Target Audience
- Small business owners and entrepreneurs ready to scale
- Franchisors and prospective franchise partners
- Advisory and consulting professionals
The Challenge
Teresa Murray Franchising (TMF) wanted to build national awareness as a leading franchise and business consulting firm while reshaping how franchising is perceived in Australia.
Despite being a proven growth model, franchising is often misunderstood or viewed negatively with the term often associated with big, global brands. The challenge was to reposition franchising as a strategic, lower-risk pathway for expansion, particularly for small businesses and bust the myths of the franchise model diluting a brand or compromising on quality.
It was critical to establish CEO and Founder, Tereza Murray as a trusted authority in business growth, while educating audiences on how to scale sustainably and avoid common expansion pitfalls.
The Strategy
The strategy centred on positioning TMF as an expert-led partner in business expansion, using education and thought leadership to build credibility and trust.
We focused on simplifying complex growth pathways such as franchising, licensing and alternative models, allowing business owners to make informed decisions aligned to their specific goals.
We positioned franchising as a structured, scalable and sustainable model, with messaging highlighting its lower failure rate compared to direct expansion and its suitability for both small and established businesses.
Tereza Murray’s hands-on experience working with dozens of businesses annually underpinned the narrative, reinforcing TMF’s ability to deliver practical, end-to-end growth strategies.
The Execution
The strategy was executed through a series of expert-driven media stories designed to educate and challenge perceptions.
Key narratives included breaking down business growth strategies, debunking franchising myths, and providing practical guidance on franchise readiness and expansion planning.
Thought leadership was a core driver, with Tereza contributing opinion editorials, interviews and commentary across business and franchise media.
We also leveraged timely and relatable angles, such as trademarking risks and real-world business cases, highlighting critical but often overlooked aspects of business growth, as well as jumping on news-jacking opportunities on topics such as increasing staff turnover and the rise of businesses using AI.
The Outcome
The engagement generated strong visibility across business, franchise and online media, positioning TMF and Tereza Murray as leading voices in small business growth.
Within franchise media TMF was featured consistently in Inside Franchise Business, Franchise Update and Business Franchise Australia and New Zealand Magazine, with Tereza featured in three back-to-back editions.
Thought leadership coverage in CEO Magazine, Dynamic Business, The Business Conversation and Women's Network Magazine elevated brand awareness and strengthened trust among business owners, supporting TMF’s positioning as a go-to partner for scalable and sustainable growth.
We were also able to achieve additional B2B titles such as Inside Retail, Supplier Magazine and Convenience World by illustrating how a franchising or other business growth model could be applicable to different industries.
Through consistent expert commentary and educational storytelling, TMF successfully reframed franchising as a credible and effective expansion strategy, while positioning the TMF brand at the forefront.