A national hair care franchise with more than 1,800 locations, Sport Clips Inc. was established in 1993 and started franchising in 1995. The sports-themed haircutting franchise is ranked by Entrepreneur as one of the Top 10 “Fastest Growing Franchises,” coming in at #36 on the “Franchise 500” list. The franchise has been named a “Top Ten Best Franchise” to buy by Forbes. In 2012, the franchise expanded into Canada, and today the company boasts 44 franchise locations in the Great White North.
As a fast-growing company – 125 new stores opened in 2017 alone – Sport Clips is well aware that that ‘if you build it, they will come does not apply to the franchise industry. Rather, success hinges on franchisees’ ability to connect with local communities by establishing and maintaining a strong Web footprint, local search visibility, and local relevance.
How to go about effectively addressing multiple locations spread out geographically – where brand consistency is vital? One thing was clear: Sport Clips Canada’s (SCC) current CMS just wasn’t cutting it.
The Case for Change
“It’s too complicated.” “I don’t have the IT resources to figure this out.” These were familiar refrains coming into SCC headquarters. In fact, management was noticing that many franchise owners were simply throwing up their hands, and not participating in marketing campaigns at all. For those franchisees who were participating in outreach efforts, HQ marketing staff had to go into each individual franchisee site and manually customize the content per location – and go in and take it down once a campaign was over (often late at night on the end date). Adding to these frustrations, SCC’s contacts at the existing CMS provider were not supportive – when they could be reached at all.