If you're the whole marketing department — or supporting a network of locations that all do their own thing — this one's worth a read.
90% of locations sending campaigns within six months
55% more email campaigns year over year
1 marketing manager driving it all
When Clair Brewster-Kerby joined Mathnasium UK as Marketing Manager, she inherited a problem a lot of us know well: 35+ franchise locations, wildly different skill levels, no shared playbook, and email marketing that was "really fragmented" across the network. Some locations used Constant Contact well, some barely, and some were sending from personal inboxes.
Here's what she did about it — and what you can borrow whether you're managing one brand or fifty.
She Found the Tool Was Already There
Before buying anything new, Clair audited what the network already had. The answer: Constant Contact, underused. "Once I got my feet under the table... I noticed that we had Constant Contact, which was a fantastic platform."
The takeaway: Before adding tools, audit what your team or locations already have access to. The gap is often adoption, not capability.
She Trained People Before Expecting Adoption
The real blocker wasn't the software — it was confidence. "A lot of that was down to lack of confidence in what to do," Clair explains. Instead of mandating the platform, she rolled out one-to-one training and webinars to walk people through it.
Adoption jumped to 90% within six months.
The takeaway: "We have the tool" isn't the same as "people use the tool." If adoption is low, the fix is usually education, not enforcement.
She Removed Brand Decisions with Templates
Inconsistent branding was dragging down every location's emails. Clair's team built branded templates — locked-in logos, colours, fonts, plus topical headers for recurring updates — so franchisees never had to think about it.
"They don't need to be delving into their Google Drive or OneDrive to find the brand guidelines to make sure they're using the right hex code. Now all the emails look very similar because they're all on brand."
The takeaway: Every brand decision you make once in a template is a decision your team (or future you) doesn't have to make again — and can't get wrong.
She Built Campaigns Once, So Others Could Reuse Them
The head office now builds complete campaigns for the whole network — "Back to School," "Share the gift of learning" — with copy and images done. Locations just log in and change the sender. They also built reusable event flows: invite → registration → thank-you.
The takeaway: If you send similar campaigns on a cycle, build the shell once and reuse it. Even a solo marketer benefits from treating their past campaigns as templates instead of starting from scratch.
The Results
90% of locations sent campaigns within six months
55% more email campaigns year over year
Stronger customer relationships at locations actively using the platform
"The ones that use Constant Contact, they do tend to have better customer relationships than the ones that don't," Clair says.
What You Can Take From This
You may not have a head office behind you — you might be the head office, the sender, and the designer all at once. But the model scales down:
Audit before you buy. You may already have what you need.
Treat low adoption as a training problem, not a willpower problem.
Templatize every brand decision so consistency is the default, not the effort.
Build campaign shells you can reuse instead of rebuilding each send.
None of this required a big team. It required deciding once, well, so the next send is easier than the last.
What does your campaign-building process look like — start from scratch each time, or work from templates? Share below.
