Caremark unveils new flexible National Marketing Fund to propel network’s growth

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01 October 2024

Caremark unveils new flexible National Marketing Fund to propel network’s growth

Caremark, a leading name in UK home care and franchising, is proud to announce the launch of its National Marketing Fund (NMF), a new initiative that aims to redefine how its franchises drive growth. Unlike traditional marketing funds, Caremark’s NMF is designed with “unrivalled’ flexibility, equipping franchise owners with the choice to tailor their marketing efforts to best align with their immediate and long-term business growth goals.

For the first time in nearly 20 years, Caremark is introducing the NMF as a direct response to the evolving needs of its network. The NMF offers postcode-specific, data-driven campaigns, giving franchise owners control over how they grow their revenue. Each business can choose whether their integrated campaign prioritises either generating new customer leads or boosting recruitment efforts.

The output is a highly targeted approach that aims to increase brand visibility, complement each franchise's separate local marketing efforts and maximise return on investment.

Emma Scholes, Director of Marketing for Caremark, shared her vision for the new NMF:

“This newly introduced National Marketing Fund represents a pivotal moment for Caremark and, we believe, it is unrivalled in the care industry in terms of its flexibility. A traditional fund tends to be spent on raising the profile of a brand, but in addition to this, we believe each of our individual businesses is the expert when it comes to having a say as to where its marketing attention should be focused. Therefore, we’ve empowered our network with the choice to either concentrate on staff recruitment or to reach new customers, and to be able to change this focus every quarter. We’re quite possibly the first big home care franchise to approach an NMF in this way and it has been extremely well received, with an astounding 80% of our network opting in.

“Roll out of the first campaign is now underway. Each franchise will benefit from an integrated campaign that leverages both digital and traditional channels to amplify its local presence and is designed for maximum impact. This new fund is about smart, data-backed, post-code specific campaigns that will deliver real results that matter to the individual franchise.”

David Glover, joint CEO of Caremark added:

“We’ve listened to our network and have responded with an adaptable and powerful tool that ensures every franchise can make the most of their investment in marketing.

“This tailored, strategic approach aims to deliver fast, measurable results while supporting long-term success for our network. The NMF ensures every business can optimise their marketing efforts for immediate effect and sustained growth. And the goal for our NMF is simple, to ensure that every pound spent works harder and smarter for our franchises.”

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