Digital Marketing Strategy for Franchises
Growing a National Massage Franchise with a Centralized Digital Marketing Strategy.
After a massage franchise with over 200 independently-owned locations across the United States and Canada was acquired by a private equity firm, the brand reached out to Parallel Path to unify and improve its digital marketing for the benefit of the entire franchise network.
Parallel Path unified the entire franchise network by building centrally-managed digital marketing technology, management tools, strategy, and scalable execution that included paid search ads, SEO, display, remarketing, and social media advertising. This was familiar territory for Parallel Path because of its experience over the previous years helping other franchise brands transition from fragmented to centrally managed (aka Corporate Managed) digital marketing. Parallel Path was confident in rolling out its playbook to unify the entire franchise network with one centralized marketing system. To do so, Parallel Path set the franchise network up for success with education sessions and worked arm-in-arm with the brand’s internal marketing and executive leadership teams through in-person visits, workshops, training, and webinars.
While the centralized managed marketing framework enabled economies of scale, data-driven optimization depth, and technology implementation that previously was unattainable with a fragmented system, it was Parallel Path’s approach to the strategic direction and its best-in-class management and optimization that drove performance data that included (year over year). In addition, organic sessions increased by 43% year over year, providing a compelling argument for the power of a centralized marketing strategy for the brand and its investors.