A wellness revolution and lucrative franchise model in need of brand awareness to attract investors

Overview

The Massage Company’s membership model brings consistently high-quality massage to a mainstream audience, making massage affordable and accessible. They’ve created the market in the UK, offering investors first-mover advantage in a booming segment of the wellness sector.

We were engaged for franchise marketing, and initial enquiry handling to sort the wheat from the chaff.

The biggest challenge? Awareness. Nobody knows there’s a massage franchise, let alone one with insatiable demand!

At least, they didn’t…

Strategy

All the great ingredients were in place to work with: a new market, financially lucrative model, ethical leadership, sector expertise; the question was how to put them into play to help the brand from newcomer to reaching 100+ centres.

A period of testing of different channels and messages was agreed, leading to data-driven refinements to gauge best bang-for-buck on quality leads.

We also put in place a new lead handling process to keep time and resources focused on the cream of the crop of enquirers.

Google Ads and Pay-Per-Click

A clever digital marketing strategy was highlighted as key to promoting a fantastic, but little-known, business opportunity. Our team set about identifying the right people to invest, and capturing their attention.

To unleash one of the best kept secrets in franchising, the aim wasn’t volume; it was all about putting the key messages in front of a niche audience through careful targeting.

Website Design

A strong franchise website was clearly an essential piece of the jigsaw, providing a home for all brand content and a base for newsletters and other comms to link back to.

Recognising the need to be clear, crisp and feature a simple user journey, the site was designed and built to give key information quickly and make it simple for people to get in touch – the audience are more WhatsApp than website when it comes to finer details.

Social Media

Simple, effective branded graphics were created for paid campaigns. Allied with laser targeting, we were able to effectively capture attention of a cash-rich, time-poor audience.

Different strategies were tested through paid campaigns, while we also began contributing to the brand’s organic posting.

Animated Video

With a superb proposition but a lack of awareness, a graphics-based explainer video was created to highlight key messages quickly. 

In combination with real-life films, this style of clip is perfectly suited to social and shareability.

Professional Video

A two-day shoot allowed us to capture and edit polished promotional videos and case studies alongside short informational clips. Carefully planned to promote key messages in a natural way through franchisees and franchisor, our onsite visits were long days but very fruitful ones!

We’ve also filmed chats on Zoom and cut in footage from our first shoot to create more people-based clips at a great budget.

Play Video

Outcomes

  • A string of new centres due to open in England late 2022/early 2023
  • A 10-centre deal signed for Scotland
  • Consistently engaged potential investors, with excellent content open rates
  • Excellent conversion ratio of first conversation : signed deal
  • Significant growth in social media following, with engagement
  • Regular quality leads from LinkedIn
  • Growing awareness among the brand’s key audience
"The prospectus is absolutely awesome. I read it and, I for the first time, was excited by the business I was reading about - the fact that it is my business made me feel very proud. Thank you for doing that. Reading your words made the business something that I would want to find out more about."
Elliott Walker
Founder & CEO

The Project Team

As a big and exciting project, we selected key members of our team with specialisms in each required discipline to bring The Massage Company’s franchise opportunity to life…