From 2012 – 2014, British Swim School had successfully awarded 15 franchises, primarily to customers of locations of people within the executive team’s network. They knew that in order to achieve exponential franchise growth, they would have to be able to market to a much wider audience. However the world of digital advertising and franchise brokers seemed like a maze that they had little chance in successfully navigating.
Founder Rita Goldberg knew she needed a partner to help, but wasn’t willing to sacrifice equity in her company or a share of her royalty stream, which many of the other reputable outsourced franchise organizations were demanding. Enter RainTree…
The power of brand story telling is immense, particularly in relation to franchise sales. And Rita Goldberg had quite the origins story for her brand. Our goal was to capture that story, the magic of working with children in water everyday, and the success of the initial group of franchise owners.
WEBSITE + MARKETING COLLATERAL
The primary goal for any new website build at RainTree is to drastically increase user -> lead conversions. By creating new brand assets and visuals and carefully incorporating the new franchise photography and videography, we create a much better chance of emotionally engaging the user. We then increased the content of the franchise site, increasing it from 4 pages to 12 pages of content, with a focus on brand story-telling. And finally, the site is SEO optimized and put through a User Experience (UX) test phase that ensures an increase in conversions.
Website lead conversions – 317% increase.
Before RainTree invests in any lead generation channel, our focus is on determining the ideal franchise owner, and building a buyer persona to match. The persona’s incorporate ideal demographics, psychographics, media consumption behavior, and a long list of other particulars to help us ensure all marketing investments are wisely spent. For British Swim School, we have built and continue to manage campaigns for portal advertising, social media advertising, retargeting, geo-targeted e-blasts, trade-shows, SEO and a variety of other channels to ensure we continue to attract qualified franchise buyers.
2015 Lead Generation Budget: $84,000
And of course, the infinitely large and important world of the sales process. Prior to RainTree, BSS had a relatively simple view of how successful franchise sales took place. RainTree reinvented the “Education Process” to include an increase in franchise prospect touchpoints, with specific improvements to the FDD review, validation and the Discovery Day. And having a couple of guys on the brand that have the experience of closing over 1000 deals prior to working on BSS certainly helps too!