Rhianna Clavering manages a seven-figure national marketing fund across 150 franchise offices, and she breaks down exactly how it works.

Rhianna is the National Marketing Manager at Caremark, a UK home care franchise and BFA Franchise of the Year.

She joined eight months into the fund's launch and has spent the time since refining the strategy, improving conversion, and building the systems to make national marketing work at a local level.

In this episode, Joel and Rhianna cover the 60/40 awareness-to-activation budget split, the five-channel and seven-touchpoint framework Caremark uses across TV, radio, Google, Meta, and door drops, and why the local fifth channel is what makes the whole fund actually deliver.

They get into how to explain ROI to franchise owners who do not trust impression numbers, how Rihanna built an email nurture funnel that drove 300% growth in referral traffic, and what authentic video actually means when your CEO's lawyers are in the room.

Joel also shares how he grew Jim Penman's LinkedIn from 3,000 to 45,000 followers in three months using podcast content and AI.

If you run marketing for a franchise network, this one is worth a full listen.

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TIMESTAMPS

0:00 Introduction

1:35 How Rihanna got into franchising

3:21 Caremark and the BFA award

4:11 The 7-figure national marketing fund

5:48 The fifth channel: local area marketing

9:14 Customer lifetime value and the ROI case

11:45 Quality over quantity strategy

15:13 The 60/40 awareness split explained

16:29 5 channels and 7 touchpoints

17:50 TV and radio vs digital debate

20:13 Managing franchise owner opinions

21:22 Consultative group approves strategy

27:37 BrightEdge SEO and AI overview prep

33:42 Franchise recruitment marketing

36:01 Email nurture funnel for prospects

40:29 What authentic video really means

42:48 Ghostwriting CEO LinkedIn content

51:41 Young people and franchising careers