Cody Crail is the Director of Strategic Development for CSquared Social, a digital marketing company based in Carlsbad, CA which was started by his two brothers Cassidy and Caleb. CSquared Social helps 100+ franchisors and franchise consultants in the area of organic, franchise sales lead generation through targeted social media campaigns. Cody is also a multi-unit franchisee of two different concepts and has also worked in the past as a VP of franchise support and operations.
What was your route into franchising?
My father was an entrepreneur who started a franchise company, Rocky Mountain Chocolate Factory, the year before I was born. I grew up working in many different roles in his company and after finishing college decided becoming a franchisee was my best shot at making big money and beat the hell out of working double shifts in consumer packaging during Christmas production!
What attracted you to franchising?
I always looked up to the franchisees and small business owners I met growing up. I saw them as pioneers and great risk-takers. As a 20-something year old I probably figured being my own boss would help me with the girls, but I also loved the idea of building a successful business that was profitable, an ever-growing asset, and a job creator.
What services do you and CSquaredSocial provide for people in the franchise industry?
At Csquared we work with many franchisors, both established and emerging, to pinpoint their ideal franchise prospects on the most popular digital platforms and so help them close more deals. We also help the franchisees in their local marketing efforts to get more customers through their doors and pull market share away from their competitors.
What have been the highpoints in your career?
The day I opened my first franchise store and closed out the registers at the end of the day. It was an incredible feeling! But equally now getting to work with my family at CSquared Social and seeing incredible growth year over year.
What affords you most satisfaction about your work?
Hearing from clients that they closed deals from the franchise leads we generated for them.
What aspect of your work offers the greatest challenges?
The constantly changing landscape of social media. We can wake up on any given morning and learn that things just changed in a big way. New platforms can quickly become the newest disrupters. Keeping our finger on the pulse and being flexible for our clients is key!
How do you think would other people describe you?
I hope they would describe me as a kind and caring person, much like I see my dad. He is my hero.
What’s the next step in your career?
To keep growing CSquared Social and make sure my bosses (a.k.a. younger brothers) see me as an important part of the company! Also, to jump on franchise opportunities that have longevity and I can be passionate about.
If you had to start over, what would you do differently?
Not much. I’ve been really blessed in my life and see value in the good times and the bad. I guess I do regret becoming becoming a San Diego sports fan. Nothing good has ever come of that!
How do you relax?
I am a franchisee and have three kids 5 years old and under. I forgot what relaxing means.
