During 2006, Brooke Franchise Corporation recognized the need to place more emphasis
on its brand to help franchisees gain recognition in their communities. Because of that need,
Brooke’s advertising center created a logo center group to focus resources exclusively on
materials and projects that are more brand oriented and do not have an easily measurable
ROI value such as traditional advertising campaigns like direct mail or yellow pages.
 The logo center professionals concentrate on working with national vendors to identify
products such as signage, clothing and promotional items that help build the brand, and
negotiate with those vendors to provide franchisees quality products at costs significantly
lower than what might be incurred through individual purchases.
More than 10,000 supply orders are processed and shipped each year from the 25,000
square foot advertising center, with the number of orders constantly increasing. The logo
center’s vast selection of in-stock Brooke merchandise, clothing and supplies provides
franchisees with yet another way of promoting and building the Brooke brand at a reduced
cost. It also allows them to utilize significant economies of scale, which gives franchisees a
competitive edge over their competition.
Significant discounts are negotiated by the logo center professionals in addition to the reinvestment
of revenues from insurance company profit sharing and other corporate resources,
allowing franchisees to benefit from promotional items priced 10 to 60 percent below
wholesale.
The logo center also offers a price matching program for promotional products offered
by vendors outside of the advertising center’s network that are of similar quality to those
provided through the logo center. This allows the logo center to remain competitive with
outside vendors while, at the same time, maintaining the quality and integrity of the Brooke
brand. Because of the logo center’s buying strategies, cost sharing and warehousing
capabilities, franchisees benefit from low minimum order requirements and large product
discounts.
One of the logo center’s primary duties is to work with its network of vendors to provide
quality merchandise, clothing and supplies for franchisees, and develop new Brooke branded
items to introduce and familiarize the brand in their communities. Many items purchased
through the logo center can be customized to contain the franchisee’s agency and contact
information, which helps convey to consumers that Brooke franchisees are members of their
community first, and not just another large corporation.
Additionally, the logo center assists in facilitating Brooke’s mobile logo program. This unique
program provides franchisees who qualify access to a vehicle “wrapped” in Brooke logos
to use as another means of promoting the Brooke brand in their community. The wrapping
is done by the advertising center’s print shop staff, which ensures each vehicle meets the
company’s branding guidelines.
The logo center is constantly working to develop progressive ventures that increase brand
visibility in franchisees’ communities, such as a team logo program and other sponsorship
programs which allow franchisees to support events and organizations in their communities. |
The advertising center’s open floor plan also allows
for the display of outdoor signage, wrapped cars and
other advertising and marketing tools. Additionally, the square footage of the facility provides storage
room for advertising materials and logo merchandise,
which gives franchisees the benefits of volume
discounts and immediate shipping.
tool. The studio is fully equipped with professional video cameras, lighting
equipment, production computers and software, and
was also designed to be sound proof and lighting
friendly. The studio staff utilizes professional software
such as Adobe Premier Pro, Adobe After Effects,
Adobe Audition and Adobe Encore DVD.