What was the best part of the experience?
Advertising results are measured in a unified franchise dashboard reporting analytics platform. We work with partners who support the corporate franchise office at the local level in each region of the country, but the reporting system makes it seem like there is a central location. The data is centralized, and the results are realized in sales.
What would you change about the experience?
Each agency office or technology platform represents differently under a different brand (BlackWave Digital, Spark, Sequential Digital, etc), so there is not a common logo for a unified experience. This gives each local entrepreneur an advantage to differentiate, but it's not as good for brand awareness. It's really an operator model. The brand is currently working on a franchise platform and a common brand under DBA Worldwide, so this will hopefully be reconciled soon.
As shown by their work with Chick-fil-A and Papa John's, they are best at establishing an emotional connection to a brand at the national level, then supporting individual franchisees at the local level with digital tools and community connect strategies. The dashboards report on cost per sale metrics. Nobody else does that.