How Premium Service Brands’ Young Gun Marketing Team Helped Improve Franchisees’ Marketing Strategy by Over 320%

Premium Service Brands, the multi-brand franchisor with nine major home-service providers under its belt, is quickly establishing itself as an innovative industry leader in the franchising world. In addition to strong year-over-year sales increases and an expanding franchise footprint, the team is also setting a new standard for internal processes. For example, this year, Premium Service Brands has been building out its marketing team with young, excited Gen Z professionals who are just out of college.

Over just 10 months, this young gun team has been able to completely transform Premium Service Brands’ marketing strategy and generate exceptional results for franchisees across the system.

“The marketing team we’ve brought in is incredibly impressive, especially when you consider the fact that they are coming without any experience in business, franchising, or marketing,” said Mark Montini, CMO of Premium Service Brands. “They’ve driven a 180º transformation in terms of how we support our franchisees' work to generate revenue for their businesses. The result has been a significantly more scalable marketing ecosystem for franchisees, as well as a more simplified marketing strategy across the board.

Just this year, the team has improved franchisees' marketing results by over 320%.”

Marketing strategy overhaul

Montini says the primary strategy employed by the new marketing team has been the rollout of quarterly marketing playbooks for each Premium Service Brands concept. Those playbooks include 10 to 20 turn-key marketing programs that franchisees can execute each quarter based on the broader strategy for that brand. The team has also created a platform that provides increased visibility into the efficiency of previous marketing programs and the direct impact that they have on franchise owners’ businesses.

“What we’ve found is that each of the programs in the quarterly playbook that a franchisee adopts generates $5,000 of incremental annual revenue on average,” said Montini. “So, if they launch 10 of them, that is an extra $50,000.”

Montini says this kind of fresh thinking and innovative strategizing has been exactly what the Premium Service Brands marketing team needed. “I do not believe we would have been able to make as many impactful changes over the last 10 months had we followed a traditional model of building a senior marketing team,” he said. “It has been a unique and exciting experience to embrace this type of team and figure out the ways it gives us a competitive advantage.”

The new team has also changed the way Montini approaches his position as a leader. “I had to completely transform the way that I look at leading the team and marketing for the company,” he said. “Having a fresh perspective is great, but it means I have to also be a teacher. That has really helped me grow alongside them as a leader as they’ve grown as professional marketers.”

Emerging talent development

While this young gun marketing team is new, Montini says it has always been part of Premium Service Brands’ vision to find and help develop emerging talent. “That entrepreneurial culture is a core part of our mission,” he said. “We want to give people opportunities they wouldn’t have had otherwise and trust them to figure it out. If they can embrace those challenges, they will grow more quickly at PSB than they would with any other position. The people who want to grow fast in their career are not going to find any limitations at PSB.”

And this current marketing team is a prime example, Montini says, with several members already transitioning into management and leadership roles. “The team is really just now hitting their stride,” he said. “That opens up the opportunity to scale rapidly with more young people on the team. We are going to continue this emphasis on bringing in young, hungry, talented people and letting them run. It is clear that we don’t need those senior leaders in place — these younger professionals are growing into the kind of leaders that we can build teams underneath.”

Overall, Montini says he is incredibly proud of the marketing team and couldn’t be more excited for the future. “At Premium Service Brands, our vision is all about inspiring people to live extraordinary lives,” he said. “We want to give eager people opportunities to achieve more than they thought possible, and this is really an extension of that mission and culture. But without the right team in place, it is just a strategy, and what our marketing team has been able to achieve has been nothing short of spectacular.”