DUNKIN' DONUTS

PROJECT DETAILS

  • CLIENT: Dunkin' Donuts
  • PROJECT DATE: 2014-2016

PROJECT DESCRIPTION

Dunkin’ Donuts is the world’s leading baked goods and coffee chain, serving more than 3 million customers per day. Dunkin’ Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast sandwiches and other baked goods.


GOAL

With increasing sales and brand presence in the Baltimore and Washington, D.C. metropolitan regions, in addition to a series of new and exciting products, Dunkin’ Donuts sought a public relations partner with close connections to the media and target audiences in both markets to promote and publicize new products, stores, specials and promotions. In particular, the brand was looking to better leverage the DDPerks customer loyalty program, the Dunkin’ Donuts mobile app, and social media in its communications efforts.


STRATEGY

Since 2014, PROFILES has developed and implemented a strategic communications program that maximizes exposure and buzz for the Dunkin’ brand in both markets. PROFILES’ strategy integrates traditional public relations tactics with a social media mindset to increase public awareness through the use of earned media placements, on-site sampling and customer interactions, media relations support and the promotion of special events and initiatives.


RESULTS

As a result of PROFILES’ strategic communication efforts, the Dunkin’ Donuts brand, its partnerships, initiatives, and products have seen an increase in visibility and sales within the target markets. Dunkin’ Donuts initiatives – including the launch of Dark Roast coffee and croissant donuts, Community Hero Awards, new iced coffee and hot chocolate flavors, DDSmart products, and local programs including the Black Eyed Susan and Capitals Craze donuts – have been featured in print, online and broadcast outlets throughout the Baltimore and Washington, D.C. metropolitan areas.