Franchises (acting for Franchisors)
Franchise marketing is unique and complex in application, presenting challenges that are often not faced by marketers in other industries. The main objective for any franchise is to build a strong brand, to recruit customers and to continue to be attractive for prospective franchisees.
1Up Communications is experienced in building strong brands for franchise groups, whereby franchisor and franchisee work together to send a consistent message to the marketplace. We are familiar with creation of well-designed systems in keeping with the obligations of the franchisor, whereby the franchisees understand the strict rules for use of trademarks; and control on behalf of the franchisor, the use and creation of marketing collateral.
Many marketing practitioners are not familiar with the push and pull that frequently occurs between franchisors and franchisees. The franchisor wants to control the brand they created. The franchisees have dedicated time and funds buying into a system to be business owners, and desire to act as decision makers on how to achieve sales and operate their business. Finding ways to manage legitimate expectations between franchisor and franchisees, and instilling goodwill capital between parties is what we do best, whilst managing your marketing and communications activities.
We have expertise in:
- Repositioning to premium brands
- Leveraging iconic brands
- Social media marketing
- Traditional channel marketing
- Local area marketing to achieve network growth
- Driving opportunities for franchise outlets
- Developing franchise marketing and communications manuals
- Solutions to franchise problems
- Stakeholder engagement
- Issues and crisis management