May 10, 2013 | Portfolio
“The Coconut team have been a great help to OPC and it’s been fun experiencing all sorts of new things. We have really l
earnt so much and now we’re so much more confident with our social media and far more organised with our leads processes!” Kerry Sherriff, Original Poster Company
The Original Poster Company (OPC) is the world’s leading greeting card distribution franchise, operating in an industry worth over £1.4 billion just in the UK. Established in 1991, OPC’s franchise network has had complete UK coverage for over 20 years and is a full member of the British Franchise Association.
Project Outline:
Some of OPC’s franchisees are selling their existing territories as they retire or move on to new business opportunities. This has created an opportunity for new owners to step in. OPC approached Coconut Creatives to assist them in recruiting new franchisees for these territories. To develop a targeted campaign market research was carried out amongst OPC’s top performing franchisees to identify three perfect franchisee profiles. The findings from this research project where then incorporated in a budgeted and highly targeted 12-month marketing plan.
Project Outcome:
- Market research project to confirm the key target groups for the OPC franchise opportunity
- An integrated marketing plan utilising advertising, PR, events, and keep warm activities
- New quality marketing materials to support the franchise recruitment process
- Increase in quality of enquirers
- Achievement of recruitment targets
May 10, 2013 | Portfolio
http://www.baskinrobbins.co.uk/franchising/
Baskin-Robbins is the world’s largest chain of ice cream speciality stores operating in a market worth $1.8 billion. Since 1945, they have introduced over 1,000 unique, fun and much-loved ice cream recipes and frozen drinks including their famous ice-cream cakes. Headquartered in Massachusetts, USA, Baskin-Robbins is part of Dunkin’ Brands, Inc. along with sister brand Dunkin’ Donuts. Baskin-Robbins currently has 7,300 stores in 50 countries.
Project Outline:
Baskin-Robbins currently has 150 stores in the UK, however their recent decision towards selling franchises comprising of a multi-store portfolio completely altered the target audience and communication needs of this fun international brand. Due to the high level of personal investment necessary to qualify for their franchise opportunity, their new target audience comprised of high-net-worth individuals, who are looking for an opportunity to securely invest their money in a management franchise. A budgeted 12-month marketing plan was therefore rolled out to specifically reach out to these individuals in the business and franchise media.
Project Outcomes:
- An integrated marketing plan utilising advertising, events, PR and keep warm activities
- New high quality marketing materials to support the franchise recruitment process
- Achievement of high quality inquiry targets to progress through to thorough signup process
May 18, 2012 | Portfolio
www.mactools.co.uk
“It’s great working with the team at Coconut Creatives… the support and guidance has been excellent. The Coconut team is certainly taking the stress out of advertising whilst building some great editorial to highlight our franchise opportunity.” Mac Tools
Mac Tools started working with Coconut Creatives and Coconut Media in November 2011 to develop a full campaign strategy for use within the franchising division of their business.
Mac Tools is part of Stanley Black & Decker, a £7+ billion global organisation employing over 30,000 people worldwide and owner of the world famous Stanley, Facom, Britool Expert and DeWalt brands.
The Mac Tools line consists of over 18,000 professional tools including screwdrivers, ratchets, wrenches, and assorted air tools, as well as its own toolboxes. They currently have 120 franchisees operating in the UK with a potential UK tools market of over £150 million.
Project Outline:
Having recently developed their business model from a distributor licence to a franchise, Mac Tools were keen to boost the awareness of their franchise opportunity whilst also highlighting their ability to manufacture innovative products for the automotive industry. A budgeted 12-month marketing plan was therefore rolled out to cover major franchising and automotive media channels that would maintain and grow Mac Tools market share.
Project Outcomes:
- Market research project to confirm the key target groups for the Mac Tools franchise opportunity
- An integrated marketing plan utilising advertising, PR, events, sponsorship, and keep warm activities
- Quality marketing materials to support the franchise recruitment process
- Increase in quality of enquirers
- Achievement of recruitment targets
- Mac Tools was not only shortlisted for “Best PR Campaign” but won the “Best Overall Marketing Campaign” Award at the 2013 The Franchise Marketing Awards.
May 17, 2012 | Portfolio
www.puddleducks.com
Puddle Ducks had been a regular attendee of the Coconut Creatives Franchise Marketing Workshops at the end of 2011 and in to the start of 2012. They began working with Coconut Media in January 2012 and built a relationship that we feel matches their own company ethos – to live life, swimmingly.
Puddle Ducks deliver swimming lessons with a difference. Each class comprises a carefully balanced set of activities to promote increased confidence in the water and other skills that can be transferred into everyday life. In 2007, Puddle Ducks took the leap into becoming a franchise and rapidly grew to 20 centres across the UK. They plan to extend their reach to 63 centres over the next five years.
Project Outline:
Puddle Ducks wanted a project-based campaign that would really lift the exposure of their brand. We therefore spent time discussing their objectives and key messages and incorporated this into a 3-month PR project.
Project Outcomes:
- 1 article a month, researched, written and sold into target media
- Coverage online and in print franchise media plus coverage through social media such as Twitter
Jan 6, 2012 | Portfolio
“There is little doubt that Coconut Creatives has made an enormous impact on our business. We now have our franchise marketing well underway and are on target to meet our goals for this financial year. I would recommend them to anyone looking to franchise their business.”
Johnathan Winchester – Managing Director and Founder of Shopper Anonymous UK
The UK’s first Mystery Shopping franchise opportunity, Shopper Anonymous specialise in giving feedback to clients about their customer service in order to help them improve their profitability and sustainability. Shopper Anonymous decided to franchise in late 2008 and drafted in the help Coconut Creatives to produce a ‘best in class’ franchise recruitment plan to attract its first franchisee.
Project Outline
- Increase brand awareness of Shopper Anonymous throughout the franchise industry and through BFA channels
- Developed the franchise prospectus in line with the Shopper Anonymous brand values
- Creative writing in the form of case studies, launch materials, prospectus and press releases
Deliverables
- Development of bespoke Media List for Shopper Anonymous which resulted in national coverage in both newspaper and radio which in turn increased hits to the improved website.
- Developed the franchise prospectus to include key benefits of the franchise
- Created a successful launch franchise recruitment marketing plan carrying national exposure, online promotions, case studies, PR and advertising elements resulting in achieving the first franchisee.
Jan 6, 2012 | Portfolio
“Sarah and the team at Coconut have been extremely helpful to us from the start, they are very knowledgeable in the world of franchise marketing and have supported us tremendously in getting our name out there in the marketplace. I would recommend Coconut to anyone who is looking to boost their marketing efforts.” Lisa Curteis – Founder of Rosemary Bookkeeping
Project Outline
- Assistance with the launch of the franchise
- Ongoing weekly and monthly management of marketing activity
- Creative writing for Rosemary Bookkeeping to assist the franchise launch
- Development of marketing and lead tracking spreadsheets for franchise recruitment
- Brand development of Rosemary Bookkeeping specifically for the franchise industry
- Photography proposal and guide
Deliverables
- Media features include Business Franchise Magazine, www.franchiseinfo.co.uk and www.businessfranchise.com and other websites.
- New prospectus designed and created and website refined and managed
- Ideal photography recommended and taken up by Rosemary Bookkeeping.
- Marketing strategy telephone conferences to provide bite sized advice to develop the business
- Working on the franchise recruitment lead handling process
- Building case study materials of the pilot franchise operation
- First two franchisees onboard and trained within 3 months of the launch!
