Abstract
Applied research was conducted, which included reviewing news articles, industry reports, and descriptions of state licensure. Key insights revealed that the bakery's current challenges influenced previous owners to sell Donut Star. This project is the first to gather data and provide a strategic analysis for Donut Star. It aims to help Donut Star increase wholesale accounts and incentivize direct consumers to preorder. Diffusion of Innovation Theory was used to develop the communication strategy. Primary research included in-depth interviews with management and observations of direct consumers. Findings revealed that Donut Star was not making ordering information readily available or effectively tracking data and was losing revenue weekly from discarded products. These findings helped establish a campaign with goals and objectives for reducing losses and growing sales with the bakery's publics. The research influenced a creative idea, "Life is cruller without a donut," which influenced strategies and tactics for the campaign. This project includes an implementation plan and a framework for evaluating the success of the strategies. This project identifies activities to grow Donut Star. If these recommendations are implemented successfully, Donut Star will increase its wholesale accounts, better track metrics, and reduce lost revenue due to discarded products.
Date of Award
7-21-2025
Document Type
Thesis
Degree Name
Master of Arts in Strategic Communication
Department
Mass Communication
First Advisor
Stacey Kanihan
Location
Winona, Minnesota
Recommended Citation
Beal-Lancaster, Robert, "Measured, Baked and Glazed: Predicting Sales and Securing Wholesale Accounts for Donut Star" (2025). Strategic Communication Master of Arts Thesis Projects. 7.
https://openriver.winona.edu/strat-comm-thesis-projects/7
Unique Identifier
WSUMCOMSTRATCOMM-ETD-2025-BealLancaster
Rights
All rights reserved by the author.
Included in
Leisure Studies Commons, Mass Communication Commons, Public Relations and Advertising Commons
