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In this document we summarize the current processes as part of the RBI CRM Services. This has the objective to map the workflow as of today and identify improvements areas |
Agenda
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Best Practices
Please ensure that RBI (aelleni@rbi.com) is copied in all the communication with the franchisee
Please avoid discussing invoicing/financial in front of the franchisee. Any issue with budget, or payment should be discussed separately with agency and RBI only
We refer at franchisee requests on deliverables as token. Each deliverable has a “fixed” token value associated. This allows RBI and the franchisee to manage the requests according to the budget dedicated to each market.
We can’t disclose data from one market to the other, unless we anonymize the country name or we have received permission
On a monthly basis, we should perform a clean up of all the tools:
Remove completed items from Monday.com
Archive campaigns in Braze that are ended
Tools
Tools | Usage |
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Slack |
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Swich Monday.com > Airtable
Create Slack Channel > Caro & Ana
Briefing Process
Step 1 - Brief
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Date for campaign send out
Channel (email, push, IAM)
Description of the campaign
Any applicable incentive
Any visual already available
Links
Reference to existing template from the library that should be reused for the communication
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Task | Owner | Day |
|---|---|---|
Initial briefing delivered | Franchisee | D+0 |
Copy | Agency | D+2 |
Approval Copy | Franchisee | D+2 |
Deliver Translation | Franchisee | D+3/4 |
Design V1 | Agency | D+5 |
Feedback | Franchisee | D+5 |
Design V2 | Agency | D+6 |
Approval Design | Franchisee | D+6 |
Braze Integration | Agency | D+7 |
Test Email/Push | Agency | D+7 |
Approval Email/Push | Franchisee + RBI | D+7 |
Schedule | Agency | D+7 |
Go Live | Agency |
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Regarding emails, we generally distinguish between 3 different email types:
The effort and expectations are different for each one of those and they are detailed below |
Template Email
We have created a standard template, which is made of header, footer, visual, copy, CTA, which can be used for simple marketing campaign. Generally, the franchisee provides the visual (taken from the main marketing campaign) or the product visual and the text (if needed) is added by the agency
Email from the Library
Once an email is being produced for a market, it is being added to the library and made available to all the other markets. The markets can decide to deploy an email from the library and the expectation is that they will do minimum edits to the email structure (e.g. translation of copy, change of product image and price) but there aren’t major changes in the email design
Ad Hoc Email
This is a net new email that the agency will produce based on a brief. An ad hoc email constitute of a new creative design of the template and the blocks within the template
Step 3 - Testing
Single emails/push notifications are tested asynchronously. We normally send out a Slack to alert the franchisee that the test email/push is incoming
If we are testing the monthly push notifications, we normally test them over a call as it’s more efficient to provide feedback
Similarly, if we test journeys (multiple emails) we also hop on a quick call / huddle
Routines
Meeting Name | Attendees | Description |
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Weekly | RBI, Franchisee, Agency |
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Monthly | RBI, RBI LT, Franchisee, Franchisee LT, Agency (+LT) |
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