In the competitive landscape of small businesses, success is often determined by the ability to stand out in a crowded market. For many, the challenge is not just in creating a quality product or service but in effectively reaching and engaging the right audience. This case study highlights the journey of TJs Pizza in Prince Albert and their pursuit of opening new franchises.
Understanding TJ’s Needs
TJ’s Pizza began over 30 years ago and has partnered with Directwest and their rep, Taryn, since the beginning, initially focusing on print advertising. Given their long-term relationship with both the company and Taryn, continuing the collaboration has always felt like a good fit. Over the past year, TJ’s and Taryn had several discussions on their goals for newly expanded franchises. They wanted to set up new locations in Western Canada to start, and Taryn came up with a strategy that gave them the confidence to move forward.
“Over the past 28 years, the options I’ve presented to clients have evolved, but the core goal has remained the same: connecting buyers and sellers. While the avenues for promoting offerings have diversified, my role as a Media Advisor is to ensure clients are informed about where their target audience is most active online. I recommend the best platforms and budget allocations to maximize their reach and impact. This dynamic landscape continues to evolve, and I am dedicated to keeping my clients ahead of the curve” – Taryn Svenson
The Plan
In the past, TJ’s has collaborated with Directwest on social media campaigns to boost general brand and new product awareness. During a meeting with Taryn, the idea for expanding TJ’s franchise sales in other provinces by increasing their online exposure in those markets was proposed. TJ’s agreed to pilot this initiative in Alberta for a few months to start.
Together with Taryn, TJ’s worked with our Search Marketing Team to finalize a campaign focused on generating business to business leads for new franchisees in Edmonton and Calgary through Facebook Advertising.
TJ’s Pizza is a long-term Search Marketing customer with Directwest running Google Search and Facebook Ads, but the campaign for franchise expansion was a first for the partnership.
Facebook has increasingly encouraged advertisers to use their automated placement (news feed, stories, reels, video feeds, etc.) as a standard practice. However, a specific campaign like this required more tactical planning to ensure ad dollars were spent in places they were most likely to be seen and engaged with. Especially when advertising in larger markets like Edmonton and Calgary which have a higher cost per day in the ads bidding war.
This was different from general product/service offers like grabbing a pizza since many people enjoy pizza and the offer doesn’t require as much consideration. If you’re craving a pizza, unless you’re watching your figure, you’ll likely get the pizza.
“Showing ads for a long-term investment like a pizza franchise needs to be done with a specific strategy since the stakes are much higher for the target market. This is how we approached running the ads and it can be something to build on not only for TJ’s Pizza who now have active franchise ads in Manitoba, but also for Directwest to try this approach for more Saskatchewan businesses looking to expand.” – Scott Brown, Directwest Search Marketing Specialist
The Facebook Ads dedicated to franchise expansion were live from December 1, 2023 to January 31, 2024. Part-way through the campaign, the high volume of potential franchisee inquiries in Edmonton led TJ’s to decide to put the brakes on the ads in Edmonton and switch the focus solely to Calgary for the remaining 2 weeks of the campaign.
The Results
Over the course of six (6) weeks targeting the Edmonton area and two (2) dedicated weeks targeting Calgary and area the campaign resulted in 25 qualified leads and applications for two (2) new Edmonton franchises and one (1) new Calgary franchise!
“I am extremely pleased with the exceptional service and insightful advice our rep and Directwest has provided in the ever-changing marketing landscape. Their support has been invaluable, and I am confident that our partnership will continue to thrive in the years to come.” – Toby, TJ’s Pizza
Taryn’s approach to developing a holistic marketing plan starts with an in-depth analysis to thoroughly understand the customer’s business, industry, target audience, and competitive landscape by asking a variety of key relevant questions. Then, clear, SMART marketing objectives that align with the customer’s business goals are set and key performance indicators established to measure success.
With a long-standing relationship built on trust and expertise, TJ’s Pizza and Directwest have had many successes working together. Good plans and good help lead to great results.
“We believe it works, that is why we do it.” – Toby, TJ’s Pizza
