ONE-HUNDRED-TWENTY-THREE YEARS OF EDITORIAL FREEDOM Friday, September 6, 2013
Ann Arbor, Michigan
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CHALK ZONE
DEVELOPMENT
Students to be involved in capital campaign Committee is first of its kind for University development
TERESA MATHEW/Daily
Local artist David Zinn creates chalk art for Mott Children’s Hospital on Thursday in the Diag.
By JENIFER CALFAS Daily Staff Reporter
MARKETING
University to unveil TV ads 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 victors 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 production, commercials featuring students and scenes from across campus were shot by the University’s marketing team, with the primary intention of attracting prospective students to the University. The advertisements airing Saturday cost $600,000 to produce, while the entire campaign, which will be completed by advertising agency Lowe Campbell Ewald, also includes several
more expansive videos, web features and other marketing materials, cost $1.1 million. Matt Schlientz, the University’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 Michigan’s history where we have all of these units, schools and colleges and departments coming
Although students won’t serve on the University presidential search committee, a student committee has been formed to assist and participate in the upcoming capital campaign. It will be the first of its kind here on campus. Set to launch Nov. 8, the University’s fourth fundraising campaign will focus on providing financial aid to students and expanding classroom learning into real-world experiences. The campaign has a 38 fundraising units throughout the University’s schools and colleges, as well as volunteers and committees that will help connect the goals of the campaign. So far, the student campaign committee has 18 members representing under-
together,” Schlientz said. For its newest batch of recruitment advertisements, the University formed the Executive Marketing Council in the winter of 2011. The council includes heads from departments and units across campus and was “intimately involved in the production process.” The videos feature University students in some of the betterknown locations on campus. In one memorable scene, LSA junior Stacey Ervin, a memSee ADS, Page 3A
RESEARCH
FOOTBALL
Future transit focus of new research initivative
Stadium ops ready for night game limelight Marching Band, security take special measures for Saturday By MATT SLOVIN Managing Editor
All of the hype that comes with playing a prime-time game comes with hours of preparation and waiting for those trying to ensure its success. Rob Rademacher, associate athletics director for facilities and operations, thinks he knows about what to expect after his experience with the previous night game, a thriller the two schools played in 2011 that culminated in a last-second win by the Wolverines. “We went into it blind two years ago,” Rademacher said Thursday. “Will I sleep easier this year? Maybe just a little bit because we’ve done it before. But my job is not to sleep easy.” Instead, his job is to make sure that every wrinkle of hosting such a major event — ESPN’s College GameDay program will originate
from Ann Arbor the morning of the game — is taken care of. Rademacher and his team — which includes Shelly Fabrizio, director of operations and events — will monitor vehicle and pedestrian traffic around Michigan Stadium. They’ll ensure the lighting system, which was first used at 2010’s Big Chill at the Big House, is functioning before the game. For night games, they bring in extra lighting fixtures. And they’ll hope that their security team, prepared for the attendees who have enjoyed a long day of tailgating, doesn’t have too heavy of a workload. For the 2011 night game, Rademacher said administrators at other Big Ten schools reached out to him, telling him to expect at least three times more arrests and ejections than a typical Saturday at the Big House. Rademacher, however, said they dealt with the same number of incidents as usual. While the event staff can prepare for a night game by beefing up on security, there isn’t a whole lot that changes for Michigan Marching Band Director John See NIGHT GAME, Page 8A
M-TRACS to split $330,000 between a dozen projects By CHRISTY SONG Daily Staff Reporter
TERRA MOLENGRAFF/Daily
Co-owner of Bookbound Peter Blackshear reads a book at the end of the day on Thursday.
Bookstore opens doors near North Campus Former Borders employee, wife focus on locals By AARON GUGGENHEIM Daily Staff Reporter
A new independent bookstore is entering the turbulent Ann Arbor book market.
Bookbound, owned and operated by Megan and Peter Blackshear, will have its grand opening Saturday after completing renovations to its Plymouth Road location in The Courtyard Shops across from North Campus. The store will be the fourth independent bookstore in Ann Arbor, joining Nicola’s Books on the west 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
the maize ticket
engaging detroit
The debate over new ticket policies continues. What would you do for one? » INSIDE
The University has myriad initiatives in the Motor City, but can it do more?
WEATHER TOMORROW
HI: 84 LO: 64
graduate and graduate schools. Tom Baird, assistant vice president of campaign strategy of the Office of University Development, said the students involved will have a formal role in the campaign and will help spread awareness about how the money will be spent. “We actually have a student committee that is serving that has access to the real roles in the campaign and that will help advise us on how to get students involved,” Baird said. “It’s really exciting because it helps expand the culture of philanthropy around the University of Michigan.” University faculty members nominated students to become members of the committee. Kat Walsh, director of student engagement with the Office of University Development, said almost all of those invited joined the committee. The main purpose of the committee will be to extend the message of philanthropy to the whole student body in order to continue a long-standing tradition of stuSee CAPITAL, Page 3A
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The University is launching a new program in the hopes of putting the future of transportation on the right “TRAC.” The new initiative, Michigan Translational Research and Commercialization, works to advance the future of transportation technologies and boost Michigan’s economy. M-TRAC is a three-year program created to fund researchers from the College of Engineering and the U-M Transportation Research Institute to innovate transportation. Volker Sick, the University’s associate 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 Development Corporation. The organization invited 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
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INDEX
Vol. CXXIII, No. 126 ©2013 The Michigan Daily michigandaily.com
NEWS......................... 2A OPINION.....................4A ARTS......................5A
SUDOKU.....................2A CL ASSIFIEDS...............6A F O OT B A L L S AT U R DAY. . . 1 B