Update from Orange Canvas regarding COVID-19


When it comes to marketing for franchised businesses, one of the main challenges is to provide an efficient system for franchisees to undertake their own marketing, while sticking with the corporate script.

The answer to this problem is to use an automated system that allows marketing initiatives to be scaled up and down. Most franchise models will include a baseline program that can then be scaled up to suit the requirements of individual franchisees.

Storytelling is a fundamental human activity and promoting your business is essentially sharing your story with existing and potential customers. As a franchisor, you need to guide your promotional efforts to help your franchisees tell both your story and theirs.

The franchise model has lots of benefits. As a franchisor, you get to grow your business without having to fund the set-up of multiple branches or outlets. But there are some negatives, including a lack of control and consistency over your marketing assets due to there being so many individual business owners in the mix.

When it comes to marketing of individual franchisees it is really important to have consistency in all the aspects of your marketing program including logo use, messages, graphics, as well as the whole look and feel. But this shouldn’t deter you as a franchisor because it’s obviously beneficial to you to help your franchisees grow their businesses, which in turn will see an increased commitment back to the overall brand.

Orange Canvas recently worked with Western Sydney Airport to place their new corporate logo on a range of merchandise and apparel for the commencement of work on the new airport on 24 September. The new brand was also unveiled on this day.

All completed in-house with tight turnaround times, Orange Canvas applied sticker decals to safety helmets and keep cups, printed pull-up banners and embroidered the new brand on high-vis shirts.

One of the key components of the new world is marketing agility- the ability to quickly adapt or refocus efforts in response to changes in customer behaviour, market conditions, and business direction to benefit market share or share of wallet. It sounds simple, yet the means of achieving this agility are more complex.

The heart of marketing agility is about streamlining collaboration and efficiency while simultaneously fine-tuning performance and time optimisation.

Now you can deliver the personal touch to staff from Balcatta to Bundaberg, Backy Point to Black Springs. Orange Canvas can design, develop, print, pack and deliver directly any form of printed materials or merchandise and apparel to any place in Australia, New Zealand or the Pacific.

From our 2000 sqm warehouse based in Sydney’s South West with our multi-million dollar print facilities, Orange Canvas are here as your single point of contact you need and customer service reps to make sure your sales team, regardless of how remove, are being well served and your brand well represented

When someone decides to buy into a franchise, they aren’t just buying into the successful business model the company has established – they’re also buying into the support the franchisor puts behind marketing the brand. However, the challenge for any franchisor is maintaining the balance between growing brand awareness at the top level, delivering a great product that has a unique place in the market, all while supporting existing franchisees with their local area marketing.

The best franchise businesses understand they need to give marketing support at all three levels

  1. Brand building
  2. Differentiating their product in the market while continuing to drive product innovation
  3. All while supporting their existing franchisees with local area marketing funding or initiatives.

Local area marketing left to the franchise located in a capital city three states away can often fall flat as no- one knows the local area better than you, the franchisee. Left to the franchise, they may sponsor the Bears Soccer team in town, when we all know that it’s the Eagles who come into the store after every game and who are also sponsored by the local shopping centre you are located in.

But for the corporate franchisor to research and gain all this local knowledge is simply impossible which is why they need to empower local franchisees to run their own local campaigns. After all, local franchisee marketing is the real powerhouse for local franchisees.

Research has shown franchisees that take on the responsibility local area marketing platform do much better than those who assume franchise brand awareness campaigns are enough.

Here we spend 5 minutes with our print team to talk about the wide range of print solutions he brings to Orange Canvas customers.

What is your favourite thing to print?

My favourite thing to print would be something new -I basically like the unknown, learning the process and seeing how the job finishes up.

Most challenging solution

Each month we in-house print up to 3,000 magazines for Mary Kay called Applause. With a three-day turnaround time and at 32 pages long, the team pull together and work as a team to ensure the delivery date is met. This means working through the night, monitoring machines for any issues as on a three-day turnaround job we cannot afford any downtime.