Like any successful franchise system, PRA has perfected three primary areas, which are critical to the franchisees ability to get and keep clients, as follows:
1. MARKETING PROGRAMS
On-line marketing and program manager database. Access instantaneously, by remote on-line computer from any franchisee office, the PRA Destination Manager software currently housed in San Diego. This single server database provides on-line access to all detailed program information for the past, present and future leads of any PRA office within the franchise system. Franchisees can print out, on demand, marketing reports of their own past, present or future program status, or combine it by accessing one or more PRA DMCs in other destinations. In addition, Destination Manager provides for the development and management of program costing, trip sheets, and marketing data for operational and administrative purposes. This tool will also provide the remote PRA DMC with instantaneous history of activity sorted by program name or client name.
BRAND RECOGNITION
PRA will employ the following marketing actions to help generate brand recognition for the franchise system:
Telemarketing. Through in-house telemarketing, PRA will maintain and keep updated a current marketing database. In addition, the telemarketing effort will be specifically directed toward promoting the PRA franchise system and asking meeting planner contacts for lead information of upcoming programs. In addition, as every client's program is completed, it is followed up by a telemarketing effort to learn of the client's future destination for the next (3) years. This information will be auto-forwarded by E-mail to each franchisee for further follow-up.
Website. PRA website includes on-line proposal requests, proprietary tariffs, sample itineraries, on-line program evaluations, PRA location informaion and much more.
Advertising. PRA maintains a comprehensive advertising campaign in major trade publications, both in print and on the Internet, that will help generate leads for the entire system.
Trade Show/Association. Physical presence at major industry trade shows and association arenas. Franchisees have the option of exhibiting or being represented by our Industry Relations team.
Multi-Year Agreements. PRA will establish multi-year, multi-destination agreements with major national accounts.
Industry Relations. PRA has established Industry Relations Managers. These individuals are in contact with key national accounts on a regular basis, to keep PRA's name in front of these clients. The goal of our Industry Relations Program is to track clients as they move their programs from city to city, and to keep these clients in the franchise system regardless of their event location.
External Communication. Client newsletters issued by surface mail are aimed at promoting the franchise system and encouraging business response.
Training. Through training, every sales person at the franchisee and franchisor level will promote the activities of the entire franchise system to cultivate lead prospecting. Likewise, through training, all operations personnel will promote the entire franchise system through their on-site client contact.
2. PROVEN SYSTEMS
Accounting. PRA has developed proven accounting systems and templates using inexpensive off-the-shelf software that will help the franchisee stay on track financially.
Program Management. Aside from PRA's proprietary Destination Manager software system, PRA has created an extensive operations manual. This manual covers all aspects of program management from recruitment and training of guides, to site inspection procedures, on-site delivery and leadership training.
Sales Development. PRA's time-proven systems walk the franchisee through contact management, client relationship building, program design considerations, proposal formatting, pricing, contract formation and sales policy.
Marketing. PRA will show franchisees effective local lead prospecting techniques, FAM tour promotion marketing, hotel relationship considerations, supplier development, incentive house involvement.
Technology. PRA will instruck franchisees how to set-up a local network, its operating system, basic word processing and accounting software, the PRA Destination Manager database, communications with other PRA franchisees, and access to the internet.
3. ONGOING SUPPORT & TRAINING
Initial and Subsequent Training Programs. Depending on the experience of the franchisee, franchisees receive up to (21) days of initial training in set-up and operation of a PRA DMC. This initial training will include: the actual opening of an office, buying office equipment and computers, recruiting and training of all professionals, compensation and performance incentive design considerations, personnel policy, operating policy and general management.
Ongoing Sales and Marketing Training. All PRA franchisees will be expected to attend ongoing training of its professionals in sales and marketing to ensure that everyone is taking advantage of the latest developments in program design and delivery.
Ongoing Program Management Training. As with sales and marketing, all PRA franchisees and their staff are expected to attend ongoing training in operations, program management, guide training and service delivery.
Group Buying Power. Suppliers, Health Benefits, Insurance, Advertising, Collateral Materials, etc. Through franchising, PRA can make health and general liability insurance, collateral materials, telephone, general office supply, computer access, computer/software, financing and other essential business items available to the franchisee at better rates than they might secure on their own.
