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DTSK Public Relations Agency

Kalynne Defever

Kristen Miller

Katelyn Beno

Taylor Butler

Sean Sabin

Dimitri Turner
























Table of Contents
Research and Situation Analysis
PR Objectives
Audience
Strategy
Tactics
Budget
Measurement
Appendices





















Research and Situation Analysis

DTSK Public Relations Agency collected secondary data through the Internet, World Wide Web,
and organizational materials in order to gain a better understanding of our client, Baskin-
Robbins, and its competitors in the Mount Pleasant area. This research was all qualitative due to
its insight of our specific situation of Baskin-Robbins and the public in which we are trying to
reach. We first began our research on the history of the company itself to educate ourselves on
the objectives and particular mission statement of their company. In 1945 Burton Baskin and
Irvine Robbins founded Baskin-Robbins ice cream in Glendale, California. The brothers-in-law
had a love for ice cream with a homemade, high quality ingredient taste that would create a
neighborhood-gathering place for families and friends.

Our next point of research involved the flavors and other specialties that Baskin-Robbins has to
offer to its customers. Through Internet research we found that Baskin-Robbins has 31 original
flavors along with cakes, milkshakes, sundaes, smoothies, cones, cups, parIaits and 'mix-in`s.
Baskin-Robbins also offers grab-n-go treats, such as novelty treats, pre-packed quarts of ice
cream and fresh packed ice cream that is available in any flavor. Research then moved on
towards the pricing of Baskin-Robbins ice cream. The original 31 pricing for a double scoop is
$3.19, a single scoop is priced at $1.99 and a kids scoop is $1.69. Build your own sundaes come
in 1-3 scoops. 3 scoops cost $4.69 (with toppings included), 2 scoops cost $3.69 (with toppings
included), and 1 scoop cost $2.69 (with toppings included). Cones or cup come in kids, regular,
and large. Kids cones or cup cost $.99, regular cost $2.49, and lard cost $3.49. Milkshakes are
small, medium, and large. The cost for a small shake is $3.79, a medium is $4.49, and the large is
$5.29. Cappuccino blasts come in mini, small, medium and large. The mini cost $3.29, small cost
$3.69, medium cost $4.39 and a large cost $5.19. Baskin-Robbins also offers fruit blast
smoothies in mini, small, medium and large. The mini cost $3.39, the small cost $4.49, the
medium cost $5.29 and the large cost $5.99. Baskin-Robbins offers an assortment of premium
sundaes. The Banana Royal cost $4.99, the Brownie Sundae cost $4.99, the Banana Split cost
$5.69, the Reese`s Peanut Butter Cup cost $4.99, the Chocolate Chip Cookie Dough Sundae cost
$4.99, the Oreo Sundae cost $4.99 and the Snickers Sundae cost $4.99.

Another important aspect of the research portion of our campaign involved the number of faculty
and students on Central Michigan University`s campus. The amount oI Iaculty at CMU
approximates to 1,130 members. Students that live on campus are 5,544 and students who live
off-campus are 22,845.

A proper location for Baskin-Robbins on Central Michigan University`s campus was another
point of research that we deemed extremely important to this campaign. The location had to be in
a convenient location for all students to have an equal opportunity to access Baskin-Robbins and
enjoy everything they have to offer. Organizational materials were used in order to figure out the
best location for Baskin-Robbins. It was important to our agency to provide a location to Baskin-
Robbins that will attract many students, be easy to find, and provide an enjoyable atmosphere.
Park Library is where Baskin-Robbins will be located in order to yield optimal student attraction
due to its easy location and warm, enjoyable atmosphere.

Through Internet research we were able to find the top ice cream competitors in the Mount
Pleasant area that are popular amongst CMU students and community members. The businesses
that seemed to propose the most competitiveness to Baskin-Robbins in Mount Pleasant are
Doozie`s, Cold Stone Creamery, Dairy Queen, Yogurt Yeti, and The Malt Shop. All oI these
businesses have attracted students both on and off campus for their frozen treat needs.

DTSK Public Relations Agency also conducted primary research that enabled us to better
understand our target audience and our client. The six members of our agency each conducted a
10 question long interview that revealed what things would get students to go to Baskin-Robbins
on campus, where they typically go for ice cream, price ranges for a particular size of ice cream,
and other various questions. Twelve interviews were conducted all together, all of which were
Central Michigan University students. These students were part of a convenient sample and were
all students that were known and readily available to be interviewed. The following questions
were asked in our interview.

Have you ever eaten at Baskin-Robbins?
Where do you go for ice cream in Mount Pleasant?
Would you go to Baskin-Robbins on campus if there were one available?
What would get you to go to a Baskin-Robbins on campus over (insert answer to #2 here)?
Where would be a convenient location for Baskin-Robbins on campus for you personally?
What is your favorite Baskin-Robbins flavor?
How often do you eat ice cream?
Would you go to Baskin-Robbins for something other than ice cream?
How much would you be willing to pay for a single scoop of ice cream?
When you hear 'Baskin-Robbins what is one word that automatically comes to mind?

Through these surveys that we conducted we found that:
83% of the student body has eaten at a Baskin-Robbins

Average price a student would pay for a single scoop of ice cream is $1.83. The most popular
price students were willing to pay (reeling in 6/12 (50% of the interviewers)) would pay $2.00.

66% of the student body eats ice cream 1-5 times a week.

25% of the student body eats ice cream seasonally (more so in the summer than the winter).

Less than 1% of the student population does not eat ice cream.

DTSK Public Relations Agency also conducted primary research by travelling to local grocery
stores and observing whether or not those stores sold Baskin-Robbins pre-packed ice cream. Our
research lead us to the conclusion that neither Meijer nor Wal-Mart sell Baskin-Robbins in pre-
packed packages in their ice cream section. They only sell them in their stores.






Situational Analysis
DTSK Public Relations Agency is working to promote the awareness of the opening day and
month of Baskin-Robbins at Central Michigan University`s Park Library. This promotion of the
opening day and month is a one-time event that requires our agency to be well prepared in order
to preserve and develop customer support and public support.

Through 12 in-depth interviews with Central Michigan University students we were able to
collect some very valuable information about Baskin-Robbins and our target audience.

Baskin-Robbins has been a neighborhood ice cream shop for almost three quarters of a century.
Their exotic flavors and delicious treats have won over the hearts of ice creams lovers in 5,800
locations and in over 30 countries.

Competitors of Baskin Robbins vary from city to city. Specifically in Mount Pleasant Baskin-
Robbins have 5 main competitors that consume Central Michigan University students. The
competitors include Doozie`s, Cold Stone Creamery, Dairy Queen, Yogurt Yeti, and The Malt
Shop. . We also consider any other frozen treat business as a competitor such as McDonalds
because of the McFlurry, as well as the grocery stores in the area.

The research that our PR agency conducted allowed us to find a convenient location for students
and staff, understand the goals and missions of our client, understand student opinions of Baskin-
Robbins, and comprehend the competition within the Mount Pleasant area.


PR Obj ectives

We want to assure that Baskin-Robbins is the most wanted ice cream on and off campus
for students, faculty, and community members.
Our goal is to promote Baskin-Robbins in a way that will make people excited and aware
about this enjoyable ice cream experience that is coming to Central Michigan
University`s campus.
DTSK Public Relations Agency wants to make sure that students are aware and have an
opportunity to take advantage of student discounts and coupons for the public that can be
used at Baskin-Robbins.
On Central Michigan University`s campus we are working to promote an ice cream store
that can serve as a neighborhood gathering place for friends, families, and students.
We aim to provide exactly what Burt Baskin and Irv Robbins created Baskin-Robbins
Ior, which is to 'provide customers with a variety oI Ilavors made with ingredients oI the
highest quality in a Iun, inviting atmosphere.








Audience Analysis

DTSK Public Relations Agency found it beneficial to analyze our audience to find out beliefs,
attitudes, values and lifestyles, which would help us better promote our client to the intended
audience. Our primary audience for this Baskin-Robbins PR campaign is mainly students and
faculty. The demographics include ages between 18-24 years of age regarding students and 35-
50 for faculty members. We are targeting both male and female audience members. Specific
ethnic backgrounds and cultures are not being targeted due to the fact that we are broadly
promoting Baskin-Robbins to the entire CMU campus.

Income is another aspect of the demographic research of both students and faculty. Students
typically do not have a steady income but rather no inward flow of money at all or a part time job
along with schoolwork. Faculty members on the other hand have a steady income. The average
income of a full-time professor is approximately between $75,000 and $100,00 a year. Many
students are currently working on obtaining a master`s or bachelor`s degree at Central Michigan
University. These students are enrolled in as many as 21 credits and as low as 12 credits per
semester. Faculty at Central Michigan University has a master`s or doctorate degree in a speciIic
field. Central Michigan University students normally live 1-5 miles off campus or are housed on
campus in dormitories. Most students live with other CMU students, which will help provide a
broader audience scope when promoting the new Baskin-Robbins on campus.

The psychographics oI students that are part oI Central Michigan University`s student body vary
from student to student. However, all students are in the Mount Pleasant area for the sole reason
of achieving a higher education and working to receive a degree and professional career. For the
reason stated above normally beliefs, attitudes, and values do not have an effect on the buying
and consumption of ice cream.

DTSK Public Relations Agency decided that the secondary audience would just include the rest
of the Mount Pleasant community such as high school students, families, elderly, and anyone
living in the surrounding area. This is such a broad secondary audience that the ages range from
young and old. Both male and females from any ethnicity is being targeted. Education is another
category that we are not able to exactly pinpoint due to the fact that besides the CMU population
being targeted we are simply just targeting every one else in the community. According to the
United States Census Bureau in 2012 44.7 percent of persons living in Mount Pleasant live
below the poverty level. Therefore the income of half of Mount Pleasant residents live below
poverty level and are working hard to make or barely make ends meet.

Psychographics of our secondary audience include the lifestyle, attitude, and beliefs of
community members. Lifestyles of this audience are much different due to the amount of income
and the fact that almost half of the people living in Mount Pleasant live below the poverty level.
Lifestyles therefore are not very glamorous. Most people (44.7 percent of people) in the area live
simply and strive to keep a steady flow of income. Beliefs, attitudes, and values are things that
are going to vary person-to-person and household-to-household.

This is something that would be great for Baskin-Robbins. We strive to be part of the community
and work hard to be part oI people`s everyday lives. Our stores that are in smaller communities
often do very well since the stores support and service the area.

Strategy

DTSK Public Relations Agency has titled this campaign 'Ice Cream, You Scream, We All
Scream Ior CMU. Many people remember the 'I scream, you scream, we all scream Ior ice
cream song Irom various different mediums. However, the slogan and song originally came
Irom the 1929 song recorded by the 'Warinng`s Pennsylvanians. We thought this title was
appropriate for our campaign considering it is a beloved song and slogan that many if all people
love and know.

Key messages that DTSK Public Relations Agency will develop are scattered out through the
beginning weeks of the Fall Semester of 2013. Our messages begin with Facebook and Twitter
posts, along with flyers posted around the campus and student handbills placed in mailboxes in
all of the residence halls. Tweets will consist of promotional events and discounts being hosted
by the new Baskin-Robbins on campus. An example of one of the Tweets will read 'New
Baskin-Robbins coming to CMU`s campus #Fall2013 #Park Library. These speciIic posts and
handouts will provide awareness of the new Baskin-Robbins on campus to students and faculty
as they return for the fall semester.

Another strategy DTSK Public Relations Agency is utilizing in order to promote Baskin-Robbins
on campus is the CMU home football game against the Toledo Rockets. We will host a Baskin-
Robbins tent with free ice cream and free t-shirts that are given out 'Iirst come, Iirst serve.
Promotional flyers and maps of our ice cream course will be handed out in order to create even
more awareness amongst the CMU student body.

The overall theme of our opening day of Baskin-Robbins is based on an Ice Cream Course where
students attend four different booths around campus to sample different flavors and kinds of ice
cream. Maps will be handed out as promotional flyers for students to know exactly where each
booth is. The end of the course will be at the new Baskin-Robbins in CMU Park Library. This is
a fun, free event for all CMU students. The goal of this event is to provide a creative and unique
way to promote and inform the student body of Baskin Robbins.

The final strategic event will last the entire month of October. Each day CMU Baskin-Robbins
will highlight a different classic flavor, which will only be 50 cents per scoop. This will draw in
students and provide a cheap, delicious treat to students looking for a flavorful experience!








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Tactics

Tactics in which our PR agency will use in order to create brand awareness and draw students in
to this fun, inviting atmosphere include a variety of different methods. The first tactic will be
implemented during the month of August, before CMU students return to Mount Pleasant for the
fall semester of 2013. This tactic includes Facebook and Twitter posts, along with flyers and
posters administered to the student body during their first week back and posters hung in various
places around campus. An example oI one oI the Tweet`s will read '31 Flavors, 31 Specials, 31
Days #October2013 #CMU.

Flyers and posters will be handed out to students at major on-campus events such as Main Stage
and a home football game, which will reach a large amount of students and provide an
opportunity for students to learn about the upcoming opening of Baskin-Robbins. Along with the
football game we will also provide free ice cream and t-shirts for students in order to promote
brand awareness on campus.

Baskin-Robbins will also appear in student announcements to CMU students. Every week
students receive emails about upcoming events and activities on campus that week. Students
receive an email from Angella K Coldwell, who provides information sporting events on
campus, fundraising events, new things that are happening at CMU, and various other activities
the student body should be aware of. Baskin-Robbins will be highlighted in this email every
week in order to generate a larger Facebook and Twitter following, as well as larger audience
awareness. The email speciIically reads 'BASKIN-ROBBINS COMES TO CMU PARK
LIBRARY. On October 1, 2013 CMU will open Baskin-Robbins ice cream right here on
campus! Come and enjoy a delicious ice cream treat in this fun, inviting, and creative
atmosphere. Don`t Iorget to check out the CMU Baskin-Robbins booth at the CMU Football
Home Game against the Toledo Rockets on the 21
st
of September! Make sure to snag some free
ice cream and t-shirts at the Baskin-Robbins booth! Keep an eye out for an Ice Cream Course
Map that highlights special deals and delicious Ilavors!

Two weeks before the October 1
st
opening of Baskin-Robbins in CMU Park Library we will set
up a small tent at the CMU home football game against the Toledo Rockets. The game is on
Saturday, September 21, 2013. Our tent will provide free Quarterback Crunch ice cream and free
CMU Baskin-Robbins t-shirts for students who arrive early to the booth. Ice cream and t-shirts
will be provided with a 'Iirst come, Iirst serve policy. Maps that will promote and highlight the
Ice Cream Course for the opening day of Baskin-Robbins will be handed out to students at both
entrances to Kelly Shorts Stadium, at the tailgate before the game and at the Baskin-Robbins
booth. Kelly Shorts stadium can sit 30,255 people. Unless the Chippewa`s are Iacing a rival or a
Big Ten school most seats aren`t Iilled. However, the amount oI students, family, faculty, and
alumni that attend games is still a significant number of people. The football game will draw in a
large student audience that is excited about Central Michigan University and everything that this
school has to offer. CMU Baskin-Robbins booth will reach a large audience that will make
students excited about fun and flavorful ice cream on campus.

On the 23
rd
of September DTSK Public Relations Agency will send both the CM Life and
Morning Sun newspaper a press release regarding information about Baskin-Robbins on CMU
Park Library`s campus and the opening day event. The press release will state information about
the opening day Ice Cream Course event. This will allow our event to be promoted to a wide
audience range such as students, faculty, and community members. The more information the
public has, the larger audience at our event.

Between the football game and October 1
st
(the opening day of CMU Baskin-Robbins) all
students that live on and off campus will receive a map displaying the different booths of ice
cream spread across campus and the discounts that we have to offer. Students living in the dorms
will be able to find these maps in their mailboxes as well as various shops, buildings and areas
on campus. Off campus students will receive maps in their mailboxes as well. Along with
students receiving this map via mail they will also receive an email about the opening day event
with an Ice Cream Course Map attached. Baskin-Robbins employees will be strategically placed
at different areas around campus in order to hand out the maps that promote our opening day
event of CMU Baskin-Robbins.

Our opening day event on October 1, 2013 will be an Ice Cream Course that will promote and
draw students in through delicious and cheap ice cream promotions. We will have four stops on
our map that will be placed strategically around campus that will be giving out a free sample of
Baskin-Robbins ice cream. One booth will be in front of the Education and Human Services
Building. That booth will highlight one of the 31 classic flavors of Baskin-Robbins ice cream.
Another booth will be located between Pearce Hall and Anspach Hall. Fruittastic flavors will be
free at this booth. One other booth will be placed between Moore Hall and Park Library. This
booth will allow students to sample one of the nutmania flavors that Baskin-Robbins has to offer.
Our final stop on the Ice Cream Course will end at the Baskin-Robbins CMU Park Library
location where students will be able to sample a scoop of Quarterback Crunch ice cream. Arrows
will be drawn with chalk on the sidewalks in order to ensure students are traveling in the right
direction. Students will also have their map in hand to direct them to each station. Students may
travel to any booth they would like first. However, students MUST finish at the Baskin-Robbins
location in CMU Park Library.

Students will present their map to employers at each booth. The employer will stamp their map
at the location they received the ice cream and will be allowed to move on to the next station.
Participants must complete each station in order to move through the entire Ice Cream Course. If
the weather permits for booths to be able to be outside then booths will be located outside. If the
weather is cold, rainy, or any other type of weather that may hinder the effectiveness of the
course we will move booths indoors, displaying signs and placing employees to direct students to
where they should proceed next. We will have four Baskin-Robbins staff members stationed at
each booth. A full staff will be provided at the actual location in Park Library.

During the month of October, which is the first full month that CMU Baskin-Robbins is open,
DTSK Pubic Relations agency will promote the '31 Flavors, 31 Specials Event. Every day of
October Baskin-Robbins will highlight one of the 31 classic flavors of ice cream. The flavor that
is highlighted on that particular day will only cost 49 cents a scoop. Consumer perceive that 49
cents seems so much cheaper than 50 cents although in actuality it`s only 1 penny that is why we
made it 49 cents instead of 50 cents. Students will be able to access what flavor of the day is
being highlighted through Facebook, Twitter, and at the actual Baskin-Robbins location on
campus. Everyday will feature one of the exciting and delicious 31 flavors that Baskin-Robbins
has to offer.

On Halloween CMU Baskin-Robbins will highlight the electric orange flavored ice cream,
Orange Sherbet! We will also have another booth set up October 19, 2013 at Kelly Shorts
stadium as CMU Football tackles Northern Illinois during Homecoming weekend. Quarterback
Crunch Ice Cream and t-shirts will be given away free! These events will help draw in students
and help each individual sample each of our famous flavors!






































Calendar/ Timetable

Our campaign 'Ice Cream, You Scream, We all Scream Ior CMU will begin in the month of
August. This month social media sites such as Twitter and Facebook will be set up in order to
promote this brand new company on CMU`s campus. Central Michigan University students will
be targeted to these specific pages and will be aware of this upcoming ice cream brand even
before they move back to school.

The first week of school, August 26-30, flyers and posters will be distributed to students across
campus. Flyers will be hung in every major building and employers will be strategically placed
at different areas around campus handing out flyers about Baskin-Robbins at CMU Park Library.
Tweets, Facebook posts, and flyers will circulate campus for the rest of the month of August up
to the opening event on October 1.

Starting the first of September emails will be sent to the entire Central Michigan University
student body. Angella K Coldwell will highlight Baskin-Robbins and the upcoming opening
location and events that are planned around the event. Again, these emails will circulate and be
sent every week to the student body from the first of September through the month of October.

September 21, 2013 CMU Baskin-Robbins will hold a booth with free ice cream and t-shirts
throughout the entire game as well as maps of the Ice Cream Course.

Between September 21 and October 1 DTSK Public Relations Agency will hire and place
employees strategically around camps in order to hand out the maps for our opening day Ice
Cream Course Event.

On September 23, 2013 we will send out a press release to both the Morning Sun Newspaper and
CM Life in order to promote student awareness of the opening of Baskin-Robbins.

October 1, 2013 from noon to 4:00PM we will have the Ice Cream Course opening day event of
CMU`s Baskin-Robbins in Park Library.

The entire month of October will highlight a specific flavor of all 31 of Baskin-Robbins flavors
each day throughout the entire month. The scoop that is highlighted that day will be provided via
Facebook, Twitter and on site at CMU Park Library Baskin-Robbins. For example on October 31
Baskin-Robbins will highlight the Halloween colored classic flavor, Orange Sherbet. Once scoop
of the flavor being highlighted will only cost 50 cents.

On October 19, 2013 we will have another booth at the Homecoming Football game against
Northern Illinois. Free t-shirts, and a scoop of our Quarterback Crunch ice cream will be given
away Iree to students with a CMU identiIication card. Remember, it`s Iirst come, Iirst serve!

November 1, 2013 will begin the measurement and evaluation process of the overall campaign.
This campaign will last for as long as enough research and measurement is collected in order to
understand the total effectiveness of the campaign.

Campaign Timeline

August 1- October 31: Facebook, Twitter posts initiated

August 12- 16: Flyers, posters and brochures are printed

August 26-30: First week back to school, Flyers hung in various CMU buildings and handed out
to students on campus

September 1- October 31: Angella K Coldwell will highlight Baskin-Robbins as a part of the
weekly emailed student announcements. Table tents will also be set up in all of the residence
halls in order to promote awareness.

September 21: CMU Home Football Game vs. Toledo Rockets, Baskin-Robbins Booth with
free ice cream and t-shirts

September 23: Press Release`s being sent to CM Life and the Morning Sun

September 21- October 1: Maps of the Ice Cream Course will be handed out, mailed, and
emailed to the CMU student body

October 1: Opening Day of Baskin-Robbins in CMU Park Library, Ice Cream Course Event
from Noon to 4PM.

Enti re Month of October: Each day we are highlighting one of the specific 31 classic flavors
Baskin-Robbins has to offer. The next calendar will highlight each day and what specific flavor
is highlighted for that day.

November 1: Measurement on the success oI our 'Ice Cream, you scream, we all scream Ior
CMU campaign. This will last until the appropriate amount oI data Ior our measurement is
collected.





























































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Press Release to Newspapers 2 $$
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T-Shirts 1,000 $$
Hand Bills 1,500 $$
Posters 250 $$
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Measurement

DTSK Public Relations Agency will measure the success of our 'Ice Cream, You scream, We
All Scream Ior CMU campaign. A survey will be sent to all students via email, using the
website Survey Monkey. Students will then respond and our agency will be able to comprise
responses to our opening event and promotions. Same basic questions will read.

Did you attend the Baskin-Robbins Ice Cream Course Opening Day Event?
Have you attended one of the 31 Flavors, 31 Specials month long event?
Have any of the Baskin-Robbins events made your more susceptible to choosing Baskin-Robbins over
any other ice cream business in Mount Pleasant?

Measurement will also be used through the amount of Facebook likes, Twitter posts and re-
tweets of the CMU Baskin-Robbins Twitter page. The amount of posts and tweets will allow us
to understand how many people reached our messages and were aware of the campus events.

40 in-depth interviews will also be conducted in order to gain more detail about the overall
campaign, thoughts about our specific strategies, and the effectiveness of each event.

The measurements regarding the effectiveness of the reach of our football game events were
determined by how quickly the t-shirts and ice cream were given away.

The opening day event is determined by how many maps are returned to the final destination of
our Ice Cream Course. The amount of maps completed will allow us to determine how many
people participated in the event and how many people were reached.

Sales of the overall ice cream during our opening month will allow us to determine which flavors
are popular amongst the student population and how many students were aware of the month-
long event. We also will look at customer counts and how many people we served during this
time.

















Appendices
I nterview #1
I nterview place and time: Deerfield 2:00PM on March 2, 2013
I nterviewer: Sean Sabin
I nterviewee: Liza Gross (female, senior at CMU)
Affiliation with interviewee: Friend

Have you ever eaten at Baskin-Robbins?
Yes, and I got a smoothie but my mom goes there all the time and she loves it. I don`t have one
where I live so it is only once in a while when I am able to get it.
What ice cream shop do you go to?
I prefer the Malt Shop is Merrill which is by my house and is kind of a mom and pop ice cream
shop and I it is kind of a place where everybody know everybody and they have delicious
authentic ice-cream.
Would you go to a Baskin-Robbins if it were on campus?
She said that she would go at least one time just to try it but probably wouldn`t make it an every
week thing because of paying for ice cream all the time.
What would give you incentive to go to Baskin-Robbins over any other in Mount Pleasant?
Being in a convenient place and low prices so that you can be close to the ice cream and also be
able to afford the ice cream, which makes it more valuable to me because if it were cheap then I
would want to get it more often.
Where would you li ke to see a Baskin-Robbins on campus?
The University Center would be a good place because I like to do my homework there and it is
an easy place to get to.
What`s your favorite Baskin-Robbins Flavor?
I don`t have a Iavorite Ilavor.
On average, how often do you eat ice cream?
Probably once a week.
What other options would you li ke to see at Baskin-Robbins?
Frozen yogurt would be my favorite.
How much are you willing to pay for a single scoop?
Probably only 1.25 per scoop would make me want to eat this ice cream anything else would be
too expensive.
When you hear ~Baskin-Robbins what do you think of?
I think of the double B logo.

I nterview #2
I nterview place and time: Deerfield E 15 2:45PM on March 2, 2013
I nterviewer: Sean Sabin
I nterviewee: Joe Holton (CMU student)
Affiliation with interviewee: Friend

I nterviewer: Have you ever eaten at Baskin-Robbins?
Yes and it is close to my house so I eat it all the time.
What ice cream shop do you go to?
Baskin-Robbins is my main place because it is right around the corner from my house at home.
Would you go to a Baskin-Robbins if it were on campus?
Yeah, I would go all the time.
What would give you incentive to go to Baskin-Robbins over any other in Mount Pleasant?
Low prices are the only thing that would actually get me to go all the time.
Where would you li ke to see a Baskin-Robbins on campus?
The University Center or Grawn because that is where I spend all of my time and I would eat it
more if it was right where I am all the time.
What`s your favorite Baskin-Robbins Flavor?
Chocolate chip cookie dough is my favorite flavor and I would eat a whole bucket if I could.
On average, how often do you eat ice cream?
Once or twice a week and II I eat more it`s because it is in the house.
What other options would you li ke to see at Baskin-Robbins?
Frozen yogurt would be a good option.
How much are you willing to pay for a single scoop?
1.75 at the most anything more would be too much for one scoop.
When you hear ~Baskin-Robbins what do you think of?
I simply just think about ice cream because it is an ice cream place.

I nterview #3
I nterview Place and Time: Kesseler 207 6:00PM April 3, 2013
I nterviewer: Katelyn Beno
I nterviewee: Tim Merkel (male, freshman graphic design student)
Affiliation with interviewee: friend, lives across the hall

Have you ever eaten at a Baskin-Robbins? Yes I have.
Where do you go for ice cream in Mt. Pleasant? Typically I go to Cold Stone Creamery,
which is right off of campus.
Would you go to a Baskin-Robbins on campus if there were one available? Heck yes I
would.
What would get you to go to a Baskin-Robbins on campus over (insert #2 answer here)? I
would say it would have to be the prices.
Where would be a convenient location for a Baskin-Robbins for you? Anywhere in North
Campus would be a convenient location for me. It would be really cool if there were one
specifically in Wightman Hall.
What`s your favorite Baskin-Robbins flavor? Anything Reese`s would be my Iavorite. I love
Reese`s.
How often do you eat ice cream? Usually it is between 3 and 4 times a year. I am lactose
intolerant so I don`t eat ice cream that much.
Would you go to Baskin-Robbins for something other than cake? Yes. I would go to Baskin
Robbins for their cake.
How much would you be willing to pay for a single scoop of ice cream? $1.00
When you hear ~Baskin-Robbins what is one word that immediately comes to mind? Ice
cream.

I nterview #4
I nterview Place and Time: Kesseler 210 8:00PM April 3, 2013
I nterviewer: Katelyn Beno
I nterviewee: Amy Hein
Affiliation with interviewee: Roommate

Have you ever eaten at a Baskin-Robbins? Yes I have.
Where do you for ice cream in Mt. Pleasant? I pretty much go to Yogurt Yeti, which is like
ice cream.
Would you go to a Baskin-Robbins on campus if there were one available? Oh yeah. I would
definitely go to one.
What would get you to go a Baskin-Robbins on campus over (insert #2 answer here)?
Whether I had a car or not and whether or not I could use my flex dollars in order to pay for it
would determine if I would go to Baskin-Robbins.
Where would be a convenient location for Baskin-Robbins for you? The towers would be
most convenient because I live there.
What`s your favorite Baskin-Robbins flavor? Mint chip.
How often do you eat ice cream? I don`t eat ice cream that oIten. I eat ice cream usually more
in the summer and on special occasions, like holiday`s and birthdays.
Would you go to Baskin-Robbins for something other than ice cream? Yes. I would go to
Baskin Robbins for their birthday cakes.
How much would you be willing to pay for a single scoop of ice cream? If it was a cone it
would $2.75 and if it were in a cup I would pay $2.00.
When you hear ~Baskin-Robbins what is one word that automaticall y comes to mind? Ice
cream.

I nterview #5
I nterview place and time: Kulhavi 310 at 6:00pm on April 2, 2013
I nterviewer: Kalynne Defever
I nterviewee: Andrew Gerber (Male, sophomore BCA major)
Affiliation with interviewee: Friend

Have you ever eaten at a Baskin-Robbins?
Yes, I have eaten at a Baskin-Robbins a couple of times.
Where have you eaten ice cream in Mt. Pleasant?
I have eaten ice cream at the Malt Shop near campus along with at the cafeteria Real Food on
Campus.
Would you go to a Baskin-Robbins on campus if there were one?
I would defiantly go to a Baskin-Robbins if there were one on campus.
What would give you the incentive to go to Baskin-Robbins over another ice cream place?
The price would defiantly take into factor is I went to Baskin-Robbins. Also, the location of the
Baskin-Robbins would depend on if I went to it or not.
Where would you li ke to see a Baskin-Robbins on campus?
I would like to see the Baskin-Robbins in the Towers; it would be great to go along with the
subway they just put in.
What`s your favorite Baskin-Robbins flavor?
My favorite Baskin-Robbins flavor is Birthday Cake.
How often do you eat ice cream?
It depends on how much I eat ice cream due to the season, but in the summer I eat ice cream
about once every two weeks.
What other options would you li ke to see besides ice cream at Baskin-Robbins?
I would like to see Baskin-Robbins offer protein shakes also.
How much would you be willing to pay for a one scoop of ice cream?
I would be willing to pay $2.00 for one scoop of ice cream.
What is one word you think of when you hear Baskin-Robbins?
One word I think of when I hear Baskin-Robbins is ice cream.

I nterview #6
I nterview place and time: Kulhavi 310 at 6:00pm on April 2, 2013
I nterviewer: Kalynne Defever
I nterviewee: Aaron Murdoch (Male, sophomore Health Administration Major)
Affiliation with interviewee: Friend

Have you ever eaten at a Baskin-Robbins?
Yes, I have eaten at a Baskin-Robbins a couple of times.
Where have you eaten ice cream in Mt. Pleasant?
I have eaten ice cream at Cold stone and Yogurt Yeti.
Would you go to a Baskin-Robbins on campus if there were one?
I would defiantly go to a Baskin-Robbins if there were one on campus.
What would give you the incentive to go to Baskin-Robbins over another ice cream place?
The price would defiantly take into factor is I went to Baskin-Robbins. Also, the familiar name
would attract me to go get ice cream there.
Where would you li ke to see a Baskin-Robbins on campus?
I would like to see the Baskin-Robbins in the Towers; it would be great to go along with the
subway they just put in or another large dorm like at the Market.
What`s your favorite Baskin-Robbins flavor?
My favorite Baskin-Robbins flavor is Cookie Dough.
How often do you eat ice cream?
It depends on how much I eat ice cream due to the season, but in the summer I eat ice cream
about 3-4 times a week.
What other options would you li ke to see besides ice cream at Baskin-Robbins?
I would like to see Baskin-Robbins offer donuts.
How much would you be willing to pay for a one scoop of ice cream?
I would be willing to pay $2.00 for one scoop of ice cream.
What is one word you think of when you hear Baskin-Robbins?
One word I think of when I hear Baskin-Robbins is yummy.

I nterview #7
I nterview place and time: Campus Habitat April 6, 2013 Noon
I nterviewer: Taylor Butler
I nterviewee: Sterling Jordan (Freshman)
Affiliation with interviewee: Friend

Have you ever eaten at a Baskin-Robbins? Yes I have eaten at a Baskin-Robbins.
Where do you normally get ice cream in Mount Pleasant? I usually go to Dairy Queen for my
ice cream.
Would you go to a Baskin-Robbins on campus if there were one available? If there were a
Baskin-Robbins on campus I would totally go to it.
What would give you the incentive to choose Baskin-Robbins over (insert #2 answer here)?
IF they took flex dollars I would go to Baskin-Robbins.
Where would you li ke to see a Baskin-Robbins on campus? The UC would be a nice place to
have it.
What`s your favorite Baskin-Robbins flavor? Definitely the Praline`s N Creme
How often do you eat ice cream? I usually eat ice cream about three times a week.
What other options would you li ke to see besides ice cream at Baskin-Robbins? I`m happy
with just the Baskin-Robbins ice cream!
How much would you be willing to pay for a single scoop of ice cream? $2.00
What is one word you think of when you hear Baskin-Robbins? Ice cream is what I think of.

I nterview #8
I nterview place and time: Campus Habitat April 6, 2013 2:00PM
I nterviewer: Taylor Butler
I nterviewee: Sierra Thomas (Freshman)
Affiliation with interviewee: Friend

Have you ever eaten at a Baskin-Robbins? Yes I have had Baskin-Robbins before.
Where do you normally get ice cream in Mount Pleasant? I usually go to the Real Food On
Campus Cafeteria.
Would you go to a Baskin-Robbins on campus if there were one available? Yeah, of course I
would. That way I could walk and things like that.
What would give you the incentive to choose Baskin-Robbins over (insert #2 answer here)?
Probably the distance and if I could use flex dollars in order to pay for the ice cream.
Where would you li ke to see a Baskin-Robbins on campus? I could see Baskin-Robbins in the
University Center.
What`s your favorite Baskin-Robbins flavor? Rainbow sorbet
How often do you eat ice cream? I eat ice cream probably four to five times a week in the
cafeteria.
What other options would you li ke to see besides ice cream at Baskin-Robbins? I would like
to see all of the normal, regular stuff that Baskin-Robbins has to offer.
How much would you be willing to pay for a single scoop of ice cream? $2.00
What is one word you think of when you hear Baskin-Robbins? Yum!

I nterview #9
I nterview place and time: Kulhavi Hall Noon April 3, 2013
I nterviewer: Kristen Miller
I nterviewee: Audrey Oleniacz
Affiliation with interviewee: Friend

Have you ever eaten Baskin-Robbins? Yes but it was a very long time ago!
Where do you go for ice cream in Mount Pleasant? I usually go to Dairy Queen.
Would you go to Baskin-Robbins if there were one on campus? Yes, of course I would!
What would give you the incentive to go to Baskin-Robbins over (insert answer for #2
here)? If we could use our flex dollars at Baskin-Robbins I would go there!
Where would you li ke to see a Baskin-Robbins on campus? I think the U.C. would be a good
place for Baskin-Robbins.
What is your favorite Baskin-Robbins flavor? Mint chocolate chip is my favorite flavor.
On average how often do you eat ice cream? I usually eat ice cream only twice a week.
What other options at Baskin-Robbins would you li ke to see? Self-serve ice cream would be
great at Baskin-Robbins.
How much would you be willing to pay for a single scoop of ice cream? I would pay about
$1.50 for a single scoop of ice cream.
When you think of Baskin-Robbins what is one word that automatically comes to mind?
Ice cream is the first thing that I think of!

I nterview #10
I nterview place and time: Kulhavi Hall April 3, 2013 4:00 PM
I nterviewer: Kristen Miller
I nterviewee: Alayna Sanford
Affiliation with interviewee: Friend

Have you ever eaten Baskin-Robbins? No. I have actually never had Baskin-Robbins.
Where do you go for ice cream in Mount Pleasant? I usually just go to Yogurt Yeti for ice
cream.
Would you go to Baskin-Robbins if there were one on campus? Yes I would definitely go if
there were a Baskin-Robbins on campus.
What would give you the incentive to go to Baskin-Robbins over (insert answer for #2
here)? If Baskin-Robbins were really well advertised and promoted I would go to it.
Where would you li ke to see a Baskin-Robbins on campus? I would love to see a Baskin-
Robbins in the towers.
What is your favorite Baskin-Robbins flavor? I don`t really have a Iavorite Ilavor. I like a
variety of flavors.
On average how often do you eat ice cream? I usually eat ice cream only once a week.
What other options at Baskin-Robbins would you li ke to see? I would really like to see
different toppings that you can put on top of your ice cream. That would be really neat.
How much would you be willing to pay for a single scoop of ice cream? I would spend $3.00
on a single scoop of ice cream.
When you think of Baskin-Robbins what is one word that automatically comes to mind? I
automatically think of ice cream.

I nterview #11
I nterview place and time: Park Library April 1, 2013 2:00PM
I nterviewer: Dimitri Turner
I nterviewee: Allen Seales
Affiliation with interviewee: Friend
Have you ever eaten at a Baskin-Robbins? No. I have barely heard of it.
Where do you go for ice cream in Mount Pleasant? I usually go Wal-Mart or Dairy Queen.
Would you go to a Baskin-Robbins if there were one on campus? Yes I would. However, it
depends on where it is on campus because if it were north campus I wouldn`t go. I am not
usually in north campus much.
What would give you the incentive to go to Baskin-Robbins over (insert #2 answer here)?
Student discounts and specials would definitely get me to go to Baskin-Robbins.
Where would you li ke to see a Baskin-Robbins on campus? I would have to say either the UC
Down Under of in the Market on East Campus.
What is your favorite Baskin-Robbins flavor? I don`t have one. I have never been to Baskin-
Robbins.
On average how often do you eat ice cream? I only watch ice cream about 2-4 times a month.
What other options at Baskin-Robbins would you li ke to see? Smoothies, donuts, and other
pastries would be really cool to see at Baskin-Robbins.
How much would you be willing to pay for a single scoop of ice cream? I would be willing to
pay no more than $1.50.
When you think of Baskin-Robbins what is one word the automatically comes to mind?
Exciting is what comes to mind.

I nterview #12
I nterview place and time: CMU Park Library April 1, 2013 3:00PM
I nterviewer: Dimitri Turner
I nterviewee: Jasmine Smith (Junior)
Affiliation with interviewee: Friend

Have you ever eaten at a Baskin-Robbins? Yes I have.
Where do you usually go for ice cream in Mount Pleasant? I go to Dairy Queen. I am a loyal
fan of Dairy Queen. There is nothing against Baskin-Robbins but I am loyal to Dairy Queen.
Would you go to a Baskin-Robbins if there were one on campus? Most likely I wouldn`t go
to a Baskin-Robbins on campus.
What would give you the incentive to go to Baskin-Robbins over (insert #2 answer here)?
The cheap prices would get me to go to Baskin-Robbins.
Where would you li ke to see a Baskin-Robbins on campus? The University Center. It is right
in the middle of campus and it gets a lot of traffic.
What is your favorite Baskin-Robbins flavor? Cheesecake
On average how often do you eat ice cream? Usually I have it no more than 2 times in the
winter and usually about 5 times in the summer.
What other options at Baskin-Robbins would you li ke to see? I don` t know.
How much would you be willing to pay for a single scoop of ice cream? I would pay no more
$2.00 for a single scoop of ice cream.
When you think of Baskin-Robbins what is one word the automatically comes to mind? I
think of old-fashioned.