Freddy the Falcon Brand and Engagement Guidelines

Freddy’s Brand Identity

Mascot Name: Freddy the Falcon
Species: Falcon (Peregrine-inspired, symbolic of speed, power, and precision)
Pronouns/Gender: Freddy is non-gendered — a mascot for all Falcons. Refer to Freddy using they/them/their pronouns in all official contexts.

Character Traits

  • Fierce, but friendly
  • Loyal, energetic, and campus-proud
  • Approachable for all ages
  • Silent, expressive, and animated in action
  • Committed to embodying Falcon values: courage, determination, inclusion, and pride in public education

Purpose and Scope

Freddy serves as:

  • Brand ambassador-in-chief: A living symbol of Fitchburg State's spirit, values, and community pride
  • Student engagement catalyst: Energizing campus events across divisions—from Welcome Week to Commencement
  • Community connector: Representing Fitchburg State University in civic parades, school visits, and regional partnerships
  • Recruitment and alumni engagement tool: Appearing at admissions events, reunions, and high school visits

Core Behavioral Expectations for Mascots (NCAA-Aligned)

  1. Promote a Positive Game Environment
    • Encourage crowd enthusiasm in a respectful, non-disruptive way.
    • Support your team without mocking or antagonizing the opponent.
  2. Demonstrate Respect
    • Show respect for opposing teams, mascots, fans, and game officials.
    • Avoid physical or verbal confrontations, including mimicking or taunting.
  3. No Physical Contact with Opponents
    • Mascots should never initiate physical contact with players, coaches, fans, or other mascots unless part of a pre-approved, choreographed interaction.
  4. Avoid Unsportsmanlike Behavior. Do not engage in:
    • Mocking or mimicking opponents.
    • Obscene or suggestive gestures.
    • Inappropriate use of props or signs.
    • Storming the field or court at unauthorized times.
  5. Follow Venue and Institutional Guidelines
    • Stay within designated mascot areas unless invited elsewhere.
    • Abide by school and conference codes of conduct.
  6. Safety First
    • Always ensure the safety of yourself, players, and spectators.
    • Avoid stunts or actions that could lead to injury or interruption of the event.

To preserve the Mascot Mystique ("In-Character Protocol")

  • Freddy never speaks in costume
  • Freddy’s gestures should be exaggerated and expressive to convey emotion without speech
  • Freddy should never remove any part of the costume in public view
  • Freddy does not check phones, take selfies (from the inside), or break character during appearances
  • Freddy waves, dances, claps, cheers, and interacts playfully with guests—especially children
  • Freddy must be respectful and inclusive in all movements—no aggressive gestures, no lewd or suggestive dancing, etc.

Examples of Violations

  • A mascot tackling or interfering with a player.
  • Taunting opposing fans or mascots.
  • Using props to provoke or insult the opposing team.
  • Involvement in on-field/court altercations or disruptions.

Student Employee Guidelines

Eligibility:

  • Enrolled Fitchburg State students in good academic standing
  • Physically capable of performing in costume (athletic background preferred, not required)
  • Willing to maintain confidentiality about their role
  • Able to transport themselves to appearances on time

Training/All Freddy perfomers must undergo: 

  • Orientation and choreography training
  • Brand values session with Marketing and/or Admissions
  • Heat-safety and emergency protocol training
  • Periodic performance reviews and check-ins

Confidentiality and Safety:

  • Identities of Freddy performers are protected during their term of service
  • Breaks must be scheduled every 20–30 minutes during appearances, depending on conditions
  • A “Freddy Handler” must accompany Freddy at all off-campus or high-attendance events (this can be a staff member or trained peer)
  • If Freddy feels unsafe or unwell, they must discreetly signal the handler to exit the scene

Event and Appearance Management

Booking Freddy:

  • Requests for Freddy’s appearance should be submitted via a centralized form at least 2 weeks in advance 
  • Appearances are prioritized by impact and brand alignment, not just availability
  • Events may be coordinated through:
    • Marketing and Communications
    • Enrollment Management
    • Student Affairs
    • Athletics
    • President’s Office

Freddy at Athletics:

  • Freddy should attend at least 1–2 games per varsity sport per season, with priority given to Homecoming, Senior Days, and Championships
  • Freddy may appear with the cheer team as coordinated by Athletics

Freddy at Student Life and Academics:

Freddy should appear at:

  • Convocation and Commencement (select portions)
  • Move-in Days/ Week and Accepted Students Days (Orientation, Open Houses, other events – Falcon Express, etc.)
  • Academic showcases, open houses, other elevated events

Freddy in the Community:

Freddy should attend:

  • Fitchburg Civic Days/4th of July Parade (with President? Could Freddy ride?)
  • School visits (when invited with Admissions or through K–12 partnerships)
  • Select North Central Massachusetts Chamber of Commerce or partnership events

Appearance Guidelines and Costume Care

Suit Maintenance:

  • Stored in a dedicated, climate-controlled, and locked location
  • Cleaned weekly (or after every 3 uses) using appropriate sanitizing products
  • No eating, drinking, or smoking in costume
  • Use cooling vests and fans as needed inside the costume (especially in warm weather)
  • Costumes housed in Athletics and Marketing and Integrated Communications

Appearance Policy:

  • Freddy should look pristine at every appearance: no rips, tears, stains, or sagging pieces
  • Any performer who damages or misuses the costume may be removed from the rotation

Social Media and Marketing Integration

Content Strategy:

  • Freddy is a featured social media presence (Instagram Reels, TikTok, YouTube Shorts)
  • Content should always preserve the character’s voice (silent, playful, meme-worthy)
  • Freddy may "react" to trends, participate in dances, or engage with student content (e.g., duets, challenges)

Mascot Mondays:  Feature Freddy weekly on social with campus shoutouts, dance-offs, or visits to student org meetings
Freddy Fridays: Weekly community engagement or spotlight post (e.g., “Where’s Freddy now?” series)

Voice Guidelines:

  • Freddy’s voice is nonverbal, but their "persona" on social is fun, bold, and full of school pride
  • All Freddy captions/posts should use “we” language (e.g., “We’re flying into Falcon pride!”)

Oversight and Collaboration Model

Mascot Management Team (MMT)

Cross-divisional team responsible for:

  • Scheduling appearances
  • Managing costume inventory and repair
  • Selecting and training student performers
  • Approving Freddy social media content

Proposed representation:

  • Marketing and Communications (Lead Coordinator)
  • Enrollment Management
  • Athletics
  • Student Affairs
  • University Events
  • One trained Freddy “alum” student (as peer mentor)

Measuring Success and Evolving Freddy’s Role

Metrics for Mascot Engagement:

  • Number of appearances (athletic, student life, community, admissions)
  • Social media impressions and engagement
  • Student employee satisfaction and safety reports
  • Visibility in regional press and earned media
  • Campus climate feedback (esp. among first-year students and alumni)