The Art of Franchise Marketing
In this episode of The Art of Franchise Marketing, Erin Martin sits down with Mishelle Payne, SVP of HomeWell Care Services, to explore what it takes to build a trusted franchise brand in an increasingly complex marketing landscape. Mishelle shares how HomeWell’s rebrand helped expand its positioning beyond senior care, why brand consistency has become even more critical in the age of AI, and how franchise systems can balance corporate brand standards with the entrepreneurial needs of local owners.
The conversation also dives into the marketing strategies driving local growth today. From reviews and referral relationships to PR, localized content, data-driven partnerships, and AI-powered tools. Mishelle shares how HomeWell is equipping franchisees with the resources, training, and technology they need to build stronger community relationships, make smarter marketing decisions, and create a more consistent customer experience across the system.
Mishelle Payne is an accomplished brand, marketing, and creative leader with extensive experience in brand strategy, creative direction, design, and integrated marketing. She combines strategic business insight with creative expertise to develop impactful, data-driven solutions that strengthen brands and engage audiences. Known for her collaborative leadership, problem-solving ability, and attention to detail, Mishelle consistently translates business objectives into effective creative strategies and high-quality results.
