In the world of franchising, success often hinges on the relationship between franchisors and franchisees. In this episode of the Franchise Whispering podcast, we explore how Derek and Jillian Pipkorn, franchisees of Mathnasium, navigated their unique journey in the educational sector. With their backgrounds in education and marketing, they share valuable insights on building community partnerships, overcoming challenges, and implementing effective marketing strategies.
Derek and Jillian’s journey began with a strong commitment to their local community. Opening their first Mathnasium center just a block away from their home, they recognized their responsibility as community partners. They actively sought to establish relationships with local schools and family-focused businesses, understanding that these partnerships are crucial in the education sector.
Derek emphasizes that their approach involved not just offering a service but integrating into the community. For instance, they started by donating games for school events, which led to a successful partnership culminating in a math night at a local school.
The Pipkorns faced challenges when first trying to connect with schools. Derek recalls how their initial outreach was met with resistance, as one principal initially told them they could not engage directly. However, through persistence, patience, and genuine community involvement, they established a strong relationship with that very school. They learned that building trust takes time but pays off significantly in the long run.
Marketing for a franchise requires creativity and a local touch. Jillian advises new franchisees to be proactive and think like locals. They need to engage in their communities actively, especially around key times like report card seasons.
While franchisors provide a playbook, it’s essential for franchisees to adapt these strategies to fit their local context.
The Pipkorns emphasize that they learned to invest early in community outreach and marketing, which ultimately led to greater brand recognition.
A unique aspect of Mathnasium is the dual focus on both parents and students. The Pipkorns aim to alleviate parental stress by assuring them that they can help their children succeed. They emphasize the importance of personal connections with parents, recognizing that many are dealing with academic challenges at home.
To engage students, they implemented a rewards program, including a claw machine at their centers, which has become a hit. This innovative approach not only incentivizes learning but also transforms students into advocates for Mathnasium.
Derek and Jillian highlight the value of collaborating with their franchisor’s marketing team. They receive guidance on seasonal promotions and strategies, which they then customize for their specific community needs. This partnership allows them to effectively leverage national marketing initiatives while maintaining local relevance. Jillian’s marketing background has been instrumental in adapting these strategies and ensuring that their centers stand out.
One of the standout initiatives from the Pipkorns is their partnership with the Milwaukee Brewers for ‘Math Day.’ This program engages thousands of students in educational activities centered around baseball and math, showcasing the fun side of learning. By tying their brand to a major league organization, they not only enhance their visibility but also connect learning with real-life experiences.
Derek and Jillian Pipkorn’s journey as Mathnasium franchisees illustrates the power of community engagement, creativity in marketing, and the importance of a collaborative relationship with franchisors. Their story serves as an inspiring example for aspiring franchisees looking to make a meaningful impact in their communities.
