Franchise New Zealand was originally a print magazine, with a website being added in 1997. As the website became a bigger part of their marketing they realised they were missing a trick as people would visit once and not return or, if they did, not return as frequently as Franchise New Zealand would like. The website was not being seen as an ongoing news source as well as an archive of knowledge. In a changing media environment, it was important to the continued success of Franchise New Zealand that it be positioned as a living source of information.
Franchise New Zealand had only originally started doing an email newsletter to clients in 2005. Over time, they added other interested parties to the database and soon found that sending it out themselves was no longer practical as the newsletter was not getting delivered to a lot of people – either due to a high email bounce rate or being blocked by spam filters.
They recognised that there was an opportunity to make everything they did work better and as a small organisation they are proud of their record of punching above their weight. The key challenge was how to grow their database and their website traffic and to effectively leverage both communication channels.