A Hunger for More Leads
Bold Ideas and Strategy Drive Growth in Must-Win Markets
The Challenge
McAlister’s Deli needed better franchise development results, particularly in certain must-win markets across the country. They turned to Curious Jane for bold ideas, effective creative and an intentional, cohesive marketing strategy that would add more qualified leads to their sales pipeline.
Approach & Insight
We knew that anyone contemplating a franchise investment was hungry for information about the opportunity. So we offered prospects the information they craved using a landing page and lead magnet. To pull leads in, we developed engaging creative assets for social media and other strategic channels.
Strategy & Execution
Using a storefront photo and straightforward language, we made it clear that the offer was to buy a franchise. To demonstrate the financial opportunity and establish trust, we highlighted compelling data points, McAlister’s ongoing success and the well-established parent company, Focus Brands®. We spelled out three ways to qualify for ownership and six reasons why McAlister’s made the best investment.
To make the most of existing brand awareness, we maintained the same colors, textures and icons as McAlister’s consumer branding.
The Results
McAlister’s benefited from their new cohesive branding strategy and saw an increase in franchise development leads in must-win markets.
Co-op Media Power
