Constant Contact

House of Colour

CEO Marcus King describes how partnering with Constant Contact has helped House of Colour drive success across the globe.

For House of Colour, such explosive and far-reaching growth has presented challenges, like maintaining brand fidelity across borders and hundreds of franchisees, helping to nurture customer relationships at a massive scale, and providing franchisees with the tools and content they need to succeed.

The House of Colour team knew they needed to find a digital marketing partner that would help add value to their franchisee offering and improve the consistency of marketing across their global brand. After evaluating a number of different systems, they identified several key must-haves:

• The ability to create and distribute email templates to franchisees
• Brand protection and consistency
• Template personalisation at the franchisee level
• A franchisor-supportive vendor that could help drive adoption

Solutions

Bolstered by this collaborative partnership, House of Colour made Constant Contact their official email platform, providing it to each franchisee as part of their engagement with House of Colour.

Utilising franchise-specific features in Constant Contact, like branded templates and content control, nested account management, and a global analytics dashboard, House of Colour provides templates that protect their brand while ensuring their franchisees can personalise to their specific audience and location.

Additionally, the controls available to House of Colour allow them to organise their accounts and administrative access according to region, with ata-glance analytics oversight that allows the House of Colour team to see areas of success and help guide and teach the franchisees with data-backed best practices.

Results

As House of Colour worked to implement Constant Contact for each of its franchisees, they had their eyes on several desired outcomes: franchisee adoption of the tool, franchisee satisfaction, and brand stability.

As franchisees began using the tool, Marcus and his team were happy to see that the digital marketing tool they had used for nearly 15 years was working for their style consultants, as well: “All the feedback we’ve had has been positive,” says Marcus. “Ranging from people who’ve used other systems quite heavily to people who’ve never used any system at all.”

The positive reception goes hand-in-hand with increased adoption and usage; over a 12-month period, across all franchisees, House of Colour has achieved:

• 3x growth in franchisee adoption
• More than 28x more email campaigns
• 46.3% growth in email contacts

In addition to the success they’ve already seen just post-implementation, House of Colour is counting on Constant Contact to help it achieve its long-term goals, as well. As Marcus optimistically puts it, “We’ve got a target of having 500 franchisees within 18 months… and we’re looking to double that again within three years. Constant Contact is certainly going to help with that process.”