At Emma, we’ve had the opportunity to work with businesses of all kinds, from start-ups to internationally recognized brands. One of the common challenges we see come up over and over again, whether for universities, franchises, or other multi-location businesses, is the management of each location on both a detailed and big-picture scale. If this is something you face, there are a few things to keep in mind when it comes to managing multiple locations. .
From a branding and product perspective, you may have already established yourself, but this is where consistency will be key. While customers may already have a connection or perception of your business, your job is now to maintain this reputation and create consistency among multiple locations. While this may seem like a no-brainer, it’s often a lot more difficult than it looks. Anytime you add more members to your team or products to your shop, you have to work even harder to protect and communicate the core values your company began with.
You know the phrase “Too many cooks in the kitchen?”. It’s easy to assume this won’t happen to your organization and that everyone will stay on the same page, but the more physical distance that separates each employee or office, the more likely this is to occur.
Over the years, we’ve worked with hundreds of franchisees and multi-location companies and witnessed the challenges they face first-hand. When we realized there wasn’t a good all-in-one email marketing solution for location management, we decided to create it.
The problem: Distance creates miscommunication and brand inconsistency.
When your business grows, so do its needs. While you probably have all of the initial bases covered—like financials and employment needs, there are other not-so obvious tasks that are crucial to sustaining healthy marketing. As your number of locations increase, you’ll need to come up with a plan to ensure that each employee is empowered with the correct onboarding knowledge and marketing tools.
And like many of our customers, you’re a marketing team of one with the capacity to only be in one place at a time. So, how can you ensure each franchisee is onboarded correctly and set up for success? How do you communicate the importance of representing the company’s best interest? How can you maintain control of your overall brand while also giving creative freedom to each individual location?
The solution: One central command center to provide structure and marketing freedom for each location.
Is it too good to be true? No, Emma HQ is the email marketing platform created specifically for franchises looking to manage multiple locations. Emma HQ is a tiered email platform that includes a top-level account for corporate or marketing (or a department head), and then subaccounts for each individual location.
From the top-level account, you can create and send templates, lock branding and font styles, and review and approve each send to make sure all marketing communications are cohesive. It’s the only solution out there that allows each location the freedom to customize their emails without putting the corporate branding at risk.
What’s unique about our location management features
All of the Emma HQ features work together to make location management a problem of the past. Let’s highlight a few of our favorites:
The approvals dashboard: Before each email is sent, it’s delivered directly to the approvals dashboard (located within the top-level account) so you can quickly review and edit the content, comment to suggest changes, and quickly approve or deny the mailing.
Lock branding styles: With Emma HQ, you can easily share templates, set and lock brand colors, fonts, and more, making it easier to keep brand consistency across all communications being sent. Your locations will be empowered to send and grow, and you’ll never find an old logo in your emails again.
Analytics and reporting: See what’s happening across all sub-accounts and drill into individual sends with ease. The at-a-glance view of recent activity and results helps you identify which teams are nailing it (and which ones could use a little help).
How The Honey Baked Ham Co. Puts It To Work
The Honey Baked Ham Company is a food retailer with over 400 locations across the United States. Here’s what their digital content specialist Carl Dickerson had to say about their Emma HQ experience:
“The fact that our store managers are able to log into Emma and feel comfortable creating emails really means a lot. That, plus the approvals process have saved us a ton of time and keep the brand on point—which is crucial.”
Carl also mentioned he loves being able to manage all of his subaccounts under one corporate account, giving the local stores the ability to tailor some content to what’s been happening locally while still maintaining control over the brand experience.
The Honey Baked Ham Company team set up their Emma account so that everyone at the store level has editor permissions to create emails, but they can’t send without approval from corporate.
It’s a win-win for both employers and employees.
Any multi-location business, from universities to restaurants and franchises, can benefit from using Emma HQ. The location management features create freedom and empowerment for employees without losing brand control. It’s one simple tool that creates long-term relationships between customers and the brands they love. See how Emma HQ can work for you by requesting a live demo.
About the AuthorMore Content by Kaitlin Wernet