Marketing Manager for FranCoach
Ashley Shipley
Project Overview
Ashley of A Peak Marketing provides ongoing marketing services to FranCoach. The scope of the project consists of email marketing and social media marketing as well as HubSpot and MailChimp management.
Project Start: November 2021
Project End: Ongoing
Project Highlights include:
Conduct an email marketing content audit
Redesign marketing email templates
Create the social media strategy, plan and create social media content for LinkedIn, Instagram, Twitter, and Facebook
Social media account management and engagement
Promote the weekly podcast
Provide ongoing HubSpot support for the Marketing, Sales, and CRM Hubs
Key Successes
80%+ LinkedIn Follower Growth in the Last 90 Days
20-30%+ Email Open Rates for Podcast Promotion
78%+ Instagram Accounts Engaged in the Last 90 Days
About the Client
A Peak Marketing works with two separate entities under the FranCoach umbrella—FranCoach and The Franchising 101 Podcast. In addition to these, FranCoach recently launched Franchising News, however, I do not manage this new site or its content.
FranCoach
FranCoach is a national search firm dedicated to helping the first-time business owner as well as the seasoned entrepreneur find the perfect business opportunity. They're partnered with over 600 franchisors in nearly 70 industries, which helps them find their clients the best franchise to own.
The Franchising 101 Podcast
FranCoach Founder & CEO Tim Parmeter hosts a weekly podcast with the goal of keeping listeners informed on all things franchise ownership and helping them discover if franchisor ownership is right for them.
"We hired Ashley over a year ago to help with some changes and updates we needed done with our HubSpot platform. To say she exceeded expectations would be an understatement. Everything we needed she did...and did flawlessly. Ashley was also able to see other gaps and opportunities for improvement. She was able to quickly provide solutions and get them implemented. In short, Ashley has been an amazing resource for our business!" - Tim Parmeter, FranCoach's CEO & Founder
The Problem
The FranCoach Team lacked the internal resources needed for many of their marketing-related functions and sought support from an expert.
FranCoach initially needed an email content audit and redesign of their HubSpot email templates. The previous templates were not up-to-par with the owner's expectations. Plus the owner had no idea if the content was resonating, if there were grammatical errors, or if the links worked properly and needed someone to audit and update accordingly.
After completion of the initial email marketing audit, and with little resources on the team, FranCoach needed ongoing HubSpot support for all of its marketing efforts.
At this time, I became the weekly podcast promotion manager (social media posts and marketing emails) as well as assisting with ad-hoc HubSpot requests to look into things that weren't working, set up new email automation workflows, add blogs to the website, send press release marketing emails, and more.
Several months into ongoing support, plus being unhappy with the former social media manager's content, FranCoach asked me to take over to revitalize the strategy and produce engaging content.
The Solution
Marketing Email Content Audit & Template Redesign
For the content audit, I reviewed all automated emails used in active workflows for content improvement and accuracy—and updated each email accordingly.
During the marketing email template redesign, I provided multiple options that were more modern, user-friendly, and optimized for all devices—then applied the new design to all regular and automated emails.
Weekly Podcast Promotion
As the weekly podcast is recorded and broadcast on all popular podcast streaming services, I am responsible for promoting the latest episode to the contacts in their HubSpot and MailChimp marketing email databases, as well as sharing the news on social media.
In addition, I turn segments of each podcast into short videos to use as social posts promoting various aspects of their offerings.
Social Media Marketing
When I first took over as social media manager, the owner only wanted me to post one post per week in addition to the weekly podcast promotion posts to break up the content.
After weeks of posting in this fashion, the owner's unhappiness with how the social feed looked—and per my recommendation to implement a comprehensive strategy—the owner asked me to create and execute a social media content strategy.
Now, we are working on incorporating a follower growth and engagement strategy.
Ongoing HubSpot Manager
With limited internal resources to manage marketing and sales in HubSpot, I stepped in as HubSpot marketing manager to create workflows, send marketing emails, set up reports, and look into and fix issues as they arise.
With the introduction of the Franchising News site, I am also adding their press releases to the blog and sharing the press release via email to contacts in their HubSpot and MailChimp databases.
Work Samples:
LinkedIn Posts:
Instagram Posts:
Twitter Posts:
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Posted May 10, 2023
Ongoing HubSpot marketing and sales support, social media strategy and execution, weekly podcast promotion, and email marketing management
