Turning Good News Into Good Business
Expanding Franchise Opportunities With PR in Untapped Markets
The Challenge
This quick-service dining brand, based in Kansas City, was known for their high-quality fresh subs and meals in the Midwest, but not elsewhere. They wanted to expand into new markets, but franchise development was difficult because of low brand awareness. They turned to Curious Jane to help them spread the word about the business opportunity they were offering.
Approach & insight
We knew that national PR could make new markets aware of Goodcents and generate interest in franchising. They were performing well in their existing markets, so we knew it was a great time to capitalize on their success and create stories that would drive visibility and inquiries.
Strategy & Execution
We targeted thought leadership opportunities and created content or blogs, organic social media posts, news releases and placements on podcasts. We maintained a steady stream of good news about Goodcents nationwide that would be seen and heard by good franchisee candidates.
The Results
Within the first year, we secured 46 placements with more than 42 million potential reach. We generated plenty of coverage in the Midwest, including several full articles in the Kansas City Business Journal. More importantly, we were able to secure placements in national restaurant trade publications and franchise publications, as well as a story in Inc. We positioned the Goodcents CEO as a thought leader, resulting in the CEO being quoted in a national restaurant management outlet, Modern Restaurant Management, and later doing a podcast interview with the editor of that magazine. The coverage we generated led to a wave of interest. Within three years, Goodcents expanded into several new markets and two new states, Pennsylvania and Texas.