BRAND – BRITISH SWIM SCHOOL
CHALLENGE –To achieve exponential franchise growth, they would have to be able to market to a much wider audience.
MORE INFO – From 2012 – 2014, British Swim School had successfully awarded 15 franchises, primarily to customers of locations of people within the executive team’s network. 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.
TOTAL UNITS AWARDED – 102
FRANCHISE FEE REVENUE – $2.6 Million
DESIGN & MARKETING
Founder, Rita Goldberg had quite the origin story for her brand. Our goal was to capture that story. The magic of working with children and giving children the tools they need to better protect themselves in water, and the success story of the initial group of franchise owners. We focused on communicating the role of a Franchise Owner, in that it is an executive role that is out of the pool, and focused on building the business but also gave the freedom of pursuing the role of swim instructor. We created materials to reflect this freedom and give the potential candidates the education necessary to see themselves in or out of the pool.
We educated every available lead on the importance of water safety, directing candidates to our marketing materials and guiding them on the role of a Franchise Owner and the freedoms that come with the model.
We managed all lead generation sources, including referrals from franchise owners, employees, and website leads, provided timely initial response and accurate and consistent report marketing metrics.
2018 Lead Management Budget $130,000
2018 Franchise Fee Revenue $952,000
First, we built trust through clear and concise communication and expectations, making sure action items are completed from our teams in order to propel the brand into accelerated growth.
Then, we created top of mind awareness through various efforts within the consultant networks, utilizing assorted marketing materials to best communicate the British Swim School appeal.
We utilized our reinvented Education Process to include an increase in franchise prospect touch-points, with specific improvements to the FDD review, validation and the Discovery Day.