Experience. Talent. Dedication.

OUR TEAM

FPG is a full-stack consulting firm specializing in driving franchisee recruitment growth for franchisors. We know better than anyone that franchise marketing is very different from consumer marketing. We help franchisors and franchisees build iconic brands.


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What we do

We work with executive management teams to develop the strategies and tactics that enable franchisors to grow while strengthening franchisor-franchisee relations.

FPG does this by providing recruiting and digital marketing services that help brands attract franchisees who fit their culture and who have a strong likelihood of succeeding within the framework of the brand.

Our team has more than 120 years of combined franchising experience as franchise executives, multi-unit franchisees, recruiters and digital marketers.

FPG will analyze your brand, buyer archetypes, goals and budget to determine what platforms should be used and how.

We wrote the book on franchising — our founder has written five of them, actually, including the Amazon best-seller Street Smart Franchising. Get your free downloadable copy here. We have devoted our careers to helping franchisors master the art of building great brands that help franchisees achieve their goals.


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FPG includes a full digital marketing agency

that specializes in franchise recruitment, and uses modern marketing tools to help brands reach more buyers — not just leads. 

Our toolkit includes:

  • Google advertising (display, CPC and retargeting)
  • Bing advertising (CPC and retargeting)
  • Facebook advertising (display and retargeting)
  • LinkedIn advertising (sponsored content, InMail, and conversation-based ads)
  • Search Engine Optimization (SEO)
  • YouTube advertising Streaming Channel ads (Hulu, Pluto, Tubi, etc.)
  • Programmatic advertising Geo-targeting
  • Geo-targeting
  • Geo-fencing
  • Geo-framing
  • Copywriting
  • Video production
  • Lead nurture emails and texts
  • E-blasts
FPG will analyze your brand, buyer archetype, goals and budget to determine what platforms from this listing should be used and how.

Meet Our Team

MEET THE PEOPLE BEHIND THE BRAND

FPG has built a seasoned team of industry professionals who specialize in everything from sales and recruitment to lead generation and content creation. With over 120 years of combined franchise knowledge, we know what it takes to help brands succeed.

Joe Mathews, Founder and CEO

Joe has been in franchising sales and leadership roles since 1985, working with such companies as Subway, Fantastic Sams, Marco’s Pizza and many more. In 2002, Joe founded FPG to study and document what he calls franchising’s Winning Formula. He has written five books on franchising: Amazon.com best-seller Street Smart Franchising, The Franchise Sales Tipping Point, Developing Peak Performing Franchisees, How to Create a Franchise Sales Breakthrough. Guaranteed. and The Future of Franchising

He has also written or been featured in dozens of articles on franchising that have appeared in USA Today, Fortune, Businessweek, Working Woman, Wall Street Journal, Entrepreneur and more. Joe is the creator/instructor of two classes for the Institute of Certified Franchise Executives (ICFE) and wrote the ICFE study guide section on franchise sales and lead generation.

In his spare time, Joe is an aspiring pickleball champion and an expert teller of dad-jokes.

Ellen Margulies, Senior Content Creator

Ellen is a former journalist who has been working with FPG since 2013. As senior content creator, she takes the lead on crafting websites that tell the story of a brand, its culture and its value propositions for the purposes of lead generation. She continues the deeper dive into the brand story through blogs, lead-nurturing emails and social media posts.

Her writing has been published in USA Today, The New York Post, The Nashville Ledger, Edible Nashville, The Tennessean, MLK50: Justice Through Journalism and numerous other websites and publications.

When she’s not working, Ellen volunteers for Nashville Cat Rescue and the Davidson County Foster Care Review Board. Also, she has way too many cats.

Rachel Rust, Digital Marketer and Photographer

Rachel joined FPG in 2020, bringing her skills as a digital marketer, photographer and videographer to help clients tell their brand story and engage the most qualified leads. A creative and tenacious marketing and visuals professional, Rachel monitors analytics so she can tweak marketing campaigns as needed for the most effective results.

As a freelance digital marketing manager, Rachel has managed social media and marketing for a Nashville-based lifestyle blogger, led digital marketing for a Christian e-commerce company, and expanded her own clientele. Some of her previous clients include, but are not limited to, DIFF Eyewear, Boys and Girls Clubs of America, Pantene, TBWA, Tarte Cosmetics, and more. A performing musician, in her spare time Rachel pursues photography and videography, tending toward editorial/portrait shoots, families, and weddings and events.

When she isn’t sampling Snapchat filters, Rachel spends time with her husband and growing menagerie of pets.

Jay Capperella, Sr. Director of Franchising

Jay has 30 years of franchising experience in sales, process development, marketing, and operations. Jay has worked with many concepts, including RE/MAX real estate, Fantastic Sams and Brightstar Care home care assistance. Jay has made over 250 franchise placements in his career, equating to more than 800 units. His approach is to provide a total client experience that focuses on supporting the potential buyer’s goals, needs and expectations, and helping to educate them on the brand’s winning formula to meet their entrepreneurial objectives. Jay excels at executive communication, details and project management.

Jay lives with his wife, Patty, and their three children. He coaches soccer, supports the local cathedral kitchen and enjoys cooking. While he keeps fit by running, on occasion Jay will take time out with some great music, a cigar and a bourbon.

Corey Bowman, Sr. Director of Franchising

Corey is an accomplished franchise executive and leader with 20 years of hands-on experience leading and building national and regional franchise systems from ground level to national presence. He possesses an entrepreneurial and lead-by-example management style. Over the course of his career, Corey has developed a deep background in strategically building and managing corporate infrastructure, franchise development, sales and support teams. He has sold hundreds of new franchise deals and generated millions in new fees. He has built a myriad of development and management processes to strengthen sales, resales, ancillary support operations and franchisee satisfaction metrics. He is also accomplished at strategic planning and implementation skills including department and company turn-around.

Corey lives with his wife, Jaime, and their four kids. When he’s not working and trying to fit the word “myriad” into a sentence, Corey enjoys spending time in the outdoors, camping, hiking, fishing and coaching kids in youth sports.

Obed Hernandez, Franchisee Recruitment Manager

Before joining FPG in 2017, Obed was working as a staff accountant. He was also a financial analyst.

At FPG, he helps walk candidates through the education and buying process to become franchisees (currently licensees for the licensor). His main goal is to make sure they are a good fit for the brand and that they fit the culture, purpose and values of that company. During his time at FPG, he has successfully worked with and landed deals for brands such as School of Rock, i9 Sports, Brain Balance, Costa Vida, Re-Bath and Narellan Pools. He excels at communication and creating a strong relationship with brands and candidates.

In his spare time, he likes to lift weights, play soccer, run and spend time with his wife, Taylor, their daughter and his sister.