2018 AFDR Highlights: Where the Recruitment Budget Money Goes

2018 AFDR Highlights: Where the Recruitment Budget Money Goes

This is the second in a series of highlights from the 2018 Annual Franchise Development Report (AFDR). The 2018 AFDR, unveiled in mid-October at the annual Franchise Leadership & Development Conference, is based on responses from 142 franchisors representing 85,734 units (74,000 franchised and 11,734 company-owned).

Participants in the survey consisted of franchisors that completed an extensive online questionnaire. Responses were aggregated and analyzed to produce a detailed look into the recruitment and development practices, budgets, and strategies of a wide cross-section of franchisors. The data and accompanying commentary and analysis provide the basis of the 2018 AFDR. Ordering information is below. Conference attendees received a complimentary copy.

This week: Recruitment budgets—where the money goes.

With the increased emphasis and steady shift to online recruitment methods, we did something new this year in the AFDR: we broke out spending on franchise websites and social media from the “digital” category. Adding back spending on franchise websites (12 percent) and social media (10 percent) shows a total of 52 percent on overall digital spend, up slightly from previous years. We also added three new categories this year to provide finer granularity — direct mail, in-market meetings, and TV/radio — which subsequently reduced the “other” category. Spending on print (10 percent), trade shows (17 percent), and public relations (11 percent) has remained essentially the same over the past 6 years, with print showing a gradual decline as digital takes a greater share.

Next time: Where the digital money goes, by category of spend.

Ordering Information
The complete 2018 AFDR, with analysis and benchmarks, is available for $350. For ordering information, call Sharon Wilkinson at 800-289-4232 x202, email sales@franchiseupdatemedia.com, or visit http://afdr.franchiseupdate.com.

Published: December 31st, 2017

Share this Feature

Recommended Reading:

Comments:

comments powered by Disqus
Firehouse Subs
SPONSORED CONTENT

FRANCHISE TOPICS

Premium Services

Xpressdocs Business Opportunity

Xpressdocs
Xpressdocs' proprietary marketing platform houses a diverse mix of...

Tango Business Opportunity

Tango
Tango unites predictive analytics, GIS and store development into a single...

Franchise Consumer Marketing Conference Business Opportunity

Franchise Consumer Marketing Conference
June 19-21, 2018. Intercontinental Hotel, Atlanta (Buckhead), GA. An...

Fish Consulting Business Opportunity

Fish Consulting
We are a national PR and marketing agency that specializes in helping...

SOCi Business Opportunity

SOCi
SOCi is a leading, next-generation SaaS solution for social media...

Multi-Unit Franchising Conference Business Opportunity

Multi-Unit Franchising Conference
Make deals with the most powerful players in Multi-Unit Franchising. Our...

Proven Match Business Opportunity

Proven Match
Proven Match provides science-based insights and screening tools to...

Clayton Kendall Business Opportunity

Clayton Kendall
Clayton Kendall provides franchise communities nationwide with...


Franchise Update Magazine

A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.


Share This Page

Subscribe to Franchise Update Sales Report

A Franchise Update Media Production
Franchise Update Media
P.O. Box 20547
San Jose, CA 95160
PH. (408) 402-5681
In Loving Memory Of Timothy Gardner (1987-2014)

Copyright © 2001 - 2018.
All Rights Reserved.