Elevating Franchise Success Through Strategic Marketing
Quick Wins:
- Consistently achieved a return on ad spend (ROAS) of 6–12 across franchise locations.
- Increased new guest visits by 36% for one franchisee.
- Developed landing pages that converted 2–3 times above industry averages.
Background:
City Cave, a wellness brand offering float therapy, infrared saunas, and other holistic health services, operates as a franchise model with locations across Australia. While the brand was already well-established, franchisees faced challenges in maximising profitability and attracting new customers in competitive local markets. City Cave engaged us as a preferred agency to develop a local area marketing strategy that would not only drive measurable results but also empower franchisees to take an active role in their marketing efforts.
Approach:
Our strategy for City Cave focused on collaboration, data-driven insights, and tailored marketing initiatives to meet the unique needs of each franchise location. Key elements included:
- Monthly Planning and Budgeting: Collaborated with franchisees to create customised monthly marketing plans based on their budgets and goals, encouraging strategic investment during peak times.
- Targeted Advertising: Leveraged Google Performance Max (PMAX) campaigns to integrate multiple Google platforms, ensuring maximum reach and engagement.
- Performance Insights: Conducted regular performance analysis to track key metrics like cost per lead and ROAS, using insights to refine strategies and guide future campaigns.
- Creative Content Diversity: Utilised a mix of content types, including images, videos, and carousel ads, to engage audiences effectively.
- Franchisee Engagement: Fostered collaboration with franchisees through regular meetings to align on goals, address challenges, and share insights, ensuring strategies resonated with their local markets.
Results:
The collaborative and data-driven approach delivered exceptional outcomes for City Cave:
- ROAS Excellence: Consistently achieved a return on ad spend (ROAS) of 6–12 across franchise locations, demonstrating the effectiveness of targeted advertising.
- Guest Growth: Helped one franchisee increase new guest visits by 36%, showcasing the power of tailored marketing strategies.
- High-Performing Landing Pages: Developed landing pages that converted 2–3 times above industry averages, ensuring potential customers were effectively guided through the decision-making process.
Conclusion:
City Cave’s success highlights the impact of a collaborative, data-driven marketing strategy tailored to the unique needs of franchise businesses. By empowering franchisees, leveraging targeted advertising, and focusing on performance insights, we helped City Cave not only achieve but exceed its goals. Together, we’ve created a blueprint for sustainable growth and long-term success in the wellness industry.
