CleanX: Building and Growing a Franchise, Branch by Branch

Meet CleanX:
The Deep Cleaning Experts

CleanX is a dynamic and rapidly expanding cleaning franchise business, born in Bacolod and now proudly serving communities through approximately 10 branches across the country. They offer a wide array of standard and specialized cleaning services for homes and establishments, while providing good career opportunities, and advocating eco-friendly products, especially those that are proudly Philippine-made.

The Challenge: Demystifying Digital Marketing for a Growing Franchise Network

In late 2020, the founders of CleanX were at a pivotal moment. Inspired by a keynote talk on “Social Media Tools for Business Growth” delivered by our founder, Gretchen Veran at the Feast Conference, they reached out to us with so much excitement and said: “We have worked with several digital marketing agencies and consultants, but I think you’ve explained digital marketing in the simplest and most clear way to me during your FeastCon class!”

This encapsulated their core challenge: as a fast-growing franchise with around 10 branches, they needed a partner who could cut through the jargon and provide clear, actionable digital marketing strategies. They required a cohesive approach to empower their individual franchisees, enhance their collective online visibility, streamline customer onboarding, and effectively manage local marketing for each branch—all without an in-house senior marketing director.

Our Solution:
Combining Strategic Consulting, Tailored Training and Systems Optimization for CleanX

Our engagement with CleanX kicked off with an intensive 3-month consulting period, which quickly demonstrated value and evolved into a lasting partnership. GSB delivered a holistic suite of solutions designed to empower their entire franchise network:

Customized Franchisee Training Program (5 Core Sessions)

We crafted and delivered a highly practical, tailor-fit workshop series to equip all CleanX franchisees with immediately applicable digital marketing skills:

- - Session 1: Strategic Customer Journey Mapping: Deep diving into how CleanX clients discover, engage with, and choose their services online.
  - Session 2: Running Effective Facebook Ads: Hands-on guidance for creating targeted and efficient advertising campaigns on Meta platforms.
  - Session 3: Google My Business (GMB) & Google Ads Best Practices: Mastering local search optimization through GMB and leveraging Google Ads effectively.
  - Session 4: Drawing Business Intelligence from Data Analytics: Teaching franchisees how to understand key metrics and use data for smarter, informed decisions.
  - Session 5: Personalized 1-on-1 Coaching & Strategy Clinics: Dedicated sessions with each branch owner to address their unique local market challenges, refine strategies, and answer specific questions.

Comprehensive Online Customer Journey Mapping

We collaborated with CleanX leadership to map out their entire digital customer journey, from initial discovery via search engines or social media, through lead capture and nurturing, right up to client retention and fostering advocacy through online reviews.

CRM Provider Search & Consultation

Understanding their need for streamlined customer experience across all branches, we assisted CleanX in the crucial process of identifying and searching for a fitting Customer Relationship Management (CRM) provider.

Google My Business (GMB) Optimization for All Branches

We carefully set up and optimized Google My Business profiles for every CleanX branch, significantly boosting their local search performance, visibility, and direct inquiries.

Ongoing Support & Adaptive Refresher Training

Recognizing the dynamic nature of digital marketing, CleanX re-engaged our training services in mid-2024. This vital refresher program was designed to bring all branches up to speed with the latest algorithms and best practices for Meta advertising and Google search, ensuring their continued competitiveness and effectiveness.

The Results: A Franchise Network Empowered for Sustainable Growth

Our multi-faceted, ongoing partnership with CleanX has equipped their franchise network with the strategic clarity, practical tools, and up-to-date knowledge essential for significant and sustained success in the competitive Philippine market:

Immediate Impact & Return-on-adspend through Actual Bookings

The CleanX founder was immediately impressed with the tangible results their main branch achieved shortly after applying learnings from our initial training series, even sharing that there was a period where they had to pause their advertising campaigns because their schedule became completely booked out!

Empowered & Skilled Franchisees Nationwide

Franchisees across their approximately 10 branches gained practical, actionable skills in digital marketing, enabling them to more effectively attract, engage, and retain local customers in their respective service areas.

Streamlined Customer Onboarding & Enhanced Experience

Through meticulous customer journey mapping and proactive CRM consultation, CleanX has been able to implement more cohesive and professional processes for managing client interactions from initial inquiry to service completion and follow-up.

Optimized Local Search Visibility & Increased Inquiries

Strategic setup and ongoing optimization of Google My Business profiles have significantly improved the discoverability of individual CleanX branches in their local markets, leading to more direct calls and website visits.

Adaptability & Future-Readiness in a Changing Digital Landscape

The repeat engagement for refresher training in mid-2024 underscores CleanX's commitment to staying ahead of the curve and our ability to provide relevant, up-to-date expertise on evolving digital marketing algorithms and tactics.

Deep, Enduring Trust & A Valued Partnership

CleanX’s decision to re-engage our services multiple times since our initial collaboration in late 2020 stands as a powerful testament to the quality of service, the clarity of guidance, and the impactful results consistently delivered by our founder Ms. Gretchen Veran and the GSB team. They continue to trust us as their dedicated partner for 'smarter and better' digital marketing strategy and franchisee empowerment.

Customer reviews

Partnership Highlights

Our collaboration with CleanX, a rapidly expanding Filipino cleaning franchise, began with a clear explanation of digital marketing that resonated deeply. It has since evolved into a multi-year partnership focused on empowering their ~10 franchisees and streamlining their growth. Here’s a snapshot:

1. Delivered a custom 5-session digital marketing training series

2. Guided CleanX in meticulously mapping their online customer journey

3. Successfully set up and optimized Google My Business profiles

4. Achieved impressive initial results and client satisfaction

5. Built an enduring partnership based on results and trust