Media Relations and Social Media

Location: Albuquerque, New Mexico
Industry: Retail
Practice Area: Media Relations and Social Media
Challenge: Krispy Kreme Doughnuts needed a trusted partner to generate awareness, excitement and positive buzz about the franchises’ return to the Duke City in 2009.
Approach: The Garrity Group developed and implemented a comprehensive communications approach that included a social media plan and traditional media relations outreach. Our social media approach focused on a Facebook fan page and local Twitter account, both utilized daily to build anticipation for the grand opening event and connection with customers and fans. Our team also worked with media to develop unique approaches and a variety of story angles in order to generate coverage in traditional media outlets like New Mexico Business Weekly, KOAT-TV and The Albuquerque Journal.
Results: Within the first month of launching the social media strategy, Krispy Kreme Albuquerque gained over 2,500 Facebook fans and 350 Twitter followers. Today, Krispy Kreme has over 5,000 “likes” on Facebook. The Garrity Group’s media relations efforts resulted in a total of over five million impressions, 76 unique stories with $145,628.00 in relative media value in connection with the grand opening alone. Despite harsh winter weather, all pre-opening events were well attended and over 100 people stood in line on grand opening day. In the first two weeks of operation, Krispy Kreme sold over 500,000 doughnuts.