Transforming Franchise Development Marketing
This project focused on improving franchise marketing by refining customer segmentation, optimizing lead acquisition, and enhancing engagement across the customer journey.
By analyzing customer data, optimizing Facebook ads, implementing targeted email automation, and launching a franchise owner podcast, we reduced cost per lead by 50%, boosted email engagement by 46%, and increased owner referrals by 37%, driving stronger growth and engagement for the franchise brands.
1. Customer Segmentation and Journey Mapping
Action:
Conducted in-depth interviews with Franchise Owners, employees, and previous franchise candidates.
Analyzed industry data to define ideal target customer profiles for each franchise brand.
Outcome:
Established clear, actionable customer segments.
Created a comprehensive customer journey map highlighting key touchpoints and content needs at each stage.
2. Acquisition: Reducing Cost Per Lead
Action:
Based on this data we refined target audience criteria, conversion goals, and advertising content on Facebook.
Outcome:
Reduced the cost per lead on Facebook by 50%.
Enhanced targeting accuracy and ad performance, leading to more qualified leads.
3. Conversion: Enhancing Email Engagement
Action:
Implemented Salesforce Pardot's marketing automation to tailor email journeys.
Aligned email content with the different stages of the customer lifecycle.
Outcome:
Increased email open rates by 46%.
Boosted candidate engagement by 27% year-over-year (YOY).
4. Retention: Boosting Franchise Owner Engagement
Action:
Collaborated with the CEO to launch the "Founders Stories" podcast, featuring Franchise Owners’ success stories.
Outcome:
Achieved a 5/5 rating on Apple Podcasts.
Engaged 60% of Franchise Owners to participate.
Strengthened community bonds and engagement within the franchise network.
5. Loyalty: Driving Referrals
Action:
Developed a business growth referral strategy without monetary incentives.
Educated Franchise Owners on the strategic benefits of referring new Franchise Owners nearby.
Outcome:
Increased referrals by 37%.
Leveraged educational content to promote organic growth through owner referrals.
Conclusion
By aligning marketing efforts with customer insights and data, I significantly improved lead generation, engagement, and referral rates across multiple franchise brands. This case study demonstrates the power of a well-structured growth marketing strategy in driving business success.
