Franchising Success Story
Recognizing the Challenge
A business brokerage company had an extraordinary opportunity to grow from being a Florida-focused
business to one that franchised itself on a national scale. Its top executives knew that they had
the business acumen to make the leap. But they also knew they didn’t have the expertise to build
their brand or the internal resources to offer marketing communications support to their franchisees.
Moving in a New Direction
Starting with an existing logo and color preferences, JKG Group enhanced the client’s brand to
support the rollout of its new business model. Using newly established brand guidelines, we
redesigned the company’s marketing materials with a consistent look and feel. Armed with its
new professional image, the company was ready to launch its aggressive plans for growth.
Simple Yet Elegant Solutions
We made it simple for new franchisees to access marketing communications tools by using our
proprietary MarCommand solution to create a branded storefront where franchisees can customize everything
from business cards and personalized information sheets to signs, banners and advertising specialties.
They can acquire targeted mailing lists and create variable-data direct mail pieces for business
sellers, buyers and other prospects, which JKG prints and mails. To fully support this solution,
JKG even sourced and recommended high-quality promotional items and apparel that live up to the
new brand standards. Most importantly, the company’s image is protected across the board while
new franchisees start building their business — and their revenue.
JKG Group’s complete marcom solution allowed the client to launch its new brand quickly and
efficiently. Its franchisees have ready access to essential collateral materials and other key
selling tools. Since the rollout, a significant number of new franchisees have signed up and
numerous new users are logging into the marcom website on a regular basis. As they succeed and
grow, the company’s profitability increases. And that makes everyone happy.