Hired in Dec. 2017, Fish was tasked with assisting Jersey Mike’s with its franchise development efforts by boosting lead generation nationally and locally to help the brand reach 3,000 locations by 2021. Fish was challenged to generate qualified leads amongst targeted single and multi-unit franchisee prospects and to build brand awareness focusing on Jersey Mike’s as an attractive franchise to own and operate.
Fish quickly developed national media relations strategies to leverage the company’s performance and unique offering. We developed a variety of national media angles that focused on company success, CSR, franchise growth, employee opportunities and industry trends. Fish then contacted key media targets to arrange interviews for company CEO/Founder Peter Cancro, President Hoyt Jones and Area Directors within targeted DMAs. Additionally, Fish secured franchisee profiles with business and trade outlets to allow for a first-person recollection of the success that a Jersey Mike’s franchisee can achieve with the support of the company’s corporate personnel. Fish worked closely with Jersey Mike’s executives/franchisees and prepared briefing documents to help prep them for all interviews. Further, Fish spread news surrounding Jersey Mike’s attendance at key industry conferences to help boost brand awareness, executive visibility and lead generation on-site.
Fish’s PR efforts immediately secured top-tier national business, trade and local coverage that positioned the company as a leader in the fast casual sandwich category. Coverage included stories focusing on Peter Cancro’s vision/success, franchising expansion and growth, individual franchisee success and expansion plans/growth within targeted DMAs. Highlights include Inc., Forbes, Entrepreneur, QSR and the Houston Chronicle – outlets that prospective franchisees are reading. The Entrepreneur piece was syndicated to a variety of national outlets generating additional brand awareness. In just four months, Fish has secured more than 20 million impressions and received feedback indicating leads were up and awareness of the brand was growing rapidly.
Additionally, Fish assisted with on-site activations and speaking and panel opportunities at multiple industry conferences. Fish secured panel participation for franchisees and executives at the Multi-Unit Franchising Conference and Restaurant Leadership Conference. Fish also submitted franchisees for the Multi-Unit MVP Awards and secured wins in two separate categories. The winners were recognized at MUFC.