2. Who we are
FranchiseBusiness.com.au is the gateway to
the biggest pool of prospective franchisees
in Australia, offering franchisors an effective
means to engage future business owners.
The iconic leading consumer publication for anyone
interested in investing in a franchise. Features
include franchise industry news, trends, expert
legal & financial advice and franchise case studies.
Cirrus Media is Australia’s largest
B2B media, content marketing
and events business
We are experts with a wealth
of experience in connecting
franchise sellers with the right
audience...
Our channels
We approach franchise marketing scientifically by using engaging content, cutting edge media channels
and audience behavioural data to optimise your advertising ROI.
We provide an end-to-end franchise marketing solution for our clients.
Websites Magazines Email Content Marketing
3. The changing landscape
of the franchise
recruitment market
Environment
Our position in the marketplace has allowed us
to analyse recent shifts in franchisee research
and enquiry behaviours. In 2014, Franchise
recruitment is a buyer-driven market. As it is
with all types of information, people are now
choosing when and where they absorb their
media, meaning franchise brands need to
engage with potential buyers in ways that add
educational value at each stage of discovery and
nurture prospects along the purchase journey.
It’s now harder than ever to target prospects
whilst also gaining appropriate cut through for
your message.
We know where, why and how prospective
franchisees consume information and
consequently how to market your brand to drive
maximum engagement and advertising ROI at
each stage of their purchase journey.
Awareness
Lead Gen
Demand Gen
John Smith:
• Sydney Northern
Beaches
• Mid 40’s
• Senior manager
• Looking for a sea change
Is franchising the
right fit for me?
What are the benefits of
the franchise model?
Send
Enquiry
Franchise recruitment is
becoming more complex, so
potential for cost inefficiencies
in your advertising is high.
Our insights and capabilities
help reduce this risk...
Consideration Preference Action Lead
Which franchise
industries and brands
are the best fit?
What type of
franchise best
suits my needs?
I’m shortlisting and
researching Healthy
Fast Food Franchises
with national brand
presence
I am going to
invest $250k
I’m looking for
a Boost Juice
Franchise for $250k
in the Manly area
Industry Research Brand Research
Passive Buyer Active Buyer
4. people management
experience
55% 35-55 year olds
40% household income
over $100k
55% owned a business
70%
55% looking to purchase
in 3-6 months
Australia’s wealthiest, most
qualified and engaged audience
of prospective franchisees
Our audience
As Australia’s leading multi-channel franchise media business, we possess an audience of
over half a million highly qualified franchisees* engaging directly with franchise owners and
head office decision makers.
Source: Franchise Business Survey 2013, * Google analytics, Sep13-Sep14
- Existing franchise and independent business owners
- High net worth individuals and C-level executives
- White collar B2B professionals
- Blue collar trade professionals. ex-service and armed forces
Typical Personas
18.65%
26.29%
18.83%
19.72%
12.26%
4.26%
Less than $20k
$20k - $50k
$50k - $100k
$100k - $250k
$250k - $500k
$500k+
Over 35%
will invest
more than
$100k
How much are you prepared to
invest in a franchise business?
- Gen Y investors with liquid capital
- Married couples and other partnerships
- Recently made redundant and those looking for a sea change
Our audience is actively engaged
and ready to hear your story...
5. Cirrus Franchise Network
Capabilities
End-to-end
franchise marketing
solutions
Every franchise brand has a story, and telling
that story in a fresh and engaging way is the
key to getting cut through in today’s noisy and
competitive franchise recruitment landscape.
But, for many businesses, acting like a
publisher is time consuming, costly and
requires expertise.
At Cirrus, we provide end-to-end franchise
marketing solutions which improve cost-
inefficiencies at every stage of the process and
allow you to focus on your core competencies.
Once we have formulated the
most engaging way of telling your
story, we take it to market...
WE CREATE GREAT
CONTENT TO SUIT
YOUR NEEDS
PROVIDE DETAILED
REPORTING TO
HELP MAXIMISE
YOUR ROI
PUSH IT TO OUR
AUDIENCE THROUGH
MULTI-CHANNELS
HOME ADVANTAGE:
WAYS TO WORK AND
SUCCEED AT HOME
P.54
WHERE IS THE PROFIT?
EVALUATING THE
FRANCHISE
OPPORTUNITY
P.28
SPACE PATROL:
HOW SECURE IS
YOUR TERRITORY?
P.66
SECTOR REPORTS,
WHAT YOU NEED
IN YOUR LEASE,
LOCAL AREA
MARKETING TIPS Sandwich
SPECIALIST
THE
FRANCHISINGWWW.FRANCHISE.NET.AUJUL/AUG2014
YOUR ESSENTIAL GUIDE TO BUYING A FRANCHISE | WWW.FRANCHISE.NET.AU
AUS $6.95|NZ $7.95
PRINTPOSTAPPROVED100008121
Franchising
F R 0 7 1 4 _ 0 0 1 - 1 2 0 1 4 - 0 7 - 0 3 T 2 2 : 3 5 : 0 1 + 1 0 : 0 0
6. HOME ADVANTAGE:
WAYS TO WORK AND
SUCCEED AT HOME
P.54
WHERE IS THE PROFIT?
EVALUATING THE
FRANCHISE
OPPORTUNITY
P.28
SPACE PATROL:
HOW SECURE IS
YOUR TERRITORY?
P.66
SECTOR REPORTS,
WHAT YOU NEED
IN YOUR LEASE,
LOCAL AREA
MARKETING TIPS Sandwich
SPECIALIST
THE
FRANCHISINGWWW.FRANCHISE.NET.AUJUL/AUG2014
YOUR ESSENTIAL GUIDE TO BUYING A FRANCHISE | WWW.FRANCHISE.NET.AU
AUS $6.95|NZ $7.95
PRINTPOSTAPPROVED100008121
Franchising
F R 0 7 1 4 _ 0 0 1 - 1 2 0 1 4 - 0 7 - 0 3 T 2 2 : 3 5 : 0 1 + 1 0 : 0 0
Our channels
Our products
Franchise Business
Australia’s market-leading franchise
for sale website – official directory of the FCA
• Reach over 70,000 prospective franchisees/month
• Create your own interactive profile page
• Publish videos, articles and downloadable brochures
• Showcase Franchise for Sale territories
• Position your brand as a category leader
• Generate direct email, telephone and website referrals
Targeted Emails
Highly targeted national database of 17,500
prospective franchisees
• Metro and regional locations across Australia
qualified by: contact details, investment level,
purchase timeframe
• Average 20-40 leads within 48 hours of send
Franchising Magazine
Essential franchise advice, insights
and up-to-date news
• Franchising magazine
• Award winning journalism
• 27 years market leader
• 7,142 CAB audited circulation (March 2014)
• Distributed at Major franchise expos
Franchise Social Media
• Highly targeted, franchise recruitment
• Over 200,000 interactions monthly
Brand & Bespoke
Animated Videos
• Brand videos: Piece-to-camera presentation
with graphic elements, increasing viewer engagement
• Bespoke animated videos: hand-crafted, fully
animated, engaging and highly shareable content
• Our production team can shoot on any location
Sponsored Articles/
Whitepapers
• Engage large scale audiences with topic of your choice
• Break new ground with beyond surface level insights
• Drive lead generation
activity and help your brand to engage as a thought leader
• Leads automatically sent to you
Franchise Brochures &
Case Studies
• Highlight your real world solutions in action
• Demonstrate your brand’s personality and position
your business
Social Media
Strategy
• We carry out an audit of your current social media
and create a playbook to provide overall brand social
strategy going forward.
• Includes recommendations on which social
channels to focus on, when to posttype of content to
post and suggested budget for ads/ sponsored posts
Magazines SocialEmailWebsite
Social
Brochure
& Case
Studies
Articles/
White
papers
Brand &
bespoke
videos
7. After three months, views of the
Ferguson Plarre company listing on the
FranchiseBusiness.com.au directory
increased by more than 250%, article views
tripled, contact details were accessed 60
times (up from 12), click-throughs to their
website more than doubled, phone call
enquiries doubled and downloads of their
information pack tripled.
Based on this initial success, Ferguson
Plarre has since signed on for a full
12-month integrated content campaign,
including:
• Two more white papers;
• Two more videos;
• Six more sponsored articles; and
• Additional distribution.
“
"The team at Cirrus Media came in
and consulted with us to help define
franchisee target audience personas
and establish the most compelling
ways to compel these specific groups.
Consequently they put together a strategic
plan and created engaging content that
crystallised our franchise story. We
are now using this content to attract
future franchisees with a well-executed
distribution strategy also created by
Cirrus Media.
I can confirm that in July 2014, only 3
months in, we sold our first franchise as
a direct result of a highly qualified lead
generated by this campaign.
I Iook forward to the fruitful relationship
for 2014 and beyond."
Steve Plarre
Case Study:
Ferguson Plarre
Bakehouses
Background
Ferguson Plarre Bakehouses is a fifth
generation bakery-café franchise that had
been working with Cirrus Media on display
advertising campaigns and directory listings,
as well as paid search, pay-per-click (PPC) and
classified advertising with other agencies.
We identified a need for an initial three-month
‘test and learn’ content strategy that targeted
earlier stages of the prospective franchisee
purchasing cycle – namely, awareness (why
is franchising the best investment model
for me?) and consideration (which sector of
franchising is most suitable for my financial
and lifestyle goals?) – as well as content that
wasn’t pushing hard sales messages.
Strategy
To test the audience’s appetite for educational
content designed to help them make key
discoveries along the franchise purchase
journey, we produced four sponsored articles on
four different topics, which were published via
Cirrus channels. Consumption and engagement
metrics for these articles were analysed in order
to determine the most relevant topic for more in-
depth content production.
The four topics were:
• Family first: why family-run
franchises have the edge
• Finding the balance: assisted
independence in franchising
• Setting the standards: how ongoing support
and learning opportunities boost franchises
• Getting personal: when familiarity
breeds success
Based on the number of views and time spent
on page, it was determined that topics two and
three were of most interest and relevance to the
audience. We then began production on a white
paper and video.
This white paper was hosted on franchise.net.au
and promoted via the franchising e-newsletter
and FranchiseBusiness.com.au directory.
Results
69 leads in 24 hours
3x article views
2x telephone enquiries
3x PDF downloads
3x listing views
8. We have worked with thousands
of local, national and international
franchise brands since 1987,
including many of Australia’s most
successful franchise systems.
The Team: Raffael Fernandes,
Sarah Stowe, Anthony Butler, Jesse
Hopwood, Kim Church, Andrew
Dalton & David Strong
1300 206 812
or email
fb@cirrusmedia.com.au
Contact us
Notes
