The Beauty of Public Relations 

A Scalable Approach Fuels Franchise Growth in Beauty and Wellness

The Challenge

WellBiz Brands has a portfolio of category-leading brands in the beauty and wellness sector: Drybar®, Amazing Lash Studio®, Elements Massage® and Radiant Waxing®. The sub-brands were all performing well, but WellBiz Brands wanted to take their franchise development efforts to the next level. They needed to increase awareness of the franchising opportunity they offered and turned to Curious Jane for help with marketing and PR.

Owners

Approach & Insight

People don’t search for franchise opportunities with brands they don’t know or when they’re unaware that a business is a franchise. Curious Jane set out to build awareness of and credibility for all the sub-brands in WellBiz Brands’ portfolio and fuel interest in the franchise model. We focused our efforts on public relations, and we targeted franchise, business and industry-specific publications, as well as other media outlets that would reach potential franchisees. 

America's Fastest Growing Private Companies

Strategy & Execution

We created monthly blogs to add fresh and relevant content to the website. We wrote press releases and articles that piqued interest and conveyed the WellBiz Brands opportunity. And we made organic social media posts that clearly communicated the benefits of the WellBiz Brands business model: predictable growth, recurring revenue, a scalable platform, thriving markets and an experienced leadership team.  

Anne Evers - Multi Unit Shop Owner

The Results

Within one year of launching our PR campaign, we had 62 placements with a potential reach of more than 102 million through our organic and earned content alone. Our placements included a piece about how WellBiz Brands recruits service providers that ran in the International Franchise Association’s magazine, Franchising World; local publications reporting Drybar multi-unit deals in New Jersey and Atlanta; franchisee profiles in Franchising Magazine USA; national rankings in Entrepreneur and reports on the surge in the self-care industry in trade outlets such as Beauty Industry Report and Massage Magazine.

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