Problem #1: Mature food / restaurant brand with flat sales. Company is not seeing results from advertising efforts.
GP Solution: Comprehensive business/competitive analysis, including brand’s strengths/weaknesses, and internal/external market perceptions. Go/No go advertising decision. Rapidly identify potential growth opportunities. Quantify and prioritize with top management based on competency and ability to achieve SPR (Sustainable Profitable Revenue) growth. Potential decision-driving research to confirm product/concept improvement strategies. Develop in-depth plan on course(s) selected. If desired, assist with implementation.
ROI Drivers: Clear understanding of key business drivers, and where to focus resources. Eliminate unproductive investments. Objective prioritization of opportunities, consumer input, and idea refinement. Actionable plan in place to realize opportunity. Organization realigned to best attain measurable objectives.
Problem #2: 15-unit fast-casual chain, growing at 10 units/year, needs professional marketing systems implemented, including special attention to franchisee interests.
GP Solution: Develop marketing strategy, plan, and key tactical programs. Secure buy-in from franchisees. Oversee communication program to internal staff to gain alignment. Write job description and hire marketing director, work with for 6 months, then review progress quarterly.
ROI Drivers: Higher same store sales, increased efficiencies within current spending, improved franchisee relations leading to more new franchisees. Lower cost full-time person to execute plans.