How Mainland Can Take Your Franchise Development Marketing to the Next Level

Choosing the right partners to help amplify your brand and attract the right franchisee candidates can be a challenge. There’s a lot of trust involved in finding someone to represent your brand and tell its story in a unique way.

At Mainland — a full-service content marketing consultancy and technology solution — we’re strategists. Our approach is designed to tell your story and accomplish your growth goals at the same time. So how can Mainland amplify your franchise development marketing? Let’s dive in.

Mainland approach

Why Mainland? Why Now?

One of the most effective elements in our strategy is the Why You/Why Now. Why should anyone care about your brand, and why is it important right now? Answering these questions forms the foundation of how we tell your story and share it with the world.

So, why Mainland? We dedicate ourselves to figuring out your Why You/Why Now so that we can build assets with purpose and set ourselves and your brand up for success. We’ll ask about your goals and give you real data from the brands we’re already working with to deploy on your behalf.

Why should you hire Mainland now? You’re probably looking for ways to accelerate your franchise growth, but maybe you have a gap in your marketing plan preventing you from expanding. Mainland can be the partner you need to close that gap and help your brand start generating high-quality leads.

Conveyor belt strategy

How We Do It: The Conveyor Belt

Our conveyor belt approach allows us to create a comprehensive strategy that we can repeat over and over again to generate momentum for your brand. Here’s how:

• Strategy & Consultation: This is where we establish brand positioning by answering the questions “why you?” and “why now?” We get to the bottom of this quickly through brainstorming, brand assessments, monthly coaching, sales and marketing strategies and more. The concept of Why You/Why Now is carried through every piece of content and every media opportunity to ensure we’re always telling the best story.

• Owned Media: Now we get to work creating assets to share that story, such as written content, videos, social media and websites. We then position this content on our various channels and trade publications, like 1851Franchise.com.

• Earned Media: Armed with the right owned asset, our media relations team secures earned media coverage to add credibility while also creating a larger brand audience.

• Paid Media: We then give these stories a little push using paid digital marketing to expand viewership and engagement. We amplify the content through our proprietary system called AMPD — a blend of Facebook, LinkedIn, Google, retargeting and owned distribution.

• Data, Analytics & Reporting: Finally, we’ll provide comprehensive data and analytics to help you better understand the ROI you’re getting with us.

Technology company

A Technology Company Redefining Content Marketing

We’ve created custom publications (1851 Franchise, ESTATENVY and Room 1903) to feature best-in-class journalistic reporting on the news and issues affecting these specific industries.

Each brand that works with us has its own digital newsroom within our publications. A brand’s digital newsroom is curated with content we’ve created to guide your franchise prospects through the sales funnel. Sharing your stories on these platforms automatically gives them the same trust, authority and readership that our publications have.

Every piece of content we create is SEO-optimized to attract the most relevant audience to your brand page, answer their questions and get them one step closer to buying a franchise.

Partnership benefits

We Want to Be Your Last Agency

The bottom line: Mainland is designed to be your last consultant. The investment we make alongside you makes us a partner, not a vendor.

Mainland isn’t competing against other franchise agencies. We’re at another level. Our account team works in tandem with executive sponsors across our accounts, while our digital team is removed from the process and always following through to provide the freshest content. It’s a seamless process that allows Mainland to function at the highest level, untouched by any other agency.

Checklist:

• Begin with a strategy meeting to clearly define your brand’s Why You/Why Now.

• Share your story through owned assets like content on our publications, videos, social media and websites.

• Secure earned media coverage to add credibility and build your audience.

• Give this coverage a boost with paid media.

• Provide continuous data analytics to better understand your ROI.

Mainland’s unique conveyor-belt approach to digital marketing combines strategy and storytelling to help your franchise grow.