Leadership role · Franchise, medical equipment · 2017
101 Mobility
A $50M+ franchise network with 65+ locations and a paid program that was not pulling its weight.
$5.3Mrecord single-month franchise sales
$250K+annualized savings
$1M+annual PPC program rebuilt
$5.3Mrecord single-month franchise sales
$250K+annualized savings
$1M+annual PPC program rebuilt
- Role
- Marketing Director
- Years
- 2017
- Industry
- Franchise, medical equipment
- Capabilities
- Paid searchFranchise marketingVendor consolidationOmnichannel
Challenge
An expensive paid search program and a sprawl of vendors across a fast-growing franchise system serving the U.S., Puerto Rico and Canada.
What I did
- Overhauled the $1M+ annual PPC program for exposure and conversion.
- Consolidated franchisee ad spend into a multi-national campaign with optimized landing pages.
- Reduced external vendor dependence and optimized internal marketing systems.
- Led a five-person team across email, PPC, print, video, social and national tradeshows.
What changed
- Contributed to a record $5.3M single-month franchise sales result.
- Delivered more than $250,000 in annualized savings.
On YouTube
The product film that still leads the channel.
Published in November 2017, the Lifton Home Lift piece remains the most-watched video on the 101 Mobility corporate channel.
From the people there
Innovative and creative are the first things that come to mind. Nick can definitely put whatever team he's on at a huge advantage over their competition.
The IRMO Playbook
101 Mobility ran the same four moves every engagement does: identify the gap, roadmap the fix, market, then optimize and hand off.
IIdentifyRRoadmapMMarketOOptimize
How it works Next step
Franchisor with a national program that the network does not trust yet?
Send a note No pitch deck. A reply within one business day.
