Pearl Home Care is a 100% Australian-owned provider of world-class senior and disability care at home. Since launching in 2019, it has become one of Australia’s fastest-growing and most reputable in-home care organizations.
With 40 locations and growing, the franchise emphasizes a local approach to care, ensuring that profits remain within Australia to bolster the economy and community support systems.
In just five years, Pearl Home Care grew to 40 locations, but with growth came branding headaches.
Franchisees were using low-quality images, wrong sizes, off-brand colors, and even forgetting logos—creating a snowball of mixed messaging.
Fadi Awad, Digital Marketer at Pearl Home Care HQ, recalls regular meetings with the CEO, where the same issue kept popping up: there was no brand control. They quickly realized they needed a solution to bring everything back on track.
“That’s when PromoRepublic clicked in. The platform gave us the visibility and control we needed to help our franchisees with local marketing and gently guide things back toward consistency.”
Now, Fadi has a single view of all franchise activity, while franchisees benefit from a centralized content library and easy-to-use tools. This ensures everyone stays on brand with high-quality content.
The platform gave us the visibility and control we needed to help our franchisees with local marketing and gently guide things back toward consistency.
Social media is Pearl Home Care’s main marketing channel, with HQ focusing on Facebook to reach its target audience of 35-65-year-olds.
“Before, it was a bit of a mess. Some franchisees had their personal accounts linked to business profiles, which blocked our ads. Others were stuck in password recovery, wasting time trying to access their accounts.”
To fix this and keep the brand consistent, Fadi teamed up with PromoRepublic to set up a child-parent structure on Facebook. Now, franchisees don’t have to start from scratch. Their pages are set up, and all past posts are neatly stored in a content library—ready to reuse and tweak.
“It gives us a unified look and control across all accounts. Plus, franchisees now have a go-to resource for content. Templates, like hiring posts, are a favorite,” Fadi explains. But it’s not just about setting them up. “We’re also coaching them on localizing,” Fadi adds.
“From social media best practices to company-wide training, we’re running regular sessions with PromoRepublic’s support to set everyone up for success.”
Instagram is now on the horizon for Fadi and his team. With PromoRepublic’s ability to manage multiple platforms in one place, expanding its digital footprint is a no-brainer.
Fadi has this knack for knowing when things are clicking. “I can tell things are progressing simply by analyzing the data and listening to the franchisees’ feedback,” he shares. “My confirmation comes when I observe people actively engaging with posts and see Google reviews coming in.”
Every other month, Pearl Home Care gets a report. Fadi uses the data to keep everyone in the loop and shares some details with the franchisees.
They spotlight a standout suburb, sharing the success story with the rest of the network. “It’s like, look, here’s what they did, here’s how they’re doing it, and here’s what you can do to achieve the same,” Fadi explains.
Franchisees often ask him for a magic formula like what’s the best time to post? Fadi redirects them to their social performance data. “I tell them to post a few things, and the analytics will tell you when to post. It’s all there once you start.”
Enterprise: for multi-location and direct selling brands. Manage thousands of social media pages of your local distributors, partners, or franchisees.
Agency: for marketing agencies. Manage all your clients’ social media pages on one platform.
