Location3, a digital agency that specializes in search and franchise marketing, has expanded its partnership with Self Esteem Brands to become agency of record. The health and fitness company has about 4,000 global franchises.
The deal is an extension of an existing relationship. The two companies have partnered on franchise marketing initiatives since February 2016, but the announcement marks a turning point.
Location3 will manage all advertising and media buys across channels including linear and connected television, radio, digital audio and video, national paid media, hyper-local franchisee paid media, location data management and more.
The new partnership also will enable Location3 to support individual franchise owners.
Kristen Pechacek, digital marketing director and certified franchise executive at Self Esteem Brands, believes expanding the relationship with Location3 puts the brands and franchise owners “in a strong position to gain market share and grow our customer base."
Location3 worked with Self Esteem Brands’ corporate team to develop a marketing program for franchises called “GROW Digital Marketing.” With support from paid media, it was designed to help local franchisees to find new customers. The work supplements annual and promotional campaigns that are key for Self Esteem Brands.
From a data perspective, the new relationship leverages data across franchises and individual locations for local campaigns. It also increases the opportunity to develop better attribution models and gain a clearer picture of how different media channels influence media-buying decisions.
Location3 brings more than a decade of experience in helping to build, scale and manage hyperlocal paid-media campaigns that focus on driving customers into physical stores.
By centralizing all media buying on both national and local campaigns, the agency believes it can strike a more cohesive balance between efforts aimed at brand awareness and direct-response programs that increase store visits and purchases by consumers.