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.
Communication is essential in any marketing effort, so the very first thing our Scorpion team did after partnering with Ballard Brands was to ask them about their vision for PJ’s Coffee. 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.
Keeping Visitors Engaged
Attracting the Right Franchisees
When it came to lead generation, David knew he had to focus on quality over quantity. He wasn’t interested in just getting more impressions for the website or increasing his volume of inquiries—he was more concerned about reaching the prospects that were the best fit for the brand and convincing them to apply.
To aid him in his effort, we helped David set up pay-per-click ad campaigns on Google and Bing to reach people actively looking for coffee franchising opportunities, which helped to attract more bottom-of-the-funnel leads. We also set up campaigns on Facebook and Instagram to reach targeted audiences and lead them to PJ’s Coffee’s franchise development website.
Working with a Trusted Adviser
Because Scorpion believes in being a strategic partner for our clients and not just a marketing vendor, we did more than just build PJ’s Coffee a new website and a few digital ads. We dove into the details with David each step of the way to help set PJ’s Coffee up for success.
“We view Scorpion as a part of our overall development team,” David said. “In the first six months, we set a goal to have weekly calls with our marketing manager. On the calls, they helped us break down data and gave recommendations for how we could improve our marketing strategy. Now, because we trust our marketing team so much, we’ve moved to biweekly meetings, but they’re still as hands-on with our campaign as ever.”
“We couldn’t have achieved this level of growth so quickly without a hands-on partner like Scorpion.” David Mesa Executive Vice President & Chief Development Officer, PJ's Coffee
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—with tremendous results, including a 57% year-over-year increase in new store openings and lower recruiting costs, consistently beating the industry average for cost per franchise deal by 10-12%!
David, we're so happy for the opportunity to work with PJ's Coffee, and we look forward to seeing even more growth!