Approach
What we did
Taking a high net worth prospect from zero awareness to wanting to share their financial records required a lot more than conventional marketing. We developed an end to end journey that ensured we met the right audience with engaging content and nurtured them(through paid and owned channels) based on their behaviors. We found our audience by translating the life event, demographic, and financial attributes of an ideal franchisee into a layered data strategy. This allowed our team to create discrete segments that incorporated both the “hard” and “soft” attributes of our core audience, and reach just the right people.
“More than a single activation, this program was a series of connected and sequential moments designed to propel target prospects through a journey.”
Results
How it went
McDonald’s is, of course, world-renowned for its marketing. But franchise recruitment had never been thought of as a problem that marketing could solve. We brought the best in customer journey strategy, creativity, data science, and martech to an innovative, highly efficient, end-to-end campaign. For the first time, the Franchising team has a clear view into what channels are driving interest, what pathways are driving conversion, rate of conversion across campaigns, and time to progress from awareness to conversion.