RipOffReport.com, BlueMauMau.com, UnHappyFranchisee.com, if your franchise has negative reviews on these sites, they could be killing your franchise sales efforts! Your reputation is everything. Franchise prospects will turn their back on your opportunity if they discover negative information on news sites, blogs, forums and review sites. Your negative reputation can grow in power and damage the offline reputation a franchise has worked so hard to build. Contact Rachael Wachstein rwachstein@fishmanpr.com for a free online reputation consultation.

1. Online Reputation Management
FOR FRANCHISE BRANDS:
A CASE STUDY
YOUR FRANCHISE BRAND

2. Online Reputation Management
FOR FRANCHISE BRANDS
Online reputation is more than a
consumer facing issue – a negative
reputation can kill franchise sales.
Online research is a key part of a
potential franchisee’s due diligence
process while their vetting your
opportunity.
How does your brand look online?

3. Online Reputation Management
FOR FRANCHISE BRANDS
If a prospect has the choice
between working with a franchise
that has a positive reputation
online versus a brand that has a
negative presence online they will
opt to go for the company that
has a favorable reputation,
regardless of whether the online
complaints have merit.

4. Online Reputation Management
FOR FRANCHISE BRANDS
Your reputation is everything. Customers
and franchise prospects will turn their back
on your brand if they discover negative
information on news sites, blogs, forums
and review sites.
Your negative reputation can grow in power
and damage the offline reputation a
franchise has worked so hard to build.

5. Background
A few well-placed negative reviews were driving
business away from Our Franchise Client and
damaging the exceptional reputation that brand
had built during its 30 years in business.
Sites like Ripoff Report, a for-profit website,
known for publishing un-validated complaints
and “exposés” and charges a fee to companies
and individuals to remove their negative reviews,
were dominating the online search results.

6. Background
Our Franchise Client was experiencing the pain of a negative online
reputation and came to Fishman PR for help.

7. The Idea
Battling the negative search results built on
unfounded reviews in the court room, would have
led to costly litigation and more often than not
experience a loss in court.
Fishman PR saw an opportunity to use the power of
high-quality content, strategic online reputation
management and search engine optimization to
create a new, positive picture of Our Franchise
Client online– the kind of reputation prospects want
to invest with and customers want to patronize.

8. The Process
Through the development of exceptional content
that’s worth sharing and optimized to rank in search
results, the right distribution tactics and a Branded
Hub, Fishman PR could promote Our Franchise
Client as a thought leader and create a positive
brand identity online.
Campaign Components:
 Branded Hub
 High-quality, SEO content
 Strategic Content Distribution Tactics
 Weekly Online Reputation Scorecard to track and
report progress

9. Branded Hub
The Fishman PR team developed an
optimized Branded Hub that features the latest
in SEO tools plugins.
The right background technical support allows
for Google’s “crawlers” to scan content so that
it may rank higher in searches.
As the cornerstone of the online reputation
management strategy, the Branded Hubs
works to feature Our Franchise Client as a
thought leader and directs valuable website
traffic toward positive branded content.

10. High-quality, SEO content
Blogging is one of the most powerful tools for search
engine optimization. By publishing high quality, optimized
content on a regular basis, we create a buffer for Our
Franchise Client ’s online reputation and helps to push
negative results down.
Online complaints from disgruntled franchisees and
clients can kill sales when they are discovered in the
process of researching your business. By consistently
publishing branded content, we created a buffer so that
when complaints arise, they don’t go straight to the top of
a Google search.
Content Includes:
 Interviews with Our Franchise Client Executives
 Tips and tricks from the pros
 Industry segment articles and reports

11. Content Distribution
We used existing branded social media and created new
accounts for Our Franchise Client and the company
founder to distribute the positive, high-quality content we
created and published on the Branded Hub.
By utilizing a variety of distribution channels, we’re able to
distribute new and existing content like articles, videos,
images and presentations across a wider network.
Through strategic content distribution we’re able to improve
the reputation of the brand online by boosting SEO efforts
and increasing brand awareness.

12. Results
Online Reputation Management is This is
an ongoing process that doesn’t happen
overnight. Fishman PR worked to battle
negative search results for Our Franchise
Client and its founder. Between January
and July 2014 we were able to show:
 12% positive search result increase
 8% negative search result decrease
 An overall more positive brand image
on the first 2 pages of Google search
results for
keyword terms.
Starting Results Current Results

13. Starting Results Current Results
Results
In addition to Google search rankings
we also focus on achieving positive
suggested search results.
At the start of the process our client had
almost entirely negative suggested search
results.
As of July our progress is as follows:
 50% positive suggested result increase
 50% positive suggested result increase

14. Contact Rachael Wachstein, Director of Content Marketing
for a free consultation: (847) 945-1300
rwachstein@fishmanpr.com