{"id":10582,"date":"2020-06-29T08:00:29","date_gmt":"2020-06-29T12:00:29","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=10582"},"modified":"2020-06-26T15:59:57","modified_gmt":"2020-06-26T19:59:57","slug":"doughnut-lose-customers-krispy-kreme-pandemic-pr","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2020\/06\/29\/doughnut-lose-customers-krispy-kreme-pandemic-pr\/","title":{"rendered":"Doughnut Lose Customers: Krispy Kreme Pandemic PR"},"content":{"rendered":"
\"Ashleigh<\/a>
Ashleigh Panton, posing for a photo outside of her local Krispy Kreme shop, is one of the thousands of graduates around the nation who took advantage of the Krispy Kreme Grad Dozen offer. (Photo- Ashleigh Panton)<\/figcaption><\/figure>\n

What drives thousands of graduates, including high school senior Ashleigh Panton, to voluntarily trade the comfort of home for drive-through traffic during quarantine? The Krispy Kreme Grad Dozen.<\/p>\n

On May 19, 2020, Krispy Kreme gifted the \u201cGrad Dozen\u201d to high school and college graduates when they visited with their cap and gown or other senior identification.<\/a><\/p>\n

Krispy Kreme formed a social media campaign to celebrate the achievement of graduates. Their public relations efforts demonstrate three sprinkles of wisdom that public relations students should utilize in their summer internships as organizations navigate this pandemic.<\/p>\n

Serve a demographic in need<\/strong><\/h3>\n

Optimistic plans for college now have 44% of high school grads<\/a> rubbing their heads wondering how they will get necessary funds. Panton observes that, \u201cvery few people are acknowledging how hard this is, especially for seniors.\u201d<\/p>\n

Panton is frustrated with remote learning and argues that, \u201cadministrators are not meeting their promise to make graduation special. It is a slap in the face.\u201d On the other hand, Krispy Kreme\u2019s actions acknowledged the difficult situation for graduates.<\/p>\n

Public relations students should follow Krispy Kreme\u2019s lead of identifying a timely cause and marketing a special deal to a demographic in need.<\/p>\n

Deliver a drool-worthy offering<\/strong><\/h3>\n

Cell phone social media usage jumped 5%<\/a> during pandemic-related closures. Krispy Kreme leveraged this trend by launching their graduate dozen on social media. The Grad Dozen is a special assorted box featuring flavors of strawberry, cake batter and chocolate with vibrant colored icing. These doughnuts display the numerals \u201c2020\u201d to honor graduates.<\/p>\n

Panton, who posted the Grad Dozen on her Instagram account, explains the appeal of this photo opportunity.<\/p>\n

\u201cIf I can\u2019t even wear my cap and gown on a stage then I might as well wear them in a Krispy Kreme parking lot! Where else am I going to wear them?\u201d<\/p>\n

Just as Krispy Kreme enabled graduates to display their educational accomplishment and earn a sweet treat, all public relations students need to deliver a perfect photo moment for a successful social media campaign.<\/p>\n

Doughnut forget to tag<\/strong><\/h3>\n

Krispy Kreme\u2019s initial post about the graduate dozen prompted thousands of loving friends to tag the graduates in their lives. On the day of the promotion, Krispy Kreme\u2019s Instagram comments were 800% higher<\/a> than average, and this appetizing offer was the #27 trending<\/a> topic on Twitter.<\/p>\n

Interns can impact their organization by asking followers to simply tag their friends so the generosity can be shared. When Krispy Kreme addressed graduates\u2019 need to celebrate, drive-through traffic was suddenly pleasant, as it presented the only graduate event that students could attend.<\/p>\n

By serving a demographic in need, delivering a photo-worthy experience and encouraging followers to tag their friends, any public relations student can impress their employer and maintain relevancy with customers during the pandemic. After all, everyone enjoys the taste of generosity and doughnuts.\u00a0<\/strong><\/p>\n

\n

\"\"<\/a>Emily Walker is a junior in the public relations program at Brigham Young University. She has written blog content for the Mutual App and Sprout Kids Furniture. Connect with her on LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

What drives thousands of graduates, including high school senior Ashleigh Panton, to voluntarily trade the comfort of home for drive-through traffic during quarantine? The Krispy Kreme Grad Dozen. On May 19, 2020, Krispy Kreme gifted the \u201cGrad Dozen\u201d to high school and college graduates when they visited with their cap and gown or other senior identification. Krispy Kreme formed a […]<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2896],"tags":[1719,3132,3144,3148,314],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/10582"}],"collection":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/comments?post=10582"}],"version-history":[{"count":3,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/10582\/revisions"}],"predecessor-version":[{"id":10587,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/10582\/revisions\/10587"}],"wp:attachment":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media?parent=10582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/categories?post=10582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/tags?post=10582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}