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Senior Care

Top Franchisee Engagement Tools

By | Franchise Relationships, Franchise Technology, Senior Care
Franchisee Engagement Tools

Franchisee engagement is a term on everyone’s lips after the recent International Franchise Association (IFA) convention in Orlando. But, what does it truly mean?

Authentic franchisee engagement is about having your people truly feel like they are part of the organization. Not just on the piece of paper where they signed on the dotted line, but from deep inside of them.

But, it is easier said than done.

Below, are some tools and technology to help engage every person in your network.

Training

The first engagement touchpoint in the franchisee lifecycle is training. It starts with the road to opening, and then typically a live session at the Home Office. There are also sometimes certifications associated with the industry, such as a Certified Senior Advisor, for instance or franchisor staff may need to be trained as well. Many franchisors also find it worthwhile to pursue financial training such as Profit Mastery.

eLearning is also something that can be hugely helpful for ongoing training and even training around rollouts.

Providers

Program Rollout

Seasonal programs and rollouts are the bread and butter for franchisors. But finding a staff member who can do an effective rollout is like seeking out a unicorn.

Love it or hate it, e-mail is often the first go-to tool for franchisors to send out operations and marketing eBlasts. Measuring responses is a great way to determine engagement, when you are using the right tools.

On the other hand, franchisees “go numb” to communication when you bombard them with too many e-mails.

As a result, there are other ways to roll out programs, such as posting in the intranet, integrating in webinar and video communication and even adding in ratings system, for the brave among us. Having franchisees create their own articles on the intranet, or their own videos will go even further with the rest of the system.

Finally, to avoid one person in your office getting bogged down and overloaded with e-mail, you can invest in a ticketing system, with role-based responses.

Providers

Two-Way Support

We are in a collaborative world, nowadays. Today’s owners don’t want to sit back and passively receive information from Home Office. They want to connect back and forth. And, when you think about it, the franchisees wanting to roll up their sleeves and abandon the “employee mentality” is a positive thing.

At the heart of field support, is some of the following functions:

  • On-site training
  • Key Performance Indicator (KPI) review
  • Ongoing business coaching
  • Financial review
  • Field audit visits

Field Auditors have the hardest job in franchising, but the more two-way communication they have, the stronger the relationship will be.

Providers

Convention

The annual convention is the most fundamental investment any franchisor can make. There are the formal learning benefit, then the informal social benefits (which, if you are doing it right will be a highlight for everyone).

Generally, conventions are the glue that holds everyone together.

To level-up your event, include an app, or even add in a gamification element to it.

Providers

Collaboration

The evolutionary version of 1:1 communication, is a 1:many collaboration! Collaborating, by building projects together with franchisees will enhance engagement and grow trust.

Instead of creating things in the Home Office vacuum, and hoping they will stick, try to collaborate “on the fly” with franchisees using the latest tools.

Looking to have some fun while collaborating? You can also utilize crowdsourcing for an engaging and collaborative experience, have design contests with many designers, and get franchisees to vote.

You can connect with franchisees, regionally, or by a special interest group, via text, a form of communication up to 500x more powerful than e-mail.

Finally, you can create business plans collaboratively with franchisees, which has been shown to enhance engagement and ameliorate outcomes.

Providers

Last Word

Tools will never replace the human touch when it comes to franchisee engagement, but they do enhance the experience, and spark the imagination. We will be updating this article regularly, so come back soon to see our most recent recommendations.



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FranchiseBlast has been Selected by Best Life Brands

By | Press Releases, Senior Care

FranchiseBlast technology will help Best Life Brands leaders empower franchisees

For Immediate Release: BusinessWire

Toronto, ON: FranchiseBlast, a complete franchise management solution, was recently selected by Best Life Brands, a multi-brand organization that includes ComForCare Home Care, At Your Side Home Care, CarePatrol and Blue Moon Estate Sales.

Best Life Brands will use FranchiseBlast’s mobile technology for coaching and planning tools, allowing the entire network to benefit from a greater emphasis on unit level economics. This means a focus on franchisee performance from both a top-line revenue perspective, and a bottom-line profitability standpoint.

“Forward-thinking franchisors want their field teams to be coaches, not cops,” said Jason Kealey, President and Co-Founder of FranchiseBlast. “Collaboration is the name of the game in 2020 and going forward.”

FranchiseBlast’s collaboration and planning tools are accessible via mobile device, and address a major pain-point across the franchising community. Best Life Brands believes this will create a nurturing environment for their franchisees and will foster healthy growth.

“Collaboration between franchisor and franchisees matter,” says Sean Kajcienski, CRO and COO of Best Life Brands. “These tools will help us create business plans together with the franchisees, and work collaboratively every step of the way.”

Best Life Brands will roll out the technology in early 2020.

About FranchiseBlast: 

FranchiseBlast’s Scorecards and Franchisee Field Audit Apps empower franchisors to achieve brand consistency across locations. The apps can be used by the franchise business coaches during their field visits or directly by franchisees themselves via self-assessments. Their user-friendly apps are used by over 100 brands including Focus Brands, Liberty Tax Service and Pita Pit.

For more information, contact Stefania Forbes at ssigurdsonforbes@franchiseblast.com or 647-971-7524.



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How to Create a Killer Franchise Marketing Plan

By | Business Plans, Senior Care
Franchise Marketing Plan
Brand consistency is so important, as is getting leads. Sometimes in franchising, it can feel like those things are at odds. Sometimes franchisees will feel the need to “go rogue” and do their own thing to get the leads they need. Other times, those “off brand” initiatives can create problems and confusion in the marketplace for their neighbors. According to a study from Demand Metric, 71% of respondents said an inconsistent brand creates confusion in the market. In this article, we will look at how you can create a Killer Marketing Plan for your franchisees, while staying true to the parent brand.

Understand Trends

Marketing is very much a discipline which relies on trends, both in the way that people consume and the way that people communicate. Google searches to show marketing trends in your vertical, or within your typical  marketing mix are a great start. If you want to go further, you can do a competitive analysis (having a group “competitive database” where franchisees submit competitors local to their market can be a fantastic and collaborative way to do this) or you could engage in a formal market research exercise. Sample trends include:
  • Increased use of Social Media.
  • Aging population.
  • Reduced use of mail system.
  • SMS messaging increases.
  • Increased awareness around mental health.

Determine Target Audience

Overall, you want to determine your target audience at the brand level. But franchisees will have a subset within their region that they will want to focus on. For example, they may have an ethnic group in their area that is very oriented towards the food at your restaurant such as a vegetarian option. Or, if you are in senior care, there may be an aging population in a certain part of your territory where houses were built in the 50s. This can help the franchisee drill down effectively.

Franchisor

  • Sports Fans
  • Parents of Students Taking the SAT earning 100k+
  • Health-conscious single women

Franchisee

  • Toronto Blue Jay Fans
  • Parents of Students taking the SAT earning 100k+ living in Coral Gables
  • Health-conscious single women who shop at Whole Foods in Manhattan

Make a List of Marketing Goals

Some of the goals may be linked to a central, corporate initiative. Others could be associated with the franchisee themselves, such as an kids extracurricular program franchise making a big “splash” at the annual children’s festival. But marketing goals will differ from system to system.  Goals can be project-based or metrics-based, and you always want your goals to be SMART.

Franchisor

  • Rollout updated branding guidelines to include SMS rules to system in Q1.
  • Test Instagram marketing with 12 Influencers in 3 markets in Q2.
  • Create central campaign for April tax season as per FAB meeting notes by Q4.

Franchisee

  • Increase leads from Social Media to 10/month at a cost of $40/lead by end of Q4.
  • Execute a 5,000 piece direct mail campaign, repeated 4x by end of Q4.
  • Rollout April tax season campaign managed by corporate by Q2.

Determine Franchisee Marketing Tactics Based on Marketing Mix

One role that the franchisor can play is to determine the right marketing mix for the system. While there will always be a certain amount of experimentation, the marketing mix should be defined. For example, PPC and Direct Mail may be the right combination for your system. Others find that Facebook is as good as gold. No matter what, you want to have your franchisees to complement your marketing mix.
Different systems do different things in terms of execution. Clearly, if the franchisee is not executing on a tactic, you want them to have a follow-up task.

Franchisor Marketing Mix

  • Direct Mail
  • Events
  • Doctor Referrals

Franchisee Tactic

  • Rollout Direct Mail from library
  • Do 1 event/month
  • Make 10 introductions to Doctors/month

Determine KPIs

Now that you have set Marketing tactics, you want to see what KPIs will be connected with them. This will help you measure final results, and track key milestones along the way.

Franchisee Tactic

  • Newsletter
  • Events
  • Customer Retention

KPI

  • Open Rate and CTR
  • Leads/Event and Cost/Lead
  • Lifetime value of customer

Set Marketing Budget

Of course, when starting a franchise, this may mean using newly acquired funding, borrowing or self-financing. One thing to remember is that marketing is absolutely essential to the success of any franchise. When setting tactics for your franchisees, having ones that are low or no cost is important for those who may be struggling.

As the franchisee begins to gather costs for the marketing tactics outlined in the previous step, they may find that they have exceeded your budget. Simply go back and adjust your tactics until the mix is affordable. The key is to never stop marketing — don’t concern yourself with the more costly tactics until the franchisee can afford them.

Determine Review Cycle

Don’t forget, this is a marketing plan, not a marketing bible. You will want to review both results and tactics monthly, quarterly or twice a year.
Interested in learning more about KPIs and tracking? Check out our Scorecard eBook!