Fazoli’s enlisted Fish in the spring of 2016 to assist in the brand’s franchise recruitment strategy through a national public relations campaign and digital and content marketing activities including SEO, Search Engine Marketing, and Social Media Advertising. Fish was charged with driving qualified leads to the brand’s new franchise landing page and website in partnership with Driven Local
Fish developed a targeted franchise development strategy that positioned Fazoli’s as an attractive franchise opportunity among single- and multi-unit developers. To fully optimize the new Fazoli’s franchise recruitment landing page, Fish and Driven Local embed the new landing page with organic SEO targeting to improve ranking. Geo-targeted pay-per-click (PPC) ad word campaigns on Google, Yahoo! and Bing were also implemented as part of Fazoli’s Search Engine Marketing. To further support the brand’s growth, Fish is proactively pitching Fazoli’s leadership team and local franchisees to national, local and industry trade media to secure proactive brand coverage.
Since the digital marketing campaign kicked off less than two months ago in May of 2016, Fazoli’s has already received 3,287 clicks on its geo-targeted ads, 12 direct phone calls from leads, and 43 total conversions. Fazoli’s targeted Facebook advertisements garnered 267,587 impressions, 31 conversions, and 1,075 clicks since May 2016. To-date, the brand received 20 total leads from its Facebook advertising.