ComputerXplorers
Every brand wants to build credibility with its target audience. For ComputerXplorers, which delivers specialist computer skills for kids, building trust is the keystone of their business’ success.
In our latest conversation with franchise leaders sharing knowledge and inspiration from across our community, we talk to ComputerXplorers Head of Marketing Siobhan Percy about how empowering local units drives sustainable long-term growth.
Why investing locally drives growth across markets
More than building trust, it’s about building a human-centric, personality-driven brand that parents and schools can connect to - and trust their children with. Investing heavily in giving local units the tools they need to build those relationships through marketing is at the core of ComputerXplorers’ strategy for scaling trust in its business across the franchise network.
So how do you scale the personality of a brand with sincerity?
“It's about building trust and showcasing our unique approach to coding education for children,” says Siobhan.
Siobhan Percy
Head of Marketing of ComputerXplorers
“Clearly, when offering training to kids there is a big element of trust that needs to be established. We like to showcase our personality and help parents trust us to educate their children in the best possible way.”
She believes the biggest role of local marketing is promoting that personality on the ground.
That the power of the franchise lies in empowering each unit to build brand, personality and trust with parents and schools at a local level.
In practice, the nature of franchise businesses means this is complex.
One challenge is that, across 32 franchise units, most are run by professionals from teaching, computing, and IT backgrounds. Many understandably start out with little or no marketing experience.
Another challenge is simply franchisees’ time constraints.
Invest heavily in helping local franchisees succeed
ComputerXplorers approach is to invest heavily in giving local units the tools they need to thrive with local marketing.
“We support franchisees with user-friendly tools, regular communication via WhatsApp groups, monthly conferences and accessible, on-brand content.”
Communicating the value of investing in marketing is critical, since many don’t want to spend budget on this.
The team provides data and insights from their back office to support local social media efforts.
“We help them understand their data and have an understanding of analytics.”
It’s all about empowering franchisees.
Power of local
While there is great power in driving brand consistency across a franchise, Siobhan believes there is also an opportunity to leverage the power of local differentiation.
“We look to our franchisees for inspiration, understanding the competitive landscape and learning from their successes and challenges.”
At the same time they invest heavily in providing the tools, frameworks and guides to help local franchises flourish, they also spend time truly understanding what local marketing’s role in each franchise unit is.
That includes strategies for recruiting and training staff such as teachers.
Why is it worth it?
“Local marketing is the key for success of our franchisees,” says ComputerXplorers CEO Stuart Harley.
Stuart Harley
CEO & Franchisor of ComputerXplorers
“We can run National brand campaigns but what really makes a difference is when they are in the schools and the local communities working with children on the ground.”
