• Tutor Time Child Care

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  Tutor Time Child Care

• Children's Orchard

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  Children's Orchard

• Chevron Extra MIle

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  Chevron Extra MIle

• Bagger Dave's Burgers and Fries

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  Bagger Dave's Burgers and Fries

• Domino's Pizza

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  Domino's Pizza

• Great Plains Burger Company

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  Great Plains Burger Company

• Little Caesars Pizza

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  Little Caesars Pizza

Credit to Flickr's Viktor Hertz

Working with a franchisee (zee) is a unique type of relationship. Whether you are an agency or a franchisor (zor), the structure of a franchise opens up many avenues for integrated, multi-unit social media marketing. But if you’re not careful, there are several holes you can fall into as you navigate this new territory.

Having working with several zees under zor direction, here are some things to look out for along the journey:

You will have several “new” clients

One of my franchise clients and I have an agreement that, for one month, I will show each franchisee the ropes of carrying out a social media strategy. During training, I typically introduce the franchisee to our strategy, careful to mention social media categories and measurement benchmarks. From there, I then work with them to develop their first month’s content calendar. For one month, the idea is for the franchisee to observe the process involved in getting content up on social media channels—to show that a strategy guides the effort. During this time period, they also get a sense of how to monitor and manage their own social media platform within the larger franchise brand.

So far, this has gone wonderfully. I love getting the opportunity to meet and interact with several different representatives of the same franchise brand. Even more so, I love to celebrate the individual differences that make each location its own. However, though I prepared myself for the extra work that would accompany this project, I should have allotted more time for getting a sense of what is essentially a new client. At the beginning of the training session, I had to learn how each franchisee prefers to communicate and their different styles for getting things done. Obviously, these vary greatly, so if you’re in this situation, be sure estimate time for project management.

Zees expect zor direction in unfamiliar territory

Just as social media is new for plenty of franchisors, the space is completely foreign to some franchisees. One of the fundamental reasons people choose to invest in a franchise concept is for guidance into the unknown. While this innate security exists when a franchisee buys into a franchise, this type of full-scale support is sometimes expected with marketing and social media.

I really admire my franchise client for investing in their franchisees’ success by providing them each with a training program for social media. However, the stumbling block really begins at the end of the training period, though—when the zees are set free to manage their own social media platforms. Suddenly, all of those guidelines reviewed a month before have been lost in transition. In a frustrated flurry, the franchisees can sometimes winding up questioning why this service isn’t offered indefinitely on behalf of the zor.

It takes a strong zor to provide education, explain the bounds of the working relationship and the budget breakdown to nip this in the bud early and empower franchisees to succeed with guidance, but not complete service.

Convincing a zee to add social media to a full schedule is a challenge

This is not specific to franchisees, but nevertheless, it is one of the main issues facing them. Without the resources of an internal marketing team, marketing and social media can sometimes be last on the to-do list, after immediate operational demands. As a zor or an agency, it is important to clearly communicate the benefits of the program and convince them that it’s worth their time.

Allotting time for social media can sometimes be more difficult than setting aside time for other forms of marketing. I can’t tell you how many times I’ve heard, “Well, I have a personal Facebook page, so it can’t be that much different, right?”

It’s my job to get them out of “Oh, it’s just a Facebook page. I’ll just post a quick update later” mentality and really get them devoting the time and energy required to manage a vibrant and successful page.

I hope some of these tips have been helpful as you and your franchisees set off on your social media horizon. If you have anything to add or have any questions, please feel free to leave them in the comments section below.

As one of re:group’s core areas of expertise, we like to keep tabs on the franchising industry. And it’s no wonder—franchising continues to grow and, in many cases, replaces the independent small business owner. According to the International Franchise Association (#IFA), the number of franchise establishments is projected to rise by 1.9 percent this year alone.

So what sectors will fuel that growth? An obvious one is “In-Home Senior Care.” As Baby Boomers start to age and require both non-medical and medical support, entrepreneurs have taken note of the enormous opportunity that lies in serving our population’s largest generation. Industry research firm IBIS World projects a 6.3 percent growth in this sector and rapid expansion over the next five years.

Credit to Flickr’s Windsor Senior Living

Even when looking at franchise opportunities for veterans, Franchise Gator lists that two of the top 5 most popular franchises are in the senior care industry: Home Helpers and Caring Transitions.

Another industry to watch is “Dry Cleaning.” Now that dry cleaning can be done without dangerous chemicals and can be environmentally safe, it has become an attractive opportunity for prospective franchisees. P&G saw the opportunity to capitalize on this and has launched a franchise system that leverages its Tide brand as a dry cleaner. But don’t go running off to sign up just yet; I have been told that they already have plenty of potential franchisees.

Another trend I have observed is the growth of private investment groups that become multi-concept franchisees. Portfolios are built to maximize returns much like an individual investment portfolio. Economies are realized by consolidating administration, real estate transactions and management. These franchisees are seasoned business professionals with a strong track record of financial performance. I learned at the IFA convention this year that many of these groups are financially larger than the franchise concepts that they represent.

So, if you’re in the market for a franchise, keep your eyes on these growing sectors. We’ll be right beside you!

Please join us for a panel discussion on:

Benchmarking – Why It’s Important For You And Your System

Featured Panelists:

Paul Pfeiffer, Vice President of Operations – Hungry Howie’s
Taylor Bond, President – Children’s Orchard
Eric Ersher, Co-founder and President – Zoup!

50 CFE Credits Earned

To Register Click Here
Tuesday, April 10, 2012

6PM Networking and Dinner, 7PM Presentation and Discussion

Location: Hungry Howie’s Headquarters
30300 Stephenson Hwy., Suite 200, Madison Heights, MI

Our meeting location and dinner are generously provided by Hungry Howie’s.

Our social media director, Taylor Hulyk is featured on Mashable.You can follow her on Twitter @taylorhulyk.

While social media can perplex a single business unit, imagine the challenges and multidimensional complications that can arise when a franchisor decides to incorporate social media into his or her integrated communications plan. Social media does not dictate an entire marketing program, but it must be approached with the same level of attention and definition as the rest of its marketing counterparts. Read the whole story on Mashable.

Tell us what you think!

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CityWide Sewer & Drain Company on Long Island needed a new website that better reflected their positioning and franchise offer. re:group developed the site around the idea of Your CityWide Guy. If you have a plumbing problem, We’ve Got a Guy. The site needed to be flexible enough to incorporate franchisees as they came aboard. re:group, as well as refining their identity and developing a new look and feel, developed the new site in a Content Management System incorporating the functionality to tailor content based on user-entered ZIP codes or clicks from specific local search ads. For example, when a searcher clicks on a CityWide ad resulting from a search for “plumbers Manhattan,” they get slightly different content that if the search were for “plumbers Long Island.” This gives CityWide the ability to tailor the content for different individual franchise territories as needed. Additionally, the site incorporates a Click to Call feature, downloadable coupons, a VIP club for building long-term relationships, and immediate online scheduling for service calls.

January 17, 2012

re:group is pleased to sponsor this event, please join us for networking, refreshments, a presentation and lively discussion.

“How to Manage System Change”

Our guest speaker is Kay Ainsley, managing director of MSA Worldwide has helped to manage a lot of system changes. Kay has over 20 years of experience in franchising as Director of Franchise Development for major franchise systems or as an advisor to companies within the retail, restaurant, services, manufacturing, and business to business industries. (more…)

Every marketer knows it — the information world has changed. Consumers are in the drivers seat, and they get their information when and where they want it. How consumers search for that information is also continuing to evolve.

Global access

With the integration of the internet into our daily lives, we’ve all became global information seekers. Finding in-depth information about an event in California on the website of a newspaper in India seems oddly “normal.” This global access has become so commonplace that we are blasé about the boundless access that we’ve become accustomed to, and so reliant upon.

Patience is no longer a virtue

At the same time, as consumers, we’re becoming more and more impatient. Not too long ago, people would place an order online or through a brick & mortar store, and be willing to wait a week, sometimes two, for that product to be picked, packed, shipped and arrive at their home. Now, in the world of instant information and instant gratification, if we can’t get it overnight…or better yet, download it instantly from one source…we move on to another source that can. (more…)

Leveraging Local

Even though we know that local marketing, local listings and social media play a huge role in bringing in franchisee business, corporate marketing departments are often slow to adopt social media programs. There seem to be so many barriers for them, like who will run it, who will “approve” the content, do we have enough staff to take this on, what guidelines need to be put in place in terms of content, what about legal issues, and so on. And so on. (more…)

Cyber Monday Sales

Even though Cyber-Shopping is still just a small percent of holiday sales — between 7% and 10% — it’s still quite a bump for online retailers. It also signals that there is more consumer optimism and willingness to spend — a boost for the economy. And all of this bodes well for online marketers, too.  Sales were pushed up through promotion, both online and off. Take a look at the numbers.

September 13th and14th, Janet Muhleman, president of re:group, will be attending the IFA Public Affairs Conference. As a part of that she, along with more than 500 franchise leaders, will interact with federal lawmakers. She will meet with our Michigan legislators to voice the needs and concerns of the franchise community. (more…)

One thing we like to stress to the clients we work with, is the importance of cultivating brand loyalty.

Consumers are spending more and more time on the social web, and are becoming increasingly savvy over which brands are truly listening, engaging, and paying attention to their needs. Smart brands will recognize their consumers loyalty, encourage it, and ultimately reward it. (more…)

Last week, on the suggestion of good friend and business associate, Rob Falls of Falls Communications, I drove to Cleveland to meet with a couple interested in expanding their franchise business. So I did some homework on the company, put together a basic introductory deck on our capabilities and point of view on branding, hopped in the car and headed for Cleveland not knowing really what to expect.

On arrival at the first store of this small but growing franchise, the founder and his wife shared their story and their treated me to a sampling of their product (which was great). We then did a brief reconnaissance of several other franchise locations and settled in to talk about their situation. (more…)

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CREATE A NEW CATEGORY.

Children’s Orchard was America’s first franchiser in gently used and brand-new, brand-name kid’s stuff, but by 2001, they had become a parity brand. Despite the fact that stores delivered high quality and a superior customer experience, they had declining store sales and profits.
They also did not have a requirement for their franchisees to spend collectively beyond their development fund, and were too widely distributed to establish effective local co-ops. (more…)

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MAKING A NEW TIME FOR LITTLE CAESAR’S

Little Caesar’s often contacts several agencies to ask for proposals & ideas for new television spots. Typically, there will be several presentations, and one agency or freelancer will be chosen to create a new ad.

While Little Caesar’s was just looking for a new television spot for their $5 pizza offer, what they got from us was a way to capitalize on a new day part – lunch. By examining market trends, re:group suggested office workers as a target audience with strong potential.

The creative execution capitalized on common lunchroom scenarios to motivate consumers to seek out better, faster, tastier options.

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CATCHING MOMS IN THE WEB.

Learning Care Group is the second largest for-profit childcare organization in the US. Comprised of five different brands – Tutor Time, Childtime, La Petite Academy, Montessori Unlimited and The Children’s Courtyard. Their challenge was how to appeal to different emotional needs of moms/consumers and distinguish five brands under one corporate umbrella to gain the largest market share and revenues. (more…)

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Tutor Time Child Care/Learning Centers, one of the largest childcare service providers in the United States, was suffering from low brand awareness and lack of consistency in their marketing materials. They turned to re:group to assist them in the development of a brand strategy that would distinguish them in the crowded child care marketplace and provide effective creative and media solutions for their corporate and franchise system. (more…)

Great Plains Burger Company came to re:group to develop an identity for their authentic burger restaurant that reflects the values of the mid-west and uses only the freshest, locally produced ingredients. The menu concept was simple: they would use only all natural beef, fresh bakery buns, thick cut fries cooked in cholesterol-free oil and milkshakes made from natural ice cream from a local dairy. (more…)

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DEVELOPING A FRANCHISE SYSTEM.

Chevron, the leader in quality petroleum products, was in the process of developing a franchise convenience store offering when they asked re:group to help them define the structure of their franchise advertising program and develop the marketing materials to sell-in this franchise program to their existing dealer network. (more…)

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Delivering a Consistent Experience

The Invisible Fence Brand originated electronic pet containment and today still lead the category that they created in 1973. Apart from the originality of the concept, the success of the Invisible Fence® Brand lies in their national dealer network. These specially trained dealers are the force that install the system, train the pets and provide support and service to the pet owners. They have a 98 percent customer satisfaction rate and a 99.5 percent success rate of keeping dogs “Safe At Home®”. (more…)

Featured in the July 2009 issue of Franchising World

It’s a jungle out there

Franchises are proliferating (more than 3,000 at last count), and so are the channels through which they are attempting to reach their franchisee prospects and consumer customers. As of last month, there were 186 million active Web sites trying to attract the 1.5 billion online users, all of whom are fighting to be at the top of Google’s search results. No small task considering there are 2.5 billion searches every day. (more…)

re:group’s rebranding of LaPetite Academy was named one of the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards. ReBrand 100 is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global, juried program of its kind. re:group’s rebrand of LaPetite Academy encompasses all of the brand touchpoints. The positioning, “Play. With a purpose.” makes parents feel that their children will learn, and be happy at the same time. (more…)

The Ann Arbor Ad Club celebrated its 2009 Addy Awards Gala at the Rackham building on the University of Michigan campus. The Ad Club is a member of the American Advertising Federation (AAF).

re:group was pleased to be recognized for their work for their client, La Petite Academy. La Petite Academy received a silver award for their new website which supports the experiential nature of the academy’s programs, and which was the focus of last years award-winning, re-branding. (more…)

ReBrand, the only expert-led resource focused on brand transformations, recognized re:group’s development of the Tutor Time brand as one of the top 100 re-brandings in the world during 2008. To see the transformation click here.

ReBrand has been featured in The Wall Street Journal, CNN Money, Fast Company, Yahoo! Finance, and others. Its leading program, the ReBrand 100® Global Awards, is the highest recognition for excellence in brand repositioning.

Tutor Time is a subsidiary of Learning Care Group, Inc. (NASDAQ: LCGI) one of the largest publicly traded, for-profit providers of early childhood care and educational services in the United States. Learning Care Group recently announced a proposed acquisition by A.B.C. Learning Centres, Australia’s largest provider of private child care services. The transaction, expected to be completed in early 2006, will result in the largest listed child care company in the world.

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Now the oldest U.S. fast food franchise., the original A&W drive-in restaurant format was founded in 1919. A&W gained popularity from their unique signature root beer, burgers, hot dogs and onion rings.

Due to management difficulties, their market presence declined to one-tenth its original size, yet the name continued to retain tremendous brand equity in the market. The franchise was acquired in 1995 with the intent to revitalize the brand. (more…)

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The Medicine Shoppe, franchised apothecary-style pharmacy chain, was spending $10 million system–wide on marketing, but had no consistent or cohesive consumer message and no requirement for a national ad fund contribution. re:group was hired to develop a comprehensive brand position, a centrally-coordinated and locally-delivered marketing program, and to sell that program by securing participation of at least two–thirds of the franchise system.

In order to ensure success, a franchise advisory board was created to work with corporate marketing and re:group. And to validate that the proposed brand position was believable and motivating to the target audience, re:group conducted consumer research that confirmed that The Medicine Shoppe had a distinct competitive advantage over the larger chain stores because they focus primarily on pharmaceutical and healthcare products, and are owned and operated by pharmacists. (more…)