Projects: Franchisee Liberation
Printing, Data Processing, Distribution
Marana Group worked with the franchiser to develop a comprehensive program that removed all the work and hassle from the franchisee, allowing them to focus their attention on opening their location on time.
A rapidly growing retail franchiser needed help with their efforts to support their expanding base of franchisees. Under their existing program, the franchiser would provide the newly minted franchisee with marketing support in the months and weeks leading up to the opening of a new retail store. The program called for the franchiser to provide the franchisee with artwork to create a series of coupon mailings to homes and businesses within a 5-mile radius of the new franchise location. The program required the new owner to get the mailers printed, and then mail them in a specific sequence, following an established schedule prior to the opening of the location. The challenge for both the franchiser and franchisee was many of the new store owners opted not to participate in the marketing program because the effort of getting the mailers printed, then mailed in sequence was simply too much given everything else that needed to be completed before the store could open its doors.
We worked with the franchiser to develop a comprehensive program that removed all of the work and hassle from the franchisee. Our solution called for us to work with the franchiser well in advance of a store opening. Our team would develop the recipient mailing list to reflect all residential and business addresses within a 5-mile radius of each new location. We would then print the cards for each mailing and distribute to the U.S. Postal Service facility closest to the new store location based on the schedule provided by the franchiser.
The end result was the material created by the franchisor supported the new store opening, while the franchisee could focus their attention on opening their location on time.