Brands that make up the franchising community face additional challenges beyond those multi-unit brands that are traditionally corporate-owned. As a dedicated member of the International Franchise Association since 2008, Location3 remains committed to the growth and success of franchising as we've been helping franchise systems grow their customer base and bottom-line revenue for nearly two decades. 

We understand the nuances that come with operating as a franchisor, and how to create cohesive strategies that also support franchisees in marketing their respective local businesses. We help both parties turn data into actionable business decisions, optimize media planning and buying, and increase ROI. Our team includes multiple Certified Franchise Executives and IFA Committee Members, and we actively provide support to a variety of ongoing initiatives with the Franchise Action Network.

By understanding the unique operational needs and complex marketing challenges that arise in franchising, Location3 can help your franchise brand align marketing strategies with business goals, driving growth and increasing customer action. 

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Award-Winning Franchising Case Study: Wild Birds Unlimited

WBU case study

The Challenge

During the winter months, while consumer attention may shift away from enjoying the outdoors and backyards, it’s still a vitally essential time for the 350+ retail stores that make up the Wild Birds Unlimited brand to capture consumer spend and drive bottom-line revenue. Beyond this key peak season, many retail locations were feeling the impact of supply chain and lingering issues related to post-pandemic operations that necessitated a need to expand their target audiences and reach new customers.

The Strategy

To reach new customers around Wild Birds Unlimited locations with precision and deliver measurable performance results, we executed hyper-local Connected TV campaigns with concurrent, retargeted programmatic display media. With the sudden, effective return of QR codes in the marketplace, we intentionally implemented a QR code on our CTV video spots, generating clicks on ads that typically only provide view-through performance metrics. From an audience reach and engagement perspective, we supplemented our geotargeting with contextual and behavioral targeting, custom site lists (for display campaigns), retargeting, and private marketplace (PMP). PMP offered a real-time bidding environment for key ad inventory on the Discovery Channel and Animal Planet channels. We also leveraged algorithmic machine-learning budget and bid optimizations to optimize toward our desired cost-per-completed view (CPCV) for CTV and cost-per-click (CPC) for display. This allowed us to have granular control over the campaign budget for the campaign duration, maximizing efficiency in both reach and spend.

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Small tit birds eating sunflower seeds from a feeder or dispencer in autumn.

The Results

The cross-channel local media campaign implemented by Location3 generated a significant lift in eCommerce purchases, account registrations, and loyalty program sign-ups. Driving more than 9.3MM CTV spot views, the digital campaign accounted for 4,747 scans of the QR code and 289 conversions directly on-site. The campaign also received top honors at the 2022 Franchise Innovation Awards, including Best Overall Campaign, Best Digital Campaign, and Best Campaign Under $1MM.

Hear From Our Partners

This campaign provided a major impact in increasing brand awareness during the busy holiday shopping season. Without any additional effort on their part, our franchisees gained increases in web traffic, in-store visits and online sales.

Bo Lowery
V.P. of Marketing
Wild Birds Unlimited

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