How CyberMark Achieved 80% Time Savings for Multi-Location Campaign Setup and Execution

Challenge: Overcoming roadblocks in efficiency, scalability, and brand integrity

As agency partner to over a dozen franchise and multi-location brands, CyberMark needed a way to bring technology and strategy together to help their clients grow. But with hundreds of locations to manage, the agency was encountering several operational challenges that made it difficult to continue delivering a quality experience with existing resources. 

The agency grappled with time-consuming manual campaign builds that could span weeks to complete. Forced to translate client strategy into static operational templates that would then be uploaded into each ad channel, the team routinely needed to execute seasonal and evergreen ad campaigns across hundreds of separate accounts—a volume that proved unsustainable to maintain or grow without a centralized operating system powered by automation. 

These manual campaign builds also made it difficult for CyberMark's advertising strategists to deliver campaign customizations and ensure brand compliance across its account base. With every manual process, the CyberMark team was losing valuable time and capacity that would be better served driving strategy or capitalizing on marketing opportunities.

When time-consuming processes and rising resource demands started causing inefficiencies and client frustrations, CyberMark realized it was time to invest in a centralized operating system driven by automation. Advancing their technology was essential to uphold the agency's core value of offering custom multi-location campaigns and, most importantly, to enhance performance and foster brand growth.

Solution: Evolving advertising strategies and existing workflows with technology

To address their challenges, CyberMark turned to Fluency for help with streamlining workflows and launching ad campaigns more effectively. Automation played a critical role in addressing the manually labor-intensive nature of building campaigns, thereby allowing CyberMark to scale its operations and increase efficiency. 

Fluency Blueprints was core to the solution. Blueprints allowed CyberMark to transform its static operational playbooks and data sources into dynamic, automated workflows. Instead of manually inputting campaign data, CyberMark strategists could orchestrate an overall strategy. Because the data was automatically input into Fluency’s Blueprints, multi-location ad campaigns could be launched almost instantly. This significantly streamlined the company's misaligned or cumbersome processes.

This innovative approach not only saved time but also enhanced the overall efficiency of their operations. The new ability to execute, analyze, and manage campaigns within a centralized system facilitated scalability and improved strategic execution. Simply put, CyberMark could achieve its paid marketing objectives more effectively. 

"Fluency transformed our workflow to streamlined efficiency, helping us to eliminate errors and operational headaches," said Brittany West, Sr. Director or Marketing Services at CyberMark. "The partnership with Fluency has also helped our team shift our focus from extinguishing daily fires to advancing our strategic goals and achieving better results for our clients."

‍Result: 80% time savings with automated campaign setup and execution 

The partnership with Fluency marked a significant milestone in the evolution of CyberMark's paid advertising strategies. By leveraging Fluency’s Digital Advertising Operating System (DAOS), CyberMark saw significant improvements across the board.

The volume of their campaigns increased with the same or even reduced effort. Fluency Blueprints has also been instrumental in transforming CyberMark's approach by translating their playbook into a technical workflow, ensuring execution from a central hub. This automation has been a key component in scaling account builds efficiently.

"The small tasks that can unexpectedly take up much of your day," said West. "What seems like a five-minute task can become complex, involving multiple tabs, follow-ups, and double-checking. But with Fluency, bringing these tasks together on a single platform has significantly streamlined our operations.” 

With Fluency’s technology on their side, CyberMark has significantly improved their operations, reducing the time needed for both setting up and executing each campaign from 10 hours to 2 hours. This  translates into 80% time savings for campaign setup and execution. Other notable benefits observed include:

• Decreasing campaign errors on new launches by 99%
• A 33% average increase in conversion rates following a strategy refresh for a beauty brand with 100+ locations
• Increasing conversions by 80% year-over-year for a construction brand after implementing new Blueprints campaigns
• Cut the time required to onboard a new franchise brand by 30%

"The ability to make changes across an entire portfolio, whether that's multiple accounts or various assets within one account, especially in bulk actions like location targeting, is a huge improvement from our previous processes," emphasized West. "Previously, making adjustments meant switching between platforms like Facebook and Google in separate tabs. Our team really values these quality of life improvements."

This partnership with Fluency has also led to enhanced retention of both clients and team members, thanks to more efficient processes. As a result of the partnership, CyberMark is positioned better than ever to help multi-location brands grow their national-to-local ad strategies, pairing powerful technology with years of expertise and proven strategies in the franchise space.