The following article was printed in the Dec/Jan issue of Franchise World. To view this article online, you can read it here. (it’s on page 27)
As the resident guest author in Franchise World contributing news, tips & advice on how franchisors & franchisees can use the web to market their franchise, this article details our ongoing work with the domestic cleaning management franchise, Bright & Beautiful.
Expanding a Franchise
In this article, I will detail how we worked with the franchise, Bright & Beautiful, to help them get the most out of the web, and ultimately increase the exposure of each of their franchisees. This work is ongoing, but this case study should highlight how we have put together a structure & plan for all new franchisees that come on board.
Bright & Beautiful was started by Rachel Ray in 2007. It is a profitable, flexible, and ethical franchise within the domestic cleaning industry. The franchise itself trains women across the UK to manage a team of professional housekeepers delivering a high quality home cleaning service. Since its inception, Bright & Beautiful has grown rapidly and now has more than 25 franchisees.
When Rachel first approached Mayfly to look at their internet presence & online marketing strategies, we first looked at how to streamline their use of Google Adwords. This had always been a good source of franchise enquiries, but more importantly a source of leads for their franchisees. Setting up individual campaigns to match franchisees with their areas, plus tailored adverts helped to improve the number of clicks, but also reduced the average cost per click. By reducing the wasted clicks, each franchisee’s campaigns are now more efficient, and an important source of enquiries for the franchisees.
To improve the franchisee’s local presence, we set each franchisee up with a Google Places listing. These regularly show in the natural searches for their geographic area. They also allow clients to leave feedback on their service, as well as view recent images and key info such as contact information.
Bright & Beautiful are very pro-active in ensuring that the franchisees get a flying start when they join. On launch of their business, there is a co-ordinated effort to have their web page put live (this is part of the main Bright & Beautiful site), along with a live Google Adwords account and their Places listing submitted.
The main Bright & Beautiful website is managed in-house, however working with them we have encouraged and advised on the best ways to improve the site and improve its search engine rankings.
In the past 2 months, we have started to undertake a full revamp of the franchisee’s web presence and build each their own website. All sites will be managed from head office, but we are building in a system that the franchisees will be able to have some input into editing & updating parts of the site with their latest news & testimonials. The benefits include improved search engine rankings for the franchisee, clients are able to see more information about the service, the Adwords accounts will result in better click through rates, thus cheaper clicks, plus the Bright & Beautiful brand itself is expanded. First to go live is the flagship franchise in Altrincham.
At Bright & Beautiful we are committed to being at the forefront of technology and Liam is helping us to keep ahead of the game. We ensure that our franchise owners have many marketing strategies in their armoury but an online presence is critical. In this area Liam is our trusted adviser who helps us to work smart with our budget. We are also in the process of launching our You Tube channel and developing our intranet and document library further to include video tutorials which will be a great resource for franchise owners.”
Although extensive, Bright & Beautiful are laying very solid foundations to not only run a successful franchise, but to also expand on what they already have.