This just in from the Department of See Ya Later Boone:
Dear University of Denver Alumni,
Our current students have a strong desire for an official mascot that everyone can embrace, and can be a catalyst for expanded spirit on and off campus. Without an official mascot since 2008, the University of Denver is not benefitting from the powerful tradition and unifying spirit that an official mascot contributes to the entire community.
It has always been our plan to honor the rich history of past DU mascots as we segue toward a new official mascot that will become a part of our great Denver Pioneer tradition. The time to move forward is now, and we invite you to engage in the process.
It is our goal and the students’ goal that all voices will be heard, as the new mascot will represent the extended community and should be built on a wide range of input. The purpose of this communication is to clarify and provide detailed plans for the research process we will follow. We heartily encourage you and your fellow alumni to participate in this important community effort.
This document will:
1. Inform you about all the steps of the research process
2. Announce the Steering Committee that has just formed
3. Show you how you can participate
4. Provide next steps and what to expect
This detailed outline of the research process is the first of several updates that you will receive throughout the spring and summer.
The research and design support for this development is being staffed with marketing and mascot design professionals, who will assist our mascot steering committee. As an extension of the student task force that was formed in January, this mascot steering committee was formed this week and consists of alumni from several generations, faculty/staff representatives, as well as graduate and undergraduate student leaders from across our campus.
The mascot development process has just begun, and we want and need your input and involvement in helping achieve our goal of finding a new Denver Pioneer mascot character that everyone can embrace. Please see the process outlined below, and we look forward to working with you.
If you have any questions or care to share a comment, please feel free to write me at
DUmascot@du.edu.
Regards,
Kevin A. Carroll
Vice Chancellor- Marketing & Communications
Some basic facts about the Mascot Development Process
• It was never in question that we are, and will remain, the Denver Pioneers. Our nickname as “Pioneers” has been in place since 1925.
• It was never in question that our school colors are, and will remain, Crimson and Gold.
• Our current athletic logos, the Denver arch and interlocking DU logo will also remain a part of our visual identity. This has never been in question.
• The Denver Boone mascot has not been our mascot since 1998. Boone, as well as our other historic mascots such as Ruckus, Pioneer Pete, and other historic spirit marks has been a part of our DU Pioneer spirit experience for generations. They will remain a part of our spirit heritage, and will be honored in an historic context forever.
• Since 2008, we have not had an official mascot since Ruckus was retired.
• Today, our students are coming forward to request the development of a new mascot character that represents the Denver Pioneer of today and the future. This new mascot will create a unifying symbol of our University spirit, and a sense of belonging for the entire University community.
• Our research process just begun last week. It is being professionally managed by the Stratfix firm to gather input and ideas from across the University community. This is the same firm that assisted us with the development of our successful new University logo.
• Once a new mascot is chosen, the only new element of our spirit program that is changing is the mascot costume and related visual identity to be created for printed merchandise (t-shirts, mugs).
The Steering Committee and how the research process will work
The University’s Marketing & Communications division, along with a professional research team will follow a specific process to collaboratively develop the future of the DU mascot character with a variety of stakeholder groups. This is a similar process to the one that led to our successful new University “shield” logo.
This project will be self-funding. The upfront dollars for this project will come in part from the student government funding and part from a University fund. These upfront funds will be repaid from royalties the University will receive through the sale of new mascot merchandise.
As an extension of the student task force that was formed in January, a new mascot steering committee, formed this week, will consist of alumni from several generations, faculty/staff representatives, as well as graduate and undergraduate student leaders from across our campus. They will guide the research process. At the end of the process, the mascot steering committee and student government will recommend a final, tested mascot to the Chancellor and Board of Trustees for approval (see phase 4, below). The timing of the entire research project will continue through May 31st, and is broken into four phases.
PHASE 1: April 3rd through April 26th: Qualitative Exploratory and Concept Development
o Through one-on-one interviews, in-person focus groups, internet based focus groups, and open forums touching hundreds of alumni, students, faculty, and staff, the researchers will use this qualitative exploratory to gather ideas and attributes from the community that they feel should be incorporated into the Denver Pioneer mascot character.
o From this gathering of ideas, the mascot steering committee will work with the researchers as well as a professional graphic artist and writing team to develop initial mascot concepts. These are paragraph-long descriptions of different character ideas.
o These mascot concepts will be brought back out to one-on-one interviews, in-person focus groups, internet based focus groups and forums for feedback and input from the community.
o See chart below a summary of Phase 1 activity
HOW YOU CAN PARTICIPATE: PUBLIC OPEN FORUMS
Please attend one of these forums as just one way to share your input and ideas as we begin this process together:
4/11 Thursday, 7-8pm – Driscoll Student Center, Rm. 1864
4/16 Tuesday, 7-8pm – Anderson Academic Commons*, Room 304 “the loft”
4/18 Thursday, 7-8pm- Anderson Academic Commons*, Room 304 “the loft”
4/22 Monday, 7-8pm – Anderson Academic Commons*, Room 304 “the loft”
4/23 Tuesday, 7:30-8:30pm- Anderson Academic Commons*, Room 304 “the loft”
* Formerly known as Penrose Library
Metered on-campus parking is available on the north side of the Mary Reed Building, 2199 S. University Blvd.
NOTE: If you are outside of Denver and/or wish to participate in the internet focus groups instead, please contact us at:
DUmascot@du.edu.
PHASE 2: April 28th- May 7th: Concept Refinement
o Based on the input received, the mascot steering committee, professional graphic design and writing teams will refine the preferred concepts, and further narrow down the options.
PHASE 3: May 10th- May 24th: Quantitative Testing, Refinement and Recommendation
o The final refined concepts from this process will each include a narrative and drawing, and will be tested quantitatively via an online survey to all DU students, alumni, faculty and staff. Key community members will also be surveyed. Each concept will be tested in a monadic process in which each will be evaluated on its own merits, against industry standard baseline success criteria. The concepts will not be voted against each other. Based on the results of the quantitative testing, either further refinement will be required, or a successful final concept will be identified for recommendation
o The mascot steering committee and student government will recommend a final mascot to the Chancellor and Board of Trustees for approval.
PHASE 4: Fall Semester of 2013: Evolution of DU’s mascot event
o A mascot evolution event for all our historic mascots will take place on campus. This event will celebrate the invaluable roles mascots have played in shaping the University’s history as we look back and honor our University history and traditions. At that time, a Celebration to introduce our new mascot will also take place on campus.
