How the CyberMark Franchise Advertising Program Works
In today’s fast-paced digital landscape, franchises need to leverage every tool available to reach their market effectively.
That’s where CyberMark’s local advertising services come into play, offering unparalleled opportunities for franchises to run targeted and impactful local digital ad campaigns. CyberMark’s Digital Playbook makes it easy for brands to launch advertising at scale, whether you have 10 franchise locations or 1000.
Our mission is to empower small businesses and franchises with the digital tools and expertise to succeed in today’s ever-changing digital landscape.
Success Starts with the Advertising Module and our flagship product, the Digital Playbook
The Ad Module makes your brand the strategic driver of local advertising while allowing franchise owners freedom to choose their targeting, budgets, and local offers from your brand’s official Digital Playbook. During this process, we work with the brand to develop the local advertising strategy that franchisees can leverage to generate results for their location. This process takes 60-120 days depending on the complexity of the brand and the scope of the agreement.
Centralized Strategy, Localized Messaging
The marketing playbook serves as a strategic guide and roadmap for executing digital marketing campaigns across a brand. It outlines the essential steps, strategies, and resources required to achieve consistent and impactful messaging across multiple locations and marketing materials. By providing a unified framework, a marketing playbook ensures brand alignment, facilitates efficient scaling, and empowers franchisees to achieve their marketing goals while maintaining brand standards. Consider it your secret weapon for driving consistent brand messaging and achieving marketing goals.
- Using our platform, local campaigns refer to the Playbook as the source of truth for the creative and messaging.
- The Playbook stores all of the brand’s “Blueprint Strategies,” which are the individual campaigns available for local use.
- As the brand’s strategy grows and evolves over time, optimizations and new campaigns are added at the “Blueprint” level, which then are broadcast to the locations.
- When launched via our system, the ads will maintain consistent uniformity across the brand while customizing text elements at the location level with dynamics tags.
Tools for Ongoing Success
After the Digital Playbook launches, the real fun begins. Enroll in Franchise Ad Service retainers for ongoing support, available to support your entire brand and the local franchisees.
As part of our franchise advertising service, CyberMark provides corporate franchisors with a rollup report of all locations enrolled in ad services and their performance for the previous month. We also provide a live reporting dashboard where franchisors can log in and view total and average performance across all locations, or dial in to a specific location to see more detailed insights. Additional retainer packages are available to provide corporate teams with extra support, communication, data analysis, and ad testing.
How franchise locations can get started with advertising
After the Playbook has been deployed for a brand, the locations are eligible for our Franchise Advertising program. After gathering the initial information from you — budget, location targeting (radius or zip codes), and the offer you want to run, along with general location information like hours and address — our team will build the campaigns defined in the Playbook. On our kick-off call, a dedicated marketing specialist will review the campaigns and targeting, set expectations for performance, and schedule the launch of services. Franchisees can schedule a meeting to review performance after the campaigns have had 4 – 6 weeks of data, then on a quarterly cadence to align on strategies and recommendations.
What to expect with local franchise advertising
Local Ad Services retainers are powered by Advertising Experts who specialize in managing hyper-local advertising campaigns. As part of the Local Ad Service retainer, our team’s role is to monitor campaigns, and provide recommendations related to the 3 levers that they can pull to influence their ad performance: targeting, offers, and budgets. After ads launch, the assigned marketing specialist’s role is to:
|Role of the Local Advertising Team
|•Change geo-target across all campaigns
|•Provide geo-target recommendations
|•Change audience targeting on social campaigns
|•Change local offer across all campaigns
|•Provide offer recommendations based on Digital Playbook
|•Launch new Campaigns or Blueprint Strategies from Playbook
|•Schedule budget changes
|•Manage budgets across campaigns
|•Manage budget pacing
|•Recommend bidding or budget pacing strategies
|•Make good/better/best budget recommendations
|•Weekly monitoring/anomaly notification
|•Bi-weekly benchmark monitoring
|•Email report monthly
|•Live reporting dashboard access
|•30-minute 1:1 call (monthly or quarterly as outlined in service agreement)
|•Email support (standard SLA)
Check out the articles below for more information on what to expect as part of CyberMark’s franchise ad program.