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Introduction
Central Michigan University is pushing for their students to go out and put their stamp on the
world and become a part of the CMU tradition and history. Why not take them back to the
historical roots of Mid. Michigan and lead them right to historic downtown Clare, Michigan?
Cops and Doughnuts has carried on tradition, but also making it unique and fun for todays
generations. Cops and Doughnuts is a stamp on Michigan and can be an exciting way for CMU
students to contribute to. From the beginning of every students college career, CMU encourages
them to make a difference in the world, but never anything about contributing and experiencing a
place that put their stamp on the world many years ago. Its time to make Cops and Doughnuts
stamp bigger.
Research
Client
Cops and Doughnuts has been a huge part of Clare, Michigans history since 1896 and has been
managed by the Clare Police Department. They pride themselves on being 100 percent cop
owned and have created a policed themed bakery, which also has a diner in it, with a safe and
friendly environment. Cops and Doughnuts has been featured in the Washington Post recently for
their unique dining experiences and we the winners on the Cooking Channels Donut
Showdown.
Audience
Central Michigan University students range between the age of 18-24 and are primarily
undergraduate students. Most have cars meaning they have transportation to get to Clare. I
surveyed 20 CMU students who still live on campus and 65 percent said they would not mind the
drive to Clare if they had they chance to experience history. Also out of those same 20 students,
75 percent would like to see something related to CMU while there (90 percent of the 75 percent
said they would try a doughnut with hot sauce).
Problem/Opportunity
To get CMU students to come out to Cops and Doughnuts in Clare, Mich. Cops and Doughnuts
is a mere 30 minute drive from Central Michigan and we need to encourage students to make the
drive to visit the bakery. This is an opportunity to give students an alternative to bars and
nightclubs, and become a part of a small community.
Objectives
Input
Increase awareness about Cops and Doughnuts in Clare, Mich. to CMU students
Enhance favorable attitudes towards being a part of a local Mid. Michigan tradition
Bring in more CMU students
Output
Put together a press conference covering the partnership with UComm
Draft tweets, posts and snaps to send out throughout the fall semester
Put together put your stamp on the wall wall
Programming
Theme
Put your stamp on Clare, Mich.
Key Messages
Cops and Doughnuts is dedicated to creating a fun and memorable experience to all who come
into the bakery, no matter the age, gender, or interests, they have something for everyone.
Cops and Doughnuts commits to carrying on traditions through the years in a modern era and
works to ensure every customer leaves satisfied and guaranteed to come back.
Media
Controlled website, fliers around campus, police report titled State of the Doughnuts posted
around campus
Uncontrolled CM-Life articles, Grand Central Magazine, CMU News page, News Central 34
Social Media
Facebook: Have students who go to Cops and Doughnuts share their experience on
Facebook and tag Cops and Doughnuts; tag CMU when posting about events, students
will be more likely to see the post.
Twitter: share whats trending on twitter and incorporate CMU and Cops and Doughnuts
with it; creative and funny is more likely to be retweeted by the younger audience.
Snapchat: create a geo-filter that says Fired up for Cops and Doughnuts
Instagram: Share pictures of specialty doughnuts around campus including: in a
classroom with a pencil, at Kelly Shorts Stadium and one in front of the stamp wall at
Cops and Doughnuts.
Events
Create a fired up doughnut to incorporate CMU in Clare (work to find a way to
incorporate hot sauce into it)
Cop Tutoring Day have students bring their homework to the bakery and enjoy a cup
of coffee and doughnut while the cops help students with their homework.
Reach out to the History club to emphasize Cops and Doughnuts history and get them to
experience the history. (Really theyll go nuts if they get to be a part of history)
Reach out to all leaders of CMU because theyre the ones who have a strong passion for
CMU, thus they are supporters of putting their stamp on the world and are strong
influencers around campus and to the organizations they are a part of.
Partner with University Communications to create a stamp wall; allow students who
come to put their name on a CMU Stamp allowing them to put their stamp on the wall.
Evaluation
Input
Increase awareness about Cops and Doughnuts in Clare, Mich. to CMU students
o What media covered the campaign and how? Was there a lot of buzz circulating
campus about the business?
Enhance favorable attitudes towards being a part of a local Mid. Michigan tradition
o Have students take a before and after survey about Cops and Doughnuts; include
questions about the drive
Bring in more CMU students
o Measure how many CMU students actually came in by having them sign the
stamp wall
Output
Put together a press conference covering the partnership with University
Communications
o Was the press conference done?
Draft tweets, posts and snaps to send out throughout the fall semester
o Are the posts drafted and dated for when they should be sent out?
Put together put your stamp on the wall wall
o Was the wall built?
Conclusion
Cops and Doughnuts partnering with University Communications will raise awareness about a
tradition in Mid. Michigan and will inspire passionate CMU students to visit the bakery. By
creating a unique experience and a tangible way for CMU students to put their stamp on the
bakery, they will continue to come back bringing more students with them. Soon, Cops and
Doughnuts will be a common name spoken everywhere around campus.