Case Study

Here is how I helped Batteries Expert expand its franchise network across Canada.

Overview

In 2010, TCED Intl, a well-known international battery supplier, took a new direction by entering the B2C alternative energy market. This marked the launch of their very own franchise network, Batteries Expert.

Fast forward, the network has grown to include 56 stores in Québec and 3 in Ontario. This growth solidified Batteries Expert's position as a major source for alternative and renewable energy products in Canada.

However, a big challenge remained in raising brand awareness specifically in the Ontario market, where the company had set ambitious expansion goals: open 8 new stores in 2023 and 13 new stores in 2024.

I stepped in to create a tailored ad campaign that combined both digital and traditional media. Thanks to proper marketing analysis and strategic decision-making, this campaign played a crucial role in introducing Batteries Expert to the Ontario market and driving the accomplishment of its expansion objectives in both of its target provinces.

Some Numbers

60%

Increase in the number of prospective franchisees after just 2 months

$93,000

Total budget allocated to this project

Month Timeline

5 million

Impressions in the first half of the campaign alone

Challenges & Situation Analysis

By identifying challenges and conducting a SWOT analysis, I was able to offer a comprehensive view of my strategic insights and decisions to upper management, as well as showcase my proactive approach to achieving success in the Québec and Ontario market expansion of the franchise.

Proposal

I allocated a budget of $41,000 for a meticulously planned digital ad campaign, utilizing platforms such as Google Ads, Meta Ads, and LinkedIn Ads. This strategic move enabled us to precisely target and engage our audience within the digital landscape.
Additionally, I dedicated $40,000 to a one-month national billboard campaign launching in January 2024. This campaign strategically positioned billboards along the highway leading from Montréal to Toronto, maximizing their visibility and impact.
To enhance our overall approach, I initiated improvements in our franchise network’s documentation, revamped our website, and designed a specific and measurable email marketing plan. Our active participation in tradeshows also contributed to our multi-pronged strategy.

Campaign Progress

Brand Awareness

The initial phase of the campaign focuses on building a strong foundation through brand awareness in Québec and Ontario. In a market as competitive as Ontario, introducing Batteries Expert to the target audience is paramount. Brand recognition lays the groundwork for establishing trust and familiarity among potential customers, a crucial step before diving into more interactive phases.

Audience Engagement

This phase is centered around creating meaningful connections with our target audience, bridging the gap between initial brand recognition and active interest. For this, I strategically shifted the campaign's focus to engaging our identified target audience through traditional advertising channels, including billboards, radio, and TV ads.

Interactive Outreach

The third phase of our campaign marks a transition from passive awareness to active engagement. In this Interactive Outreach phase, we take a dynamic approach by directly connecting with our target audience through participation in trade shows and events. This step is designed to bridge the gap between our brand and potential franchisees, fostering a deeper sense of connection and trust.

Franchisee Conversion

As our campaign journey progresses, we arrive at the critical Franchisee Conversion phase. This phase capitalizes on the groundwork laid in the previous stages, leveraging the cumulative impact of Brand Awareness, Audience Engagement, and Interactive Outreach. With a captive audience that is now familiar with Batteries Expert and its offerings, we strategically pivot toward nurturing potential franchisees.

Sample Ad

This is a sample of an ad I designed for a magazine publication.

This magazine ad represents one of many initiatives I led with the specific goal to bring about brand awareness for Batteries Expert.

Specifically, this ad was designed to cater to audiences interested in our solar power products. The goal of this initiative was not only to increase brand awareness, but also showcase its large range of alternative energy products.

Budget Allocated: 2,000$

ROAS: 394%

Tool used: Adobe Illustrator

*Ad translation:

Your Solar Destination in Québec

Discover a world of renewable energies, shaped to bring your projects to light, no matter how ambitious.

Main Tools Used

Google Analytics

MailChimp

Adobe Suite