Service-Based Business Case Study: JAN-PRO
JAN-PRO aimed to expand its franchise systems, particularly in Chicago and Cincinnati. To address the need for increased Unit Acquisition in these markets, a comprehensive pre-test was designed. This involved extensive market analysis and the development of a digital marketing program. The objective was to uncover opportunities for Unit Acquisition and establish a sustainable, diverse marketing program specifically geared towards new Unit Acquisition prior to a larger 8-10 location market test rollout.
Location3 and LOCALACT devised a media strategy blending paid search and social ads with optimized landing pages to boost JAN-PRO's unit acquisition. They used precise targeting for those interested in cleaning or job opportunities. Local landing pages were tailored for various markets with city-specific URLs, user-friendly forms, local call tracking, and region-specific content. The goal was to make it effortless for visitors to express interest or connect by phone for lead nurturing and qualification.
The campaigns were highly successful, necessitating a reduction in investment to manage the influx of leads for the Master Franchisor. A 90-day paid search test pilot was executed, resulting in new franchisees expected to generate substantial revenue in their local markets. These franchisees now have a chance to own their own businesses, becoming part of the broader JAN-PRO network. Due to its remarkable success, the test pilot has been extended to the entire JAN-PRO system.