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Amanda Martlock Jenny Muscat

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Executive Summary Background Research SWOT Analysis Objectives Programming Evaluation Conclusion Appendix 3 4 5 7 9 10 21 23 24

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Cops & Doughnuts Goes to College is a campaign designed by Cops & Doughnuts bakery of Clare, Mich. This campaign was created to bring the bakerys values and unique history to the students of Central Michigan University. C&D is dedicated to giving back to the CMU community and created this campaign to accomplish that goal as well as create more awareness of the bakery among students. The programming for Cops & Doughnuts Goes to College includes three aspects. First, the Cops & Doughnuts Scholarship was created through partnering with the Thin Blue Line of Michigan. This charity is dedicated to helping families of injured, disabled or killed law enforcement members. This scholarship will be available for one CMU student who has had a family member injured, disabled or killed as a member of the law enforcement community. Two events will take place on CMUs campus to help raise funds for this scholarship where students will have the opportunity to participate in a yoga session with the Clare Police officers and go on a Quest for the Hidden Doughnut Truck. C&D is passionate about bringing the bakerys values to the CMU community through these programs and hopes that through this campaigns excellent promotion tactics, it can become an annual occurrence for students and faculty members.

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Cops & Doughnuts Bakery
Cops & Doughnuts bakery lies in the downtown area of Clare, Mich. Though this bakery has had many different names, it has been in operation since 1896 and continues to provide the city of Clare with delectable treats and aromas. In 2009, the bakery was in danger of closing and nine members of the Clare Police Department came to the rescue and decided to buy it. They turned it into Cops & Doughnuts bakery and kept its small town charm through producing handmade doughnuts and pastries from scratch. Since then, the bakery has been extremely successful and the owners attribute this to its unique history.

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The research done for Cops & Doughnuts Goes to College was done at both informal and formal levels.

Informal
The informal research that was conducted for this campaign includes both personal conversations and Internet research. Personal Conversation To gain more knowledge about Cops & Doughnuts, we met with Alan White, one of the nine owners of the bakery. He explained the history of C&D and expressed his desire to connect with the CMU community. Alan also described the bakerys partnership with the Thin Blue Line of Michigan; a charity established to help families of injured, disabled or diseased family members of the law enforcement community. In this meeting, we shared our ideas with Alan about bringing more awareness of C&D to CMU students as well as the bakery helping the CMU community. Internet The Internet research conducted included reviewing the C&D website (copsdoughnuts.com) to familiarize ourselves with all aspects of the bakery and its history. Through doing this, we learned about the bakery history, menu options, the merchandise sold and viewed the photos and videos posted. We also visited the Thin Blue Line of Michigans website (tblofmi.com) to learn about the charitys mission: The Thin Blue Line of Michigan is a non profit organization, which exists to provide assistance in the areas of financial, legal, benefit recovery, counseling, funeral stipends, college stipends, medical costs, medical equipment and other areas of hardship to the families of injured, personal illness, disabled or deceased members of the law enforcement community in addition to Firefighters, Dispatchers, Corrections, EMT, EMS and Administrative Clerks. In addition to reviewing the mission, we read testimonials from individuals who this charity has helped. This research aided in determining how to bring Thin Blue Lines mission to the CMU community.

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Formal
The formal research conducted for this campaign was in the form of a survey sent out to CMU students. There were 54 responses from students to this survey. This survey was intended to gage students awareness of C&D and their willingness to travel to the bakery. When asked if they are aware of what C&D bakery is, 63% answered yes and 37% answered no. When asked if they would be willing to travel 20 minutes north to visit C&D bakery, 44% answered yes and 56 percent answered no. When asked if the students enjoyed eating doughnuts, 89% answered yes and 11 percent answered no. The survey respondents were 85% female and 15% male. The average age of the respondents was 21. The responses to the questions can be found in the Appendix. Though the majority of the respondents are aware that C&D exists, the majority of them responded saying they are not willing to drive to Clare to visit the bakery. These responses indicate that there is a great deal of room for C&D to grow in regards to reaching out to the CMU community.

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Strengths
Secured fund Unique history of bakery and quality products Worthy cause

Weaknesses
Location Events have never been done before Lack of awareness of the bakery

Opportunities
Untapped market of 20,000 students Active usage of social media. Charitable attitude

Threats
Apathy Bakeries (competitors) in Mt. Pleasant Busy schedule of students

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Output
Partner with the Thin Blue Line of Michigan to secure approximately $800 and create the Cops & Doughnuts Scholarship for CMU students. Pass out 200 coupon flyers on CMUs campus a week and a half prior to Cops & Yoga and The Quest for the Hidden Doughnut Truck. Post 250 flyers in all residence and academic halls for each event one week prior to the event. Post on Facebook and Twitter before each event to promote and encourage students to attend. Create C&D Instagram account. Send one news release and fact sheet to local radio and television stations as well as newspapers regarding the Cops & Doughnuts Scholarship and Cops & Yoga. Send one news release to local radio and television stations as well as newspapers regarding The Quest for the Hidden Doughnut Truck event. Send both news releases and fact sheet to University Communications for event details to be posted on CMU website and social media accounts. Post clues on Twitter and Instagram for The Quest for the Hidden Doughnut Truck event four days prior to the location reveal with the #FindCDTruck hashtag.

Impact
Informational To increase awareness of Cops & Doughnuts among the CMU population by 15% by the end of December 2013. Attitudinal To increase favorable attitude towards Cops and Doughnuts by 15% among the CMU population by the end of December 2013. Behavioral To raise $200 for scholarship after the completion of both events. To get 100 students to attend Cops & Yoga. To get 100 students to participate in The Quest for the Hidden Truck event. To receive 10 applications for the Cops & Doughnuts Scholarship during the spring 2014 semester. To increase likes on C&D Facebook by 10% by December 2013. To increase followers on C&D twitter by 15% by December 2013. To gain 100 Instagram followers by December 2013.

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Strategies
Cops & Doughnuts Goes to College has the following two strategies: Position C&D as a charitable organization. Make C&D a desirable place for CMU students to go.

Tactics
To position C&D as a charitable organization and a desirable place for students to go, there will be three tactics employed: Cops & Doughnuts Scholarship Cops & Yoga event The Quest for the Hidden Doughnut Truck event

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Cops & Doughnuts Scholarship
C&D will partner with the Thin Blue Line of Michigan charity to create the Cops & Doughnuts Scholarship for CMU students. The Cops & Doughnuts Scholarship is a scholarship available for CMU students who have had a family member injured, disabled or killed in line of duty as a member of the law enforcement community. The scholarship will be awarded to one CMU student per academic year and applications will open in January of 2014. To apply for this scholarship, students can visit the C&D website and click on the Cops & Doughnuts Goes to College tab. This application will first ask students to list basic information including their name, contact information, major and future career plans. Students will then be asked to describe their relationship with the family member who has been injured, disabled or killed as well as write a brief description (maximum 500 words) on how this has impacted their lives. Finally, the applicants will be asked to describe how they feel they can help contribute to other families who have suffered from similar situations.

Plan of Events
Cops & Yoga To raise money for this scholarship, C&D will host an event called Cops & Yoga on October 15-16, 2013 at Finch Fieldhouse. The event will begin at 7:00 p.m. with doors opening at 6:30 p.m. At this event, students will pay $2 to receive a beginner yoga session, lasting for approximately 45 minutes, and watch four or five of the Clare Police officers (attempt to) follow along. At the end of the yoga session, the officers will give a brief explanation of the Thin Blue Line of Michigan scholarship and where the money will go. C&D will fill out the necessary paperwork required for reserving rooms on campus. To generate high attendance at this event, C&D will on CMUs campus passing out coupon flyers along with doughnut samples approximately a week and a half prior. On the front of these flyers, there will be information included about Cops & Yoga including the date, time and location as well as information on how to follow C&D on Facebook, Twitter and Instagram. On the back, the flyers will include a coupon for one free doughnut that can be obtained through scanning a QR code. Flyers without the coupons will be placed in each residence and academic hall on campus. The use of social media for this event will be discussed in later sections. Along with the four or five police officers, two bakery workers from C&D will be working at this event.

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Plan of Events
The Quest for the Hidden Doughnut Truck The second event held to raise money for the Cops & Doughnuts Scholarship will be The Quest for the Hidden Doughnut Truck. For this event, the C&D truck will be hidden somewhere on CMUs campus full of free doughnuts. These doughnuts will be distributed to the first 100 students who arrive at the secret location of the truck after 4 p.m. on Nov. 7. The chosen location for this event is the Warriner Mall. At the location of the truck, students are able to do more than eat some free doughnuts. There will be music playing at this location and activities such as Cupcake a Cop where they can win C&D t-shirts or coupons. Four or five of the C&D owners will be present at the event and willing to have students throw cupcakes at them to win free things. If a cupcake lands on a police officer three times in a row, the student will be given a C&D t-shirt or coupon. Though this event does not require an entry fee, the police officers in attendance will be explaining to students the cause this event was created for and asking for any small donations students are able to contribute. Along with the police officers, two bakery workers will be working at this event. C&D will fill out the necessary forms for having special events on campus. The important role social media will play in this event will be discussed in later sections.

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Theme
The theme of this campaign is Cops and Doughnuts Goes to College.

Key Messages
Cops & Doughnuts Goes to College is designed for the Cops & Doughnuts bakery to give back to the CMU community. This campaign will run through the 2013 fall semester.

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Audiences
The primary audience for this campaign is CMU students living in Mt. Pleasant, Mich. Students serve as the target audience for this campaign due to the fact that it was designed specifically to target CMU students and make C&D a more desirable place for them to visit. The age group of our target audience is 18-24. Each channel listed below will target CMU students through various mediums. The secondary audience for this campaign is CMU faculty living in Mt. Pleasant, Mich. or other surrounding counties. Though this campaign was not designed to target faculty members, there is a possibility the events and worthy cause will grab their attention. Many faculty members on this campus have families that could be interested in attending the events as well as visiting the bakery in Clare. The media coverage the news releases receive and event flyers will be the primary channels for reaching faculty members.

Channels
Controlled Coupon flyers Cops and Doughnuts Goes to College tab on C&D website Event flyers Small speech at end of Cops & Yoga

Uncontrolled Cops & Yoga news release The Quest for the Hidden Doughnut news release Cops & Doughnuts Scholarship fact sheet Social media

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Social Media
Cops & Yoga Social media will be used to generate attendance at Cops & Yoga. Posts on Facebook and Twitter encouraging students to attend will be sent out daily to students a week and a half prior to Cops & Yoga. As the event dates become closer, there will be posts twice per day. A Twitter and Instagram hash tag will be used for the event: #CopsandYoga. At the event, attendees will be encouraged to Tweet and take Instagram pictures of the police officers doing yoga poses using the #CopsandYoga hashtag.

The Quest for the Hidden Doughnut Truck Social media will play a crucial role in this event. To lead students to the secret location of the C&D truck, clues will be sent out four days prior to the event via social media, specifically Twitter and Instagram. Small worded clues will be sent on Twitter describing the location of the truck and limiting photos will be posted on Instagram of the location once per day to help students figure out where will be the day of the big reveal. The big reveal will happen at 4:00 p.m. on Nov. 7. After 4:00 p.m., the first 100 students will receive free doughnuts. If more students arrive at the location, they are still welcome to participate in the activities. On Twitter and Instagram, the #FindCDTruck hashtag will be used to give out clues to students. A new cover photo will be posted on the C&D Facebook page with the event names, dates, times and locations.

@CopsDoughnuts

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Personnel
Clare Police officers Four workers from C&D (two present at each event) Graphic designer Event planner Yoga instructor - volunteer 2 social media moderators PR/marketing volunteer Photographer volunteer Jenny Amanda

Budget
Below is an estimated budget for the entirety of Cops and Doughnuts Goes to College. The majority of the cost comes from printing the promotional materials due to the fact that the baked goods will be coming from C&D and the events will be held for free on CMUs campus. Printing 400 Coupon Flyers 500 Event Flyers Baked goods 200 doughnuts to pass out 200 doughnuts for truck 90 cupcakes Bakery workers salary 2 workers at both events Gas Total

$239 $279 $45 $45 $279 $103.60 $162.80 $986.90

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Timeline

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Output objectives
Partner with the Thin Blue Line of Michigan to secure approximately $800 and create the Cops & Doughnuts Scholarship for CMU students. This will be evaluated at the end of the campaign through verifying that the partnership was established and the $800 was effectively secured. Pass out 200 coupon flyers on CMUs campus a week and a half prior to Cops & Yoga and The Quest for the Hidden Doughnut Truck. This will be evaluated through counting the number of flyers that were distributed at this time Post 250 flyers in all residence and academic halls for each event one week prior to the event. Post on Facebook and Twitter before each event to promote and encourage students to attend. This will be evaluated through counting the number of flyers that were posted during this time. Create C&D Instagram account. This will be evaluated through verify that the account was made. Send one news release and fact sheet to local radio and television stations as well as newspapers regarding the Cops & Doughnuts Scholarship and Cops & Yoga. This will be evaluated through verifying that the news release and fact sheet were both create ed and tracking the media coverage received. Send one news release to local radio and television stations as well as newspapers regarding The Quest for the Hidden Doughnut Truck event. This will be evaluated through verifying that the news release was created and tracking the media coverage it received. Send both news releases and fact sheet to University Communications for event details to be posted on CMU website and social media accounts. This will be evaluated through verifying that both news releases and the fact sheet were cre- ated and sent out and tracking the coverage it received. Post clues on Twitter and Instagram for The Quest for the Hidden Doughnut Truck event daily, four days prior to the location reveal with the #FindCDTruck hashtag. This will be evaluated through counting the number of Tweets and Instagram posts that were sent out.

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Impact objectives
Informational To increase awareness of Cops & Doughnuts among the CMU population by 15% by the end of December 2013. A survey will be sent out to CMU students after both events take place to test whether awareness has changed. Attitudinal To increase favorable attitude towards Cops and Doughnuts by 15% among the CMU population by the end of December 2013. A survey will be sent out to those who participated in the events to gage perception of C&D. Behavioral To raise $200 for scholarship after the completion of both events. The money raised will be counted and compared to the goal amount. To get 100 students to attend Cops & Yoga. The number of students who attend will be counted and compared to the goal number. To get 100 students to participate in The Quest for the Hidden Truck event. The number of students who attend will be counted and compared to the goal number. To receive 10 applications for the Cops & Doughnuts Scholarship during the spring 2014 semester. The number of students who apply will be counted and compared to the goal number. To increase likes on C&D facebook by 10% by December 2013. The number of likes on Facebook will be compared to the number C&D had before the campaign began. To increase followers on C&D twitter by 15% by December 2013. The number of followers on Twitter will be compared to the number C&D had before the campaign began. To gain 100 Instagram followers by December 2013. This will be verified by counting to see if the Instagram account gained 100 followers or not.

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Cops & Doughnuts Goes to College is a campaign dedicated to helping Cops & Doughnuts reach out to the CMU community. C&D plans to do this through partnering with the Thin Blue Line of Michigan to provide one CMU student a scholarship for the spring semester. C&D plans to do this through hosting two events to raise money for this scholarship. These two unique events, Cops & Yoga and The Quest for the Hidden Doughnut Truck, will provide students with a fun and relaxing atmosphere to learn about the bakery and its values. Through an effective promotion strategy, Cops & Doughnuts Goes to College can be a great success and hopefully a returning event that CMU students and faculty look forward to seeing every year.

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Survey responses

Appendix

Appendix

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The average age of the respondents was 21.

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News releases

Appendix

Release date: Immediate

Contact: Amanda Martlock Tel: 248-470-6324 Email: martl1ar@cmich.edu

Local Bakery Giving Back to College Students MOUNT PLEASANT, MICH.- Cops & Doughnuts bakery of Clare, Mich. is partnering with Thin Blue Line of

Michigan to give back to the students of Central Michigan University. On October 15 and 16, Cops & Doughnuts will be hosting a charity event called Cops & Yoga. For a small donation, students can come to a yoga session at Finch Field House, which will be led by a yoga in-

structor and officers from the Claire Police Department. Proceeds from the event will be going toward a scholarship for a CMU student who has an injured or deceased family member in the police force. This event will give students the opportunity to raise money for a charitable cause and enjoy watching the Clare Police officers (attempt) to follow along. Doors will open at 6:30 p.m. and the event will begin at 7 p.m. This is one of two events in the Cops & Doughnuts Goes to College campaign. Cops & Doughnuts Goes to

College is a campaign designed to bring the Cops & Doughnuts bakery to CMUs campus, while working with students to give back. This campaign will run through the 2013 fall semester. Cops & Doughnuts is a bakery that is owned by nine members of the Clare Police Department, located in downtown

Clare, Mich. While it has had many different owners, the bakery has been in operation since 1896. In 2009, the bakery was in danger of closing and the group of nine officers came to the rescue and decided to buy it. The officers turned the bakery into Cops & Doughnuts bakery, keeping its small town charm through producing handmade doughnuts and pastries from scratch. Since then, the bakery has been extremely successful and the owners attribute this to its unique history. ###

Appendix
News releases

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Release date: Immediate

Contact: Amanda Martlock Tel: 248-470-6324 Email: martl1ar@cmich.edu

The Quest for the Hidden Doughnut Truck MOUNT PLEASANT, MICH.- Cops & Doughnuts is giving back to students at Central Michigan University

with The Quest for the Hidden Doughnut Truck. On Nov. 7, Cops & Doughnuts will hide its truck somewhere on CMUs campus. At 4 p.m., the trucks location will be revealed and the first 50 students to find the truck will win free doughnuts. Students can also enjoy fun games and music. Doughnations from the event will go towards the Cops & Doughnuts Scholarship, which will benefit one CMU student who has a fallen family member in the police force. Leading up to the event, Cops & Doughnuts will be giving clues about the location of the truck on Twitter and

Instagram. Students can follow Cops & Doughnuts on Twitter: @copsdoughnuts or Instagram: copsdoughnuts. During the event, students can tweet using the hashtag, #findcdtruck. Cops & Doughnuts is a bakery, owned by nine members of the Clare Police Department, located in downtown

Clare, Mich. While it has had many different owners, the bakery has been in operation since 1896. In 2009, the bakery was in danger of closing and the group of nine officers came to the rescue and decided to buy it. The officers turned the bakery into Cops & Doughnuts bakery, keeping its small town charm through producing handmade doughnuts and pastries from scratch. Since then, the bakery has been extremely successful and the owners attribute this to its unique history.

###

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Fact sheet

Appendix

Contact: Amanda Martlock Tel: 248-470-6324 Email: martl1ar@cmich.edu

Cops & Doughnuts Scholarship Fact Sheet Cops & Doughnuts and Thin Blue Line of Michigan are partnering together to create the Cops & Doughnuts Scholarship to award one Central Michigan University student. The Cops & Doughnuts Scholarship is a scholarship that will be awarded to one CMU student that has an injured, disabled or diseased family member on the police force. The Cops & Doughnuts Scholarship will be worth $1,000, which the student can use towards their spring semester. Money will be raised for this scholarship through two events as a part of the Cops & Doughnuts Goes to College campaign. This campaign is designed to bring the Cops & Doughnuts bakery to CMUs campus while working with students to give back. Cops & Doughnuts, along with the Thin Blue Line, will donate the rest of the funds for the scholarship. Thin Blue Line of Michigan is a non-profit organization, dedicated to providing assistance in the areas of financial, legal, benefit recovery, counseling, funeral stipends, college stipends, medical costs, medical equipment and other areas of hardship to the families of injured, ill, disabled or deceased members of the law enforcement community. The scholarship application will be available on the Cops & Doughnuts website, copsdoughnuts.com from January 6 - February 28, 2014.
Cops & Doughnuts is a bakery that is owned by nine members of the Clare Police Department, located in downtown Clare, Mich. While it has had many different owners, the bakery has been in operation since 1896. In 2009, the bakery was in danger of closing and the group of nine officers came to the rescue and decided to buy it. The officers turned the bakery into Cops & Doughnuts bakery, keeping its small town charm through producing handmade doughnuts and pastries from scratch. Since then, the bakery has been extremely successful and the owners attribute this to its unique history.

###

Appendix
Media List
Newspapers CMLife John Irwin news@cm-life.com 989-774-4342 Morning Sun Sue Field Clare and Isabella Reporter 989-779-6075 Radio Moore Rock Radio & Mountain 101 Peter Orlik Director 989-774-3851 CFX 95.3 Kent Bergstrom Program director hits@wcfx.com WCMU 89.5 David Nicholas News Director nicho1d@cmich.edu WCZY 104.3 Matt Collins Morning Show Personality P: 989-772-9664 F: 989-773-5000 Television News Central 34 Rick Sykes News Division Manager news34@cmich.edu

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CBS 9&10 Jessica Dupnack Anchor Jessicadupnack@9and10news.com ABC 12 Jayne Hodak News Director 810-257-2800 jayne.e.hodak@abc12.com FOX 32 newsdirector@mifox32.com

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Coupon Flyers

Appendix

Come participate in Cops & Yoga to join the Clare Police officers in a beginner yoga session led by yoga instructor, Andrew Criswell.
Proceeds will go toward helping CMU students with a fallen family member in the law enforcement community.
When: 2 sessions held on both Oct. 15 & 16 at 7:00 p.m. (doors open at 6:30 p.m.) Where: Finch Fieldhouse

Follow Cops & Doughnuts:

#copsandyoga

Buy 1 Doughnut Get 1 FREE

521 N McEwan St, Clare, MI. (989) 386-2241
By bringing this coupon into Cops & Doughnuts, you are eligible for one free doughnut after purchasing one.

Appendix
Coupon Flyers

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for the
The Cops & Doughnuts truck will be hidden on CMUs campus on Nov. 7 with hundreds of doughnuts inside!

Follow Cops & Doughnuts on Twitter and Instagram to receive daily clues on the location of the truck during the week of Nov. 4. The location will be revealed at 4 p.m. on Nov. 7. The first 50 people to arrive at the location will receive free doughnuts!

Buy 1 Doughnut Get 1 FREE

521 N McEwan St, Clare, MI. (989) 386-2241
By bringing this coupon into Cops & Doughnuts, you are eligible for one free doughnut after purchasing one.

@CopsDoughnuts

@CopsDoughnuts

#FindCDTruck

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Event Flyers

Appendix

for the
Come participate in Cops & Yoga to join the Clare Police officers in a beginner yoga session led by yoga instructor, Andrew Criswell.
Proceeds will go toward helping CMU students with a fallen family member in the law enforcement community.
When: 2 sessions held on both Oct. 15 & 16 at 7:00 p.m. (doors open at 6:30 p.m.) Where: Finch Fieldhouse

The Cops & Doughnuts truck will be hidden on CMUs campus on Nov. 7 with hundreds of doughnuts inside!

Follow Cops & Doughnuts:

#copsandyoga

Follow Cops & Doughnuts on Twitter and Instagram to receive daily clues on the location of the truck during the week of Nov. 4. The location will be revealed at 4 p.m. on Nov. 7. The first 50 people to arrive at the location will receive free doughnuts!

@CopsDoughnuts

@CopsDoughnuts

#FindCDTruck

Appendix
Mobile coupon

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Buy 1 Doughnut Get 1 FREE

521 N McEwan St, Clare, MI. (989) 386-2241
By bringing this coupon into Cops & Doughnuts, you are eligible for one free doughnut after purchasing one.

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Speech
Speech for Alan White at the beginning of Cops & Yoga:

Appendix

Alan White: Hello everyone and thank you for coming to Cops and Yoga. My

name is Alan White and I am one of the nine owners of Cops & Doughnuts. As anyone in law enforcement and their families know, the job not only affects you, but your family as well. If an officer is injured or killed, the officers family now must deal with the emotional and financial burdens of the situation. This is why we decided to partner with The Thin Blue Line of Michigan. With Thin Blue Line, we are offering a scholarship for a CMU student who has a fallen or injured family member on the police force. This scholarship will hopefully help ease some of the burdens the student has. Tonight we are accepting donations that will go towards the scholarship, while having some fun. I warn you, my downward dog is not pretty. (PAUSE) Thank you again for coming out and supporting this great cause. Now, Andrew Criswell and the Clare Police Department!

Appendix
Website tab

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Facebook Cover Photo

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Social media samples

Appendix

Appendix
Special event forms

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Room request form

Appendix