brand refresh the fastway - christine guy
DESCRIPTION
Ahead of Griffith University's Franchise Marketing Forum 2014, we look back on one of the most popular presentations from previous years. In 2012 Christine Guy, Global Marketing Manager of Fastway Couriers, shared the reasons behind her company’s award-winning brand refresh; the importance of franchisee buy-ins; the logistics of the changeover; and the results they achieved. Visit http://www.franchise.edu.au/home/shop/event/franchise-marketing-forum for more information on the 2014 event.TRANSCRIPT
Presented at the Franchise Marketing Forum 2012.
Agenda
Set the scene Explore need for brand refresh Planning for change Importance of franchisee buy-in Logistics of changeover Results achieved
Set the scene
1983Launched in New Zealand
1984Commenced franchising
1993Launched in Australia
2012 Australia
2012 Global
Our
sto
ry
Australia, New Zealand, Ireland, Northern Ireland & South Africa
63 Regional FranchiseesOver 1,200 Courier Franchisees
25 Regional FranchiseesOver 700 Courier Franchisees
Our service Low cost courier service Timetabled pick up & delivery Pre-paid labels & satchels No fuel surcharges No hidden fees No re-delivery fees Online track & trace of parcel Online proof of delivery signature Up to $1,500 cover included Courier Franchisee owner operator Local expertise Nationwide service
The opportunityOnline sales were forecast
to almost double to $33 billion by 2015
Increase sales from online sector
from 6% to 30%
Strategy
Become the leading courier service provider to
the online retail industry
Become more
customer-centric
Explore the need for a brand refresh
I rely on my courier as an extension of my business
The ‘last mile’ is
critical to my
business success
I want transparency on shipping costs
I need expert advice
Reliable, cost-effective parcel delivery
I want ‘friendly’ service
backed by latest technology
I need a more
convenient, cost-effective way to do business
Customers
business
The logo was still the original one penned by the
company’s founder 29 years earlier
Cluttered images, mixed messages, lack of cut through
Bridge the distance between
who we are and
who we
want to be
The Fastway brand would need to
evolveif we were to be
successful
“The brand revitalisation
was essentially the catalyst for change within
Fastway”
Position Fastway as contemporary brand,
great place to work & a business to be proud of
Planningfor change
Marketing program goals
1. Enlist buy-in from franchisees
2. Minimise cost to individual franchisees
3. Minimise disruption to franchise partners and business
4. Foster customer-centric focus
5. Develop more relevant communications
6. Create more effective brand in online channels
7. Change brand perception
8. Increase franchise enquiries
9. Drive sales growth
10.Lead global change
“No part of the company’s image
would be left untouched”
Planning
Briefing & development
Researching
Obtaining approval
Processes
“89% of franchise partners polled said that a strong brand
was of very high importance in their purchasing decision”
Stakeholders surveyed = current & potential franchisees, current & potential customers, staff, franchise recruiters &
suppliers.Feedback = brand to be more contemporary & less
confusing
Obtaining approvalObtaining approval
February 2011Board approval
Agency briefing
October 2010 - 1st concepts
Testing & refining
Briefing & development
Apr Jun Nov Feb Jun
Process = Project Fastway12 to 18
months to complete
Importance of buy-in
Securing buy-in
• Bringing everyone on board• Buy-in from franchise partners critical
– Sharing strategy– Management visiting depots– Outlining roadmap– “What’s in it for me?”– Utilising new intranet channel– Constant updates on new material
“Clear & consistent
messaging”
Internal launch• Regional Franchisee conference soft
launch - March 2011• Explain - business opportunity, need
for change & the big ‘reveal’• Brand book
The friendly courier experts
Face to face with over 700 Courier Franchisees!
45 road shows
across Australia45 road shows
across Australia
Sell concept to ‘delight the customer at the door’
Sell concept to ‘delight the customer at the door’
Reliable
Personal
Friendly
Down-to-earth
Modern
Honest
Helpful
Brand personality
The friendly courier experts
Across the board acceptance of
brand kit valued at $1,200
Internal launch – Courier Franchisees
• Fast & effective way to communicate with Regional Franchisees & Courier Franchisees alike
• Better means of driving engagement
Message from
Global MD
Instructions on how to remove van decals
New ways of communicating
The latest from
Fastway
August 2011 conference
Internal newsletter
• Regular updates via Weekly Support Pack email to Regional Franchisees and Franchise Support Office team
• FAC meetings• Informal feedback via email and phone from all areas!• Follow up feedback from Regional Franchisee team
meetings with Courier Franchisees• Franchise Business Managers field visits• Franchise Support Office team field visits • Weekly Work in Progress meetings with the marketing team• Regular meetings with suppliers
Monitoring our progress
“So fresh, I can’t wait to see it in my business.”
“Looks fantastic .”
“Awesome. Love it. Love it.”
“I love it ... you’ve done such a great job.”
“So simple and so effective.”
“A great investment.”
“It looks so cool.”
“Well done. It looks amazing.”
“ Very exciting.”
Feedback from franchise partners
Logistics of changeoverBusiness as usual
Brand audit
Courier vans & depot signage
Uniforms
Office stationery
Marketing material
Office & depot environment
Satchels & labels
Website & digital
Suppliers & PR
Guidelines & photo library
Recruitment & training
Trade shows
Corporate comms & sales
Van rebrand
• Van decal kit• Full van decal installation • 5 x polo shirts• 1 x cap• 1 x pair shorts • 5 x pairs socks• 1 x safety vest• 100 x new flyers• 1 x new ID card• 1 x new business stamp• 1 x free sports bag
$1,200 value=
$600 +GST
Courier Franchisee brand kit
Signage
Stationery
Website & public launch
Embrace technology
New marketing material
Recruitment
Recruitment
Sales presenter
Expo & Trade stands
Our brand voiceHow we enact our brand
Results achieved
Increased coverage
Promoting our brand
Media = BRW, Franchise Business.com.au, Inside Retailing, Post&Parcel, Franchise News & more
Social media = +27%
Online traffic = +32%
+27% in social media engagement
Online support
Online traffic +32%
Franchisees say…
Feedback
Helps us to
stand out
It’s a fresh new look
Makes them
feel proudPositions them
as part of a
BIG
organisation
Customers describe the new look as…
Feedback
Contemporary
More capable
Easier to identify
Clearly
communicates the business
Fastway is in
More
sophisticated
Staff believe…
Feedback
The brand looks and feels more
grown upThe new look is easier to work with and works well
across new media
Makes Fastway stand out as a
serious player
• Enlist buy-in from franchisees All Regional & Courier Franchisees supported program - purchased
brand kits, depots re-signed, vans rebranded & 100% compliance
• Minimise cost to individual franchisees Brand kit supplied - $1,200 value, paid $600 @ $50 p/w x 12 weeks
• Minimise disruption to franchise partners and business No time out - road shows @ 6am and van re-branding overnight
• Foster customer-centric focus All activities and comms focussed on goal to ‘delight the customer at
the door’- reinforced at conferences, depot visits & presentations
• Develop more relevant communications New collateral - customer focus through consultation with relevant
stakeholders. Increase in use of marketing collateral & sales growth
Marketing program goals & results
• Create more effective brand in online channels 40% more leads at PeSA 2012, online customers approaching
Fastway directly
• Change brand perception Rise in customer enquiries, focus off price and on couriers
reliability & our technology offering to online customers
• Increase franchise enquiries = +70% in 1st six weeks & ongoing high level of enquiries plus
decline in territories for sale
• Drive sales growth = +15% sales growth & still strong
• Lead global change = Roll out rebrand to NZ & Ireland
Marketing program goals & results
Share your success stories!
o Opportunity for ongoing PR• Media releases, courier Intranet & blogs
o Source contributions• Reached a major milestone? • Experienced solid growth?
o Talk to franchise partners• Heart strings, healthy living & saving
money
o Tell us your news!
Maintain the momentum
• Regional Franchisee support needed to facilitate roll-out– Busy running their business– Benefit in appointing ‘Brand Ambassador’
• Manage franchisee expectations– ‘Old’ & ‘new’ - side by side, rebrand over 12 to 18 months
– Franchisees impatient to see something
– Challenge maintaining momentum
• Suppliers must be held accountable– Document & agree on deliverables
• All branded items – Uniforms, stationery & marketing collateral– Minimise $ risk in transition from old to new
Considerations
“ “
Thanks for viewing!
Tickets for November’s Franchise Marketing Forum 2014 are available at
http://www.franchise.edu.au/home/shop/event/franchise-marketing-forum