What is the purpose of the Brand Fund for Big Blue Swim School?
Big_Blue_Swim_School Franchise · 2025 FDDAnswer from 2025 FDD Document
We have established a fund ("Brand Fund" or "Fund") for advertising, marketing, research and development, public relations, Social-Media management, lead-generation, and
customer-relationship management programs, materials, and activities, the purpose of which is to enhance, promote, and protect the BIG BLUE Swim School brand and Franchise System. You agree to contribute to the Brand Fund on or before the applicable Payment Day the amounts we periodically specify, not to exceed three percent (3%) of the School's Gross Revenue during the preceding applicable Calculation Period.
Source: Item 22 — CONTRACTS (FDD pages 75–76)
What This Means (2025 FDD)
According to the 2025 FDD, the Brand Fund for Big Blue Swim School is established for advertising, marketing, research and development, public relations, Social-Media management, lead-generation, and customer-relationship management programs, materials, and activities. The primary goal of the Brand Fund is to enhance, promote, and protect the Big Blue Swim School brand and franchise system. Franchisees are required to contribute to the Brand Fund, with contributions not exceeding three percent (3%) of the School's Gross Revenue during the preceding Calculation Period.
The Brand Fund is used to finance various programs, including the creation and placement of video, audio, and written materials, digital marketing, social media, and the development and maintenance of the System Website. It also supports national, regional, and multi-regional marketing and advertising programs, including purchasing media advertising and using advertising agencies. The fund assists in implementing franchisees' local market introduction programs, establishing regional and national promotions and partnerships, hiring spokespersons, and supporting public relations, market research, and other brand-related activities.
Big Blue Swim School directs all programs financed by the Brand Fund and has sole control over the creative and business aspects of the Fund's activities. The Brand Fund may also cover the costs of customer-satisfaction surveys, franchisee conferences, conventions, and meetings, as well as charitable or nonprofit events and community-based activities. The franchisor may provide franchisees with sample advertising, marketing, and promotional materials at no cost and may sell additional copies at their direct cost of production, plus shipping, handling, and storage charges. Until the number of franchised locations equals the number of company-owned locations, the company-owned locations are only required to match the contributions of the franchised locations.