In this in-house, five month gig at Pinkberry's global HQ, I created franchisee social strategy from scratch and completely re-vamped key franchisee marketing communications.
The problem: inconsistent social media messages
When I joined Pinkberry's nimble team in Santa Monica, they were faced with the problem of how to increase and streamline franchisee social media participation. Although Pinkberry runs its main social channels from its HQ, franchisees are still responsible for promoting regional-specific promos on their individual accounts – and there really wasn't much consistency between them.
To remedy this...
I created a franchisee Instagram calendar with pre-scheduled posts for each month, to help franchisees who didn't have the bandwidth to coordinate their own social strategy. Also this way, brand voice and messaging was more unified across diverse accounts.
FRANCHISEE MARKETING RE-VAMP
Another huge project I faced was executing key franchisee marketing materials – these communicated messaging around flavor promotions, seasonal offerings, and more. These weren't being read by franchised stores as much as we would like, again resulting in sometimes inconsistent message.
To remedy this...
I visited partner stores, talked to managers, and asked them what information they found essential, what they found boring, and how to improve the monthly document. Armed with this focus group information, I then interfaced with key stakeholders (Operations, Marketing, Sales) to figure out what they felt was essential. I ended up redesigning the doc in Adobe Illustrator.
Not only was the new document prettier – so it was actually fun to read, consistent with Pinkberry's client-facing fun voice – it was better organized. The result? It got read more, and franchisees told us so.
I also re-designed other communications documents, interfacing with key stakeholders to do so.