Data-Driven Franchise Development
Lifecycle · Automation · Listrak
Scaling franchise recruitment through segmented email campaigns built to nurture leads at scale.
Background
Tire Pros is a national franchise network of independent tire and auto shops, supported by American Tire Distributors (ATD) — one of the largest tire distributors in the U.S. With thousands of dealer relationships across the country, ATD provides Tire Pros with a built-in pipeline of potential franchise candidates. Outreach had primarily relied on one-to-one conversations led by the Franchise Development Manager, along with a single quarterly email sent to prospects.
Team
Franchise Development Manager, Marketing Manager, and myself.
My Role
Designed and built a segmented drip campaign — a 10-part automated email journey — to replace the static quarterly email.
Analyzed past engagement data to inform timing, content, and sequencing.
Partnered with the Franchise Development Manager and Marketing Manager to align messaging with franchise growth goals.
Created modular templates to streamline design and ensure brand consistency across the sequence.
Problems of the Legacy Email Campaigns
Unfriendly User Experience
The emails were overly long and text-heavy, requiring excessive scrolling and making them difficult to skim.
Weak Visual Hierarchy
Every section looked the same, with repetitive laptop imagery and no clear indication of what was most important.
Ineffective Calls to Action
Multiple generic CTAs competed for attention, leaving readers unsure of the next step and reducing engagement.
