Franchise Marketing Onboarding – Key Vocabulary

These flashcards capture key vocabulary from the Franchise Marketing onboarding sessions, covering roles, digital tools, metrics, and strategic concepts that franchise owners must master for successful local marketing.

Franchise Marketing Coach

A dedicated advisor who acts as the conduit between franchisees and the Z Marketing team, helping evaluate, plan, and adjust all marketing activities.

Z Marketing Team

Corporate marketing department that supplies strategy, creative assets, campaigns, vendor relations, and digital tools to franchisees.

Marketing Funnel

The three-stage customer path of Awareness, Consideration, and Action that guides marketing strategy and spend.

Awareness (Top of Funnel)

Marketing aimed at anyone in the market to build visibility—impression-based tactics like billboards, radio, or social reach campaigns.

Consideration (Mid-Funnel)

Efforts that educate prospects who may need a service but don’t yet know it—trigger-based ads, blogs, OTT, targeted social.

Action (Bottom of Funnel)

Highly targeted, competitive tactics that capture buyers actively seeking a solution—e.g., PPC, LSA, lead aggregators.

Flywheel

Marketing model that turns customers into promoters by attracting, engaging, delighting, and then leveraging their advocacy.

Digital Marketing

Online tactics such as Google Ads, SEO, social media, websites, and email used to reach and convert customers.

Traditional Marketing

Offline channels like direct mail, magazines, radio, and billboards used to reach local audiences.

Community Marketing

Grass-roots efforts—including social posts, reviews, events, sponsorships, and door hangers—focused on local engagement.

Google Business Profile (GBP)

Google listing that displays a business’s location, hours, reviews, and services; critical for local search visibility.

Search Engine Optimization (SEO)

The practice of improving a website and off-site signals so it ranks higher in organic search results.

Pay Per Click (PPC)

Advertising model where a business pays each time a user clicks its search ad; typical on Google Ads.

Local Service Ads (LSA/GLSA)

Google ads that charge per lead, show the Google Guarantee badge, and appear above regular PPC results.

Google Guarantee

Verification badge for LSAs indicating Google has vetted the business’s background and insurance.

Cost Per Click (CPC)

Metric showing the average amount paid for each ad click in a paid campaign.

Cost Per Lead (CPL)

Total ad spend divided by the number of leads generated; measures efficiency beyond clicks.

Return on Ad Spend (ROAS)

Revenue generated divided by advertising spend, indicating the profitability of a campaign.

Call to Action (CTA)

Explicit instruction in marketing that tells the audience the next step, such as ‘Call Now’ or ‘Book Online.’

Multichannel Marketing

Using multiple platforms—digital, traditional, and community—simultaneously to maximize touchpoints and conversions.

Tracking Numbers

Unique phone numbers assigned to specific campaigns to attribute and measure call leads accurately.

Yext

Listing-management software used to distribute and standardize business information across 25–50 online directories.

Scorpion CommSuite

Website chat and AI communication widget included in the monthly digital management fee.

Rallyo

Social-media management tool used by the corporate social team and franchisees to schedule posts.

Frontify

Brand asset portal where templates, creative files, and campaign calendars are stored for franchise use.

MySite Dashboard

Scorpion interface allowing owners to edit site images, staff bios, and review performance metrics.

Third-Party Lead Aggregator

External platforms like Angi, Thumbtack, or Yelp that sell leads to service providers.

Preferred Digital Agency

One of the six preapproved vendors (e.g., Scorpion, RevLocal, Hibu) a new franchisee must contract for digital services.

Campaign Calendar

Monthly schedule of brand-level promotions and assets that agencies can adopt for local use.

Marketing Budget Protection

The discipline of approving spend through the coach to ensure dollars align with overall strategy and ROI goals.

Become 10-Mile Famous

Guiding mantra to dominate awareness within roughly a 10-mile radius of the franchise location.

Customer Journey

End-to-end lifecycle from awareness through advocacy that informs retention and referral strategies.

Listings Management

Process of updating NAP (name, address, phone) and other data across online directories to aid SEO.

Backlink

An external website link pointing to your site; important for SEO authority.