Advertising Center

Advertising center professionals are separated into six disciplines, so franchisees have access to the expertise that results from specialization. These disciplines include traditional advertising, direct mail advertising, alternative advertising, public relations, lead generation and location analysis. Traditional Advertising The traditional advertising professionals coordinate media buys, assist in the research and development of new advertising pieces and coordinate radio, television, billboard and print advertising.

The traditional advertising professionals currently work with two advertising agencies, Brush Art of Downs, Kansas and Seraphein Beyn of Sacramento , California . These agencies assist the advertising center with the development of advertising materials, media buys, and media research, analysis and planning. Direct Mail Advertising The direct mail advertising professionals specialize in mailing list acquisition and management, and scheduling of direct mail printing and processing. The direct mail advertising professionals generally use the advertising center's print shop for printing and processing of direct mail and the traditional advertising professionals are typically responsible for the development of new advertising pieces.

The direct mail advertising professionals use AccuZIP software for validation of mailing lists and typically purchase mailing addresses in large quantities from suppliers such as Polk. These professionals have developed an expertise in sorting and validating mailing lists to get maximum advertising effect for minimum postage costs. Alternative Advertising The alternative advertising professionals specialize in yellow pages advertising. These professionals are also responsible for experimenting with other means of advertising such as flyers, door hangers, event sponsorships and promotional gimmicks. The alternative advertising professionals have a long-term relationship with Christenson, Barclay & Shaw, a consulting firm that provides valuable research of yellow pages advertising and negotiates significant discounts from publishers.

CB&S research includes ranking reports, directory classification and mapping of coverage areas. CB&S also provides specific directory recommendations and access to graphic designers specializing in yellow page ads. Additionally, CB&S has negotiated significant advertising discounts for franchisees with yellow page directories, including SBC, Bellsouth, Yellow Book and DEX Quest. Another benefit of working with CB&S is access to the measurement of results from yellow pages advertising using standard call, remote call forwarding and phantom numbers. CB&S provides sourcing and customer service data such as time of call, missed calls, rings to answer, identification of caller and length of call. This data can be analyzed to identify peak calling times, record caller addresses for follow up mailings and develop socio-economic profiles of callers.