Caremark locks down brand security while multiplying local marketing
How a national home-care franchisor with 115 offices achieved 10x growth in local marketing activity while maintaining complete brand control.
Watch the Caremark Story
Hear directly from Emma Scholes, Head of Marketing at Caremark, about how RightMarket transformed their approach to local marketing.
A fast-growing care brand with rising brand-risk
Caremark is a national home-care franchisor with more than 115 offices delivering over 110,000 hours of care a week to around 7,000 customers across the UK.
Before RightMarket, local marketing was essential for growth, but almost impossible to control. Only a small minority of branches had any in-house marketing capability, and the rest did their best with generic tools and ad-hoc designs.
The result was more than just messy branding:
- 1Inconsistent language about vulnerable customers and staff
- 2Unapproved imagery that could create safeguarding and consent issues
- 3Unprofessional layouts that undermined trust in a highly regulated sector
Reputational damage
Inconsistent branding eroding trust
Regulatory scrutiny
Non-compliant materials attracting attention
Lost growth
Local teams afraid to market at all
Empower every franchise, without increasing brand-risk
Head of Marketing Emma Scholes knew Caremark had to do two things at once: give every franchise the ability to run confident local campaigns, and eliminate uncontrolled, off-brand, and non-compliant materials at source.
She had worked with RightMarket in a previous franchise network and had seen the impact of treating brand security as a system, not a set of guidelines. Caremark chose RightMarket to be that system.
A brand-security platform built around Caremark's risk profile
RightMarket started with a deep discovery focused on risk as much as design: where could careless wording, outdated terminology, or the wrong image create problems for a care brand?
Locked brand elements
Logos, colours, layout, legal copy cannot be changed locally
Automated details
Branch-level details like addresses and regulatory statements auto-populate
Pre-approved assets
Only approved imagery and copy options, tailored for care, recruitment, and community campaigns
Instead of “anyone can design anything”, the default is now “everyone designs within a brand-secure frame”.
Social Media Templates
See how franchise owners create on-brand social content in seconds
Governance built into every template
Across advertising, social media, flyers and more, Caremark now has two dozen carefully designed templates that behave like mini compliance workflows.
- Enforce required disclaimers and legal wording for care services
- Prevent unapproved edits to sensitive phrases about customers and staff
- Steer users towards safe, on-message variants with controlled choices
Franchise owners still see a simple interface – but underneath, head office controls exactly what can and cannot appear on anything that carries the Caremark brand.
One unified brand voice, enforced in real time
A key part of Caremark's brand-security challenge was language. Over time, formal, old-fashioned wording had crept into materials – the sort of language that feels cold in a care context.
RightMarket's Tone of Voice Assistant is configured with Caremark's preferred language rules. When local users type outdated or off-tone terms, the system prompts them with warmer, approved alternatives.
- Customers are always described in human, respectful language
- Staff roles are named consistently with HR and recruitment
- The network gradually “forgets” legacy wording
Brand voice stops being a PDF guideline and becomes a live guardrail every time someone writes copy.
Turning a brand-risk into a growth engine
- 200+
- users across the networkcreating branded assets
- 115
- branches equippedto market locally without increasing risk
The shift was significant: after 17 years of largely DIY local marketing, franchisees were being asked to work through one central system. Uptake was driven by two forces:
- Early-adopter branches saw that the new templates were faster and safer than doing it themselves
- Head office could finally say “yes” to more local activity, because everything flowed through pre-approved patterns
The outcome is a tenfold increase in local marketing output – but with higher consistency than when only 10 branches had the skills to produce their own materials.
Protecting reputation, recruitment and revenue
The impact of brand security goes beyond good-looking leaflets:
Reputation
Families see the same standard of messaging and visual identity wherever they encounter Caremark, reinforcing trust in a sensitive, personal service.
Recruitment
Controlled recruitment templates and tone of voice help attract the right staff and avoid problematic or outdated language in job ads.
Compliance
Imagery, wording and layouts are constrained to Caremark's risk appetite, reducing the chance of accidental breaches.
Efficiency
The central marketing team has reclaimed around half a month of capacity each month to focus on strategy and growth rather than policing artwork.
A brand-secure foundation for franchise growth
Caremark's experience shows that you do not have to choose between growth and control. With the right brand-security platform:
- Franchisees gain the freedom to market locally with confidence
- Head office gains the assurance that every asset is compliant by design
- The whole network tells one consistent story, in one consistent voice, in every channel