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.

1. Presented at the Franchise
Marketing Forum 2012.

2. Agenda
 Set the scene
 Explore need for brand refresh
 Planning for change
 Importance of franchisee buy-in
 Logistics of changeover
 Results achieved

3. Set the scene

4. 1983
Launched in New Zealand
1984
Commenced franchising
1993
Launched in Australia
2012
Australia
2012
Global
Our story
25 Regional Franchisees
Over 700 Courier Franchisees
Australia, New Zealand, Ireland,
Northern Ireland & South Africa
63 Regional Franchisees
Over 1,200 Courier Franchisees

5. 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

6. The opportunity
Online sales were forecast
to almost double
to $33 billion by 2015
Increase sales
from online sector
from 6% to 30%

7. Strategy
Become the leading
courier service provider to
the online retail industry
Become more
customer-centric

8. Explore the need
for a brand refresh

9. I want ‘friendly’ service
backed by latest
technology
I need a more
convenient,
cost-effective
way to do business
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

10. The logo was still the original
one penned by the company’s
founder 29 years earlier

11. Cluttered images, mixed messages, lack of cut through

12. Bridge the
distance
between
who we are
and
who we
want to be

13. The Fastway brand
would need to
evolve
if 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

14. Planning
for change

15. 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
“No part of the
company’s image
9. Drive sales growth
10.Lead global change
would be left
untouched”

16. Planning
Briefing & development
Researching
Obtaining approval
Processes

17. “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

18. Obtaining approval
Obtaining approval

19. Agency briefing
October 2010
- 1st concepts
Testing &
refining
February 2011
Board approval
Briefing & development

20. Process = Project Fastway
12 to 18
months to
complete
Apr Jun Nov Feb Jun

21. Importance of buy-in

22. 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”

23. Internal launch
• Regional Franchisee conference soft
launch - March 2011
• Explain - business opportunity, need
for change & the big ‘reveal’
• Brand book
The friendly courier experts

24. Face to face with over 700 Courier Franchisees!
Sell concept to ‘delight
the customer at the door’

25. Reliable
Personal
Friendly
Brand personality
Helpful
Honest
Modern
Down-to-earth
The friendly courier experts

26. Internal launch – Courier Franchisees
Across the board
acceptance of
brand kit valued at
$1,200

27. New ways of communicating
• 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

28. August 2011 conference

29. Internal newsletter

30. Monitoring our progress
• 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

31. Feedback from franchise partners
“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.”

32. Logistics of changeover
Business as usual

35. Van rebrand

36. Courier Franchisee brand kit
• 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

37. Signage

38. Stationery

39. Website & public launch

40. Embrace technology

41. New marketing material

43. Recruitment

44. Recruitment

45. Sales presenter

46. Expo & Trade stands

47. Our brand voice
How we enact our brand

48. Results achieved

49. Increased coverage
Media = BRW, Franchise
Business.com.au, Inside
Retailing, Post&Parcel,
Franchise News & more
Social media = +27%
Online traffic = +32%
Promoting our brand

50. +27% in social media engagement
Online
support

51. Online traffic +32%

52. Franchisees say…
Feedback
Helps us to
stand out
It’s a fresh new
look
Makes them
feel proud
Positions them
as part of a
BIG
organisation

53. Customers describe the new look as…
Feedback
Contemporary
More capable
Easier to identify
Clearly
communicates the
business
Fastway is in
More
sophisticated

54. Staff believe…
Feedback
The brand looks and
feels more
grown up
The new look is easier
to work with and works well
across new media
Makes Fastway
stand out as a
serious player

55. Marketing program goals & results
• 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

56. 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

57. Maintain the momentum
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!
Share your success stories!

58. Considerations
• 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

59. “
“

60. 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