Challenge:
Fish Consulting was charged with helping to drive qualified leads and franchise sales in select Baskin-Robbins’ markets across the country.
Solution:
Fish developed a strategic integrated marketing program to drive franchisee recruitment leveraging Baskin-Robbins’ seminar series. By analyzing the market and where potential prospects lived, worked and played; Fish was able to penetrate multiple media channels to educate Baskin-Robbins’ target on the benefits of franchising with the brand.
Results:
Since Fish began supporting the seminar series, Baskin-Robbins has attributed 70% of the resulting agreements to the public relations initiatives. The programs developed and initiated by Fish Consulting significantly increased prospect lead volume, while also reaffirming Baskin Robbins’ position among key stakeholders, developers and investors.
The Details:
Fish developed individual marketing plans in more than 20 key markets throughout the U.S. Each plan was customized to the market based on a segmented approach, which included one or all of the following: media relations, marketing partnerships and local advertising. Each component was unique and developed to speak directly to the target prospect and drive attendance at planned franchising seminars in the respective market. Additionally, Fish produced franchising marketing collateral to support its efforts including a franchising brochure, advertising creative and email marketing designs.
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