Optimising Marketing for Measurable Franchise Expansion
With ambitious growth targets, Clean Planet—a national master franchisor—needed to expand its franchise network across key regions. However, without a structured system to track marketing performance and its direct impact on sales, they faced significant challenges:
- Digital campaigns lacked clear performance insights.
- Lead sources weren’t accurately tracked, making it difficult to assess funnel effectiveness.
- No structured reporting system existed to measure activity, sales, and ROI.
To ensure every marketing dollar worked harder, we developed a data-driven strategy to optimise campaign effectiveness, track engagement, and directly attribute leads to sales.
A National Brand with a Clear Purpose
With over 200 franchises across New Zealand, Clean Planet has built a reputation as a leading provider of residential and commercial cleaning services, underpinned by a strong commitment to sustainability. Achieving growth targets while maintaining exceptional service and franchisee support is central to their success.
However, their ability to expand was hindered by a lack of meaningful marketing insights.
The Challenge: No Clear Visibility on Marketing Impact
For Clean Planet, regional franchise growth is essential. But without a CRM or structured tracking, they faced critical gaps in understanding their marketing effectiveness:
- Which campaigns were driving enquiries—and which weren’t?
- Was marketing directly contributing to franchise sales?
- What was the true return on investment (ROI) for their marketing spend?
Without clear attribution between marketing and sales, they risked inefficient spending and missed opportunities for strategic growth.
Building a Smarter, Data-Driven Approach
To drive better results, we started by addressing the core issue—measurement. Working closely with Clean Planet, we:
- Implemented a robust CRM system to track leads from first interaction to franchise conversion.
- Integrated in-depth campaign tracking to measure performance across all digital channels.
- Established a structured reporting system to analyse sales data and marketing impact, allowing for continuous optimisation.
Delivering Results and Growth
- 390% increase in ROI across all digital marketing channels.
- End-to-end measurement of leads, sales, and campaign impact.
- A clear, data-backed marketing strategy that maximised franchise enquiries and regional expansion.
By shifting from guesswork to precise measurement, Clean Planet now has the tools to grow strategically—ensuring every marketing decision drives real business impact.
