The specimen
A national fitness franchise had plenty of recruitment leads that weren’t turning into franchise sales.
The problem
Response rates were very low and many leads never answered follow-up. The owner wanted better-quality leads.
The experiment
We treated recruitment like any other marketing: consulted the sales and marketing teams, mapped the prospective-franchisee journey and audited every touchpoint.
Our recommendations focused on attracting people already ready for a real business conversation.
- Sales and marketing consultation
- Journey and touchpoint audit
- Strategy report
- Franchise website refresh
- Prospectus rewrite
- Automated email sequence
- Blog content
Results
Lead volume dipped briefly, but quality improved dramatically: prospects arrived ready to talk, and multiple new franchisees have joined through the improved funnel.
