Franchise Now featured CertaPro Painters’ Chief Brand Officer, Dawn Perry, on Franchise Marketing Radio, where she detailed how the brand integrates digital strategy, community engagement, and cross-functional collaboration to support scalable franchise growth.
-- Colorado Springs, CO- Franchise Now recently featured Dawn Perry, Chief Brand Officer at CertaPro Painters, on Franchise Marketing Radio, offering a comprehensive look at how franchise marketing must evolve to remain effective in a rapidly transforming business environment. As one of the leading voices in the home services sector, Perry shared actionable strategies for aligning marketing, operations, and local engagement within a scalable brand structure.
For more insights from industry leaders shaping the future of franchising, marketing, and AI adoption, visit https://franchisenow.media/
With deep experience in media, consumer brands, and franchising, Perry brings a cross-functional perspective to her role. At CertaPro Painters, she leads a multi-layered marketing strategy that balances national brand consistency with local owner flexibility. That structure allows each franchisee to act as a hyper-local business—rooted in their community—while leveraging the scale and sophistication of a nationally recognized brand.
The conversation highlighted how full-funnel marketing is no longer optional for franchisors. CertaPro's strategy includes paid search, branded and unbranded campaigns, Google Local Services Ads, and SEO-driven content optimization. But the digital ecosystem is only part of the equation. Ground-level tactics such as wrapped vehicles, yard signs, sponsorships, and local partnerships remain critical to building trust and name recognition in each market.
Perry also outlined how the brand addressed a common performance gap in franchise systems: lead abandonment. CertaPro noticed that many prospective customers were beginning—but not completing—online estimate forms. Rather than losing these partially completed submissions, the company implemented a system to route that data to local franchisees for immediate follow-up. By integrating marketing intelligence, operational workflows, and technology infrastructure, the brand significantly increased conversions while improving customer experience and franchisee satisfaction.
Additional detail on CertaPro’s services and ownership opportunities can be found at https://certapro.com/
The episode also explored how franchisees are encouraged to embrace local storytelling. Franchisees are coached to post content that reflects their team culture, community involvement, and customer stories—moving beyond transactional marketing into relationship-driven engagement. This type of localized, authentic content helps franchisees differentiate from impersonal competitors while reinforcing their identity as both entrepreneurs and community contributors.
Operational alignment was another critical topic. Perry emphasized how her team collaborates directly with operations leaders, ensuring that field performance, customer service, and local marketing are synchronized. Shared KPIs, pre-season alignment meetings, and co-led training ensure that each campaign translates into meaningful business outcomes and brand integrity.
As AI becomes a greater force in marketing technology, Perry advocates for a cautious, intentional approach. While automation and AI can improve efficiency, franchise brands must preserve strategic oversight, brand voice, and data security. At CertaPro, AI is used selectively to support discovery and personalization, but creative execution remains closely managed to ensure consistency across all touchpoints.
Franchisee recruitment was also discussed as a point of brand responsibility. Perry noted that franchise development marketing must be grounded in the same operational truths that define the actual ownership experience. CertaPro’s internal alignment between marketing and franchise recruitment ensures that prospects receive an accurate, transparent view of the brand from first contact through onboarding.
She also highlighted an industry-wide opportunity: increased collaboration among marketing leaders in franchising. While many franchise systems connect through development or operations channels, marketing professionals often work in silos. Perry sees potential in cross-brand alliances, co-marketing initiatives, and marketing-specific forums that accelerate shared learning and innovation.
CertaPro’s approach—scalable systems, human-centered storytelling, and cross-functional unity—offers a template for franchise brands seeking resilience and relevance in today’s complex landscape.
To learn more about Franchise Now’s platform and explore technology-driven growth strategies, visit https://franchisenow.ai/.
Contact Info:
Name: Jennifer Branecky
Email: Send Email
Organization: Franchise Now
Address: 860 Robbie View Suite 1031, Colorado Springs, CO 80920, United States
Website: https://Franchisenow.ai
Source: NewsNetwork
Release ID: 89159586
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