Generating Customer Loyalty for Generations

LEON’S / CASE STUDY

SITUATION

A Leon’s franchise ownership group wanted to build brand awareness of their Collingwood, Owen Sound, and Orillia locations to stand out and differentiate against their competition and generate awareness.

SOLUTION

We crafted and executed a multi-channel digital marketing strategy consisting of pay-per-click advertising, social media marketing, email marketing automation, conversion optimized web development, and search engine optimization to drive awareness and differentiate the three locations as one family, one brand.

SUCCESS

Over 4 million targeted ad impressions, reaching over 200,000 targeted individuals which generated over 26,000 qualified visitors to their website.

Photo of Leon's Logo with tagline part of the family

THE OVERVIEW

In 2010, the Macdonald family purchased a Leon’s franchise in Collingwood. The family has since expanded and purchased the Leon’s franchises in Owen Sound and Orillia.

When we first partnered with Macdonald Family Leon’s in 2018, we were tasked with helping each franchise stand out from local competitors offering similar products. In order to be successful in achieving this goal, a multi-channel digital marketing strategy was executed to standout from neighbouring competitors, including search engine optimization, pay-per-click advertising, social media marketing and email marketing automation. We reinforced Macdonald Family Leon’s as a family-orientated franchise on both a corporate and storefront level, increasing customer loyalty and retention for generations to come.

PHASE I: RESEARCH AND PLANNING

Our first step was to conduct our proprietary competitor research and keyword analysis processes. These discovery activities provided our team with the information needed to craft a multi-channel digital marketing plan that would allow Macdonald Family Leon’s to stand out amongst their competition within the Collingwood, Owen Sound, and Orillia area.

COMPETITOR ANALYSIS

Once we established that Macdonald Family Leon’s was situated amongst internal and external competitors with a shared target market, we then worked to identify what was required in order to stand out and differentiate against internal and external competition. An effective way of achieving this distinction was to emphasize the value of being a recognized family-owned operation in comparison to a generic and faceless corporate office.

KEYWORD ANALYSIS

The next step was to take a deeper dive and define specific keywords the collective target market was using to actively search for the types of products Leon’s sells. We wanted to thoroughly understand and utilize that keyword research to then design a website that would be optimized for organic Google ranking.

KEYWORD ANALYSIS

The next step was to take a deeper dive and define specific keywords the collective target market was using to actively search for the types of products Leon’s sells. We wanted to thoroughly understand and utilize that keyword research to then design a website that would be optimized for organic Google ranking.

DIGITAL MARKETING PLAN

Based on the observations made during our research and analysis process, our team crafted a multi-channel digital marketing plan. The systems that were highlighted within the digital marketing plan included requirements for the one-page microsite, specifics of the pay-per-click advertising activities and platforms, the process of how marketing automation would nurture leads, and how our strategy of using data analytics to monitor performance would continuously optimize the campaigns as we moved forward.

DIGITAL MARKETING PLAN

Based on the observations made during our research and analysis process, our team crafted a multi-channel digital marketing plan. The systems that were highlighted within the digital marketing plan included requirements for the one-page microsite, specifics of the pay-per-click advertising activities and platforms, the process of how marketing automation would nurture leads, and how our strategy of using data analytics to monitor performance would continuously optimize the campaigns as we moved forward.

PHASE II: DESIGN, BUILD & INTEGRATE

We then designed and built the digital marketing system we needed in order to conduct ongoing digital marketing activities: a one-page landing page, the restructuring of social media accounts to include one account per location, and the setup and integration of a marketing automation system.

Photo of Leon's landing page displayed on a laptop

LANDING PAGE DESIGN & DEVELOPMENT

Macdonald Family Leon’s did not have an independent website for their three franchise locations prior to us working with them, rather all traffic was being driven to the corporate head office website. Upon our recommendation, we designed an independent Macdonald Family Leon’s website to drive all traffic to, ensuring we could monitor the data and analytics while utilizing it to promote ongoing sales.

LANDING PAGE DESIGN & DEVELOPMENT

Macdonald Family Leon’s did not have an independent website for their three franchise locations prior to us working with them, rather all traffic was being driven to the corporate head office website. Upon our recommendation, we designed an independent Macdonald Family Leon’s website to drive all traffic to, ensuring we could monitor the data and analytics while utilizing it to promote ongoing sales.

Photo of Leon's landing page displayed on a laptop

MARKETING AUTOMATION

Our team setup a sophisticated marketing automation system that included a lead-capture form on the microsite, offering customers a discount code in exchange for signing up on the mailing list. We use this marketing automation system on a per campaign basis, sending emails announcing upcoming promotions while ultimately driving awareness and increasing online and in-store traffic.

DATA & ANALYTICS

We also integrated a series of data analytics platforms within the marketing automation system and website. We use these platforms on a regular basis to routinely monitor the success of the campaign and guide ongoing optimization to make each campaign perform better than the one prior.

DATA & ANALYTICS

We also integrated a series of data analytics platforms within the marketing automation system and website. We use these platforms on a regular basis to routinely monitor the success of the campaign and guide ongoing optimization to make each campaign perform better than the one prior.

SOCIAL MEDIA
REBRANDING

Each Macdonald Family Leon’s location did not have their own Facebook or Instagram account, so we created and branded one Facebook and Instagram account per location while configuring Facebook accounts to be setup optimally for Google. We further conducted any necessary branding to ensure the three locations stood out as a Macdonald family location.

Photo of someone going holding up their phone looking at Leon's webpage

PHASE III: ONGOING CAMPAIGN SUPPORT

With the digital marketing systems in place, we then transitioned into a supporting role whereby we worked as Leon’s MacDonald Family Group to execute the digital marketing campaigns for each sale and per the corporate promotion calendar. These digital marketing activities included Facebook advertising, social media management, Google display advertising, email marketing, and website updates.

FACEBOOK ADS

To-date, we have executed 25 campaigns for Macdonald Family Leon’s. Over the course of those 25 campaigns, we have generated over 4 million targeted ad impressions, reaching over 200,000 targeted individuals all living in the service area of Collingwood, Owen Sound, and Orillia. We target these individuals using demographic information and remarketing, ensuring Facebook ads are visible to individuals who not only meet our demographic targeting criteria, but also those who have been to the website and expressed an interest in Macdonald’s Family Leon’s stores.

SOCIAL MEDIA POSTS

Our team routinely supports Macdonald Family Leon’s with social media management and social media publishing. With each campaign, we create a branded package of assets and use those assets to update the cover photo and create fresh posts to support and promote each campaign.

SOCIAL MEDIA POSTS

Our team routinely supports Macdonald Family Leon’s with social media management and social media publishing. With each campaign, we create a branded package of assets and use those assets to update the cover photo and create fresh posts to support and promote each campaign.

GOOGLE DISPLAY

With each campaign, our team designs and animates a series of Google display and YouTube pre-roll advertisements that leverage remarketing and ensure consistent visibility to those who have visited the website, ensuring the Macdonald Family Leon’s promotions are always at the forefront. We use remarketing with both Google display ads and YouTube ads in order to increase brand awareness and drive traffic to the store. Over the course of 25 campaigns, we’ve generated over 4 million targeted ad impressions and over 26,000 qualified visitors to their website.

Photo of Leon's display advertising
Photo of Leon's email send out

EMAILS

We utilize email marketing automation to generate leads for every sale Macdonald Family Leon’s launches. In exchange for customers signing up for the mailing list, a discount code is offered. We design and send two emails for every campaign in order to nurture leads and generate awareness of the latest sale and promotion.

EMAILS

We utilize email marketing automation to generate leads for every sale Macdonald Family Leon’s launches. In exchange for customers signing up for the mailing list, a discount code is offered. We design and send two emails for every campaign in order to nurture leads and generate awareness of the latest sale and promotion.

Photo of Leon's email send out

LANDING PAGE SUPPORT

With every Family Macdonald Leon’s sale, we design a series of branded promotional banners and update the website to promote the latest promotion. We utilize the landing page as a place to drive all traffic generated through by Facebook ads, social media posts, Google display ads, and email marketing.

Photo of Leon's landing page mocked up three times

ANALYTICS & REPORTING

At the end of each campaign, we compile the data generated from the campaign and create a detailed report. This report outlines executed activities, generated traffic and leads, as well as overall campaign success. We take the lessons learned from each campaign and roll them into the following campaign in order to continuously optimize our activities and generate the highest possible ROI for MacDonald Family Leon’s.

ANALYTICS & REPORTING

At the end of each campaign, we compile the data generated from the campaign and create a detailed report. This report outlines executed activities, generated traffic and leads, as well as overall campaign success. We take the lessons learned from each campaign and roll them into the following campaign in order to continuously optimize our activities and generate the highest possible ROI for MacDonald Family Leon’s.

RESULTS

WEB PAGE