National Marketing Fund

Last year, with an overwhelming majority decision from the network, we launched our National Marketing Fund (NMF) for the first time in Caremark’s history.

With the network’s backing, our Franchise Support Centre Marketing team was set to work, delivering a postcode-led/territory-specific, data-driven campaign that gave control to each franchise owner with the flexibility to tailor their marketing messages. Using both digital and traditional channels, each business decided whether their campaign focused on generating new customer leads or promoting recruitment messages to attract new staff.

Marketing Director Emma Scholes notes,

“We pride ourselves on providing expert guidance for each of our franchise owners, but we also understand that they are the experts of their territories and ultimately know how they want to grow their business. This flexibility was a top priority, and we’re quite possibly the first big home care franchise to approach an NMF in this way. It’s a brilliant working partnership, but also essential that they are empowered with the choice of how to use their NMF budget, selecting a campaign that best suits their needs.”

What was delivered?

The NMF aimed to deliver the perfect mix of marketing channels, with the right frequency, attention-grabbing creative and precise messaging, all reaching the right audience at the right time. Here’s what we achieved across our NMF territories for the first campaign (September – December 2024):

  • Our TV ad was seen 1.8 million times.
  • Radio ads reached 2.9 million people.
  • Leaflets delivered to 628,000 homes.
  • Google Ads were seen 4.52 million times, leading to thousands of clicks and measurable actions.
  • Meta (Facebook/Instagram) ads reached 4.68 million people, generating strong engagement and conversions.

In total, across the entire campaign, the marketing activities had nearly 15 million impressions, over 68,000 clicks to our website and delivered ~2,200 leads to our franchise owners.

What impact did it have?

While these numbers are impressive, the real impact is in the difference it’s making for our franchise owners. Naturally, progress is happening at different rates across NMF territories, but the overall growth is undeniable. Comparing a successful 2023 without the NMF to the end of 2024 with the first NMF campaign complete, here’s the progress:

  • Hours of care delivered: Increased by 8% to 135,000 hours.
  • Customer numbers: Grew by 6%.
  • Turnover: Jumped a remarkable 20%.
  • We’re a finalist in the Marketing Expertise category, as well as Team Support Expertise category at the 2025 Homecare Awards.

These results showcase how the NMF has already driven significant growth, achieving industry recognition and empowering franchise owners to expand their businesses and make a greater impact in their communities.

What’s happening next with the National Marketing Fund?

The success of the NMF is just the beginning. With valuable data and insights from the initial campaign, we’re refining and streamlining our approach to deliver even better results for our network.

  • Learning and improving: By analysing performance data, we’re pinpointing elements that worked best and fine-tuning campaigns to create a more efficient and impactful approach.
  • Supporting franchise owners: We’re committed to providing even more guidance and support to franchise owners, helping them maximise their NMF campaigns with support from our Franchise Support Centre team to achieve their individual business goals.
  • Encouraging ideas and collaboration: We’re open to hearing suggestions or feedback from franchise owners, and we’ll offer tailored advice for those who wish to invest further into their NMF budget.

Our ambitions remain high, and with the experience, data, and continued collaboration across the network, we’re confident the NMF will keep driving exceptional growth for Caremark franchise owners.

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