The brief - The Subway® brand – driving franchise sales

McKenna Townsend has worked with the Subway® brand in the UK and Ireland for the last 12 years – helping to grow the brand from 30 stores to over 2,000 in that time. The agency has played a fundamental part in supporting this relentless growth and has worked with the brand across development, consumer, crisis and issues, internal and marketing communication. As part of our on-going franchise development activity, the Subway® brand tasked us with the following:

To generate franchise leads for the UK and Ireland market, in order to continue to drive franchise sales to support the brand’s growth

To leverage the milestone opening of the Subway® brand’s 2,000th store as an opportunity to drive coverage in national, regional and key trade media

Taking an integrated approach, we embarked on a strategic mix of marketing communication activity including advertising, event attendance, sponsorship, website development, media relations, social media, corporate memberships and literature production to drive franchise leads. The ultimate aim was to drive a high number of quality leads that would result in franchise sales in the UK and Ireland. The campaign specifics were:

  • Design and placement of franchisee recruitment advertising in key publications
  • Developed a programme of PR, advertising, sponsorship and speaker opportunities for key events, including project management of stand logistics (design, delivery, set-up etc)
  • Literature production including new adverts, brochures and bespoke event materials. We also reproduced the new franchise brochure, which involved project-management of a photo-shoot to provide imagery, drafting copy and creating supporting materials

  • Updating the Subway.co.uk website
  • Set-up and management of a dedicated Subway® brand development Twitter account

For the milestone store opening, a series of press materials were prepared, including a national and 20 regionalised press releases and a media tour was arranged using a spokesperson for the Subway® brand. Campaign specifics were:

  • Milestone announcement press release targeted at news, business, franchise and retail media
  • Key facts about job creation, investment into local economies and development goals
  • Tailored regional versions of the national release, to maximise media opportunities across the UK and Ireland
  • Media tour with Greg Madigan, Area Development Manager for Subway® UK and Ireland
  • Supported with images of 2,000th store and its franchisee

  • Franchise sales leads generated – surpassing our lead target, resulting in over 250 franchises being sold during this period
  • Regular media coverage was generated in national, trade and online media
  • Attendance at key events including the National Convenience Show
  • The UK and Ireland franchise lead development activity is so successful it is viewed by the Subway® brand’s worldwide headquarters in the US as the blueprint of best practice for all international markets. McKenna Townsend works with the Subway® brand globally supporting numerous countries around the world to help them drive franchise sales and accelerate

For the milestone 2,000th store opening:

  • Live interview on BBC Radio 5 Live –syndicated on BBC Radio stations throughout the day
  • Interview on Sky News, at a central London Subway® store – broadcast throughout the day
  • Interviews with leading national news, business and trade media, including Sunday Express, Irish Independent, British Baker, The Franchise Magazine, Quick Bite and Food Bev
  • Plus maximising regional media opportunities with a photocall and media briefing at the 2,000th store
To find out more about the marketing, PR, advertising and digital services we offer, call us on 01425 472330 or send us an enquiry here
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