The Challenge
When Yona Smith was hired to manage franchise development marketing at Homewatch CareGivers in 2011, she knew she was entering a fast-paced environment (after all, Homewatch CareGivers was a growing at-home care provider with a footprint in the United States, Canada, and Latin America). But in 2017, a new development was thrown into the mix—one that required Yona to be ready to adapt more than ever before...
Homewatch CareGivers International was acquired by Authority Brands, LLC.
With the acquisition came many changes, including the switch to a new marketing partner. While a change of this magnitude is always a challenge, Yona saw it as an opportunity. She set out to use the new resources available to her to grow Homewatch CareGivers, expanding the brand and adding locations.
“My focus has always been on quality over quantity of franchise candidates—only after we get the quality piece right can we begin to think about increasing quantity. When we started working with our new marketing vendor, that was my goal.”
Yona Smith, Franchise Development Marketing Manager, Authority Brands, LLC