My roommate is in love with Dunkin’ Donuts. And when I say in love, I really mean obsessed. And truth be told, she’s got me hooked too.
When we had to analyze a corporate newsletter for my PR writing class, where did I turn? Dunkies.
Dunkies’ newsletter falls into the special interest category and focuses on both Dunkin’ Donuts’ news and the “quick-serve industry” news. As you can see below, the articles center around Dunkin’ Donuts business openings and how the fast food industry is changing:
- Dunkin’ Donuts Makes Plans for 46 New Units in Sacramento (2)
- Dunkin’ Lays Plans for 22 New Stores (1)
- Build the Buzz (broadcasting and fast food) (2)
- A Whole New Game (fast food at sporting events) (1)
- The Growth 40 (basketball players eat fast food) (2)
- Breaking with Tradition (breakfast sandwiches) (3)
- Dunkin’ Donuts Unveils Valentine’s Day Offerings (3)
- Dunkin’ Donuts Plans Opening at Northwestern University (1)
- Dunkin’ Donuts Loyalty App Ready for Take Off (3)
The key publics of this newsletter are Dunkies’ or fast food industry employees and business owners. I think some of these articles would be interesting and some would flop in regards to this audience. I’ve rated the articles for interest above: 3 for very interesting, 2 for mas o menos, 1 for not that interesting. It basically comes down to new information or new events. For example, Dunkin’ Donuts’ Valentine’s Day sounds has a novel aspect to it; Fast food at sporting events, not so much.
I have several ideas for photo ideas that will address a major weakness I see in the newsletter—multimedia. In today’s day and age, it’s not enough to have text and a logo. It would greatly enhance the newsletter if they could add these elements:
- Video feature story on CEO of Dunkies.
- Photo gallery of employees across the nation.
- Interactive map showing the most productive stores across the nation.
As a whole, I think it is somewhat effective a a newsletter. The format is easy to read, however, the layout is boring. Navigation is intuitive, but there is not many photographs or multimedia elements. Overall, it serves the people it aims to but still could use some work as far as interest and excitement comes in.
As for me, I’ll be taking advantage of the “Breakfast Tradition” and go get my Dunkies on.