Roll’d

Generating qualified leads in a competitive climate.

Challenge

Roll’d Vietnamese broke into the quick service restaurant market with their fresh, convenient and healthy Vietnamese food offering. With 75 stores and counting opened across 6 states in 7 years, Roll’d Vietnamese had no plans to slow down with their rapid growth strategy and the goal to become a fully franchised business with 14 new stores by end of year.

GrowthOps had already established a working relationship with Roll’d across their brand and product campaigns. Having demonstrated our ability to generate leads for their customer database signups, we were tasked to assist with acquiring potential franchisees for new and existing Roll’d stores through social activity.

The key metrics that drove success for the client were: qualified franchise leads (passing a number of criteria outlined by Roll’d), franchise landing page visitors and franchise applicants.

Idea

Through a test and learn approach that spanned beyond social, GrowthOps was able to deliver qualified franchise leads for a growing business.

Attracting and converting potential franchisees was not going to be an easy feat. It is a significant investment to become a Roll’d franchisee and it doesn’t come without risk and hard work. We knew we needed to reinvent the current acquisition model if were we’re going to acquire quality leads.

Our test and learn approach was essential in reducing our costs and optimising ad performance. We tested multiple variables and focused on the ad types that yielded the most qualified leads. The introduction of Facebook lead forms generated extremely low cost leads. Integrating these leads with Roll’d’s CRM tool, we could filter out the candidates that did not pass our criteria for a qualified lead. Conversion ads were also employed which allowed us to track user activity for up to 7 days after viewing or interacting with our ads, to attribute conversions to our social activity.

We knew this goal couldn’t be tackled with social in isolation, so we employed a cross channel strategy, including SEM and SEO to drive conversions. We recalibrated the franchise landing page to optimise towards acquiring leads. Franchise page links were added to all eDM footers, along with click throughs in staff’s e-signatures. We also assisted with the send out of eDM’s to past leads or database users flagged by Roll’d as interested in franchising.

We employed localised marketing initiatives by geo-targeting new store openings to capitalize on these new opportunities to help move the dial from corporate owned to franchise stores.

The insights gained from our social activity, helped to inform our paid search ads, eDM copy and more. This integration and efficient communication cross-channel lead to marketing and business success.

Outcome

Our integrated strategy acquired qualified leads to help Roll’d in their business goal of becoming a fully franchised business.

We acquired 143 qualified franchise leads that were directly attributed to our social activity, with a total of 257 leads from our overall integrated campaign. Over the 6 month period, we also achieved a 71% reduction in cost per qualified lead.

In a further effort to boost Roll’d’s franchise goal, we jointly conceptualised a Franchise Information Evening for potential leads to meet the team and learn more about franchise opportunities. Our social efforts in a 3 week period drew 27 qualified attendees and guests, with 5 of these converting to franchise applicants.

A fantastic result given the value to the company of a single new franchisee, and cost of investment on the franchisee’s behalf.

7x

Reduction In Cost Per Lead

+257

New Leads Generated

+5

Franchise Applicants