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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 FranNet

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:

  • New Website Required
  • Search: Google & Bing
  • Display: Google Display Network, YouTube, Gmail
  • Social: Facebook, IG, LinkedIn
  • Email: Cold Outreach & Marketing Automation
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 63%
  • Increased corporate marketing generated deal volume by 47%