National Schoolwear Centres plc operates a predominantly franchise based business model. In the highly competitive and crowded franchise sector its profile was being eroded by less robust and less experienced competition. The company required a fresh approach to franchise recruitment.
National Schoolwear Centres
Franchisee Recruitment
MK devised a campaign expanding on the holistic experience of the National Schoolwear Centres Franchise offering. A new communications programme was devised with an emphasis on the suitability of the opportunity as a family business and the importance of the franchisee investing in the community in which they would be operating.
MK executed a move away from traditional media advertising, which in an overcrowded market was showing lower and lower rates of ROI. As a result MK implemented attendance at all the major UK and Ireland Franchise Recruitment trade shows, supported by a range of high profile POS displays and recruitment literature.
In a crowded market place the company raised its high street presence to 60 stores during 2008.
Strategy and Case Studies
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