Northern Kentucky University
You’re Kona Love It: How to Make an Internship Attractive to Millennial College Students
Institution
Northern Kentucky University
Faculty Advisor/ Mentor
David Raska
Abstract
This marketing research project is focused on attracting millennial college students to the Kona Ice internship by appealing to their values such as healthy lifestyle, the community, the environment, and children’s wellbeing. Kona Ice, a national shaved ice franchise company, had three marketing challenges: (1) Identify the ideal internship candidates; (2) determine how to make their brand more millennial friendly without compromising its appeal to children; and (3) determine how to increase awareness of their internship. These challenges were addressed using secondary data research, observations, experience surveys, and online sample survey of over 800 millennial college students. The results provided Kona Ice with data-driven marketing recommendations how to address all three challenges and are reflected in their recent updates of their internship presentation, product and company presentation on its corporate website, and its new social media campaign #CelebrateLife #KonaIce (http://konaice. com/instagram/), designed to reach Millennials, especially Millennial parents. Don’t believe it? Explore Kona Ice corporate website and their social media!
You’re Kona Love It: How to Make an Internship Attractive to Millennial College Students
This marketing research project is focused on attracting millennial college students to the Kona Ice internship by appealing to their values such as healthy lifestyle, the community, the environment, and children’s wellbeing. Kona Ice, a national shaved ice franchise company, had three marketing challenges: (1) Identify the ideal internship candidates; (2) determine how to make their brand more millennial friendly without compromising its appeal to children; and (3) determine how to increase awareness of their internship. These challenges were addressed using secondary data research, observations, experience surveys, and online sample survey of over 800 millennial college students. The results provided Kona Ice with data-driven marketing recommendations how to address all three challenges and are reflected in their recent updates of their internship presentation, product and company presentation on its corporate website, and its new social media campaign #CelebrateLife #KonaIce (http://konaice. com/instagram/), designed to reach Millennials, especially Millennial parents. Don’t believe it? Explore Kona Ice corporate website and their social media!