How must Internet and social media marketing be handled for my Deka Lash franchise?
Deka_Lash Franchise · 2024 FDDAnswer from 2024 FDD Document
e local, regional, or national advertising. We may produce advertising material in-house or through outside agencies. (Franchise Agreement, Section 5.8).
Use of Your Own Advertising Material. You may use your own advertising materials provided that, prior to use, you submit them to us and we approve them, in writing, and they adhere to federal, state, and local law. All Internet and social media marketing using our Marks must be coordinated through us and approved by us. If our written approval is not received within 14 days from the date we received any material or marketing request, the material or request is deemed disapproved. (Franchise Agreement, Section 7.2).
Local Advertising Cooperative. We may designate any geographic area as a region for establishing a local advertising cooperative ("Local Advertising Cooperative"), though we typically designate areas based on Designated Market Areas as determined by the A.C. Nielsen Company. The members of the Local Advertising Cooperative for any area will consist of all Franchised Businesses, as well as outlets operated by us or our affiliates. We will determine in advance how each Local Advertising Cooperative will be organized and governed and when it must start operation. Each Local Advertising Cooperative will be organized for the sole purpose of administering advertising programs and developing, subject to our approval, promotional materials for use by the members in local advertising.
Source: Item 11 — FRANCHISOR'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS AND TRAINING (FDD pages 32–40)
What This Means (2024 FDD)
According to the 2024 Deka Lash Franchise Disclosure Document, all internet and social media marketing using Deka Lash's trademarks must be coordinated and approved by Deka Lash. Franchisees must submit their advertising materials to Deka Lash for written approval before use, ensuring compliance with federal, state, and local laws. If written approval is not received within 14 days of Deka Lash receiving the materials, the request is considered disapproved.
Deka Lash retains control over all aspects of digital marketing related to a franchisee's studio. Franchisees and their employees are prohibited from conducting any digital marketing that uses Deka Lash's marks or relates to their studio without written consent from Deka Lash, including through an independent website or social media account. Deka Lash can withdraw this approval at any time, requiring franchisees to immediately modify or delete any digital marketing as directed.
Furthermore, Deka Lash may create, operate, and promote websites, social media accounts (such as Facebook, Twitter, and Instagram), applications, and digital advertising (including pay-per-click and display ads) to promote the brand, studios, trademarks, and franchise opportunities. Deka Lash may also require franchisees to use specified advertising vendors. This comprehensive control ensures brand consistency and compliance across all digital platforms, but it also means franchisees have limited autonomy in their online marketing efforts and must adhere strictly to Deka Lash's guidelines and approvals.