Franchise Update Magazine Issue I, 2017 - Page 45



Larry Miramontes Vice President of Marketing Always Best Care Senior Services Since joining Always Best Care in August 2015 , my primary focus has been to overhaul the brand . In 2016 , our major marketing objective was to build the brand ’ s overall marketing platform and system . As part of this strategy , we launched a new corporate website . In addition , we showcased a revamped franchisee microsite design for a more user-friendly experience , including a more comprehensive link to our territoryspecific care services and resources . We also added a new call center and upgraded our email platform to ensure optimal communication between franchise owners and their clientele . In an effort to further streamline our branding , we released a comprehensive digital library platform containing all the marketing materials for franchisees to promote their businesses at the local level . This year we will be reviewing a new logo design to appeal to our core demographic : seniors .
While the preceding efforts were necessary for the overall brand , the plan for 2017 is to take a more strategic grassroots marketing approach . The goal is to focus on more community-based efforts to continue the momentum of building brand recognition and trust with both prospective and current clients . We want to empower all our franchisees to build the brand within their own communities by getting involved in various initiatives and local organizations . We ’ re starting out the year with a prescription drug drop-off program , with the intention of honing in on senior centers and communities . In addition , we plan to get more involved with our nation ’ s veterans and individuals with Alzheimer ’ s disease through various initiatives , in addition to hosting free pet adoption promotion and holiday food drives to benefit seniors over 65 .
The ultimate objective of our grassroots efforts is to be a trusted resource for seniors and their families in communities nationwide . We are very excited about the opportunities that lie ahead for our growing brand .
Charissa Costa Bauhaus Director of Marketing Glory Days Grill A great marketing strategy is able to adapt to the times , and 2017 is no exception . 2016 brought a number of challenges to our industry , and Glory Days Grill has been hard at work developing a number of initiatives to increase overall foot traffic , improve profitability and , most important , to do all of this while staying true to our brand .
We are currently in the final stages of planning a significant radio and online initiative that will span the entire calendar year , likely the largest we ’ ve done to date , with the purpose of reaching new guests and drawing those guests into our restaurants . This initiative will include promotions , endorsements , contests , and an awareness campaign surrounding our seasonal menus .
We are also working to improve margins by decreasing discounts and focusing our messaging on what sets us apart from the competition : a diverse and seasonally relevant food selection , a love of all things sports , and a commitment to our communities and the families who dine with us . We are purging programs that aren ’ t
achieving results , and we are promoting all of the value we already bring to our guests through our weekly specials . We have had a complete nutritional calculator and allergen wizard online for years , as well as an extensive gluten-free menu for those who prefer to follow a gluten-free lifestyle . These programs bring an inherent value to diners that discounts and coupons cannot .
Perhaps most important , we need to stay true to who we are and the attributes that brought us to the table . Glory Days
Grill is a full-service , sports-themed family restaurant featuring great food at very affordable prices and outstanding service . For us , 2017 is the year of hospitality . Our restaurants look great and our food tastes great , so this year we are refocusing much of our training on injecting new life into what hospitality means for us and to our guests .
Through new initiatives , increased profitability , and by highlighting what makes our brand different from other casual dining restaurants , we are confident that we can achieve positive results in a challenging economy . Every employee from our executive team to our hourly team members will be re-committing to the practice of hospitality excellence . We feel confident that 2017 will be a year of record-setting achievements for our brand . n
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