Imaginuity

Franchise systems and businesses with many branches share one headache: growing quickly while looking the same in every town. Imaginuity, a marketing agency in Dallas, builds its offer around that problem, and says it brings together people, data and artificial intelligence to run and measure marketing across locations.

Websites for many locations at once

Pylot is the company's platform for building and managing websites for multi-location businesses. It uses a modular design system, so that several sites can share one look and feel, or an individual site can be given custom design where it makes sense. Add-on services include digital advertising, search engine marketing and local listings management. A version for commercial real estate gives portfolios property websites that stay on brand and pools leads and performance across properties.

Data first, then media

AdScience is the agency's proprietary customer data platform. It collects and analyses first, second and third-party data, and the agency uses it for media planning, execution and measurement. Performance visualizations show what is working and where to adjust. The agency argues that running separate vendors for each channel scatters data and obscures attribution, so it offers awareness and performance media in-house.

Direct mail that is tracked

Its direct mail operation takes in creative, production, delivery and optimization. Imaginuity says it draws on access to hundreds of millions of consumer and property records and follows each mailer to the mailbox, with conversion analysed in real time. The mail platform ties to its paid search work for campaigns that touch customers more than once.

Who the agency targets

The site names real estate investors, franchise brands, home services franchises, private equity backed home services platforms, commercial real estate and restaurant marketing. For investors it runs InstantREI, a lead generation platform that identifies houses likely to be flipped and traces marketing spend to individual deals. Other service lines include brand strategy, brand positioning, demand generation, creative, video, social media, web development, CRM and marketing automation, app development, analytics and data visualization.

Imaginuity is a marketing agency for franchise and multi-location brands. It combines human judgement, data and artificial intelligence to plan, run and measure marketing across many locations.

What Imaginuity does

• Multi-location websites: Pylot, a platform for building and managing websites for many locations on a shared modular design.
• Customer data platform: AdScience, which combines customer data for media planning, activation and measurement.
• Direct mail: campaigns from creative through production and delivery, with each mailer tracked to the mailbox.
• Lead generation: InstantREI, a platform that identifies flip-ready houses and traces marketing spend to each deal.
• Brand and integrated marketing: brand strategy, brand positioning, demand generation and creative work.
• Search and local listings: paid search, search engine marketing and local listings management.

Clients

Real estate investors, home services franchises and multi-location brands, restaurants, commercial real estate firms and PE-backed home services platforms.

Key facts

• Platforms: Pylot, AdScience and InstantREI
• Franchise tools: marketing tools for franchisees and performance reporting location by location