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)
- Promote a Positive Game Environment
- Encourage crowd enthusiasm in a respectful, non-disruptive way.
- Support your team without mocking or antagonizing the opponent.
- Demonstrate Respect
- Show respect for opposing teams, mascots, fans, and game officials.
- Avoid physical or verbal confrontations, including mimicking or taunting.
- 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.
- 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.
- Follow Venue and Institutional Guidelines
- Stay within designated mascot areas unless invited elsewhere.
- Abide by school and conference codes of conduct.
- 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)