From: Brandt, Jamie Sent: Monday, December 02, 2013 5:38 PM To: Sargent, Bob Cc: Lange, Bob;

Towle, All Subject: Red Week Sarge, Per our conversation today about feeding our media the red-out messaging were pushing out to fans this week. Adding Lange as hes been in the ioop on previous discussions. I dont know how you present it, but we want to get our fans jacked up this week and make Candlestick a red storm on Sunday. Were handing out red rally towels at the gates upon entry into the stadium so the place is going to look cool with those things flying. But the key is getting people to their seats early, in time for player intros. Its all about setting the tone early and having a packed, jacked house when the ball kicks off. This is our chance to show the Stick to be as tough a place to play as any. The push centers around our Home Field Advantage plan thats been communicated to STHs on a number of occasions. Word for word, the plan is outlined below. Overall, the high level messages for this week are: -Wear red -Arrive early and get to your seats in time for pregame and player intros -Quiet on Offense and Deafening on Defense -Wave those rally towels! INTRODUCING THE 49ERS HOME FIELD ADVANTAGE PLAN FOR GAMEDAY STEP 1: DRESS THE PART Pull out your favorite 49ers gear and put your loyalty on display. Wear Red! STEP 2: BE ON TIME Arrive early and give yourself time to enjoy the tailgate experience, but remember to get to your seats for player introductions. We need you there to give your 49ers a proper greeting as they run onto the Bill Walsh Field! STEP 3: KNOW YOUR QUEUES QUIET ON OFFENSE Communication at the line of scrimmage is critical. Keep it quiet when the 49ers are lining up to the ball on offense. Save the noise for the play! DEAFENING ON DEFENSE These are the fans downs. This is when we throw the other team

off its game. From start to finish, when the 49ers are on defense dont let the other teams offense hear the play call or the snap count. Impact the game! RITUALS & RALLYTNG CRIES LETS GO NNERS! You likely know this one better than any other.., simple but pure. Listen for the drum queues and let them hear you, Faithftil! FIRST DOWN CRY: Introduced at the start of last season, the chant grew to the point where it was heard throughout the Superdome during the Super Bowl. When we announce a 49ers first down on offense, you come back with Ahhh-Oooo, Ahhh Oooo, Ahhh-Oooo! This is our celebratory battle cry. FOG HORN PREGAME: You will hear this sound at the 90 (three blasts), 60 (two blasts), and 30 (one blast) minute marks prior to kickoff. This is our way of letting you know the show is about to begin. Get to your seats? FOG HORN SCORE: The fog horn blast follows any type of 49ers score: Touchdown, Field Goal, or Safety. If you hear the fog horn during play, start celebrating Faithful because your 49ers just scored!