Founded in New Orleans in 1978, PJ’s Coffee is known for its premium coffee products and decades of excellent service marked by Southern hospitality. In 2008, it was purchased by Ballard Brands, who saw the immense potential in the product, brand, and service. All that was needed was a solid growth strategy.Ballard Brands hired a new Executive Vice President and Chief Development Officer, David Mesa, to lead the charge. To start, David refreshed PJ’s Coffee branding and worked Ballard Brands’ internal networks to generate interest from potential franchisees. But David knew that would only take PJ’s Coffee so far—the next step was to refine the process for attracting franchisees from the Internet. Realizing he needed more support for this endeavor, David hired Scorpion for the job.
Because we know communication is essential in any marketing effort, the very first thing our Scorpion team did after partnering with Ballard Brands was to ask them about their vision for PJ’s Coffee. “Right from the outset, Scorpion asked us about our goals and how we measure success,” David said. “For us, success is not about impressions or inquiries, but qualified leads.” Next, we worked closely with David and his team to create a digital presence that would help them attract more serious inquiries from people looking to open a PJ’s Coffee location.
Keeping Visitors Engaged
Attracting the Right Franchisees
Working with a Trusted Adviser
By consolidating marketing efforts and relying on Scorpion to properly manage, track, measure, and report on their campaigns, Ballard Brands has capitalized on the buying power and expertise of a single partner. According to David:
“Scorpion’s service is phenomenal. Ever since we started working with them, we’ve been able to maximize our recruitment efforts, and we’ve seen a consistent positive return on investment. We couldn’t have achieved this level of growth so quickly without a hands-on partner like Scorpion.”
David, we're so happy for the opportunity to work with PJ's Coffee, and we look forward to seeing the brand grow even more in the future!