CASE STUDY

Franchise recruitment for a national fitness brand

OBJECTIVE

A national fitness franchise had a good volume of franchise recruitment leads, but these leads weren’t translating into franchise sales. These franchise leads had a very low response rate, and in many cases, there was no response to outbound follow up by the franchise business development manager. The business owner wanted advice on their franchise recruitment marketing strategy, with the aim of improving the quality of their leads.

WHAT WE DID

METHODOLOGY

We approach franchise recruitment as we would all other forms of marketing. We began by consulting with the franchise’s sales and marketing teams to understand the current customer journey, and completed a comprehensive review of all the marketing touchpoints for potential franchisees. From there, we made a number of recommendations that were designed to help the franchise increase the quality of their franchise leads and ensure more valuable franchise sales conversations.

ELEMENTS

  • Consult with sales and marketing team
  • Customer journey and touchpoint audit
  • Strategy report
  • Franchise website refresh
  • Prospectus rewrite
  • Automated email sequence
  • Custom blog articles

RESULTS

Once we implemented the recommendations outlined in the strategic report, there was a temporary drop in the volume of leads the franchisor was receiving, but the quality of their new leads improved dramatically. This was because potential franchisees were already at the point where they wanted to have a conversation about joining the franchise network. With high-quality lead generation practices in place, the franchise now has multiple new franchisees coming through this improved customer journey and sales funnel.

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