Right at Home care professionals are the faces of the network's latest campaign


Right at Home


Awardwinning franchise suos its networ with strategic and cuttingedge brand awareness...


T


he homecare market sees a huge demand for services, yet is restricted by a shortage of people working in the sector. To stand out – and grow –


businesses need a marketing plan that showcases them as both employer and care provider of choice. Award-winning franchise Right at Home (RaH)


recently mapped out a best-practice marketing strategy, and committed to investing a massive £1.5million in additional support – mainly in the digital arena. RaH franchisees have full control of their marketing budgets and are responsible for attracting new staff and clients, but have always received strategic support and resources from the National Office team. Now, they’re


“We love the content you have created; it looks so different to anything else I have seen for carer recruitment. The uplift in visitors and applications has been incredible!”


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getting quite a lot of hands-on help as well. Director of People & Brand, Heather Wehrle, explains: “Marketing is crucial to your business development and Franchise Owners, especially at start up, have an awful lot to do, to attract high-quality, loyal staff alongside new clients. “They need to be active networkers, engaging with the


right people and getting their name out in all the right places in their local communities. Then they also need a strong online presence, to build trust in their brand and help convert client and CareGiver enquiries." “We decided last year that we could relieve franchisees


of some of the technical aspects of digital marketing, by hiring a specialist team to support behind the scenes.”


New hires include: 


A Videographer, capturing social media content from real people across the network, as shown in the


A PR Officer to turn human interest stories into press releases and help get them published in local and


More Than Care recruitment campaign. 


regional press. 


A Pay-Per-Click specialist, to manage ad campaigns


on Google, Facebook etc 


A Digital Copywriter who helps RaH websites achieve


‘page one’ visibility when target clients and CareGivers are searching online.


Heather adds: “We listened to feedback from


our Franchisee Satisfaction Survey and realised our franchisees’ strengths lie in selling their passion – not in SEO or PPC. “By restructuring the team and our support offering,


we’ve been able to remove these pain points and drive really positive results for the network.” 


rightathomefranchising.co.uk


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