Marketing Your Business with Right at Home | Brooke Wittrock

Duration: 27m 33s

Description

Enjoy our Tuesday Talk with Brooke Wittrock, VP of National Marketing at Right at Home, as she is interviewed by Jen Chaney, VP of Franchise Development. Discussed is the comprehensive marketing support provided to franchise owners. Brooke reviews the RightStart program, The Brand Fund, and Brand Folder, as well as talks about the national advertising agency and some local lead generation created through paid search.

Background

Brooke Wittrock oversees a large marketing team that creates national advertising and online marketing. The department creates content and creative and also covers events. Brooke notes that Right at Home also partners with a national marketing agency and PR firm so that there is always support of the brand and the franchisees.

Marketing Support for New Franchise Territories

The RightStart Program is a step-by-step training process to get franchisees to open their doors and beyond smoothly. When a franchisee is ready to open, a team of online marketing specialists (OMS) will create a customized website. The OMS will also create listings for online directories. Every franchisee also receives a packet of collateral brochures for clients, caregivers, referral sources, etc, geared at different target audiences. Each new office receives stationery, business cards, and folders. Franchisees are also covered by the brand fund, which is national advertising and some local marketing to assist with overall awareness and lead generation. Right at Home also has a social media specialist to assist you with your Facebook and LinkedIn accounts.

Brand Fund

If you are a franchise owner, you will pay a 5% royalty and then a 2% brand fund contribution in the beginning. The brand fund covers national advertising, which includes TV spots, social media ads, and digital retargeting. The policy is “No franchisee left behind,” because all franchisees are paying into the brand fund. We also cover some lead generation on the local level through paid search.

Marketing Metrics

Brooke notes that Right at Home has access to the national advertising agency’s dashboards, and it created a dashboard where franchisees can access metrics 24/7 on their local office for leads and how they are coming in.

Marketing and Sales Support

It’s really important to be constantly creating new and fresh things, trending topics, etc. so that our franchisees are the leaders in aging care, and they can go speak about that subject matter. There are new initiatives every month that the OMS team will work on, such as online reviews or posting jobs, or search to keep the website visible. Pitch packages with trending topics are sent out to add fresh content to the site. Talking points on integrity selling and other sales materials are available to help with sales meetings for referrals, nursing homes, hospitals, veterans, or recruitment of caregivers.

National and Local Advertising Partners

Strategic America (SA) is Right at Home’s national ad agency, but they also do local marketing. This means that if a franchisee wants additional marketing in their area, SA will know their market and audience, and can develop a roadmap for them. SA will charge the franchisee if they request a full marketing plan, but then they provide that back through the marketing spend.

Marketing Tools and Resources

Right at Home’s creative and content team develops materials and stores them on an online portal, called Brand Folder, where franchisees have access to video, photography, ads, radio, brochures, etc. These materials can be customized for their use. They are developed using brand colors, fonts, and logos, in order to keep the brand consistent from location to location. The Brand Folder is constantly updated with new materials and subject matter.

Strategic Leadership Council (SLC)

Jen comments that as a franchise owner, you have a voice. The SLC represents the franchise system. Franchisees can provide their feedback to any SLC member.

RightStart Onboarding Training

When starting a new Right at Home or purchasing a resale, new franchisees will attend our RightStart training program. They are introduced to the resources and tools available to owners as they progress through the training.

Custom Videos

Custom videos are created right from the beginning at RightStart training. It can be used on the website, social media, or however you want. At the Annual Conference, Right at Home offers franchisees to do up to three videos. We provide topic ideas, and our team will edit and send the videos to the franchisee.

Public Relations

Whether it’s a new franchisee, a new office, a resale, or an expansion, we want to ensure we create visibility in the market. So we do have a marketing or a PR firm that will help create that visibility and do a marketing pitch for all new owners, and new offices, and then help with some ongoing PR.

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8/20/24 2 pm CT. Register here.

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View some of our most recent webinars:

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