Table of Contents
Introduction
Owning a A2Z Services franchise is a great and exciting opportunity. Like with many franchise businesses, franchise partners will be responsible for local area marketing while head office will focus on the bigger picture of national branding, as well as some lead generation strategies.
All marketing efforts for your business should have two express purposes:
- To make sales
- To build your local brand
In order to do this effectively you must know:
- Who your market is?
- What they want; and
- How best to reach them?
Identifying and understanding your core target market is the first step in the process. Defining, your target market can easily be “anyone looking for pest or cleaning services” but if you identify your core target market, which is the main group of people who you expect to be customers, it will be the most cost effective and efficient way of maximizing sales.
Target Market
A2Z Services target group varies by location and service provided.
In the NT its mostly Aboriginal organisations, as well as business to business and business to consumers.
In QLD its more rural and regional work. – would like to adjust this
Marketing Mix
To increase the success of A2Z Services we need to construct the right brand experiences, which entails not only the actual services provided, but the rapport the franchise partner creates with clients. This then determines the types of thoughts and feelings, beliefs, opinions, and perceptions about the A2Z Services.
With a strong brand (or brand equity), our customers will buy more from us, will spread the good news to their friends by giving positive word-of-mouth (the cheapest and most effective form of advertising!) and will become more loyal and less likely to lose them to the competition.
Responsibility for Lead Generation
Each A2Z Services each franchise partner is primarily responsible for generating their own leads. However, to support franchise partners and help build the A2Z Services brand
Head office will:
Manage the corporate website including SEO and some Google AdWords. Each franchise partner will get a landing page directing nearby enquiries to their location. They will be able to boost traffic through their own Facebook and Google AdWords advertising.
Mange the corporate Social Media accounts. Franchise partners will be encouraged to provide images and videos for posting on the corporate sites. Additionally head office will set up local Facebook accounts for franchise partners to use but head office will retain ownership of the account and have admin rights.
Provide a Launch campaign: Each franchise unit will be provided with a month-long social media campaign including Google AdWords, Google My Business and Facebook advertising directing all enquiries to the franchise partners landing page, located within the main website.
- Conduct some of their own Google AdWords, directing enquiries to the landing page
- Conduct paid Facebook advertising
Franchise partners will:
- Share social media posts on local Facebook pages.
- Conduct local area marketing which will include direct marketing campaigns and letter box drops
Marketing Spend
Franchise partners’ main platform for marketing will be online, mostly as Facebook boosted posts and Instagram. A2Z Services franchise partners must spend a minimum of $500 per month on advertising and marketing.
Marketing Collateral
A2Z Services have the following marketing collateral available for franchise partners to use.
- Business cards
- Magnets
- Flyers
Social Media
Social media will be managed by franchise partners but overseen by head office. Head office will set up a Facebook Page for each franchise partner and will have admin rights. Franchise partners will be responsible for posting on the site using the following guidelines:
| Do Post | Don’t Post |
| · Before and after images (with the client’s permission) · ‘How to’ videos for services offered by A2Z Services · Head office supplied images and posts · Motivation quotes | · Disparaging comments or images about a customer or their property · Disparaging comments or images about anyone associated with A2Z Services |
Forms and Registers
| Document Number | Document Name |
Amendment Record
Issue#: 1 Issue Date: 13/7/2022
| Rev# | Date | Section# | Para.# | Description of Change | Prepared By | Approved By |
| 1 | ||||||
| 2 | ||||||
| 3 |
Disclaimer: This documentcontains material to assist in meeting environmental management, Work Health and Safety and Quality obligations under the International Standard ISO AS/NZS ISO 9001:2016,14001:2016 and other legislative bodies. This document contains material sourced from Safe Work Australia. Any such material remains subject to copyright © Commonwealth of Australia. https://www.safeworkaustralia.gov.au/copyright. Although every effort has been made to ensure the accuracy of this information at the time of publication, it is provided as guidance only and does not provide legal advice on meeting your obligations. This document and its contents are © A2Z services 2018 and or the originating source authors and no permission is given for its duplication or copying, in part or in its entirety, for use outside its original purposes as stated within the company.