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 Approach

Every new partnership begins with a discovery phase. Before we can create our first campaign, we need to learn about your vision for the local marketing initiatives and identify paid opportunities to best help the franchise locations achieve their goals. During the discovery phase, our team of franchise marketing experts work collaboratively with your brand to perform the foundational research to guide the development of the Digital Playbook. This process takes 8-12 weeks depending on the complexity of the brand and the scope of the agreement.

What is the Digital Playbook?

The Digital Playbook is your brand’s go-to source for how local campaigns should be executed and measured. It contains all the offers and creatives, and outlines the essential steps, strategies, and resources required to achieve consistent and impactful messaging across multiple locations and marketing materials. The advertising components included in the Playbook are:

• Goals & Benchmarks
• Timing & Phases
• Targeting & Keywords
• Good/Better/Best Budgets
• Blueprint Campaign Previews
• Resources & Tools

If your brand is enrolled in add-on solutions, the Digital Playbook will also contain critical information about how franchisees can engage with their services and make the most of the marketing tools available to them.

How the Digital Playbook is Made

Step 1: Define The Strategy

Our expert team doesn’t just offer cookie-cutter solutions; we provide a spectrum of tactics designed to propel your brand towards success. Whether you’re just starting out or looking to scale your marketing efforts, we offer good, better, and best recommendations suited to your budget and preferred advertising channels. With our data-driven approach, you can navigate the complexities of multilocation marketing with confidence, knowing that every tactic is meticulously crafted to deliver optimal results and drive sustainable growth. We research the brand and identify opportunities and recommendations to achieve its goals through digital channels.

Step 2: Develop the Playbook

The discovery phase ends with a meeting to review the findings, present the recommendations, and finalize the offers, timelines, and local budget recommendations. This information, provided in conjunction with a completed data feed for your brand, will form the infrastructure for the Digital Playbook and the local customizations available to the locations. Next, our team will begin the Playbook development process! We build the structure and landing pages to support turnkey local campaigns, then create a guide for the brand to reference.

Step 3: Launch Advertising Services

We monitor and optimize the campaigns, working one-on-one with your franchisees to provide expert recommendations to meet their goals. Franchisees sign up and choose a budget, offer, and location targeting from the Digital Playbook. Then we build the campaigns using dynamic tags to customize the ads for each location. A dedicated ad specialist will work 1:1 with the franchisee to monitor and optimize the campaigns. Includes a monthly report and access to a real-time reporting dashboard.

Step 4: Grow the Strategy

Don’t let your playbook gather dust—enroll in CyberMark’s managed service program today to unlock a world of possibilities for your brand’s digital growth. Through our managed service program, your corporate team will gain access to a suite of premium benefits, including in-depth location reporting, expert strategic guidance, and a flexible service menu to enhance your brand’s digital presence seamlessly. With one monthly cost starting at $2500, access premium services, ongoing support, and the expertise needed to stay ahead of the competition.

How does the Digital Playbook work?

Assets and copy from the Digital Playbook are stored in our system, alongside the campaign structure, keywords, targeting, and settings for each campaign, also known as Blueprint Campaigns. When launching a new campaign, our system uses a combination of marketing automation technology and dynamic tags to create customized ads in the location’s accounts.

When a franchisee is ready to start advertising, all CyberMark needs to know is the budget, location targeting, and offer. Then we’ll get everything ready to launch localized ads for the studio. All local campaigns are required to come from the Playbook.

As you add new campaigns, channels, or initiatives to your Digital Playbook, they will become available in the system for franchisees to use in their local marketing. When major optimizations are made for the brand, such as adding new keywords or creative, the changes are applied to all accounts, ensuring that every location always has the most up-to-date campaigns and is benefiting from systemwide learnings.

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

After your brand’s Digital Playbook is published, locations are eligible for discounted pricing with the Local Franchise Advertising package. We set up brand-approved local digital strategies from the Digital Playbook on Google, Facebook, Instagram and more. Before launching, we meet with the franchisee to confirm the monthly media budget, offer and targeting. Then, we monitor the campaigns post-launch and make adjustments to optimize the results.

Packages include:

• Expedited account setup
• All channels, one monthly rate
• Marketing landing page
• Access to Digital Playbook campaigns
• Campaign + budget monitoring
• Monthly report + dashboard
• Monthly call with dedicated specialist

Dedicated Expert Support

Local Ad Services are powered by an expert team of media buyers and digital strategists who specialize in managing hyper-local advertising campaigns. As part of the Local Ad Service, our team’s role is to monitor campaigns, and provide recommendations to help your locations achieve their goals. After ads launch, we assign a dedicated specialist, who can assist you and your franchisees with a variety of tasks related to managing the campaigns. Examples include:

• Adding or removing location targeting
• Changing or updating audience targeting
• Reviewing, maintaining and improving keyword targeting
• Swapping out Blueprint Campaigns
• Launching new campaigns
• Boosting Facebook posts
• Updating the budget
• Providing good/better/best recommendations

Local advertising packages include a monthly report and access to a real-time KPI dashboard, so you always know how your campaigns are performing. Our primary focus is generating the most cost-efficient results for budgets of any size. As your digital advertising partner, we are uniquely equipped to analyze data across the entire brand to help inform the strategy for every individual location while providing unparalleled franchisee support and transparent reporting on metrics that matter.

Check out the articles below for more information on what to expect as part of CyberMark’s franchise ad program.

• https://www.cybermark.com/solutions/digital-advertising-frequently-asked-questions/
• https://www.cybermark.com/solutions/what-to-expect-when-you-start-facebook-ads/
• https://www.cybermark.com/solutions/what-to-expect-when-you-start-google-ads/

All requests and communication will be responded to within our standard SLA. Calls with specialist must be scheduled by the client via the provided calendar link.