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PlusUp Field Guide · Franchise

4 ways franchise brands can build better creator marketing.

Tell the story of the whole system, and still land with real people in every local market. Four moves for creator programs that work across a franchise.

Read the four ways ↓Put these to work for your system
System-wide +Activate locally +Test variety +Let them tell it +Scale the best +System-wide +Activate locally +Test variety +Let them tell it +Scale the best +System-wide +Activate locally +Test variety +Let them tell it +Scale the best +

Why franchise is different

One brand story. Hundreds of local ones.

Creator programs can be tricky in franchising. You want to tell system-wide stories, but the franchisee ultimately controls the content at the local level.

So creator content for a franchise system has to do two jobs at once: tell the story of the full system, and hit a wide variety of people in every local market.

System-wide

The brand

Wants one consistent story across every location.

Local

The franchisee

Owns the content and the customers in their market.

The bridge

The creator

Bridges both with real voices that travel and still feel local.

The four ways

Four moves. One system.

Start wide, learn what resonates, then put your best creators to work across every location.

  1. 1

    Way 01 · System

    Think system-wide content, activate locally.

    Create content that can be used across the entire franchise system. The goal is a scalable content engine that benefits every location, while leaving room for each franchisee to make it their own.

    • You get
    • + System-wide content library
    • + Local customization room
    • + Content every location can use
  2. 2

    Way 02 · Variety

    Use creators across the system to find new audiences.

    Don't rely on one type of creator. Test different personalities, ages, backgrounds, content styles and perspectives within your target audience. The more variety you test, the better you'll understand what resonates.

    • You get
    • + Diverse creator roster
    • + Audience tests
    • + What-resonates read-outs
  3. 3

    Way 03 · Stories

    Start by letting creators tell their own stories.

    Don't open by asking creators to deliver your brand message. Let them tell authentic stories in their own voices and styles. You learn what makes each creator unique, what your audience responds to, and who could become a stronger brand partner.

    • You get
    • + Authentic creator content
    • + Creator strengths map
    • + Partner shortlist
  4. 4

    Way 04 · Scale

    Use your best creators to tell your brand's stories.

    Once you know which creators consistently connect, bring them deeper into the brand. Give them your stories, your key messages and a role in larger campaigns across the franchise system.

    • You get
    • + Brand ambassadors
    • + Key-message content
    • + System-wide campaigns

Is this for you?

Built for franchise systems ready to scale.

  • ✓ You run or market a multi-location franchise system
  • ✓ Franchisees need content they can actually use locally
  • ✓ You want brand consistency without one-size-fits-all creative
  • ✓ You've tried creators but haven't found who really connects

Work with PlusUp

Let's put these four to work.

A 30-minute call. We'll look at your system's content today and map where creators fit.

Start a conversation ↗