Franchise Update Magazine Issue II, 2014 | Page 35

3:00PM

Community outreach, local and national, has become a
meaningful responsibility that franchise brands are now
embracing. Stepping up to support and acknowledge the
consumer marketplace encourages support for our businesses
and families.
In this general session presentation, franchise leaders will discuss how they champion their causes and are helping to make
a difference. They will share their programs; why and how
they chose to support their cause(s); the necessary steps for
planning and execution, and goals they were able to accomplish through their activities and support.        

3:10PM

to

4:00PM

CONCURRENT BREAKOUT SESSIONS
TRACK 1: Start-Up/Evolving
Brands & Markets:
Brand Awareness For Growth: Unit/Location Sales &
Franchise Sales – What’s the key to brands enjoying solid
growth in comparable sales and new unit openings? The Marketing and Franchise Sales teams work together, yet in many
brands, they don’t even talk. Learn how these teams are working together to drive overall brand growth. 

TRACK 2: Marketing Execution:
Execution, Results and Measurement – You’ve built a great
marketing program that is executed flawlessly with the help of
all departments of the brand. Now you need to measure your
results to determine the location, market and system impact
on the brand.  New ideas, tools and resources are constantly
being developed to bring new intelligence to program measurement. Find out what tools are available and how to use
them for maximum customer learning.

TRACK 3: Blending Old and New School
Media Strategies:
Broadcast and Outdoor: Buying & Executing the Right Mix
for your Business - Capitalize on local/national TV, radio and
outdoor marketing as expert session leaders share their strategies, successes and pitfalls to avoid. The broadcast world has
expanded, providing new ways to reach your customer.  But
how do you determine which ones are best for your brand? 
How creative can you get in media buying?  Learn negotiating techniques and how to effectively promote and engage your
franchisees in rolling out your campaigns.

TRACK 4: Create and Keep Positive
Brand Buzz:
Crisis Communications - Every brand requires a strategic and
tactical approach to protect their brand integrity in our unfiltered
digital and broadcast world.  Learn methods and guidelines franchisors use for monitoring and responding when “under attack,”
to quickly minimize potential damage, especially within online
communities. 

4:00PM

to

5:00PM

The New Marketing Currency Mindshare

2014 SPEAKERS
Boresow, Susan, CMO
Massage Envy

Neary, Heather, CMO
Auntie Anne’s, Inc.

Buckley, David, CMO, Sears
Hometown and Outlet Stores Inc.

Nichols, Scott, Director of
Franchise Business Development,
Sears Hometown and Outlet Stores

Costello, Sara, Director Lead
Development, Laureat HYX