Special Olympics



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National Fundraiser for the Law Enforcement Torch Run® BENEFITING Special Olympics

April 29 – May 1, 2011

Event Background

← Police officers from local Police Departments will take to the roofs of Krispy Kreme stores on April 29 – May 1, 2011 to raise money for the Law Enforcement Torch Run® for Special Olympics.

← During Cops on Doughnut Shops weekend, police officers will collect donations from customers and the general public as the officers are perched on the rooftops of Krispy Kreme stores.

← Police officers may also make calls from Krispy Kreme rooftops to local individuals and business leaders asking for pledges. Remember to challenge local community officials, sports figures, and media personalities to join you on the roof and contribute to your fundraising efforts.

← Customers who donate to the Torch Run for Special Olympics will receive treats from Krispy Kreme ranging from a free doughnut to a free dozen Original Glazed doughnuts and a choice of a Special Olympics hat or shirt. Corporations, organizations, or individuals donating $1,000 or more will receive a free Krispy Kreme doughnut party for their employees.

← Special Olympic Athletes may help greet customers and create awareness of the Special Olympics programs in the area. Special Olympic representatives/board members should be present at event.

Donation Incentives

Krispy Kreme will provide the following doughnut incentives for each level of donation. Local Torch Run organizers to provide Torch Run/Special Olympics merchandise.

$5 to $20 One free Original Glazed doughnut

$20 to $50 One free Original Glazed dozen

$50 to $200 One free Original Glazed dozen and Torch Run T-shirt

$200 plus One dozen Original Glazed doughnuts Free each month for 12 months (12 free dozen coupons) and Torch Run Hat

$1000 plus Doughnut party - up to 50 dozen Original Glazed doughnuts

Public Relations – National

← Torch Run and Krispy Kreme representatives will pitch broad story about national Cops on Doughnut Shops events promoting the Torch Run, Special Olympics, event locations and ways to donate to national TV, newspapers, magazines and radio networks.

← Possible celebrity tie-in that has an affiliation with Special Olympics to garner national media.

← Krispy Kreme will send a national wire press release on in April prior to kick-off weekend.

← Torch Run and Krispy Kreme Facebook pages will promote kick-off weekend in the weeks leading up to the events.

Public Relations - Local

← Local Torch Run organizers to perform media deliveries (media alert and doughnuts) to local TV, radio and print media to promote event.

← Follow up made by local Torch Run organizers.

← Krispy Kreme can provide doughnuts for radio and TV drops. Please contact your local Krispy Kreme store manager to make arrangements no later than 48 hours in advance of your media drops.

← Local Torch Run organizers may coordinate placement/advertising with local publications based on trade to garner publicity and advertising for event.

← Local Torch Run organizers may partner with a local newspaper, TV and radio station to publicize the event and create awareness of the Torch Run/Special Olympics.

Media Relations Tools

Krispy Kreme will supply media templates that should be localized for each Cops on Doughnut Shops event. Final materials must be sent to Jennifer Willey at the Krispy Kreme Corporate Office at JWilley@ for approval no later than two weeks/10 business days prior to distribution (see templates on Special Olympics website, ).

← Event Press Release

← Event Media Alert/Calendar Listing

← Local media contact list if available

← Local Torch Run organizers to provide local media outreach.

← Krispy Kreme will provide doughnuts to aid in media outreach. Local store must be contacted no later than 48 hours prior to media drops.

Promotional Materials Available

By completing and returning the promotional materials order form, the following materials will be available for your local event.

Krispy Kreme Promotional Items

← Two Counter Cards will be used in-store, one at the register station and one in the drive-thru window.

← Friends of Krispy Kreme e-postcard distributed to participating markets.

← Cops on Doughnut Shops link to store locator on the Krispy Kreme website.

← Roof Top Banner (If printed locally by Special Olympics chapter)

Available Artwork (to be printed by local Special Olympics chapter)

← Black & White flier artwork (will be e-mailed to local organizers by 4/15)

← Roof Top Banner artwork (see order form)

“How To” Template

Sixty Days before the Event

□ Coordinate an organizational meeting with your local Krispy Kreme general manager and Special Olympics organization in your area to discuss event dates, partnership overlays, and logistics.

□ Set a fundraising goal for your local Cops on Shops event.

□ Create an internal incentive or challenge to meet the fundraising goal.

□ Contact your department and other departments in neighboring jurisdictions to coordinate event dates and arrange for law enforcement agencies to provide campers/sitters for the event (in uniform, vehicles present).

□ Contact any additional businesses/organizations to solicit sponsorships for the event.

□ Coordinate with local TV, radio and print media to create and garner sponsorship for event publicity.

□ Establish a relationship with a local radio station for an all-day live remote on site.

□ Coordinate cell phones for communication, chairs, tents, special lighting for the roof, etc.

□ Consider other entertainment options to drive traffic to event (celebrity, band, car show, etc). Contact the local sports teams about getting their costumed mascots and/or cheerleaders.

□ Order fliers, counter cards, and banners from Eileen Brennan at the Krispy Kreme Corporate Office (return order form no later than 3/11 or 45 days prior to event date other than April 29 – May 1).

□ Order/produce Torch Run t-shirts and hats to have on-hand for donation incentives.

□ Localize and distribute event Calendar Listing to local TV, Radio, and print publications.

Thirty Days before the Event

□ Host second organizational meeting to discuss planning progress with the local Krispy Kreme general manager and Special Olympics organization.

□ Send out second notification within your department asking for volunteers for the event.

□ Coordinate with Special Olympics to arrange for some Special Olympics athletes to come out and help at the event.

□ Localize and distribute event media alert on departmental letterhead.

□ Make follow up media calls to promote the event.

□ Reserve any equipment needed at the site: tents, inflatables, building materials.

□ Arrange for the use of marked patrol cars, special vehicles, mounted officers, and displays, if there is space available and the store manager approves.

□ Arrange for a portable sound system, and see about getting any police lighting to the roof for the nighttime portions.

□ Arrange for any special signage to be posted on the streets 500 feet from the store and in front of the store.

□ Educate and promote the event to local law enforcement agencies, businesses and the community through posters, fliers, media, and word of mouth.

Fourteen Days before the Event

□ Confirm any special guest sitters including the Chief, Sheriff, or your boss.

□ Confirm any guest sitters from the media or the community such as the mayor or a councilperson.

□ Invite the general manager to join you on the roof for a time, or if the manager approves, maybe to reward an employee who has done an outstanding job for the company and the event.

□ Confirm any special live broadcasts by the local radio and television stations. Be sure to have a schedule of times available for them. Shoot for live broadcasts like having the TV weatherman do his segment from the roof. Once scheduled, please supply the details to the general manager.

□ Develop a work schedule for your ground crew that covers the entire 60-hour period. Do four to six hour shifts for the ground crew. Your police roof sitters are there for the duration of the event. They come down only for bathroom breaks and severe weather (i.e. electrical/thunder storms).

□ Arrange to have plenty of Torch Run t-shirts and hats on-hand.

□ Educate and promote the event to local law enforcement agencies, businesses and the community through posters, fliers, media, and word of mouth.

Seven Days before the Event

□ Make final contact with the general manager and Special Olympics to go over the event logistics one last time.

□ Locate exactly where everything is going to be set up on the roof and the ground.

□ If necessary, distribute another media alert with any updates on guest sitters (chief or mayor) and make follow-up media calls to promote the event.

□ Arrange for nearby parking for your volunteers if necessary.

□ Local Torch Run organizers provide talking points and event information for the radio station to use during live remote.

□ Educate and promote the event to local law enforcement agencies, businesses and the community through posters, fliers, media, and word of mouth.

Day before the Event

□ Set up anything that has to be built, such as scaffolding, tents, etc.

□ Be sure that anything that you have to set up or build is safely secured and is approved by the manager.

□ Make sure you have electricity available if using lights and a sound system.

□ Set up tents if they are being used on the roof for sleeping.

□ Localize and distribute press release to the media.

□ Make final media calls to promote the event.

Day of the Event

□ Event starts at 6:00 AM - Get there early!

□ Set up all banners and signage.

□ Meet with your volunteers, and train them on what they can and can’t do on the site.

□ Brief your guest sitters.

□ HAVE EVERYONE SIGN THE REQUIRED WAIVER.

□ Go up on the roof on time. Make that a media event.

□ Be sure to include the general manager or some employees in some of the media interviews.

□ Be sure there is ample parking for the store’s customers. If not move your own and the volunteers’ cars off-site.

During the Event

□ Make sure everyone involved is in Torch Run t-shirts. Include the store employees (free shirts) if the general manager approves.

□ When collecting from customers, don’t block the entrances to the store or drive thru.

□ Greet everyone who approaches the store with a cheerful “Hi, we’re raising money for Special Olympics.”

□ When collecting at the drive thru, position the volunteer at a point where the customer has already ordered and picked up his doughnuts.

□ As they approach the store, make customers aware of any special offers or donation rewards offered by the store.

□ Make sure your sitters keep up a constant dialog with the customers and passersby.

□ Hand out any free samples and coupons provided by the store.

□ If the manager provides them, hand out fresh hot doughnuts to motorists at a nearby intersection and encourage them to stop by the store.

□ Update the manager and the media on money totals every day.

□ If water and beverages are provided by the store, have one ground crew member handle that to avoid congestion in the store or any confusion.

□ Have one contact person for the store manager for each shift of volunteers. Have that person introduce himself/herself to the manager at the beginning of each shift so that if any problems or questions arise, the manager knows exactly whom to approach with the question.

After the Event

□ Clean up the area as if you were never there.

□ Advise the manager of how much money was raised. Have a short event debriefing session to discuss all the positives and any negatives that were encountered during the event. Discuss what could be done to make the event even better next year.

□ Thank the manager and all the employees for allowing you and your crew to be a part of the store.

□ Send out thank you letters to all of the media that came out or who provided any advertisement for the event. Make the letters personal to the individual reporters and radio hosts who sat with you or interviewed you.

□ Send out thank you letters to all the other sponsors who provided food, equipment, and other resources.

□ Advise your State Torch Run Director how much money you raised.

□ Arrange for an appropriate plaque or framed letter to be presented to the store.

□ Last but not least, thank all of your volunteers and the athletes that came out and worked so hard to make your event successful.

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