Turn-key marketing campaigns created for 450+ worldwide franchise network
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.
