Presented at the Franchise Marketing Forum 2012.

Agenda

Set the scene Explore need for brand refresh Planning for change Importance of franchisee buy-in Logistics of changeover Results achieved

Set the scene

1983Launched in New Zealand

1984Commenced franchising

1993Launched in Australia

2012 Australia

2012 Global

Our

sto

ry

Australia, New Zealand, Ireland, Northern Ireland & South Africa

63 Regional FranchiseesOver 1,200 Courier Franchisees

25 Regional FranchiseesOver 700 Courier Franchisees

Our service Low cost courier service Timetabled pick up & delivery Pre-paid labels & satchels No fuel surcharges No hidden fees No re-delivery fees Online track & trace of parcel Online proof of delivery signature Up to $1,500 cover included Courier Franchisee owner operator Local expertise Nationwide service

The opportunityOnline sales were forecast

to almost double to $33 billion by 2015

Increase sales from online sector

from 6% to 30%

Strategy

Become the leading courier service provider to

the online retail industry

Become more

customer-centric

Explore the need for a brand refresh

I rely on my courier as an extension of my business

The ‘last mile’ is

critical to my

business success

I want transparency on shipping costs

I need expert advice

Reliable, cost-effective parcel delivery

I want ‘friendly’ service

backed by latest technology

I need a more

convenient, cost-effective way to do business

Customers

business

The logo was still the original one penned by the

company’s founder 29 years earlier

Cluttered images, mixed messages, lack of cut through

Bridge the distance between

who we are and

who we

want to be

The Fastway brand would need to

evolveif we were to be

successful

“The brand revitalisation

was essentially the catalyst for change within

Fastway”

Position Fastway as contemporary brand,

great place to work & a business to be proud of

Planningfor change

Marketing program goals

1. Enlist buy-in from franchisees

2. Minimise cost to individual franchisees

3. Minimise disruption to franchise partners and business

4. Foster customer-centric focus

5. Develop more relevant communications

6. Create more effective brand in online channels

7. Change brand perception

8. Increase franchise enquiries

9. Drive sales growth

10.Lead global change

“No part of the company’s image

would be left untouched”

Planning

Briefing & development

Researching

Obtaining approval

Processes

“89% of franchise partners polled said that a strong brand

was of very high importance in their purchasing decision”

Stakeholders surveyed = current & potential franchisees, current & potential customers, staff, franchise recruiters &

suppliers.Feedback = brand to be more contemporary & less

confusing

Obtaining approvalObtaining approval

February 2011Board approval

Agency briefing

October 2010 - 1st concepts

Testing & refining

Briefing & development

Apr Jun Nov Feb Jun

Process = Project Fastway12 to 18

months to complete

Importance of buy-in

Securing buy-in

• Bringing everyone on board• Buy-in from franchise partners critical

– Sharing strategy– Management visiting depots– Outlining roadmap– “What’s in it for me?”– Utilising new intranet channel– Constant updates on new material

“Clear & consistent

messaging”

Internal launch• Regional Franchisee conference soft

launch - March 2011• Explain - business opportunity, need

for change & the big ‘reveal’• Brand book

The friendly courier experts

Face to face with over 700 Courier Franchisees!

45 road shows

across Australia45 road shows

across Australia

Sell concept to ‘delight the customer at the door’

Sell concept to ‘delight the customer at the door’

Reliable

Personal

Friendly

Down-to-earth

Modern

Honest

Helpful

Brand personality

The friendly courier experts

Across the board acceptance of

brand kit valued at $1,200

Internal launch – Courier Franchisees

• Fast & effective way to communicate with Regional Franchisees & Courier Franchisees alike

• Better means of driving engagement

Message from

Global MD

Instructions on how to remove van decals

New ways of communicating

The latest from

Fastway

August 2011 conference

Internal newsletter

• Regular updates via Weekly Support Pack email to Regional Franchisees and Franchise Support Office team

• FAC meetings• Informal feedback via email and phone from all areas!• Follow up feedback from Regional Franchisee team

meetings with Courier Franchisees• Franchise Business Managers field visits• Franchise Support Office team field visits • Weekly Work in Progress meetings with the marketing team• Regular meetings with suppliers

Monitoring our progress

“So fresh, I can’t wait to see it in my business.”

“Looks fantastic .”

“Awesome. Love it. Love it.”

“I love it ... you’ve done such a great job.”

“So simple and so effective.”

“A great investment.”

“It looks so cool.”

“Well done. It looks amazing.”

“ Very exciting.”

Feedback from franchise partners

Logistics of changeoverBusiness as usual

Brand audit

Courier vans & depot signage

Uniforms

Office stationery

Marketing material

Office & depot environment

Satchels & labels

Website & digital

Suppliers & PR

Guidelines & photo library

Recruitment & training

Trade shows

Corporate comms & sales

Van rebrand

• Van decal kit• Full van decal installation • 5 x polo shirts• 1 x cap• 1 x pair shorts • 5 x pairs socks• 1 x safety vest• 100 x new flyers• 1 x new ID card• 1 x new business stamp• 1 x free sports bag

$1,200 value=

$600 +GST

Courier Franchisee brand kit

Signage

Stationery

Website & public launch

Embrace technology

New marketing material

Recruitment

Recruitment

Sales presenter

Expo & Trade stands

Our brand voiceHow we enact our brand

Results achieved

Increased coverage

Promoting our brand

Media = BRW, Franchise Business.com.au, Inside Retailing, Post&Parcel, Franchise News & more

Social media = +27%

Online traffic = +32%

+27% in social media engagement

Online support

Online traffic +32%

Franchisees say…

Feedback

Helps us to

stand out

It’s a fresh new look

Makes them

feel proudPositions them

as part of a

BIG

organisation

Customers describe the new look as…

Feedback

Contemporary

More capable

Easier to identify

Clearly

communicates the business

Fastway is in

More

sophisticated

Staff believe…

Feedback

The brand looks and feels more

grown upThe new look is easier to work with and works well

across new media

Makes Fastway stand out as a

serious player

• Enlist buy-in from franchisees All Regional & Courier Franchisees supported program - purchased

brand kits, depots re-signed, vans rebranded & 100% compliance

• Minimise cost to individual franchisees Brand kit supplied - $1,200 value, paid $600 @ $50 p/w x 12 weeks

• Minimise disruption to franchise partners and business No time out - road shows @ 6am and van re-branding overnight

• Foster customer-centric focus All activities and comms focussed on goal to ‘delight the customer at

the door’- reinforced at conferences, depot visits & presentations

• Develop more relevant communications New collateral - customer focus through consultation with relevant

stakeholders. Increase in use of marketing collateral & sales growth

Marketing program goals & results

• Create more effective brand in online channels 40% more leads at PeSA 2012, online customers approaching

Fastway directly

• Change brand perception Rise in customer enquiries, focus off price and on couriers

reliability & our technology offering to online customers

• Increase franchise enquiries = +70% in 1st six weeks & ongoing high level of enquiries plus

decline in territories for sale

• Drive sales growth = +15% sales growth & still strong

• Lead global change = Roll out rebrand to NZ & Ireland

Marketing program goals & results

Share your success stories!

o Opportunity for ongoing PR• Media releases, courier Intranet & blogs

o Source contributions• Reached a major milestone? • Experienced solid growth?

o Talk to franchise partners• Heart strings, healthy living & saving

money

o Tell us your news!

Maintain the momentum

• Regional Franchisee support needed to facilitate roll-out– Busy running their business– Benefit in appointing ‘Brand Ambassador’

• Manage franchisee expectations– ‘Old’ & ‘new’ - side by side, rebrand over 12 to 18 months

– Franchisees impatient to see something

– Challenge maintaining momentum

• Suppliers must be held accountable– Document & agree on deliverables

• All branded items – Uniforms, stationery & marketing collateral– Minimise $ risk in transition from old to new

Considerations

“ “

Thanks for viewing!

Tickets for November’s Franchise Marketing Forum 2014 are available at

http://www.franchise.edu.au/home/shop/event/franchise-marketing-forum