From DMA to location-specific advertising, Papa Murphy’s increases returns for regional co-ops
The Challenge
Papa Murphy’s needed a more efficient way to activate local advertising for their 1,300 US stores, including corporate locations, franchised locations in outlier markets, and within DMAs.
Many franchisees operate in rural areas and lack brand advertising support, and many other franchisees are part of DMA co-ops and have been asking for more direct influence over the brand advertising in their local trade area. For the first time, franchisees in co-ops can optimize messaging based on what’s best for their business and their local audience.
Prior to Hyperlocology, advertising with traditional agencies was pushing one message for all stores and targeted to a large DMA, which did not provide franchisees the ability for store-level customizations and reporting on spend and ROI.
Franchisees in co-ops also had no ability to plus-up already active advertising to drive more sales for their stores. This was a priority for the brand team, making it easier for franchisees to increase their spend on local in paid media.
Without a centralized solution, the brand lacked the ability to ensure local messaging and targeting align with national advertising efforts. Franchisees would also continue to struggle to advertise locally or simply not spend on advertising, preventing millions of dollars in potential incremental sales for the system.
“Prior to partnering with Hyperlocology, all locations in our co-op had to run the same creative regardless of the store’s profile. I also had no visibility to the ROI of our local digital ad spend. Now, we can choose the creative message that is most relevant for each individual location, and see the ROI it is delivering per location.” –Ed Holmes, Multi-Unit Owner at Papa Murphy’s
The Solution
Papa Murphy’s and Hyperlocology teamed up to implement a customized local advertising platform. Papa Murphy’s maintains the role of strategic driver for local paid media and franchisees are empowered with a click-to-launch solution to activate brand-powered advertising in their local trade area.
The strategy spans co-op marketing budgets and local store marketing budgets and includes multiple channels – Programatic Display, Video, Facebook and Instagram. Papa Murphy’s is able to reach local consumers with the optimal message, with the optimal channel mix, while developing individual local audiences required to drive results at the store level.
Franchisees get custom reporting on spend and results per location via a customized dashboard, and the marketing team has enhanced reporting and analytics to measure local spend against real business results (like sales and revenue per location) across the channels where franchisees spend their marketing budgets.
The Results
After executing Programs and Campaigns customized per store for three months, the results were clear.
4x
Average ROI based on store-level revenue
250
Creative and offer variations deployed based on local audience attributes
5,002
Incremental purchases during seasonally slow period
More Customer Stories
Hyperlocology has been a valued partner for our firm’s local marketing efforts. They have an innovative platform that allows our financial advisors to have the freedom to execute customized messaging and advertising tactics at the local level, while still allowing us to maintain our role as the strategic driver for the program overall. We’re confident in our brand safety due to overarching parameters set in place… The program, now in its third year, continues to grow and drive new business for our advisors.
Julie Collins
Executive Director, Head of Media
Prior to Hyperlocology, our franchisees – individually or within a co-op – were limited to offers and messages. Now each franchise location can choose the budget and specific offer best suited for their trade area, including operators and locations in an existing co-op.
Dana Misner
Director, Field Marketing
Partnering with Hyperlocology has streamlined how our franchise system runs local marketing campaigns that actually drive sales. The platform is easy and intuitive for franchisees, and it gives my team full transparency into how both franchisee spend, and brand funds are performing at each location. It's not just easier-it's smarter. We now have the tools to support local marketing at scale while protecting brand integrity and proving ROl across the network.
Robert Barbieri
VP of Marketing
In the first half, participating locations had 85% more conversions than non-participating centers.
Leah Coyle
VP of Brand
Audience targeting alone isn’t enough. We wanted our messaging to be curated and specific to each community…The ability to identify communities and address them each specifically no matter where they are online is the experience we want to create for our customers.”
Hannah Dixon
Head of Global E-Commerce
Start running smarter local campaigns today.
Let’s show you how Hyperlocology powers performance at every location.