Dutch Bros.
Dutch Bros. Coffee was experiencing growing pains. The drive-through coffee company had grown from a single coffee cart in Grants Pass, Ore., to more than 100 locations across six states. Dutch Bros. planned to keep growing, but wanted to make sure the company’s uber-friendly, fun-loving culture wasn’t compromised.
Dutch Bros. hired LANE PR to implement its first public relations campaign. Companywide fundraiser initiatives highlighting Dutch Bros.’ culture were supported with press releases and targeted media outreach. A unified message for all stores strengthened the message, and LANE PR was able to media train individual franchisees to control and reinforce the culture message.
LANE PR also works with Dutch Bros. to leverage social media tools such as Facebook and Myspace to reach customers. As an online community manager for Dutch Bros., LANE PR monitors blogs and Twitter posts that mention Dutch Bros., sharing feedback and initiating the appropriate follow up (e.g. free drinks, Dutch wear, a response).
The result? LANE PR secured nearly 250 media results - broadcast and print - in almost every Dutch Bros. market in 2008. Struggling markets were given more emphasis and new markets were able to communicate the company’s culture from the start. In a matter of weeks LANE PR grew the Dutch Bros. following on Twitter from less than a dozen to more than 1,000, connecting the brand with targeted consumers discussing coffee and fostering ongoing conversations.