Summary
As the world’s #1 commercial cleaning brand, JAN-PRO has transformed the commercial cleaning industry with their branded processes, professional-grade cleaning products, and cutting-edge technologies. With over 100 franchise owners in the Miami area, they’ve been one of Entrepreneur Magazine’s Top 500 Franchises To Own for the past five years.
However, with heavy competition in the marketplace, limited local awareness, and a constantly-evolving industry, JAN-PRO in South Florida has faced many obstacles to attracting new customers and franchisees and increasing revenue.
Using Facebook advertising tools, the company has significantly raised brand awareness among potential franchisees with a more personal and emotionally-focused campaign, reaching more than 100,000 people in 90 days, increasing leads by 750%, and the rate of face-to-face meetings to open franchises by 210%.
Here’s how we helped increase awareness and bring potential franchisees to an appointment with the JAN-PRO team- creating a Facebook ads strategy.
Our Roles
- Creative and Content Development
- Landing Page Development
- Live Chat Configuration
- Email Marketing
- Facebook Advertising
- Analytics and Optimization
Challenges
In a crowded market of franchises, JAN-PRO needed a way to stand out. With low brand awareness and a limited budget, the success of growing its business with new franchisees rested primarily on digital channels. Furthermore, getting consumers to invest in a new franchise is notoriously difficult, particularly in this industry where the primary target is the lower middle class and is more likely to be hesitant about up-front investments and financial commitment.
Insights
To understand how to bring the right message to the audience through Facebook ads, we conducted several split tests experimenting with different audiences, images, and copies. We identified an ideal audience: the Hispanic market, who served as the foundation for most of the creatives and messaging strategy. We also continued to target the English-speaking market, personalizing our creatives and messages- which maximized engagement and lead generation.
After audience testing, we focused on developing the best ad creatives and messages. We began by experimenting with images focused on the services provided by JAN-PRO, but after exploring other themes, we realized that what connected most with our target audience was images of franchisers with a message focused on the benefits, solutions, and results they got by investing in a franchise. We also experimented with short and long ad copies, finding that messages kept short and to the point were better than longer ones.
Solution
Based on these insights, we set up an automated user flow strategy to accomplish JAN-PRO’s objectives.
The conversion path starts with presenting a Facebook Ad; after clicking them, visitors reach a landing page with relevant information about the service. This is followed by automated emails and phone calls to set up the meeting with JAN-PRO’s team.
Digital Marketing Workflow
To launch the automated workflow, we created the necessary content and creatives for Facebook ads, landing pages, thank you pages, and emails in both English and Spanish. We then set up the campaign. Here are some examples of the assets we deployed:
Facebook Ads
Results
After only a month and a half, with brand awareness and lead generation as primary objectives, the Facebook ads campaign and automated workflow have been delivering successfully. The company amplified its presence in South Florida in the desired demographics and the campaign continues to drive awareness and generate potential franchisees.
Stats
The campaign is still active, and optimization continues to generate more and better leads every week.
CTA
We like to think that the facts of JAN-PRO’s marketing campaign speak for themselves, but here’s what the owner of JAN-PRO of Southeast Florida had to say about our results:
“In just a couple of months, Motion Ave. has helped us build an incredible lead generating machine through social media ads and email marketing. They know what to do and how to do it. They’ve gained my respect and admiration in a very short period of time.”
Nathalie Kleiner / General Manager-Owner @ JAN-PRO of Southeast Florida
If you’d like to consult a team of skilled and passionate experts to learn how to build your brand and find out how we can put solutions like these to work for you, please, say hello. We’d love to talk to you about how to bring your brand to Facebook- and beyond!
