The international education franchise Helen Doron has over 250 locations in Germany alone. eobiont manages all of the marketing for the German division. This means integrating local promotion activities with national advertising campaigns.
We developed a push-pull strategy that combines national advertising with local promotion activities.
As a leading education franchise, Helen Doron is active in over 35 countries. eobiont has been responsible for marketing and business development for their German division since 2014. We are tasked with running national advertising campaigns and coordinating these with the local activities of the 250 plus learning locations throughout the country.
We developed a push-pull strategy to develop sales. On a national level we run an ongoing lead-generation campaign using online promotion activities. These leads are then distributed to the local franchisees through their regional master franchisers. That is the push part of the strategy.
For the pull part, we developed a variety of print and online materials for the franchisees to use for their local promotion activities. These are synchronised in look and messaging with the national campaign. To make this as easy as possible for the busy franchisees, we created an online shop where these materials can be customised and ordered as needed. We also support the franchisees in updating their microsites on the main helendoron.de website and any local advertising assistance they might need.
Part of our business development responsibility is finding new franchisee candidates and kindergartens interested in partnering with Helen Doron. These are done with separate online campaigns and marketing materials throughout the year.
We also help with strategic planning and the annual franchisee conference. Sales promotion on a national level needs to be balanced with motivating franchisees on a local level. We provide resources to help them run their businesses more effectively and give them a platform to voice their own frustrations and successes. To this end we maintain a closed Facebook group which remains lively throughout the year.