November 4, 2026

Knowledge Is Profit: How audience intelligence helped grow a national in-home care franchise.

The smartest media plans start with knowing your audience. Knowing a strategic media planning partner helps too.

Our work with Right at Home, a national in-home care franchise organization, is a perfect example of audience intelligence at work.

The Challenge: National ambitions on a budget.

Right at Home wanted to increase year-over-year leads from prospective franchise owners interested in investing in a business opportunity. But the path to growth came with a few roadblocks.

• Right at Home operates nationally but only had budget to focus on a handful of priority markets.
• Economic uncertainty. When consumers feel uncertain about the economy and their future, making a major financial investment or career change can become a harder decision.

Follow the Research, Not the Assumptions.

Before building the media plan, we took a closer look at Right at Home’s existing franchise owners.

What did they have in common? How did they evaluate franchise opportunities? And what happened between their first interaction with the brand and their decision to reach out?

We discovered their prospective franchise owners are smart, researching, comparing and evaluating their options across multiple platforms before taking action. Their customer journey lasted approximately one month and involved around 20 digital touchpoints, including franchise research articles, social media, AI-powered discovery, organic search and paid search.

That’s a lot of opportunities to influence a decision. And a lot of opportunities for a brand to disappear from consideration.

Right at Home needed to be visible throughout the research process, consistently reinforcing its value as prospects moved closer to making an investment.

Our Media Strategy: Be where decisions are being made.

Rather than spreading the budget thin across every available channel, we focused on platforms that aligned with how prospective franchise owners researched opportunities.

Our media mix included:

• Native advertising: Placing educational content in environments where prospects were already consuming relevant articles and researching business opportunities.
• Meta: Building awareness and maintaining visibility through social media engagement and retargeting.
• LinkedIn: Reaching professional audiences who may be considering entrepreneurship, business ownership or a career transition.
• Reddit: Connecting with audiences in an environment where people explore ideas, seek opinions and research opportunities.
• Paid search: Capturing demand from prospects actively searching for franchise ownership and investment opportunities.

Awareness campaigns introduced Right at Home to potential investors. Educational content helped answer questions and build consideration. Retargeting kept the brand visible as prospects continued researching.

And because the budget couldn’t support a national campaign at full scale, we concentrated investments in priority regions where Right at Home wanted to grow.

Know Your Audience.

Understanding the audience changed the content we put in front of them.

A franchise investment is a major decision. Prospects need more than a pithy headline and a button asking them to submit their information. We used a combination of Right at Home’s educational articles and third-party content from franchise-focused resources such as Franchise Business Direct.

Instead of pushing the same sales message at every touchpoint, we created opportunities for prospects to learn more about franchising and evaluate Right at Home throughout their research journey.

That gave our media placements a stronger purpose.

The media put Right at Home in the right places and the content gave prospects a reason to pay attention.

And as audiences engaged, retargeting helped reinforce the message and keep Right at Home in consideration.

The Results: Franchise-tastic.

From February through October 2026, the campaign generated measurable lead activity and supported franchise territory sales.

• 123 landing page leads
• 12 LinkedIn platform leads
• 5 priority franchise territories sold, creating an annual revenue opportunity of $9 million*

*$1,836,498 average annual net billings for all franchise offices open for one year or more as of December 31, 2025. Of the 390 total offices open for one or more years ending in 2025, 134 or 34% attained or surpassed the average annual net billings. For the year ending in 12/31/2025, we received complete financial data from 482 of the 566 (85%) Franchised Businesses. The average gross margin percentage is 44.60%.

The campaign demonstrated how audience-informed media planning could support a complex, high-consideration purchase journey despite geographic budget constraints, political-year uncertainty and website tracking challenges.

Most importantly, the strategy connected media activity to the business outcome that mattered: attracting prospective franchise owners and supporting territory sales.

A Right at Home franchise isn’t an impulse purchase. Obviously. Rather, it’s a life-changing investment decided over multiple weeks and across numerous platforms.

Understand the audience, then build the media plan. Works every time.

Need a smart media plan? It’s the only kind we create. Let’s connect.