Case Study

The approach

Based on Mobiledump’s objectives and target franchisees, we developed a completely custom franchise development campaign that included Meta (Facebook & Instagram) and Google search advertising, coupled with a nuanced retargeting strategy.

The purpose of the Meta portion of the campaign was as follows:

• Take advantage of Meta’s advanced targeting capabilities and massive audience to reach people who fit our target franchisee
• Engage, inform, and educate people on the Mobiledumps opportunity
• Retarget people who have shown an interest in Mobiledumps previously in order to stay top-of-mind
• Convert interest into leads once people are ready to do so

The Meta creative was carefully designed to achieve the above objectives (working in tandem with our targeting and retargeting). Knowing that we couldn’t possibly describe the franchise opportunity in one ad, we decided to focus our creative on engaging prospects by highlighting the aspects of the opportunity that would appeal to them:

• Investing in themselves and their family
• Making work a labor of love
• Connecting and being a part of their community
• Home-based business

Photography highlighted real franchisees and their families to make a strong visual impact and reinforce the value proposition.

The purpose of the Google search portion of the campaign was to:

• Ensure we captured any interest generated by the Meta campaign
• Engage prospects who are interested in a franchise opportunity, but are earlier in their decision-making process

It is very common for prospects to intereact with a Meta ad and then switch to Google to research the company and the opportunity. We therefore included keywords and ads that includes terms from our Meta ads such as “dumpster rental franchise”, “home based franchise”, “waste removal franchise”, etc. This way, when people were conducting additional research we were able to stay top-of-mind.

In addition, our campaign included search terms that were more general in nature to attract people interested in starting a business but who did not know about Mobiledumps – such as “start up business”, “buy a business”, “business opportunity”, etc. Typically these terms are poorly converting because they are very broad, so we were careful to pair them up with ad copy that highlighted aspects that would appeal to our target franchisees.

The campaign included a custom destination webpage that was carefully crafted to appeal to our target franchisees. The page includes enough information to inform the perosn about the opportunity, but not so much as to be overwhelming. Because the majority of people browse the web via their phones, the page was built as a “mobile first” experience.

In order to take this campaign from ordinary to extraordinary, we employed our proprietary franchise development platform called Franify throughout every step of the process. The software has deep integrations with Meta, Google and other platforms to enable:

• Faster and more robust cross-platform campaign creation
• Detailed audience targeting, using propietary data and algorithums
• Access to aggregated real-time analytics for both Mobiledumps and our agency team
• Automated campaign optimization tools to make real-time adjustments
• Improved cross-platform retargeting. Because the Mobiledumps business model is not well known, we found that we needed to achieve 3-6 interactions with people before they converted into a lead by either completing a form or calling

Through this approach, we were able to create a one-of-a-kind franchise development approach that achieved the company’s objectives in order to help them grow their company.