1851

Public relations experts work tirelessly to find the formula to best represent a brand. The nuance in PR comes in finding out the target audience that should be marketed to, which can be identified through a company’s end goal. If it’s to market to consumers, there is a whole toolbox of practices it can employ to gain visibility. But if driving franchise sales and bringing in more investors is the goal, the strategy becomes more pointed.&nbsp;<a href="https://ca.linkedin.com/in/lisaraffaele?utm_source=1851franchise.com&utm_medium=article&utm_campaign=pr-firms-use-a-multi-pronged-approach-to-drive-franchise-sales-2719216" target="_blank" rel="nofollow">Lisa Raffaele</a> has been working in franchising PR for many years. She has participated in campaigns with the Canadian Franchise Association, helped launch Fishman Canada with&nbsp;<a href="https://www.linkedin.com/in/bradfishman?utm_source=1851franchise.com&utm_medium=article&utm_campaign=pr-firms-use-a-multi-pronged-approach-to-drive-franchise-sales-2719216" target="_blank" rel="nofollow">Brad Fishman</a> after noticing a need for a franchise-focused PR agency in the country, and found her own PR firm&nbsp;<a href="https://www.bubblegumcanada.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=pr-firms-use-a-multi-pronged-approach-to-drive-franchise-sales-2719216" target="_blank" rel="nofollow">Bubblegum Canada</a>, two years ago.&nbsp;As a PR agency hired by franchisors, her company’s primary goal is to “figure out what's going to convert a potential consumer to be a potential qualified lead for them. We have broken it down to four really strong converters of things we need to make sure we touch upon in terms of messaging,” she explained.&nbsp;<h4>Highlight the Brand’s Diversity&nbsp;</h4>One of the most significant selling points a company can make for itself is to highlight how they differ from the competition. Many prospective franchisee candidates shop around and have a couple of different brands in mind. Bubblegum Canada helps businesses identify its differentiators so they can market and highlight those.&nbsp;“What makes your franchise unique? What makes it stand out in the space? What are the values of the brand that have made it the way it is? What is your company motto? These are all things that showcase diversity and make your brand stand out. That absolutely needs to happen in our key messaging,” said Raffaele.&nbsp;<h4>Use a Human Element</h4>In the maze of franchises that a candidate may be wading through during their vetting period, one of the best ways to stand out is to separate the people from the processes. It’s vital to show that there are real humans behind the operation and to share their stories so that the relevancy of their lives can bring in more people like them who would be an excellent fit for the company.“We really hone in on the brand story. When people buy into a franchise, they're buying into the people and the relationships behind the scene. Who started the company? Why did they start? Are they still involved? We advertise key franchisees, really successful franchisees with unique stories, and those campaigns do really, really well,” Raffaele explained. “Because people can identify with that. If you're a single mom and don't want to go back to your 9 to 5 and want to be an entrepreneur, hearing the story of another single mom doing something successfully is going to be a powerful converter.”<h4>Show Off Charitable Aspects</h4>The next feature of a brand that Raffaele’s company tries to highlight in its PR efforts is how deeply it is involved with the local community and making a difference. A business being philanthropic does affect consumer decisions —&nbsp;<a href="https://www.mintel.com/press-centre/social-and-lifestyle/givingtuesday-73-of-americans-consider-companies-charitable-work-when-making-a-purchase?utm_source=1851franchise.com&utm_medium=article&utm_campaign=pr-firms-use-a-multi-pronged-approach-to-drive-franchise-sales-2719216" target="_blank" rel="nofollow">a Mintel survey found that&nbsp;73% of Americans' spending is influenced by how charitable a brand is.</a>&nbsp;“If a franchise system doesn't give back to its communities, that's going to be a huge challenge for the brand. How you serve the communities you're in really helps bring the local factor in and positions the company in a good light,” said Raffaele.&nbsp;<h4>Place a Spotlight on Innovation</h4>“This is what sets franchise systems apart for the long run. We saw that the franchise systems that showed strong leadership and were innovative throughout the pandemic were the ones that continued to grow,” Rafaele said.All businesses were hit by the secondary effects of the pandemic, and while some struggled more than others, the key is to highlight how the company survived. Showcasing ways that the brand pivoted, adapted and added elements to its operations so it could still serve consumers during difficult times shows stability and is an attractive feature from an investment standpoint.&nbsp;&nbsp;Once enough of a buzz is created about a brand, Bubblegum aids companies in figuring out who their ideal franchise owners are and which leads are qualified to fit that profile. They use formulated methods to find people that emulate the traits of the company’s best-performing franchisees.&nbsp;“If they can look at their franchise system and say, ‘These are my top franchisees and here's why.’ Then we figure out how to duplicate them. It's really about creating lookalikes, and it's making sure the messaging you're trying to convey is really, really clear,” said Raffaele. “That's what creates successful growth.”

PR Firms Use a Multi-Pronged Approach to Drive Franchise Sales

1851 Franchise

The CEO of a PR agency that focuses heavily on the franchising sphere shares what she has seen work well for lead generation.

pr-firms-use-a-multi-pronged-approach-to-drive-franchise-sales

Lindora

Celebrating the Nurse Behind the Mission: How Melinda Endricks Is Powering Lindora’s Growth and Impact Nationwide

celebrating-the-nurse-behind-the-mission-how-melinda-endricks-is-powering-lindoras-growth-and-impact-nationwide

Sola Salons

Sola Salons Targets Chicago for Strategic Franchise Growth

sola-salons-targets-chicago-for-strategic-franchise-growth

Melting Pot

Photo of Melting Pot white chocolate fondue

How Melting Pot Franchisees Drive Year-Round Success Through Strategic Promotions and Local Marketing

melting-pot-franchise-year-round-success

Crust Pizza Co.

Crust Pizza Co. - Technology Piece - CTO Nick Fontenot - May 2025 - 1851 Franchise

Crust Pizza Co. Builds the Future of Franchising With Tech-First Strategy

crust-pizza-co-technology-nick-fontenot-cto

Paris Baguette

Paris Baguette’s Recipe for Expansion: Leadership, Community and A Vision for 1,000 Cafés by 2030

paris-baguettes-recipe-for-expansion-leadership-community-and-a-vision-for-1000-cafes-by-2030

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

Yum Brands Reports Strong Q1 Results with Big Boost from Taco Bell

yum-brands-reports-strong-q1-results-with-big-boost-from-taco-bell

QSR: McDonald’s Gains Momentum With Chicken Innovation, Value Deals and Franchisee Support

mcdonalds-franchise-recovery-chicken-strategy-value-deals-2025

The Future of Franchising: Trends and Predictions for 2025 and Beyond

the-future-of-franchising-trends-and-predictions-for-2025-and-beyond

Layoffs Surge to Pandemic-Era Highs, Opening Doors for Franchise Growth

layoffs-surge-to-pandemic-era-highs-opening-doors-for-franchise-growth

Restaurant Business: Crumbl Cools Its Expansion, Refocuses on Profitability

restaurant-business-crumbl-cools-its-expansion-refocuses-on-profitability

Franchisee spotlight image with Randy and Sandy Craft, Children's Lighthouse logo on blue background

The Crafts’ Successful Journey from New Parents to Children’s Lighthouse Franchisees

the-crafts-successful-journey-from-new-parents-to-childrens-lighthouse-franchisees

Franchisee spotlight image with photo of Robert Trujillo and UWRG logo on blue background

How Robert Trujillo Expanded His Construction Business With UWRG

how-robert-trujillo-expanded-his-construction-business-with-uwrg

District Taco Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-district-tacos-franchise-costs-fees-profit-and-data

The Ultimate Guide to Selling Franchises: Building Your Brand’s Growth Machine

ultimate-guide-to-selling-franchises

PR Firms Use a Multi-Pronged Approach to Drive Franchise Sales

MORE STORIES LIKE THIS