Allegra Network : Printer to Marketer Mantra

Here's a rundown of Allegra Network's marketing programs that enable its franchisees to offer integrated services:

• Training. Its two-tiered program begins with Allegra Network University's Marketing Central, a 12-track, Web-based certification program that incorporates strategic planning, media overview, best practices and creative execution. Once completed, members can come to Allegra's headquarters for marketing specialist training, what Milroy describes as a three-day, "deeper drill" into strategic planning. The face-to-face meetings feature case studies, coaching and counseling on the sales process, and how it differs from selling printing.