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Content Management Systems (CMS) for Franchise Systems
Creation of CMS managed local websites enforces brand compliance and improves site rankings
Challenge
Provide a franchise system with a content management system that allows for generation of independent franchisee websites (micro-sites) for local online marketing while enforcing brand compliance.
Solution
NetFuelSM implemented its content management system (CMS), which includes features developed for use by franchise systems. The CMS creates a micro-site for each franchise location using the same branding template (consistent with the public / national website). Each website has its own domain name, is optimized for local search (e.g. philadephia.brandname.com) and is populated with pages using pre-defined default content when first created. The content on the pages can be edited by each franchisee, using an assigned login, and allows them to upload photos / images, change text, add videos or edit HTML (for advanced users). The solution included workflow, which requires that a corporate / franchisor user approve changes before they are published, ensuring that all marketing messages are brand compliant.
Success
The solution has exceeded the expectations of both the franchise system and the franchisees. Franchisees find the CMS to be extremely easy to use, actively update content and use their websites as part of marketing campaigns. The franchise system likes getting notifications of when pages need to be reviewed and finds it simple to review updates and publish the changes (or send them back with notes to be revised). Even more impressive is that since launching the CMS solution with independent sites, the websites ranking on the major search engines has dramatically increased - using both broad and local key words. This has lead to a measurable increase in traffic and submission of online requests (almost 50% over a period of 3 months). Through our internet marketing program, we continue to leverage the CMS and franchisee micro sites to maintain and improve rankings that is driving more visitors to the site and converting them into qualified leads.
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