With more than 365 locations nationwide, BrightStar Care consistently leverages the power of the home care brand through centralized management, providing owners with the tools, best practices, and guidance to customize marketing efforts at the local level. We aim to provide to

In her own words, Teresa Celmer, Senior Vice President of Consumer and Employer Brand Marketing at BrightStar, shares four brand directions franchisees should take to ensure localized marketing success. doing.

1) Investment. Owners should commit to and invest in a marketing plan. Even if customer and employee numbers are doing well, owners must stick to their marketing plans to sustain growth. You should also check if you have the means to conduct marketing in-house or if you would like to invest in an external agency/marketing her partner to lead the marketing plan. BrightStar has great relationships with the local marketing partners it recommends for its franchisees.

2) Strong in basics. Owners are advised not to overcomplicate their marketing plans. If you’re working with an agency hired, it’s a good idea to strengthen the basics. Make sure your website copy and design is up to date, has a social focus, and pushes proven, targeted ads. Also, by working with external agencies, owners can gain more access to consumer data. This data will help each regional agency determine what is working and giving him the greatest ROI, and what is not.

3) Measure what matters. We also encourage franchisees to avoid the trap of reporting everything. We recommend creating a simple, actionable dashboard outlining where your marketing efforts are doing well and where they need to improve. A clear dashboard also helps show where budgets are being allocated from a financial standpoint, and helps determine when plans need to pivot.

4) Openness to explore. Finally, defend four terms when evaluating marketing: Test, learn, refine, scale. We encourage franchisees to take risks, try new things, and build strong local marketing programs. He will try the plan for 90 days to see what happens and monitor the results. After your 90-day trial expires, refine your plan and scale it to meet the needs of your consumer base.