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Every location. One formula.
Head office wants the brand protected. Franchisees want the phone to ring. We make both happen at once, from the national campaign to the letterbox drop in a single territory.
Free · 30-minute chat · You keep the plan
+182%Conversions in 30 daysDream Doors Kitchens · read the lab report →
Observed with
Sound familiar?
- Symptom 01
The fund feels uneven
National spend that big territories love and small ones resent. Every franchisee needs to see their marketing fund working for them.
- Symptom 02
LAM lives on a to-do list
Local area marketing works. Getting 50 busy owners to plan and execute it is the hard part, and it usually doesn’t happen.
- Symptom 03
Recruitment leads go nowhere
Plenty of enquiries, very few real business conversations. Volume without quality wastes your development team’s week.
Hypothesis
Head office and franchisees in the same agency.
We serve franchisors and franchisees within one team, so we act as the conduit between them. That vantage point is rare: we see the big picture and the little one, and our recommendations are built to be executed on the ground, not just presented in a boardroom.
LabOS, for franchise networks
One view of the whole network
Head office can see every location in one place: who’s on target, who needs a hand, and where the budget is going.
When an idea works in one territory, we try it in the territories most like it. A good result in Geelong shouldn’t stay in Geelong.
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
Approve it once. Every location’s ready to run.
Most networks lose weeks between head office signing off a campaign and the last franchisee running it. In LabOS, head office’s approval is the starting gun.
Approved once, offered everywhere
The moment head office approves an ad or a social post, every location is offered it. One link per round, by email. Nobody chases anybody.
Local, without a redesign
Each owner sees head office’s ad beside a local version with their area worked into the image and copy. They pick as is, local or skip, and it runs in their own ad account.
Posts that schedule themselves
When a location picks a social post, it’s scheduled straight onto that location’s own Facebook and Instagram pages.
One brand, locked where it matters
Brand guidelines and tone of voice are set once for the whole network. Locations add their own reviews and offers, and a rule like a claim you can’t make applies everywhere at once.
The bird’s-eye view
Spend, leads and results for every location in one place. Each location’s ads carry its own code, so head office can see exactly 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.
What you get
- Result 01
National campaigns that travel
Strategy and creative built at head office, then amplified locally by every franchisee, with economies of scale across the network.
- Result 02
LAM at scale, actually done
A proprietary LAM planning tool and a team that supports 250+ franchisees a month means local marketing gets planned and executed, not just discussed.
- Result 03
Recruitment that sells territories
Funnels built for quality: prospects arrive ready for a real business conversation, and territories sell.
- Result 04
A brand franchisees can keep
Brand systems, local tagging and style guides franchisees understand and follow, with us as the gatekeeper.
In the lab for franchise networks
- Franchise marketing strategy
- Creative ideation (iQ)
- Franchise recruitment
- Local area marketing
- Paid search and social
- Brand and franchisee guidelines
- Websites and landing pages
- Conferences, training and workshops
Proof
“The Marketing Lab has supported DDK with their marketing for over four years now. They assist with both strategy and execution, working closely with us at Head Office overseeing the activity our national marketing fund supports, but also working directly with our franchisees. They were instrumental in developing the structure for our digital advertising across Facebook, Instagram, Google Search & Display to ensure the activity was effective for both the national campaigns and the LAM activity. We trust their straightforward advice, broad franchising perspective and transparent communication processes.”
The highest lead volume in the network’s history.
+182%Conversions in 30 days
Meet Mr Proud: a plumber’s ego that sold pipe relining to a nation.
650+Franchise enquiries
Four territories, one “home for locals”.
+35%Website traffic, month one
A launch formula that puts new stores in the network’s top 30%.
970k+Impressions per launch
You and Aussie, better together.
Read the lab report →
National and local social media for an entire franchise network.
Read the lab report →
Fieldwork · real work for real clients
PoolwerxRe-opening sale billboard
AussieFranchise recruitment brochureLab report →
NuflowExpo standLab report →
Planet SmoothieIn-store menu and signage
Poolwerx Bay of PlentyNew store bus back
BUMP Health & FitnessClub launch pull-up banner
The Cheesecake ShopLocal campaign creativeLab report →
Telstra Store Lake HavenCommunity PR: $5,000 donation coverage
“A bespoke LAM plan for over 300 territories, delivered in full in 3 months.”
Rebecca Barnes · Poolwerx
“Our lead quality (and quantity) improved drastically, resulting in valuable conversations.”
Gemma Croxen · BUMP Health & Fitness
“They provide essential support and scalable solutions for our franchise partners, helping drive local engagement and results.”
Lyne Duong · The Cheesecake Shop
Questions
Q1 How does LabOS help franchise networks?
One view of the whole network. Head office can see every location in one place: who’s on target, who needs a hand, and where the budget is going. When an idea works in one territory, we try it in the territories most like it. A good result in Geelong shouldn’t stay in Geelong.
Q2 Do you work with franchisors or franchisees?
Both, within the same agency. We build strategy and national campaigns with head office and support 250+ franchisees every month with their local marketing.
Q3 How many franchise brands do you work with?
25+ franchise brands, including networks in home services, fitness, food, real estate and finance.
Q4 Can franchisees work with you directly?
Yes. Many networks appoint us as an approved agency, and franchisees can engage us for their own local area marketing, paid ads and social.
Q5 Do you help with franchise recruitment?
Yes: recruitment strategy, prospectus, digital ads, email nurture and landing pages, built for lead quality rather than volume.
Q6 How do head office campaigns get to every location?
Through LabOS. Once head office approves an ad or social post, every location is offered it with a local version beside it, and chooses as is, local or skip. What they pick runs in their own ad account or on their own social pages, and head office sees where every location stands.
Q7 Are there lock-in contracts?
No. Engage us as and when your network needs, and scale support up or down.
§ 08 · 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 →