Franchise Forward: Strengthening Journey Payroll & HR’s Market Presence Through Strategic Messaging
Journey Payroll & HR is a locally owned, full-service payroll and tax management company supporting small to midsized businesses across the United States. With services ranging from payroll processing and employee onboarding to time tracking and retirement plan integration, it delivers integrated solutions tailored to a broad spectrum of industries including healthcare, construction, education, and retail.
In 2023, Journey Payroll & HR partnered with OTM to strengthen its market presence, clarify its franchise messaging, and build a scalable marketing foundation to support expansion into new states and service lines.
THE PROBLEM
Journey Payroll & HR faced a multifaceted challenge: it needed to expand its national footprint while clearly articulating its value to both business clients and potential franchise owners. Existing messaging lacked the clarity and structure needed to differentiate the brand in a competitive market.
The business impact was significant, without a clear and consistent narrative, the client risked confusion among its target audiences, a diluted brand presence, and slower franchise growth.
THE SOLUTION
To address these challenges, OTM implemented a robust and tailored solution centered on storytelling and strategic execution.
Our Unique Approach
OTM guided Journey Payroll & HR through the StoryBrand framework, helping clarify its messaging for two key audiences: clients and potential franchise owners. This structured narrative approach ensured that Journey’s unique value proposition was presented in a compelling, easy-to-understand format.
Key Features & Services
- Developed a go-to-market strategy supporting state-by-state expansion and service diversification
- Redefined and launched a new website within just one month, incorporating clear messaging and a user-friendly design
- Implemented SEO strategies to boost online visibility in new and existing markets
Collaboration with Journey Payroll
Building on the StoryBrand framework, OTM brought Journey Payroll & HR’s refined messaging to life through a completely redesigned website. We structured the site to speak clearly and directly to both core audiences: clients and prospective franchise owners, ensuring their needs, goals, and questions were addressed from the moment they landed on the site.
The result was a streamlined, conversion-focused digital experience that not only communicated Journey’s value more effectively but also supported their growth goals through improved usability and audience alignment.
Obstacles to Overcome
One of the primary challenges was articulating Journey’s franchise model in a way that would resonate with future franchise owners. By leveraging the StoryBrand methodology, OTM crafted messaging that effectively communicated the personal and professional benefits of joining the Journey Payroll & HR franchise network.
RESULTS
Outcomes (Qualitative Results)
- Enhanced clarity and consistency in messaging across all platforms
- Improved user experience on the new website, leading to higher user engagement
- Strengthened brand positioning that now better supports geographic expansion and service diversification
Key Performance Indicators (Quantitative Results)
Client requested that specific quantitative results not be shared.
“I found myself in a tight spot and emailed [OTM] saying, ‘I’m hoping you can bail us out of jam…’. Rachel and her phenomenal team went above and beyond to support me and our team at Journey Payroll & HR. I’m incredibly fortunate to work with such good-hearted people.”
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