Case Study - Russo's NY Pizza
How Russo’s New York Pizzeria used DigiSphere Marketing’s Corporate Franchise Marketing System to enhance their online presence and increased traffic and conversions for the Brand Development, and each Franchisee’s direct sales.
Overview
Russo’s New York Pizzeria was looking to enhance both the look as well as the conversion rate of their corporate and franchise websites. In addition, they wanted to provide a more comprehensive digital offering to their Franchisees and engaged DigiSphere as their agency of record to create a comprehensive franchisee marketing package for their Franchisees to have access to. They also wanted to offer better free resources to their Franchisees digitally.
The first step was to come provide a better architecture and visual online presence for their Corporate and Franchise sites. The Corporate site needed to provide much better interfaces for finding Franchise Locations and helping those locations convert more sales when found. The Franchise site needed to tell the store faster and increase conversions of new potential Franchisees. Some of the challenges we had to solve included:
- Revamping the locations finder for domestic and international franchise locations
- Giving Franchisees a better digital presence that converts more direct sales and directions from the main corporate site
- Providing a better architecture and site layout/design on the Franchise site to be more concise, and direct, and increase franchising lead conversions.
- Implementing Schema Markup throughout the sites as well as marking up FAQ pages.
- Better Organic results from on-page and off-page optimization strategy implementation.
- Better GTM, and GA Implementation to refine is being reported on so the company can make better business decisions and have more visibility down to the Franchise store level.
- Providing a corporate marketing program that works for all Franchisees to increase their online presence and increase sales.
With the launch of the redesigned Corporate and Franchise sites, the client was able to realize better control, better branding consistency, and better business decision-making with the assistance of better data, and provided a comprehensive marketing solution to all of its Franchise locations.
DigiSphere is able to interface with the entire range of Russo’s team members internally from operations to their internal social and marketing employees to present a more well-thought-out and comprehensive marketing strategy across the entire global brand.
Approach
Analysis and Recommendations: with pros and cons of all recommended web platforms were done. We also strategized on the new site architecture and how to build a platform that the company can grow and scale better over time.
Improved Organic and Paid Strategies: With a new site with improved architecture we were able to structure better-performing organic and paid search campaigns which yielded better ROI on all efforts put forth.
Beyond Mobile: In addition to enhancing mobile speed and performance with the same front-end look and feel, the implementation of Schema on products and FAQ pages enhanced the organic results and exposure of the client in organic searches.
Tracking: The implementation of customized GA4 tracking allowed for a better understanding of direct sales and led to new ways to optimize beyond the original design for better conversion rates on direct sales of the site, and informed future business decisions of the company as a whole.
Results
- 10% Organic Increase in Traffic
- 100% franchise direct sales increase
- 30% more franchisee searches
- 5% franchise lead increase
Conclusion
As a Corporate Franchise marketing expert, DigiSphere Marketing was able to achieve the goal of the client by enhancing the online and online branding of the company. Core metrics were improved upon which led to better ROI on all digital marketing dollars spent. Franchisees received a more comprehensive online presence and increased online sales from the corporate site.
DigiSPhere Marketing has combined marketing, design, and technical knowledge to help companies like Russo’s New York Pizzeria see marketing and business success through hard work, clear communication, and comprehensive robust engagement of many disparate departments from the client side and from our agency’s side.
