- Home
- Multi-Location & Franchise
- For franchisors
Marketing that connects brand, network and customer.
Your marketing has to make an impact nationally and help every franchisee win locally. We build it so both happen, then help head office and the network execute it.
Hypothesis
Franchise marketing is still marketing.
We plan, build and execute strategic campaigns for franchisors, designed from day one to be actioned and amplified by franchisees in their own territories. We look for economies of scale across the network and work with head office to lift return on investment for you and your franchisees.
Recruitment gets the same rigour. Lead volume will always matter, but lead quality is what converts. We connect you with the right prospects so your development team spends its week in meaningful conversations.
How we support head office
- Method 01
Franchise marketing strategy
Strategy with a franchise lens: we see the big picture and the little one, so recommendations are practical to execute on the ground.
- Method 02
Marketing resourcing
A team across design, digital, content, web and marketing support, so your head office team can focus on strategy. Leave and HR overheads are ours, not yours.
- Method 03
Creative concept ideation
Our iQ ideation method mixes creativity with marketing science, and every concept is pressure-tested for how franchisees will extend it.
- Method 04
Franchise recruitment marketing
We map your ideal franchisee’s journey so prospects arrive ready for a real business conversation.
- Method 05
Building and protecting your brand
Brands, logos, tone of voice and style guides franchisees can understand and follow, with local tagging built in and us as the gatekeeper.
- Method 06
Conferences, training and workshops
Presentations, quarterly marketing forums, induction training and 1:1 sessions that bring franchisees on the marketing journey.
- Method 07
LAM planning at scale
Franchisees who follow our 3-step LAM framework are consistently top performers. Our proprietary LAMP tool lets us plan for networks of any size.
- Method 08
National and local execution
Billboards, radio scripts, activations, sponsorships: we build the national campaign, then work with franchisees to amplify it locally.
- Method 09
Amplifying your online presence
Websites, national SEO, franchisee social setup, email automation and search marketing, extended to franchisee accounts at scale.
LabOS, for head office
See every location, protect the brand
One view of every location’s results, so you can see who’s doing well and who needs support before the quarterly review.
Local ads are checked against your brand guidelines before they run, and ideas that work in one territory get tried in others.
How LabOS works →20 of 28 on target1
On target Steady Needs a look2
Rolled out Gold Coast’s weekend-install ad, now running in 11 similar territories.3
- Head office sees every location in one place.
- Two need a look this week. Their owners hear from us first.
- A win in one territory gets tried in the ones most like it.
LabOS, network rollout
Sign it off once. Every franchisee gets it.
Your marketing team approves the campaign. LabOS takes it to every location, with a local version ready, so the national idea actually reaches the street.
No chasing
Approval goes out to every location automatically: one email link per round, and you can see who has chosen and who hasn’t.
Local versions for free choice
Each franchisee sees your ad beside a version with their area worked in, and chooses as is, local or skip. Nothing is pushed on them, so buy-in is real.
Social, scheduled
Head office’s social posts are offered the same way and schedule straight onto each location’s own pages once chosen.
Your rules, every location
Guidelines, tone of voice and network-wide rules are set once and apply to every location. Change them once and every location follows.
Every location, one screen
Spend, leads and results for the whole network in one place, with each location’s ads coded so you can see what’s working where.
New from head office · approved today1
As head office made it
With your local details2
Use as isUse with my local detailsSkip3
Network · 24 locations 17 local · 5 as is · 2 still deciding4
- Head office approves once. Every location gets a link.
- Each owner sees both versions side by side.
- One click and it’s ready to run in their own account.
- Head office sees where every location stands.
Proof
“We moved to The Marketing Lab and they developed our current franchise recruitment strategy, which includes digital ads, automated sales email sequences, directories and our detailed franchisee prospectus. Our lead quality (and quantity) improved drastically, resulting in valuable conversations with potential franchisees which have in turn led to territory sales. TML is super responsive, transparent, great value for money and the team are an absolute pleasure to work with.”
Questions
Q1 How do you keep local marketing on brand across the network?
Franchisees get approved templates and campaigns, and local ads are checked against your brand guidelines before they run.
Q2 How does head office see results by location?
LabOS gives head office one view of every location: spend, leads and results side by side. Each location’s ads carry its own code, so you can see what’s working where.
Q3 How do our campaigns reach every franchisee?
Once head office approves an ad or social post in LabOS, every location is offered it automatically, with a local version beside it. Each franchisee chooses as is, local or skip, and what they choose runs in their own ad account or on their own social pages. You can see who has chosen and who hasn’t.
Q4 Can you help with franchise recruitment as well?
Yes. We run recruitment campaigns, landing pages and email follow-up designed to bring in better-qualified candidates.
Get started
Tell us what’s not working.
We’ll tell you what we’d do.
Tell us about your network. We’ll find where the formula is leaking.
Get started →