PROJECT:
Designing how a global brand acquires future franchisees
CLIENT:
Global education brand (700+ schools, 13 countries)
ROLE:
Content and communication designer
TAGS:
CX Communication | Communication Strategy | Multi-channel system
The answer
(if you don't read anything else, read this)
The acquisition process can seem straightforward. But when a company grows fast and more people get involved, the steps that seem obvious to some aren't obvious to others.
That shows up in processes, and it also shows up in how people communicate.
When we reviewed the stakeholder interviews to understand how the franchisee acquisition journey could improve, patterns started emerging. Gaps, inconsistencies, things that were working and things that weren't.
The work has two sides.
One was structural: mapping the journey from first discovery to contract signing, defining each stage, the channels, the materials, and how the experience needed to adapt to different prospect profiles (that we identified).
The other was communication: this brand has always known who they are and they stand for. But knowing it isn't the same as having it written down with clear guidelines for how the voice adapts depending on who you're talking to and where they are in the process.
Context
A global English education brand with 700+ schools across 13 countries was growing through franchising. Each regional team approached prospective franchisees differently. There was no shared framework for what to say, when, or through which channel, and the acquisition journey had never been formally designed.
What I did
Understanding what was really happening
Reviewed existing stakeholder research and identified patterns, pain points and gaps in how prospects were being approached.
Mapped the current journey from first discovery to contract signing.
Identified four prospect profiles with different needs, doubts and emotional states at each stage
Designing the ideal journey
Designed a new acquisition journey from scratch: from lead capture through first contact to decision and signing.
For each stage, defined what needed to be communicated, through which channel, and which materials were needed.
Mapped segmentation and emotional state per profile at every stage so communication could adapt to each type of prospect.
Deliverables
Journey map (current and ideal).
Prospect segmentation.
Brand communication guidelines.
Segment playbooks.
Templates (scripts, emails, docs, presentations).
Status
In implementation across 13 countries. The work has continued into the next phase: designing the franchise opening and onboarding journey where I'm currently working on.
October 2024 - ongoing
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