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Friday, September 6, 2013

Ann Arbor, Michigan

michigandaily.com


CHALK ZONE


DEVELOPMENT
Students to
be involved
in capital
campaign

I

TERESA MATHEW/Daily

Local artist David Zinn creates chalk art for Mott Children's Hospital on Thursday in the Diag.

MA RKErT ING
Uni1versit to unvel T d

Departments
come together for
collaborative project
By ALICIA ADAMCZYK
Daily News Editor
Whether sitting with
100,000 other Michigan fans
or in the comfort of their own
living rooms, prospective vic-
tors watching Saturday's game
against Notre Dame have some
new commercials headed their

way.
After a year of brand research
and an additional year of pro-
duction, commercials featuring
students and scenes from across
campus were shot by the Uni-
versity's marketing team, with
the primary intention of attract-
ing prospective students to the
University.
The advertisements airing
Saturday cost $600,000 to pro-
duce, while the entire campaign,
which will be completed by
advertising agency Lowe Camp-
bell Ewald, also includes several

more expansive videos, web fea-
tures and other marketing mate-
rials, cost $1.1 million.
Matt Schlientz, the Univer-
sity's director of marketing, said
that the 30- and 60-second video
spots were created through the
collaboration of all the major
units on campus, ranging from
the Athletic Department to the
University of Michigan Health
System.
"It's a unique time in Michi-
gan's history where we have all
of these units, schools and col-
leges and departments coming

together," Schlientz said.
For its newest batch of
recruitment advertisements, the
University formed the Execu-
tive Marketing Council in the
winter of 2011. The council
includes heads from depart-
ments and units across campus
and was "intimately involved in
the production process."
The videos feature University
students in some of the better-
known locations on campus.
In one memorable scene, LSA
junior Stacey Ervin, a mem-
See ADS, Page 3A

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Committee is graduate and graduate schools.
Tom Baird, assistant vice presi-
first of its kind dent of campaign strategy of the
Office of University Develop-
for University ment, said the students involved
willhave a formal role in the cam-
development paign and willhelp spread aware-
ness about how the money will be
By JENIFER CALFAS spent.
Daily StaffReporter "We actually have a student
committee thatis serving that has
hough students won't serve accessto the real roles in the cam-
ihe University presidential paign and that will help advise us
h committee, a student com- on how to get students involved,"
e has been formed to assist Baird said. "It's really exciting
articipate in the upcoming because it helps expand the cul-
al campaign. It will be the ture of philanthropy around the
f its kind here on campus. University of Michigan."
t to launch Nov. 8, the Uni- University faculty members
y's fourth fundraising nominated students to become
aign will focus on provid- members of the committee.
nancial aid to students and Kat Walsh, director of student
nding classroom learning engagement with the office of
eal-world experiences. University Development, said
e campaign has a 38 fun- almost all of those invited joined
ing units throughout the the committee.
ersity's schools and colleges, The main purpose of the com-
ell as volunteers and com- mittee will be to extend the mes-
es that will help connect the sage of philanthropyto the whole
of the campaign. So far, the student body in order to continue
nt campaign committee has a long-standing tradition of stu-
embers representing under- See CAPITAL, Page 3A


FOOTBALL
 Stadium ops
ready for night
game limelight
Marching Band, from Ann Arbor the morning of
the game - is taken care of.
security take special Rademacher and his team -
which includes Shelly Fabrizio,
measures for Saturday director of operations and events
- will monitor vehicle and pedes-
By MATT SLOVIN trian traffic around Michigan Sta-
ManagingEditor dium. They'll ensure the lighting
system, which was first used at
All of the hype that comes with 2010's Big Chill at the Big House,
playing a prime-time game comes is functioning before the game.
with hours of preparation and For night games, they bring in
waiting for those trying to ensure extra lighting fixtures. And they'll
its success. hope that their security team, pre-
Rob Rademacher, associate ath- pared for the attendees who have
letics director for facilities and enjoyed a long day of tailgating,
operations, thinks he knows about doesn't have too heavy of a work-
what to expect after his expe- load.
rience with the previous night For the 2011 night game,
game, a thriller the two schools Rademacher said administrators
played in 2011 that culminated in at other Big Ten schools reached
a last-second win by the Wolver- out to him, telling him to expect
ines. at least three times more arrests
"We went into it blind two years and ejections than a typical Satur-
ago," Rademacher said Thurs- day at the Big House. Rademacher,
day. "Will I sleep easier this year? however, said they dealt with the
Maybe just a little bit because same number of incidents as usual.
we've done it before. But my job is While the event staff can pre-
not to sleep easy." pare for a night game by beefing
Instead, his job is to make sure up on security, there isn't a whole
that every wrinkle of hosting such lot that changes for Michigan
a major event - ESPN's College Marching Band Director John
GameDay program will originate See NIGHT GAME, Page 8A

RESEARCH
Future transit
focus of new
research
initivative
M-TRACS to split
$330,000 between
a dozen projects
By CHRISTY SONG
Daily Staff Reporter
The University is launching a new pro-
gram in the hopes of putting the future of
transportation on the right "TRAC."
The new initiative, Michigan Transla-
tional Research and Commercialization,
works to advance the future of transpor-
tation technologies and boost Michigan's
economy.
M-TRAC is a three-year program cre-
ated to fund researchers from the College
of Engineering and the U-M Transporta-
tion Research Institute to innovate trans-
portation.
Volker Sick, the University's associ-
ate vice president for research and an
M-TRAC oversight committee member,
said the program was developed as a result
of a public announcement made late last
year by the Michigan Economic Develop-
ment Corporation. The organization invit-
ed universities within the state to compete
in finding a project that would enhance
current transportation technologies.
"The main goal of M-TRAC is to help
See TRANSIT, Page 3A

Co-owner of Bookbound Peter Blackshear reads a book at the end of the day on Thursday.
Bookstore opens doors
near North Campus

F
e
fc
boo
tur
mai

ormer Borders Bookbound, owned and
operated by Megan and
mployee, wife Peter Blackshear, will have
its grand opening Saturday
ocus on locals after completing renova-
tions to its Plymouth Road
By AARON location in The Courtyard
GUGGENHEIM Shops across from North
Daily Staff Reporter Campus.
The store will be the
A new independent fourth independent book-
kstore is entering the store in Ann Arbor, joining
bulent Ann Arbor book Nicola's Books on the west
rket. side of the city as well as

Aunt Agatha's and Literati
downtown.
The book market has
been tough in the city,
which in the past few years
has seen the closure of
Borders, Michigan Book
& Supply, David's Books,
Crossroads Christian
Bookstore and the Shaman
Drum Bookshop.
Megan Blackshear said
she's confident their store
See BOOKSTORE, Page 3A

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