Spettro

Coconut Creatives has been working with Spettro for several years and after achieving their goals on the franchise recruitment front, are now implementing a more detailed franchisee marketing plan.

“Sally and Sarah from Coconut Creatives have become very much a part of our team and part of our company. They have exceeded our expectations in pushing Spettro forward in so many ways and we are truly delighted with the progress that we have seen. We wholeheartedly recommend them; they are not only a delight to work with but extremely professional and knowledgeable in marketing and Public Relations,”
Jenny Smith, Co-director, Spettro Ltd

Project Outline

    •  Market the Spettro franchise package throughout the UK and recruit a total of 100 franchisees over four years
    • Create a more balanced and detailed franchisee marketing plan thereby developing the Spettro brand across the country
    • Specify new marketing means in keeping with revised branding and market needs
    • Manage all regional and national press activity, copy writing, story development and media buy in

Deliverables

  • Objective to recruit 20 franchisees by the end of 2008 was exceeded and during this time, 777 leads were generated through advertising and PR and 27 territories sold
  • PR coverage achieved in Daily Mirror, Daily Mail, Making Money, What Franchise, Business Franchise, www.franchiseinfo.co.uk and www.whichfranchise.com, to name a few.
  • Due to Spettro’s success over the last 14 months we have now revisited the key marketing messages.  The initial primary messages of “Our first franchisee earned back half his franchisee fee in his first week of trading” and “Our pilot franchise turned over £240K in its first year with a 65% operating profit” are now classed as secondary messages to the new primary messages of “We are an established franchise network of 35 territories across the UK” and “Our business has a proven ability to stand up to general economic pressures”
  • In 2008, under £9000 was spent on advertising with a conservative estimate on PR value achieved of £28,400