Franchising is all about creating Win-Win-Win situations. In the best deals, the franchisee wins. The franchisor wins. The vendors win. And the customers win. (OK, make the Win-Win-Win-Win).

That being said, Little Caesar Enterprises, Inc. certainly has created a winning franchise marketing initiative with their Little Caesars Veterans Program.

They are getting a ton of great press, including lots of valuable blog and Internet coverage (and that’s the best kind, my friends. That’s where franchise leads come from)

They are getting dozens of great franchisees. Honorably discharged veterans are highly prized as franchisees, as they are seen as highly disciplined and used to following systems, procedures and orders.

They are able to expand with franchisees who also have additional financing options open to them via their veteran and/or disability (in some cases) status.

And they are creating goodwill and a positive brand image in a very genuine way, as the program was a personal mission of Little Caesars founder and ex-Marine Michael Ilitch. As I wrote in a post on Franchise Pick last September, Ilitch was awarded the highest tribute given to a private citizen by the United States Department of Veterans Affairs.

The program is so successful for both the franchisor and franchisees that Little Caesar president David Scrivano recently announced that they would be adding additional benefits and extending the program at least another two years.

The Little Caesars Veterans Program Gives Vets a Helping Hand

The Little Caesars Veterans Program provides franchise opportunities to veterans as they transition to civilian life or seek a career change. It offers honorably discharged service-disabled veterans who qualify as Little Caesars franchisees a benefit of up to approximately $68,000. The benefit for honorably discharged non-service-disabled veterans who qualify as Little Caesars franchisees has now increased from $10,000 to up to approximately $20,000.

The Secret to the Program’s Success? Commitment.

Minority programs. Women’s programs. Veterans programs… Stick around franchising long enough and you’ll see lots of franchise marketing incentive programs come and go without much impact.

The program was launched in 2006 with the intent to review the level of interest and results after two years. Nearly three times the expected number of veterans are participating in the program. Currently, 45 veterans collectively are applying more than $1.25 million in credits and benefits to help them grow their Little Caesars businesses. To date, 2,400 inquires have been made about the program.

Why has the Little Caesars Veterans Program succeeded where others have failed?

Take a look at the Little Caesars Veterans Program website and the answer is clear: commitment and follow-through.

The program has its own website, logo and identity. It has its own downloadable franchise brochure.

There are press releases and PR support for every single veteran store opening.

There are Little Caesars Veteran Franchisee Profiles and photos to make it easy for publications to run the story and spread the word.

Little Caesars PR firm, Evins Communications, was aggressively spreading the word not only via traditional media, but also with assistance from social media and blogging influencers such as socialmediaanswers.com’s Kevin Palmer.

In my experience, the total commitment and execution of programs like this require a mandate from the top to make sure it happens. (It doesn’t hurt when that mandate is coming from an ex-Marine.)

Semper Pie.

For more information, visit the Little Caesars Veterans Program, view more Little Caesars Veteran Franchisee Profiles, or download the Little Caesars Veteran Program brochure.

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Halloween Promotions: Scare up Some Funds for a Good Cause

It’s called "Cause Marketing," and it’s a great way to truly "do well by doing good."

Create a regular event or promotion that benefits a worthy cause, and run it on a regular basis. Do it right, and your investment will provide attractive returns in the form of great publicity, brand-building, goodwill, customer and employee loyalty, new customer trial and current customer frequency.

Wendy’s does a great job with their Halloween coupon promotion that benefits the Dave Thomas Foundation for Adoption. Dave Thomas, the late founder of both Wendy’s and the charity, was himself adopted, and made adoption his special cause. By creating the promotion as a yearly event, Wendy’s has gained efficiency by simply having to implement, and not design, a new program. Here is the promotional release:

DUBLIN, Ohio, Oct 20, 2008 /PRNewswire via COMTEX/ — Kids’ trick-or-treat bags will be filled with more than just sticky sweet candy this year, some may get a coupon for a free Wendy’s Jr. Frosty and help another kid find a home.

Since 1992, the Wendy’s Halloween Coupon Program fundraiser has generated millions of dollars for the Dave Thomas Foundation for Adoption, supporting the Foundation’s mission to move children out of foster care into forever families.

In 2007, the coupon program raised approximately $1.6 million for foster care adoption throughout the United States and Canada.

"Not only does the coupon program generate national awareness for the Foundation, but the support it provides has been extraordinary," said Rita Soronen, executive director of the Dave Thomas Foundation for Adoption. "Initiatives like the Halloween program provide the resources for the Foundation to continue to ensure that every child has the opportunity to grow and thrive in a loving and permanent home."

Wendy’s customers are encouraged to purchase the booklets as an alternative to passing out candy on during trick or treat festivities. One- dollar booklets can be purchased at a number of Wendy’s restaurant locations nationwide.

"Our Wendy’s restaurants really get behind the Halloween coupon program. It is a great way to give back to the Dave Thomas Foundation for Adoption and keep my dad’s legacy alive with our customers," said Wendy Thomas Morse, Thomas 5 Limited. "Giving kids a Wendy’s Jr. Frosty for trick or treat is fun and supports adoption… it doesn’t get any easier than that."

Booklet sales for the Halloween Coupon Program conclude on October 31, 2008. The coupons may be redeemed November 1, 2008 through February 1, 2009. For more information, visit www.wendys.com or www.DaveThomasFoundationforAdoption.org .

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WENDY’S Halloween Coupons Raise Millions for Adoption Cause

(Franchise Marketing) DUBLIN, Ohio, Oct 20, 2008 /PRNewswire via COMTEX/ — Kids’ trick-or-treat bags will be filled with more than just sticky sweet candy this year, some may get a coupon for a free Wendy’s Jr. Frosty and help another kid find a home.