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CHALLENGE

JumpBunch was a successful sports and fitness program for kids preparing to sell its first franchise. Founder Tom Bunchman had a unique concept in need of a strong brand to communicate it quickly and memorably. As his network grew and new profit centers emerged, he also needed comprehensive marketing strategy and tools to fuel each owner’s success.

STRATEGY

• Established a strong, unique brand to set this opportunity apart from other home-based businesses that sell niche programs to pre-schools, daycare facilities, camps and schools.
• Built comprehensive marketing plans for each target market, from location Grand Opening to strategies and tactics for each profit center.
• Mapped customer experience from start to finish to make the most of every touch point.
• Created branded templates for ads, handouts, email and direct mail pieces. Set up online fulfillment services to maintain consistent branding while empowering owners to tailor materials for their needs.
• Developed franchise sales concepts and materials: trade show, online/video testimonials and pitch.
• Presented marketing plans at annual conferences and supported owners as needed.

RESULTS

• JumpBunch posted steady growth through a difficult recession.
• The brand has surpassed 50 franchise units.
• Consistently earns top marks for highly satisfied franchise owners.
• JumpBunch is enjoying rapid growth not just in the U.S., but also in India and Dubai.

The post JumpBunch Case Study appeared first on Cyphers Agency.

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CHALLENGE

To grow to the next level, this hospitality management recruiting franchisor needed a brand that reflected their emergence as the market leader, along with strategic planning and branded materials to better support each franchisee’s marketing.

STRATEGY

• Executed full brand development based on strategic primary research insights.
• Positioned Patrice & Associates as the industry leader that could provide the target audience with the tools they need to make a life-changing career move.
• Redeveloped web presence, collateral materials and franchise pitch to create more strategic executions with consistent branding.
• Established franchise-specific microsites that maintained consistent branding, but allowed for owners to update and publish content and enhance regional SEO.
• Created engaging campaigns such as “DidYouGetThatMemo.com” microsite that let users sound off about their terrible work situations, apply for a hospitality job – and potentially win a get-away cruise..
• Developed a Social Media Marketing plan establishing CEO Patrice Rice as the expert face of the brand and leverage social media tactics as lead generation tools for franchise sales.
• Established content strategies for Facebook, Twitter, Blogs, etc. to fuel the creation of social media editorial calendars.

RESULTS

• Company has grown to 75 franchisees within 3 years; despite a difficult recession.
• Demonstrated brand value allowed management to significantly increase franchise fee.
• 50 new units per year now projected.

The post Patrice and Associates Case Study appeared first on Cyphers Agency.

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CHALLENGE

Awareness of the health benefits of brushing dogs’ and cats’ teeth was growing and consumers were clearly ready to spend more in this category. However, retail buyers did not think their customers needed a “better mousetrap” when it came to the basic concept of a toothbrush.

STRATEGY

• Developed name, logo and full brand for this new, 3-headed toothbrush.
• Created ad concepts to dramatize the unique product benefits that make TriplePet much quicker and easier to use.
• Point of sale mock-ups helped buyers visualize products during pre-production phase.
• Leveraged a limited budget with select trade advertising, trade show participation, custom sample product mailings to select buyers, and a PR campaign.

RESULTS

• Sales team exceeded targets for qualified Buyer presentations.
• Achieved distribution in both Petco® and PetSmart®, a host of smaller pet store chains and most major ecommerce outlets.
• Total market penetration reached 10% inside of 5 years.

The post Triplepet Pet Toothbrush Case Study appeared first on Cyphers Agency.

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CHALLENGE

Franchisee and co-op managers in this network have demanding schedules, varying degrees of marketing expertise and operate within a highly competitive space. They needed strong creative with detailed instructions to encourage implementation of fully integrated campaigns in a timely, consistent manner.

STRATEGY

• Designed four annual campaigns, each strategically focused on a seasonal customer need, such as air conditioning for summer.
• Established a detailed brand personality profile for “Denise,” the brand’s primary target audience: busy, working Moms that are the “CEO’s” of their household.
• Created striking, instantly memorable creative concepts.
• Produced national television spots that were easily tagged for local offers and contact info.
• Developed comprehensive, but easy to digest marketing guides that broke down implementation to three zones for franchise owners: In-Store (point-of-sale), Drive-By (signage) and 3-5 Mile Radius (advertising, direct mail).

RESULTS

• Creative and execution approvals sailed through national Franchise Advisory Committee.
• 20% greater franchise participation in seasonal promotions.
• Year over year sales boost posted in 75% of markets for the month(s) of each campaign.

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