WHAT WE BELIEVE

We believe that businesses of all sizes deserve access to world class marketing support. Yes, we work with the franchisors of some of Australia’s most iconic brands, but our value-based model has been built to ensure that we can provide that same level of service to franchisees too. Our company values define our DNA and shape everything we do.

Who we are

Case studies

  • Digital Best Practice for Franchisor and Franchisor

    Objective

    A franchisor approached us looking for advice and help to better manage the digital assets that were in use across the network. There was no centralised ownership, some franchisees were active contributors to their assets, while some social profiles were dormant with incorrect information, but head office had no access to rectify.

    Methodology

    Because the franchise industry faces a unique set of challenges with shared stakeholders on digital touchpoints, we firstly undertook an audit to understand what assets were in use, how well they were being managed and whether there were any digital elements that should be included in the mix. We then presented back to the franchisor some options, including advice on best practice set up and management for the franchise industry. We partnered with them to develop a plan to share the proposed changes with franchisees and managed the education process with franchisees to ensure they understood why these changes were being made and the benefits for them long term. With network support, we managed the entire clean up, including managing back end issues with the social media platform providers. In addition, because the franchisor was also able to drive economies of scale with the more centralised management structure, they also engaged us to build and execute an ongoing digital content plan for use on both national and franchisee pages, adding immediate value back to the network when the clean-up was completed.

    Elements

    • Facebook Business Manager
    • Google Ads MCC
    • Google Ads
    • Google My Business
    • Content planning
    • Content creation
    • Social Media Management

    Results

    While there was initially some resistance to the proposed changes from franchisees, through the education process, there was an opportunity for the franchisor to showcase the ongoing commitment to delivering best practice solutions for their network. Dormant pages have been cleaned and the brand’s reputation is now in the shared control of both the franchisor and its franchisees. The new content has improved local engagement for the individual franchisee’s social pages.

  • Standing out from the crowd

    Objective

    A multi-unit licensee with three stores in the southern, central and northern ends of their region wanted to find a way to leverage economies of scale and run an overarching campaign that gave customers a reason to choose their stores.

    Methodology

    Working with the objectives of the client, we developed and put forward the concept of a bespoke competition campaign to give away an overseas holiday. The campaign was designed to promote the accessories and bundle deals available, promoting awareness of all three stores in the community while also driving foot traffic.

    We analysed the market to identify media opportunities matching target customer behaviour and geographical location, and designed and rolled out a holistic campaign leveraging a number of local area marketing pillars. The campaign’s radio ads used the voices the voices of real store managers to foster a sense of familiarity and local community.

    Elements

    • Concept ideation
    • Competition mechanic design and execution
    • Creative art and graphic design
    • Radio
    • Out of home
    • Direct mail
    • In centre
    • Team brief & staff education

    Results

    Staff received positive feedback from customers about the radio campaigns using real store managers in the creative. Foot traffic also increased showing the campaign and chosen media created awareness and drove traffic to store.

  • Strategic and tactical response to COVID-19

    Objective

    When social distancing measures were brought into place due to COVID-19, both the franchisor and franchisees of this brand sought additional marketing support and guidance to ensure that the entire network was doing all they could to sustain business during unprecedented times.

    Methodology

    We offered complimentary consulting calls to our franchisee clients to review and discuss current and future marketing activities. On one of these calls, a franchisee came up with the idea of an online tool that would allow them to engage with customers through the website rather than traditional on-site visits, providing a new way to continue to serve and connect with their customers.

    We were able to take that idea, scope the costs and present back to head office for consideration in our weekly head office call. We worked with head office to refine the concept, and then built and deployed a custom web tool including CRM integration – all within two weeks of our initial conversation with the franchisee.

    Elements

    • Franchisee engagement
    • Franchisor consulting
    • Concept ideation
    • Web development
    • ServiceM8 & CRM integration
    • Google Ads

    Results

    The tool was used six times on the day of launch, providing invaluable business leads in a time of uncertainty. Use continued to increase with traffic being driven directly to the tool from Google Ads.

  • Engaging the local community

    Objective

    Our client wanted to better engage the local community and find a creative way to give back. The store was looking for brand awareness rather than an immediate increase in sales or foot traffic, however wanted the activity to be directly connected to their physical store.

    Methodology

    We assisted the store in building and executing an in-store community engagement program, allowing store visitors to vote for one of three community groups. All groups received a donation, however the group with the highest votes received a slightly higher donation amount. We undertook extensive research, liaising with groups to qualify them for inclusion in the program and educating them about the campaign and their involvement. A strategically planned marketing campaign was run to promote the event.

    Elements

    • Coordinating with local charities
    • Public relations
    • Posters
    • Flyers
    • Press ads
    • Team brief & staff education

    Results

    The program saw an increase in foot traffic to the store, as well as strong positive engagement with local charity groups. The store continues to regularly run this program following the success of the first execution.

  • Identifying local opportunities

    Objective

    A franchisor was looking for a way to help a group of independent franchisees in a particular area undertake a shared campaign, elevating the brand but also helping to drive enquiry to each of their individual stores.

    Methodology

    We undertook a Local Opportunity Plan for each franchisee, as well as a Territory Opportunity Plan to identifying local and shared marketing activities. These included top-level pricing options so the franchisees could assess what would work best for their objectives and shared budget. Working with Head Office on creative, we developed a local radio campaign that leveraged the shared contribution from franchisees, and then overlayed separate, targeted digital campaigns to drive enquiry to each of the local franchisees. Training was offered to assist the franchisees to best manage enquiry that came through their social channels.

    Elements

    • Local Opportunity Plan
    • Media bookings
    • Creative concept ideation
    • Social media marketing
    • Social media training

    Results

    This was the first campaign for the group that was funded by franchisees that utilised a shared spend across above the line media. Franchisees were able to control their own digital spend, ensuring that the marketing investment was aligned to the size and budget for the individual franchise. The campaign was a success, and this format is being considered for future campaigns.

  • Translating a national campaign to LAM

    Objective

    Following a major rebrand, a franchisor was looking for ideas on how to launch the brand at a local level not only from a creative and execution perspective, but also in a way that would generate franchisee buy-in as this was a co-funded campaign.

    Methodology

    This franchise group has a mixed channel of both corporate owned and franchisees, so a mini-strategy session was held to firstly understand objectives and deliverables for the brand as a whole, before we looked at how that translated to franchisees. We developed creative concepts for digital so it allowed each franchisee to control their own marketing investment for the campaign and also prepared collateral options so franchisees could choose the message they felt aligned to their specific territory. Finally, we prepared launch packs and worked with the franchisees one on one to implement their campaigns.

    Elements

    • Franchisor consulting
    • Franchisee engagement
    • Creative concept ideation
    • Graphic Design
    • Social media marketing

    Results

    Having been given choice and control over the campaign that was run, and because franchisee benefits were clearly explained, buy-in exceeded expectations. In addition, speed of execution improved with most franchisees using the campaign in line with projected go-live timelines.

  • Trade show activation

    Objective

    Lead generation is a core driver for this franchise brand which has a longer sales cycle and trade shows are a large part of their marketing activity. As a co-funded initiative and with a requirement for franchisees to man the stand, a franchisor reached out to us to help develop a stand refresh and event activation plan to ensure the trade show was a success.

    Methodology

    Focusing firstly on the stand itself, we created a number of creative concepts for the 6m x 6m site and arranged production of the approved design on tight deadlines. We built a full event activation plan that included a kid’s colouring competition to drive interest in the stand, an enter to win mechanic to capture visitor information, sourcing prizes and promo items, and arranging for brand ambassadors to assist with the manning of the stand. Overseeing the entire activation end to end, we co-ordinated bump-in and out and also assisted with social media marketing to promote the event.

    Elements

    • Franchisor consulting
    • Franchisee engagement
    • Creative concept ideation
    • Supplier liaison
    • Competition / Enter to Win
    • Brand Ambassador Hiring
    • Social Media Management

    Results

    The trade show was a success, with positive feedback from franchisees to manned the stand as well as an increase in overall lead enquiries from the previous year.

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Do you share our values and are passionate about delivering exceptional marketing to businesses of all sizes? Our virtual door is open! We are always looking for talented people that are a great fit for our business. Tell us a bit about yourself and why you’re interested in joining us here in the Lab.

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