The Challenge… and the Solution
After being named the exclusive franchisee for Dunkin’ in Hawaii, Aloha Petroleum enlisted Becker Communications in 2017 to spearhead an integrated communications campaign that would build community awareness and media attention around its first new restaurant. After conducting extensive market research to determine how the brand’s return would be received in Hawaii, we determined that establishing strong ties in the local community would be crucial to Dunkin’s future success. Our resulting campaign utilized traditional public relations, advertising, special events and digital communications to effectively engage community leaders, surrounding businesses, local media and social media influencers while raising awareness of the Dunkin’ brand and its products.
Our Results
Media Relations
Pitched and secured substantial media coverage through local broadcast, print and online publications that resulted in over 4,000,000 overall impressions and over $110,000 in earned media value placement.
Community Relations
Coordinated partnerships with local schools for check presentations at the grand opening event, as well as product deliveries to neighboring businesses to raise awareness of the brand’s new Paiea St. location. Community relations efforts culminated in a job fair inviting local residents to learn more about future employment opportunities with Dunkin’ in Hawaii.
Advertising
Provided key messaging to radio hosts of Ohana Broadcast Company and secured on-air mentions with 102.7 Da Bomb (KDDB) and 94.7 KUMU (KUMU) in advance of the grand opening event.
Event Planning
Successfully launched the brand’s first store and hosted a grand opening celebration complete with remarks by elected officials and company executives; a live radio remote with 102.7 DA Bomb on-air personality; live entertainment; check presentations to area schools; and kids’ activities like face painting, balloon art, and more. Sales were estimated to be over $15,000 on grand opening day alone, with 7,500 customers estimated to have walked through the doors.
Other events included a VIP preview and Hawaiian blessing.
Digital Communications
Launched the #HawaiiRunsOnDunkin campaign on Instagram to drive social media engagement and encourage social media users to share their photos/videos of why they love Dunkin’. Generated Dunkin’s branded Snapchat geo-filter for customers to use on property at the grand opening event.
