In the midst of national lockdown, Pagefield was hired by home services franchise Fantastic Services to support the business’ recovery, following a fall in demand across the sector. Faced with a Covid-dominated news agenda and confusion over Government guidelines around domestic workers in the home, our goal was to boost awareness and demand for the company’s core services while also creating positive stories around the business’ franchise model to encourage entrepreneurs to become franchisees, organically growing the business.
To promote the company’s services, we developed a series of creative, topical, newsworthy stories – for example, linking Fantastic Services removals to the summer spike in house purchases, or pest control to the reopening of holiday accommodation. These angles were strengthened by mining the company’s job data and conducting consumer research. To complement this work, we also targeted national newspapers with comment pieces explaining the sector’s plight and the support it needed from Government. We also looked to generate franchise-focused coverage through securing high-value national entrepreneur interview slots, and by landing positive franchisee case studies in national, regional and business media.
Over an initial four-month period, we generated around 50 pieces of coverage with more than 20 in national media including the Daily Mail, Times, Mirror, Express, LBC, i and City AM. These ranged from light-hearted consumer pieces to interviews and op-eds from the company’s CEO Rune Sovndahl. The positive coverage played an important role in the uptick in demand for its core services, as the country eased out of initial lockdown. Fantastic Services also saw a significant increase in entrepreneurs buying franchises during this period, providing crucial building blocks for future growth.
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