1998 Volume 121 No 1–4 - Phi Delta Theta Scroll Archive

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With a name like Smuclcer's The advertising campaign that helped make "Smucker's" a household word almost didn't happen. Paul Smucker closes his eyes as he recalls the day in 1959 an advertising agency from Cleveland called to see if the then-remote Smucker's was interested in advertising. "We're not advertising minded," Smucker said to the ad agency, but he told the firm's owner if he were in the neighborhood to stop by. Paul Smucker knew his father, Willard wasn't a big fan of advertising agencies. But, not long after Wyse visited and was rebuffed by Willard and politely turned down by Paul Smucker, the younger Smucker realized some modest advertising was needed to help the company's new Salinas, California, plant operate at capacity. A few years later, when Smucker's wanted to attack the New York market. Paul Smucker asked Wyse to help. "He told me 'you've got a lousy name'" Smucker says. Wyse knew a few letters added to "Smucker" would make it a New York ethnic slur. But, since changing the name of the company was out of the question, Wyse decided to have fun with it. Hence the now-famous slogan "With a name like Smucker's, it has to be good." Smucker brought the proposal to the board, mostly made up of people sharing his last name. "There was dead silence in the Pfipip' room," Smucker says. "But then, someone asked 'do you think it might have something to do with increased dividends in the future'" "I said 'yes,' and they approved it." Some years later, Wyse wanted to take advantage of Paul Smucker's pleasant personality and put him on television, much like Colonel Sanders' commercials for his famous chicken. Smucker demurred. "Well, I don't have a beard and he (the Colonel) did a good job," Smucker says. "I don't have that makeup, and I might as well admit it." The shy Smucker did, however, appear live on the JVly grandfather told me, if you put quality in your jars, that's what you'll sell. We don't need a consultant to tell us that." Tonight Show with Johnny Carson to advertise Smucker's ice cream toppings. A flashyCEO Smucker is not. True to his Mennonite roots, he has never drunk alcohol or smoked. He can be credited with most of the company's success, but you won't hear him tell you about it. Smucker's has more than $500 milhon in yearly revenue, yet it's "our little company" when he refers to Smucker's. "I always have to say it's a team effort. I, independently, can't do it." His sons are equally humble. When asked what it's like to have a name that's a household name, Tim Smucker smiles and says: "It's a household name in our house." The current advertising campaign features actors cast to look like Tim and Richard as children. At Old Miami As a quiet kid from a small Ohio town, Paul Smucker could have easily been intimidated by the scene at Miami University in the late 1930s. But a friend from Orville invited him to the Ohio Alpha house, and he was soon a brother. He says membership in Phi Deha Theta helped him get acclimated to college life. "It opened my eyes because I was fairly square," Smucker says, drawing a box in the air with his fingers. "It allowed me to relate to different people. We each had a different background. We were able to mix better because of the Fraternity. It was the buffer that really started my education, no doubt about it," Smucker says. "I do owe something to Phi Delta Theta." The former Ohio Alpha pledgemaster has some advice for Phis of today: "He ought to have in mind a long-range goal. He should clearly understand what he wants to focus on; then, he must present himself well and get quality results," Smucker says. And, with a name like Smucker and a century-old tradition of quality, he knows what he's talking about. http://www.phidelt-ghq.com THE SCROLL WINTER 1998 19
Page 2 and 3: FROM THE ARCHIVES The 1960 winter g
Page 4 and 5: LETTER5 Last call for alcohol-free
Page 6 and 7: THE CARDINAL PRINCIPLES sity in Nor
Page 8 and 9: ALUMNI NOTES High-climbing Phi Colo
Page 10 and 11: ALUMNI NOTES Club reports Kansas Al
Page 13 and 14: Phi and literary great Louis Bromfi
Page 15: gion, ballet, theater, travel, movi
Page 18 and 19: take off the ties and dress comfort
Page 21: SINCE 1876, THE SCROLL HAS BEEN THE
Page 25 and 26: LEAVE A LEGACY An initiative of the
Page 27 and 28: Alumni reach new giving levels immo
Page 29 and 30: I MOST 15-YEAR OLDS WOULD BE SCARED
Page 31 and 32: FGs (three versus Georgia) in 16 tr
Page 33 and 34: Darin Merkel (40 stops), DT Marc Ev
Page 35 and 36: Chapter reports Ohio Beta Ohio Wesl
Page 37 and 38: of Kappa Delta and Mary Wood Beasle
Page 39 and 40: Kansas State '36, WiUiam G. Fuller
Page 41 and 42: ^hisBehaMietcLFratemity ^^^^^^^^^
Page 43 and 44: THESCROLL Editor: Rob Pasquinucci (
Page 45 and 46: THE CARDINAL PRINCIPLES Friendship:
Page 47 and 48: FRATERNITY AND FOUNDATION NIC Study
Page 49 and 50: kicked off the campaign. The "softe
Page 51 and 52: umbrella name for a host of home im
Page 53 and 54: Serros, Florida State '53, were act
Page 55 and 56: Announcer: Ladies and gentlemen, we
Page 57 and 58: Lou: I don't think there's any ques
Page 59 and 60: egular fellow or in other words you
Page 61 and 62: "We athletes have the opening to do
Page 63 and 64: The top scorer for 15-10 Centre was
Page 65 and 66: Baseball The day before he was sche
Page 67 and 68: Eight of Brother Green's contempora
Page 69 and 70: 1997contributlon summary 1997 grant
Page 71 and 72: 1997 Annual Report SSS David M. Rot
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1997 Annual Report Marc Brian Goldb
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1997 Annual Report SSS Jacob W. Sho
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1997 Annual Report SSS Michael Sidn
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1997 Annual Report PP Thomas B. Gru
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1997 Annual Report SSS Robert L Edn
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1997 Annual Report PP Charles R. Ha
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1997 Annual Report William R. Trage
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1997 Annual Report Nova Scotia Alph
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1997 Annual Report SSS Gary J. Scyp
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1997 Annual Report Pennsylvania Eps
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1997 Annual Report SSS Wardens. Lee
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1997 Annual Report PP Eugene R. Man
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1997 Annual Repor t PP Walter A. St
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Chapter reports California Lambda U
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Ontario Epsilon Carleton University
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'55, Frank L. Quinn of Tupelo, Miss
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T V m \ l The Magazin^i of Phi Delt
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Msaoii r 1 CONTENTS Summer 1998 •
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[ THE CARDINAL PRINCIPLES Learning
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[ FRATERNITY AND FOUNDATION ] New l
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In March 1944, Frank contacted The
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the balance sheet from the first me
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Naslivilie aiumni club honors golde
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*»•*»> V ^ ^^^HH^E'n^HI^B^^SHaS
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Silver and Golden Legionnaires were
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:-m^ iSsi'/M tM.: if t-P 's Foundat
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Fraternity rich with Poore at the h
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Baseball Leadmg 49-17 USC to the NC
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points (35 goals, 19 assists) and p
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The Housser Trophy The George E. Ho
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EKU president thanks Phis for their
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Otiier members of the team were Pat
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CHAPTER GRAND James T. Thomas III U
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'55, Larry L. Neal of Greenwood, Mo
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The Magazine of Phi Deha The Fall 1
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««''-~^ ^ ^-^^f^ '"rf LJ*- 7i Sai
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I FRATERNITY AND FOUNDATION 12 volu
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Vanderbilt '74, serve as trustees o
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Alan Gray Bryan, University of Arka
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evening, a golf tournament on Satur
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CASE Dr. Michael Benitez dug deep t
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Interestingly, Muldoon does not dri
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John Dasburg, U of Miami '65 and Ga
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Gary WUson (left) and John Dasburg
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heavily involved in other arenas. W
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-="^0111.^ !;Mi«.v,.i,;., jT fc %
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Trace Armstrong, Arizona State-Flor
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V l> 'J More than leaders Undergrad
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Iowa Delta Drake University This fa
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Brothers from Ohio lota at Denison
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chapter had one of its most success
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Silver Sprmg, Md., 3/98 MIT '47, Wi
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1998 Volume 121 No 1–4 - Phi Delta Theta Scroll Archive

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