Utilizing Social Media and Emerging Technology in Graduate Student Recruitment and Admissions
Emerging Brand Recruitment Strategies - Franchise
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Transcript of Emerging Brand Recruitment Strategies - Franchise
Emerging Brand Recruitment StrategiesLane Fisher, CFE, Partner, FisherZucker, LLC
Chris Dull, President and CEO, Global Franchise Group, LLC.Ashley Morris, CEO, Capriotti’s Sandwich Shop, Inc.
Jonathan Barnett, President and CEO, Oxi Fresh Franchising Co.
Franchise Development Track
Chris Dull, President & CEO
Established Brands Re-Emerging Brand Emerging Brand
Fast Facts- Home-based carpet, upholstery, wood floor,
tile and grout cleaning franchises
- Founded in 2006
- 320+ Units in U.S. & Canada
Jonathan BarnettPresident, CEO, Founder
Ashley MorrisCEO
● Founded in 1976 in DE
● Home Based in NV
● 108 locations in 18 states
● 75 in development
What is an emerging brand?
When brands become apparent or prominent, they are emerging
emergingEmerging refers to concepts which are growing &
developing, sometimes at an early stage, or after
achieving some level of maturity.
Royalty self sufficient
A concept with less than 5 years of operating history or franchise experience, with less than 25 existing franchisees.
re-emergeEmerge again; come into sight or
prominence once more.
To rise, as from an inferior state or condition.
Takeaways• Jonathan
• Using portals and broker networks
• Majoring in the Majors
• Chris
• The right digital strategy
• Cultivate your franchisee relationship
• Ashley
• Stores sell stores
• Create your ideal culture and accountability systems
Culture Is King
Team/Talent
- Head of Marketing
- Head of Operations
- Head of Cleaning Systems
- Head of Scheduling Center
- Franchise Development- And So On...
Was This Guy
2006 Corporate Structure 2017 Corporate Structure
First Group of Franchisees
Differentiation: Franchise Offer
Differentiation: New Product or Service
Unit Economics
Franchisee Recruitment
1. In Store Marketing (Franchise Offer)
2. Broker Network
3. In-House Sales Effort
4. Referral Program
5. Area Development
6. Portals
7. Digital
“You don't know what works until you know what works.”Chris Dull
Cost Per
Lead (CPL)
Cost Per
Qualified
Lead (CPQL)
Percentage
of Qualified
LeadsLead
Source-to-
Award
Converting
Percentage
Website
Conversion
Percentage
Measuring Lead Quality: The Five Pillars
Portals
Franchisee Relationship
Onboarding & Validation
Threats
Takeaways• Jonathan
• Using portals and broker networks
• Majoring in the Majors
• Chris
• The right digital strategy
• Cultivate your franchisee relationship
• Ashley
• Stores sell stores
• Create your ideal culture and accountability systems
Thank you!FisherZucker, LLCLane Fisher: [email protected]
Global Franchise Group, LLCChris Dull: [email protected]
Capriotti’s Sandwich Shop, IncAshley Morris: [email protected]
Oxi Fresh Franchising Co. Jonathan Barnett: [email protected]
