Specialism · Strategy
One course for the whole franchise.
Which message, which audience, which channels, and what does head office do versus the location? Our strategists put it on paper and make sure the team actually delivers it.
When
Time for strategy if…
- each location does its own marketing
- the franchise is growing but the budget isn’t
- nobody knows what does and doesn’t work locally
- the brand sounds and looks different in every region
What we do
From research to fine-tuning.
- 01
Market and competition
We research the market, the audience and the competition, nationally and around each location.
- 02
Goals
We set clear, achievable goals for the franchise and for each location, and adjust them when needed.
- 03
Strategy
We choose the channels and the message, and agree what happens centrally and what happens locally.
- 04
Delivery
The strategist directs the specialists who deliver the campaigns, the website and the content.
- 05
Measure and fine-tune
The numbers every month with an honest explanation, and adjustments based on what they show.
- 06
Budget
We split the budget across channels and regions, and shift it to where it delivers more.
Online marketing strategy
Why an online marketing strategy starts with the franchise.
Anyone doing online marketing at scale has to set the course first. What message do you send? Which audience do you want to reach? Which channels do you use to reach them? A franchise adds a question that is often skipped: what does head office handle, and what does the location do itself?
Without that agreement, every location goes its own way. The brand sounds different in every region, locations bid against each other on the same keywords and nobody knows what works. With a strategy for the whole franchise, every location works from the same course, with room for local input within the brand guidelines.
Not every organisation needs an extensive strategy. If you’re unsure, we’ll first look together at what suits your franchise.
What our strategists do
From vision to delivery.
Our strategists are responsible for the thinking behind the strategy and for getting it across, within head office and to the locations. They also direct the team of specialists at Heroes of Tomorrow, so that delivery matches what was agreed.
Every team member has more than ten years of experience. So we know which channels suit which franchise, and also when something doesn’t fit. If a channel isn’t working, we stop using it.
Part of
Strategy is the starting point of every partnership.
Strategy is always included in Hybrid and On-demand. Not a franchise, but you have a strategy question? You can also buy it on its own.
Frequently asked questions
About strategy.
Which channels suit my franchise?
That depends on how your audience behaves and the message you want to get across. Usually you need a mix, national and local. One of our strategists will gladly help you work out which channels suit your franchise.
How do I increase the visibility of all my locations?
By using channels such as SEO, social media and online advertising at the right moment and with the right budget. To do that, you need to know how big your audience is, where it is and what it needs, region by region. And you need to stop locations competing with each other.
Why audiences by region?
Because a message is more relevant when it fits the customer. If you target smaller groups by region or need rather than one big audience, you increase the chance of contact with the location. The brand stays the same; the details differ.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.