Case Study: Red Roof Inn

Championing brand management with a centralized marketing store

Overview

Red Roof once faced a significant challenge in maintaining brand uniformity across its vast network of franchises. The Red Roof Online Catalog, first introduced in 2009, transformed the company’s approach to brand management, streamlining procurement and leveraging collective buying power for cost savings and a consistent brand presentation. Today, the Online Catalog supports 900+ franchise users and 300+ corporate users, with over 1,000 orders placed annually.

Service areas

  • Graphic design
  • Specialty printing
  • Print-on-demand
  • Inventory management
  • Website design
  • Website development
  • eCommerce
  • Order fulfillment

Challenge

Without a unified platform for sourcing crucial marketing support materials, such as business cards, counter mats, and rack cards, properties had to source many items themselves. Consequently, this lack of standardization led to excessive costs and inconsistencies in branding, negatively impacting the guest experience.

When Red Roof moved its headquarters to Columbus in 2008, the company began a relationship with our agency. Marina MacDonald, Chief Marketing Officer at Red Roof, reflected on the long-standing partnership with PPA:

PPA was one of the first agencies Red Roof partnered with when we moved our headquarters back to Columbus 16 years ago. From the first meeting, we knew PPA Agency aligned with our culture and values, and they have never disappointed us. They are creative, hardworking, franchise-friendly and simply ‘great humans’.

Our Blueprint to Success

To meet Red Roof’s needs, our team explored multiple online store options. We couldn’t find an existing solution that functioned the way we envisioned without major, expensive modifications.

So, we developed our own.

The product is a centralized online platform for managing branded marketing and operational support materials. When an owner or general manager logs in to the Online Catalog, they have access to everything they need for their specific property type. This functionality became even more important as Red Roof’s portfolio expanded to four brands: Red Roof Inn, Red Roof PLUS, The Red Collection and HomeTowne Studios by Red Roof. Dynamic content and custom request forms cater to property-specific promotional needs. Finally, users can easily pay for orders via credit card.

Our team creates artwork, sources production partners, negotiates pricing, fulfills orders and handles customer service.

Several floating screenshots of the Red Roof Online Catalog BrandGPO storefront

Results

Today, the Red Roof Online Catalog is the go-to source for brand compliant marketing and operational support materials for Red Roof Inn, Red Roof PLUS, The Red Collection and HomeTowne Studios by Red Roof properties. The result? A uniform brand image, enhanced guest experience and cost efficiencies across the board.

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Red Roof Inn BrandGPO franchise store login screen on a laptop

PPA helps Red Roof’s brand messaging stay consistent, professional, and, above all, impactful across our nearly 700 hotels. Their online brand collateral catalog makes it easy for hoteliers, sales managers, and marketing professionals to quickly order branded print materials or create customized material for a local hotel need or campaign.

Is a BrandGPO store the right fit for your business?

Schedule your demo today and see how BrandGPO can simplify brand management across your franchise network.