The World’s Largest Restaurant Chain Needed a Fresh Approach
SUBWAY® has more than 40,000 franchise locations that are known for their fast, nutritious meal options that offer something for everyone’s taste buds. They approached Mascola Group looking to branch out into the world of business-to-business social media marketing to get the attention of a previously untapped audience of potential SUBWAY® franchise owners.
Through initial franchise and franchisee research, we determined the best channel to reach potential franchisees was LinkedIn, as it’s the platform made for professionals looking to
expand or develop their own career paths. This research also helped our team identify 5 different personas we could target through our campaign.
After developing these audiences and multiple versions of creative that would specifically appeal to each, we launched a hyper-targeted LinkedIn lead gen campaign to bring in qualified, legitimate leads. Once the campaign was in-market for a few weeks, we took a look at the campaign as a whole – what was working, what wasn’t, and what we could improve on. Through multiple rounds of optimization, we brought the average cost per lead down below the industry average, allowing us to extend our campaign reach, and bring in additional, previously unprojected leads.
In under 90 days, we brought in over 470 qualified leads for SUBWAY®.