This football season, there’s a new Zeke the WonderDog catching Frisbees at Spartan Stadium — and for the first time in the tradition’s history, Zeke is female.
Cindy Lou officially became Zeke V last spring, continuing an MSU tradition that has entertained generations of Spartan fans. As Cindy Lou takes the field this fall, a team of ComArtSci students is helping shape how fans get to know Zeke V beyond her appearances at Spartan Stadium.
Junior public relations major Lauren Kotrych serves as account manager for Zeke’s Creative Team through MSU’s chapter of the Public Relations Student Society of America, or PRSSA. The seven-student team works directly with Zeke’s owners, Jim and Terri Foley, on social media, appearances, media relations, merchandise, website updates and other aspects of Zeke’s public presence.
“The pressure is definitely on,” Kotrych said. “Every Spartan student, alum and fan knows Zeke the WonderDog, so having the opportunity to help manage the PR for such a recognizable MSU tradition is both exciting and a big responsibility.”
Shaping the ‘Queen of the Field’
Kotrych serves as the main point of contact between the student team, the Foleys and others interested in working with Zeke. The team meets regularly with the Foleys to discuss goals, appearances and content, with students specializing in digital strategy, design, external affairs, media relations and social media.
One of their priorities this fall is establishing Cindy Lou’s own personality while preserving what fans already know and love about Zeke.
The team has dubbed her “The Queen of the Field,” incorporating crowns, pink accents and phrases such as “Bow Down” into social content surrounding her appearances.
“At the end of the day, Zeke will always be known for catching Frisbees and bringing smiles to Spartans everywhere; this one just happens to be a girl,” Kotrych said.
Other pieces of the Zeke identity remain unchanged. The team continues to feature the familiar bandana and orange Frisbee that fans have come to associate with the WonderDog.
During football season, students promote Zeke’s Spartan Stadium appearances on social media and collaborate with partners including MSU Athletics and MSUFCU to reach fans.
Breaking the news
ComArtSci students were also involved when Spartan fans first met Cindy Lou as Zeke V.
Senior public relations major Mya Moorhous helped share the announcement through her job as a PR and marketing associate at The State News. Working with the previous Zeke Creative Team, Moorhous wrote a press release announcing Zeke V and helped with content surrounding the transition.
The project she is most proud of is a limited-edition newspaper that announced Cindy Lou and shared the history of the WonderDogs.
“It was an absolute honor that Terri and Jim chose The State News to announce Zeke V,” Moorhous said. “Having the opportunity to announce such huge news to Spartans really was special.”
The work has also given both students a chance to use what they are learning as ComArtSci public relations students with an established brand and audience.
Moorhous has drawn from courses in media relations, audience strategy and social media management. For Kotrych, managing Zeke’s PR has meant communicating directly with clients, coordinating a team and making decisions knowing the resulting work will be seen by Spartan fans.
“Nothing quite prepares you for the fast-paced, real-world nature of PR like actually working with a client and being responsible for the work you’re putting out into the world,” Kotrych said.
And after months spent thinking about Cindy Lou’s brand, Kotrych and her team are getting to watch the “Queen of the Field” take on the role Zeke is best known for: catching Frisbees in front of Spartan fans on football Saturdays.
By Claire Dippel