The Client: Two national franchise-run restaurant groups, owned by one umbrella company.
The Challenge: The two restaurant brands were in two different clunky email platforms that no longer fit their needs and their robust data potential. As the two were considering a change, they decided to select the same new email and mobile marketing platform together.
The Solution: They hired Jessica (BetterAve Chief Strategist) to lead discovery on what their marketing potential could be with the robust 1st party data they had in their data lake. She co-authored the RFP (request for proposal) for vendors, recommended which marketing platforms should be invited to participate, and moderated the demos to ask questions about functionality that was important to each brand, often asking questions that seemed to have obvious answers but pointed out missing features in top contenders’ platforms.
The Goods: Jessica supported the client in their decision and then came back in during implementation and migration (working with a 3rd party implementation partner) to help prioritize the right functionality to support the strategic needs of each brand.
The Outcome: In the first 3 months of implementation, Jess changed the functional trajectory of the build to ensure the client wouldn’t lose any high-priority functionality. Both clients have grown their active customer databases by 50% in the 2 years since migration and have activated 3 new automated journeys in the new platform that wouldn’t have been possible in either of their legacy platforms.