FranNet
FranNet is the world’s largest franchise brokerage and consulting group – with an inventory of over 200 franchise brands; 215 Marketing is the current Agency of Record for FranNet
Case Study .02
The Situation
With a network of over 100 franchisees & associates spanning North America, Frannet needed help transitioning their complex buyer journey from in person sales tactics to scalable online solutions in order excel in a highliy competetive market. They also needed guidance with managing an expansive marketing budget that includes the following tactics:
The Work
- 360-degree audit of entire marketing and technology landscape
- Implementation of core marketing technology platforms, including various analytics, email marketing, marketing automation, and website products
- Annual strategic planning and budget proposals
- Account Setup & Restructure for network online advertising (Search, Display, Social, Retargeting)
- Advanced Reporting Setup: ROAS, Margin of Error, Cohort Analytics; by network aggregate, region, and local market
- Ongoing management and optimization over 100 individual territory ad accounts
- Ongoing educational seminars for various stakeholders; in-person and recorded
- Executive-level support and consulting for C-Suite and Board
The Results
- Complete marketing technology implementation and management
- New website for corporate and individual landing pages for locations and consultants; Implementation of franchise directory to increase SEO
- Identified gaps in customer experience related to sales inefficiency & oversight; installed call center, call tracking, and marketing and sales automation to fill gaps
- Built opt-in based advertising programs for individual markets to invest above and beyond corporate investments
- Managed local optimization through establishment of local directory listings for each franchise territory
- Digital advertising Return On Advertising Spend (ROAS) exceeding 120%
- Increased corporate marketing generated deal volume by 47%
