Client: petbar, a rapidly growing pet‑grooming franchise with more than 30 locations in the South and Southwest.
Services Provided: Full‑service social media management, dynamic content calendars, graphic design (static, carousel and video), copywriting, email campaign creation, nurture journeys and bi‑monthly newsletters.
Timeline: Flamel AI’s agency partnered with petbar when the franchisor lacked an internal marketing team. Our team handled digital marketing until petbar hired full‑time staff, at which point the franchise marketing team continued using the Flamel organic social platform, independently.
The Big Picture: petbar’s corporate team wanted to give every franchise location a strong local voice without compromising brand integrity. With dozens of stores opening quickly, it was critical to deliver on‑brand content and promotions to national and local audiences at scale. Flamel AI’s agency stepped in to build a complete social and email program, acting as petbar’s marketing department until they could staff their own.
The Challenge: Scaling Local Engagement Without an In‑House Team
As petbar expanded, its marketing needs grew exponentially. Several challenges emerged:
No internal marketers: At the start of the engagement, petbar’s corporate office didn’t have dedicated marketing staff. Without someone to oversee content creation and scheduling, social feeds for the national brand and each franchise location risked becoming inconsistent or inactive.
Balancing national and local messaging: Franchise owners needed content that resonated with their local communities while upholding the national brand’s aesthetic and voice. Creating individualized posts, videos and captions for dozens of locations was a heavy lift for franchisees to manage on their own.
Email program from scratch: petbar wanted to nurture its subscriber base with automated journeys and regular newsletters, but lacked the resources to design emails, write copy and manage segmentation.
Seasonality and promotions: The franchise offers seasonal specials (e.g., holiday grooming packages) and evergreen services, requiring frequent creative refreshes that were aligned across all channels.
The Solution: Flamel AI’s Agency & AI‑Powered Platform
To address these challenges, Flamel AI’s agency delivered a comprehensive marketing solution that paired human creativity with AI‑assisted workflows.
Localized Social Content Creation
On‑brand templates & design: Our creative team produced fresh graphics, image posts, carousels and short‑form videos tailored to petbar’s playful aesthetic. Content captured the joy of pampered pets, seasonal promotions and membership benefits.
Copywriting & brand voice consistency: Every post included unique captions using petbar’s fun, friendly tone. AI tools suggested keywords and hashtags while our copywriters ensured each caption appealed to local audiences and matched the national brand guidelines.
Dynamic content calendar: Using Flamel’s platform, we scheduled posts for both the franchisor and franchisee accounts, ensuring a steady cadence across Facebook and Instagram. Posts were localized by region and optimized for engagement, with franchisees receiving ready‑to‑post content they could publish in one click.
Video editing & motion graphics: Short videos and Reels were produced to highlight grooming transformations, seasonal fun and customer experiences. Our team handled some filming along with full editing and post‑production, so franchisees only had to share the videos they liked best.
Email Marketing & Nurture Journeys
Bi‑monthly newsletters: Twice each month, we sent beautifully designed newsletters promoting seasonal offers, member perks and evergreen services. Graphics and copy were custom‑designed to delight pet parents and drive foot traffic to petbar salons.
Nurture journeys: We built automated email sequences that welcomed new subscribers and re‑engaged dormant customers. These journeys were segmented by campaign and customer behavior to drive appointments.
List management & segmentation: Flamel’s agency set up petbar’s email platform, managed subscription lists and ensured compliance with marketing regulations.
Brand Integrity at Scale
Centralized asset library & approval: All creative assets were stored in one hub and reviewed through Flamel’s BrandCheck AI, ensuring every piece met petbar’s branding guidelines. This allowed quick distribution to franchisees while maintaining corporate oversight.
Localized flexibility: Franchisees could tweak captions, swap images or adjust promotions to match their own local events. The system automatically localized posts by city while preserving the core message.
Integrated analytics: Flamel’s analytics provided real‑time performance data, enabling our agency team and petbar leadership to monitor engagement and adjust strategies quickly.
Partnership & Transition
Acting as petbar’s social and email marketing department: For a year, Flamel AI’s agency handled social media and email marketing for the franchisor and franchisee accounts. Our creative professionals met with petbar leadership to plan seasonal campaigns and promotions.
Training & hand‑off: When petbar hired an internal marketing team, we transitioned responsibilities to their staff and provided training on the Flamel platform. Because the processes and content were already centralized, the transition was seamless.
Ongoing software partnership: Even after the agency engagement concluded, petbar continues to use Flamel’s software platform to schedule posts, manage assets and leverage AI insights for its franchise system.
Results: Building Momentum & Community
Across this year, petbar’s social presence saw measurable, scalable growth across its franchise network with:
A nearly 20% increase in followers, expanding brand reach across local markets
A 23% growth in total impressions, driving stronger national and franchise-level visibility
Content Performance by Format
A diversified content strategy delivered standout results across every post type:
250,000+ video impressions, making video the top-performing content format
135,000+ image post impressions, proving the power of consistent, on-brand creative
65,000+ carousel impressions, driving engagement through multi-frame storytelling
Together, these results reflect the impact of centralized strategy and marketing production, localized execution and a high-performing content engine built to scale with petbar’s growth.
Beyond the numbers, the qualitative wins were equally significant:
Brand consistency everywhere: Every post looked and sounded like petbar, no matter which franchisee published it. Franchisees had confidence that their content would resonate locally without straying off‑brand.
Faster content workflows: Franchisees could publish localized posts in a few clicks, saving time and eliminating the need to design their own creative assets. The corporate team reclaimed hours previously spent building and approving social content.
Improved community engagement: The steady cadence of posts and email campaigns kept pet parents informed about grooming specials, new store openings and membership perks.
Smooth transition to internal staff: When petbar hired a marketing team, the agency‑to‑software hand‑off ensured the new staff started with proven templates, processes and analytics.
Ashley O’Loughlin, petbar’s Co‑Founder and COO, summarizes the impact:
“As petbar grew, we needed a way to centralize our marketing while still empowering each franchise location to connect with their local community in an authentic way. The Flamel AI agency became an extension of our team, creating unified branded content that we could trust, while executing consistently across every market.
This approach helped us grow at both the franchisor and franchisee levels, and ultimately gave us the foundation we needed to build our own in-house marketing team. We’re excited to continue using the Flamel AI platform to create and schedule social content and ads as we scale into our next phase of growth.”
Key Takeaways for Franchisors
Franchise brands facing rapid growth often struggle to keep marketing on‑brand, yet connected to each franchisees’ local communities. petbar’s journey with Flamel AI’s agency highlights several lessons:
Bridge the gap with expert support: When internal marketing resources are limited, a dedicated agency partner can deliver professional content and strategic oversight until the brand can hire in‑house.
Centralize assets but localize the message: Use a unified platform to manage brand assets and guidelines while still allowing franchisees to tailor posts to their unique audiences.
Align social and email marketing: Cross‑channel campaigns (organic social, ads and email) reinforce messaging and create multiple touchpoints that drive engagement and foot traffic.
Measure and iterate: Real‑time analytics enable both franchisors and franchisees to see what’s working and adjust quickly.
Invest in onboarding: Personalized training ensures franchisees understand the tools and feel supported, driving adoption and success.
Flamel’s Agency is Here to Help Franchisors Grow!
petbar’s partnership with Flamel AI demonstrates how a data‑driven agency can help a franchisor build a cohesive national brand while empowering local franchise owners. By providing end‑to‑end social media management, email marketing and AI‑powered tools, Flamel AI’s agency delivered impressive growth metrics and laid the foundation for long‑term marketing success. Today, petbar’s internal team continues to leverage the Flamel platform to streamline workflows and nurture communities of pet lovers across the country.
Interested in scaling your franchise’s digital presence? Meet with Flamel AI’s agency to discover how our blend of creative expertise and AI can transform your marketing.
