
As the Grand Prize winner – your school also hasthe chance to win new shoes for everyone whoparticipates in the Milk Run (valued at up to
$50,000). Your school will select one participant to make a free throw basketball shot from halfcourt into a tub of milk – if he or she hits it (mustland and stay in) all those in the Milk Run will be outfitted with new shoes from the BC DairyFoundation – to keep them running until Milk Run 2005!
Best Course Design & School Spirit
It’s up to you and your school to design theUltimate Challenge. Get out, get active, make it fun, make it different and WIN. If your school isselected to have the best course and school spirit,then your school will win a $750 Milk Run AthleticGear Shopping Spree from Wilson Team Sports.Show us your video or show us pictures to qualifyfor this category.
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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 Spreefor your SchoolPLUS A Chance to win a pair of NEW RUNNING SHOES FOREVERY 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
*
Highest Number of Participants
Big school, small school, it doesn’t matter.The criteria for this category is about getting thehighest percentage of participants from yourschool enrolled and running with the most spirit.The school with the best display of both of thesewill win a $750 Milk Run Athletic Gear ShoppingSpree from Wilson Team Sports. Show us yourvideo or show us pictures, plus your registrationlist to qualify for this category.
Best Usage of Milk
The school that best incorporates milk into theirMilk Run activities will win a $750 Milk Run AthleticGear Shopping Spree from Wilson Team Sports.Get creative with it and have fun. Show us yourvideo or show us pictures to qualify for thiscategory.
Top Fund-Raising School
The Milk Run is about getting out and gettingactive and raising money for your cause. BC DairyFoundation will donate $750 to the school thatraises the most money for their cause.
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DAY OF EVENT EXECUTION
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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
YOUR MANUAL FOR GENERATINGPUBLICITY FOR YOUR MILK RUN 2004:THE ULTIMATE CHALLENGE
As a participating school of the Milk Run™2004:The Ultimate Challenge you will enjoy the benefitsof a campaign designed to create publicawareness for this event and your cause.To further create awareness of your Milk Run,we have developed an easy-to-follow manual toassist 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’ listingsof your Milk Run in daily/community/weeklynewspapers, radio and TV
■ A media alert/photo opportunity release toencourage TV cameras and printreporters/photographers to attend yourMilk Run
■ A customized fax cover sheet to use whenfaxing the media
■ A fill-in-the-blank pre-written post-Milk Runpress release that can be sent to your localmedia to inform them of the success of yourMilk Run
Remember to try and follow the timeline tomaximize publicity – the more coverage andawareness you can get, the more cash you raisefor your cause! Try getting journalism or marketingstudents to help.
Easy-to-Follow Instructions OnApproaching Media
The following materials will assist your school increating public awareness for your Milk Run inadvance, on the event day and post event.The pre-written materials are designed for youto customize.
Community Calendar Listing
A community calendar listing is distributed to localnewspapers, radio and TV stations to obtain ‘free’listings. Listings are usually found in newspapersunder a variety of headings such as CommunityEvents, Events Guide or What’s Happening. Onradio and TV, they are usually mentioned in AroundTown/Community Calendar reports.
Events tied to a charitable cause, will usuallyreceive good print, TV and radio mentions.
The following four-step process will assist you inapproaching the media:
TIMING: As community calendar sections havevarious lead times, it is recommended that thecommunity calendar listing release be distributed2 weeks prior to your Milk Run (April 7th) toensure optimal pick-up. To be sure, you mayconfirm lead times when you make your initialcalls in Step 1, item 3.
STEP 1 – PREPARING YOUR MEDIA LIST
■ Make a list of newspapers, radio and TVstations in your community.
■ Obtain telephone numbers of the media outlets(main switchboard numbers for each media
PROMOTION
AL MEDIA RELATION
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6. PROMOTIONAL MEDIA RELATIONS
outlet can be found by looking in your localtelephone directory)
■ Contact the appropriate media outlets to obtainthe name of the calendar listing or listings editorand the appropriate fax number designated tothe editor. Should the media outlet not have aspecific listings editor, explain that you wouldlike to send a community calendar listingrelease and require the name of the appropriateperson handling listings (Please note: not all TVstations have a listings segment)
STEP 2 – CUSTOMIZING YOUR MATERIALS
■ Customize your community calendar listingrelease to reflect your school, Milk Runlocation, timing, cause, etc. (see attached)
■ Fill out the customized fax cover sheet (seeattached)
STEP 3 – DISTRIBUTING YOUR MATERIALS
■ Fax the cover sheet and community calendarlisting release to the appropriate contactperson. Note that not all faxes reach theirdestination, you may have to re-fax your listingso save your fax cover sheet
STEP 4 – CONTACTING THE MEDIA
■ Prior to contacting the media, review yourrelease so you know your facts and can answerthe media’s questions
■ Contact the appropriate person and identifyyourself. Ask if they received your listing, if theyhave had an opportunity to review it and if theyare planning to include your Milk Run event intheir listings section
Media Alert / Photo Opportunity
A media alert/photo opportunity is distributed toassignment or photo editors at localdaily/community/weekly newspapers and news orassignment editors at local radio and televisionstations to obtain reporters, photographers orcameraman at your event. A media alert/photoopportunity announces your event to the mediaand is intended to generate a print story/photo ofyour event, a radio report or television coverage onthe evening news.
A media alert/photo opportunity, which details anevent tied to a charitable cause, is usually fairlysuccessful in encouraging a media outlet to send areporter or photographer or cameraman to eventslike your Milk Run.
The following five-step process will assist yourgroup in approaching the media:
TIMING: It is recommended that the media alert bedistributed 5 days (April 16th) prior to your Milk Runto ensure it is filed with other events taking placeApril 21st in your community
STEP 1 – PREPARING YOUR MEDIA LIST
■ Compile a list of daily/community/weeklynewspapers, radio and TV stations in yourcommunity
■ Obtain telephone numbers of the media outlets■ Contact the media outlets to obtain the name
and appropriate fax number of the assignmentand photo editors at daily/community/weeklynewspapers and news/assignment editors atlocal radio and TV stations
PROMOTION
AL MEDIA RELATION
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STEP 2 – CUSTOMIZING YOUR MATERIALS
■ Customize your media alert/photo opportunity toreflect timing, a brief paragraph about yourschool, 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/photoopportunity to the appropriate contact person.Note that not all faxes reach their destination,you may have to re-fax your media alert/photoopportunity so save your fax cover sheet
STEP 4 – CONTACTING THE MEDIA
■ Prior to calling the media, review your releaseso you know your facts and can answer themedia’s questions
■ Contact the appropriate person and identifyyourself. Ask if they have received the alert,if they have had a chance to review it and ifthey are considering sending a reporter,photographer or cameraman to cover theMilk Run
■ Document the results of your dialogue with themedia so your school is aware of media whowill be attending the Milk Run
■ Bring additional copies of the media/alert photoopportunity with you on-site, should thereporter/photographer/cameraman requestinformation.
STEP 5 – FOLLOWING UP WITH THE MEDIA AFTERYOUR MILK RUN
■ A week before your Milk Run, call you localcommunity newspaper to obtain the name ofthe community affairs reporter/local news/cityreporter and their fax number.
■ After your Milk Run is completed, fill in yourresults in the areas indicated in the customizedpost-Milk Run release (see attached)
Timing is everything! Fax your release to your localpress the day following your Milk Run on April 21
Call the reporter the day after you faxed therelease (Friday) to make sure it was received andto answer any questions he/she may have aboutyour Milk Run. This step will further encourage themedia to provide post coverage of your Milk Run!
PROMOTION
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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
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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
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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
OUR STORY
BC Dairy Foundation [BCDF] is a not-for-profitorganization with the mandate of increasing percapita consumption of milk in British Columbia.Since 1974, the Foundation has developed anddelivered leading edge nutrition education pro-grams for many thousands of school children. Inaddition, the Foundation markets and promotesfluid milk and cream. The Foundation is funded bythe milk producers in the province and does notreceive any government funding.
ABOUT BC DAIRY FOUNDATION
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7. ABOUT BC DAIRY FOUNDATION
Brad BaumannMilk Run 2004 Program Coordinator
1600 – 777 Hornby St.Vancouver, BCV6Z 2T3
Office 604-640-4349Fax 604-640-4343Cell 604-306-1816
EMAIL: [email protected]
CONTACT IN
FORMATION
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8. MILK RUN™ 2004 CONTACT INFORMATION
MILK RUN™ 2004: THE ULTIMATECHALLENGE: VIDEO AWARDSOFFICIAL 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 & PROCEDURESAcceptable Formats: DVD, VHS, or MPG (digital) Schools to submit only one video. A COMPLETEDentry form must accompany that submission.
The video must be sponsored by the Milk Runteacher/organizer in your school. Permission forBC Dairy Foundation’s Milk Run to use an excerptfrom any accepted form (not exceeding twominutes), for promotional purposes, is consideredgranted unless otherwise noted. DVDs, mini-DVDtapes and VHS tapes used for judging/screeningsWILL NOT be returned.
If music or other copyrighted materials are used thennecessary permission and waivers must be grantedto permit broadcast of such materials. If requested,the organizers (BCDF) may require proof that allcriteria have been met. The judges will be selectedby BC Dairy Foundation and their decision shall be deemed final.
The contact person listed on the Entry Form isresponsible for any and all licenses, releases andpermissions needed to screen the video. Theorganizers are not liable for any 3rd party actionstaken for unauthorized screenings, due to the factthat the release information was not supplied tothe organizers.
JUDGINGEach video will be viewed by a minimum of 2judges. They will critique each video and forwardthe rating to organizers management. The ratingsare 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 Foundationmanagement will use the judge’s scores todetermine the awards. The judges will be selectedby BC Dairy Foundation and the judges’ decisionsshall be deemed final.
NOTIFICATIONThe top 10 finalists will be notified by May 18th,2004 if their video made the shortlist. The winnerwill be announced mid-June and will be notifiedpromptly.
SHIPPING INSTRUCTIONSShip all entries to BC Dairy Foundation’s Milk Run,c/o Brad Baumann TrojanOne. Suite 1600 – 777Hornby 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 DairyFoundation’s Milk Run must be received beforeMay 12th, 2004.
**The organizers are not responsible for entriesthat are received damaged and all videos willbecome the property of BC Dairy Foundation.**
PRIZINGThe winning schools will receive their prize incredit from Wilson Team Sports based on themanufacturer’s suggested retail price of the goods.
APPENDIX
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APPENDIX
DISCLAIMERNeither BC Dairy Foundation’s Milk Run, anysubsidiary, affiliate nor any of their respectiveemployees, agents or volunteers will beresponsible for: (a) any late, lost, garbled,misdirected, incomplete, or damaged entries; (b)any Organizer’s disruptions, injuries, losses ordamages caused by events beyond the control ofthe BC Dairy Foundation’s Milk Run; or (c) anyprinting or typographical errors in any materialsassociated with the Organizers. By entering theOrganizers, the entrant grants to the BC DairyFoundation’s Milk Run and affiliates the right to useand publish the entrant’s proper name, video title,and awards won on-line and in any other media inconnection with the Organizers, unless prohibitedby law.
APPENDIX
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THE VIDEO AWARDS ENTRY FORM
Each Milk Run Video entered into the contest must be accompanied by an entry form, completedby either the Milk Run Coordinator or Milk Run Supervisor (18+); this person will be consideredthe ‘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: ________________________________________________________________________
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Video Information:
In a few words, tell us about your Video Production Team (Who will be involved? What tools willyou use to produce it? How much time will you spend on producing the video?)ORWhen your video is complete, please send us a few words describing the video productionprocess. (Who was involved? What tools did you use to produce it? How long did it take toproduce?)______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
As entrant in this year’s 2004 Milk Run™ Video Awards, my school and all those involved inthe production of the video understand and agree to all Rules and Regulations outlined in theMilk 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 BaumannTrojanOne Inc. Suite 1600777 Hornby StreetVancouver, BC, Canada, V6Z 2T3Phone: 604.640.4349 Cell: 604.306.1816 Fax: 604.640.4343