Marketing With Purpose Kit: Driving Scalable Growth Through Marketing

**SPEAKER_1** (0:04)
The Bliss Business Podcast, the show about empathy, connection, and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media, and programmatic ad experts.

**Tullio Siragusa** (0:16)
Welcome back to Marketing With Purpose, a segment of the Bliss Business Podcast where we explore what it really takes for marketing leaders to create impact that goes beyond the numbers. I'm Tullio, and in each episode, we sit down with marketing experts to explore their leadership approaches and strategies to drive performance and resonate with their audience. Together, we'll dive into what's working, what's not, and how purpose and empathy can transform the way brands connect with people.
Let's get started. Today, I'm joined by Kelly Mance. She's Vice President of Marketing at Premium Service Brands. Kelly leads the integrated marketing vision across a growing portfolio of franchise brands, bringing more than 20 years of experience across health care, technology, education, and government. With firsthand experience as an independent business owner and consultant, she understands the challenges franchise owners face and how purpose-driven marketing can help them compete and grow.
Known for building and leading high-performing team, Kelly focuses on helping brands tell meaningful stories and creating lasting connection that drives scalable growth. We're going to explore driving scale growth through, excuse me, we're going to explore driving scalable growth through marketing. I'm really excited to dive into this. Welcome to the show, Kelly.

**Kelly Mance** (1:45)
Thank you so much for having me. It's great to be here.

**Tullio Siragusa** (1:48)
So Kelly, before we dive in, I'd love to understand why you pick this topic and why you think it's timely right now.

**Kelly Mance** (1:57)
So for companies that have multiple brands like Premium Service Brands, driving scalable growth is essential. It's not optional.
You have to find savvy ways to build campaign strategies that are stable across all brands, but also can be customized to each of the brand's unique tone and voice. So that's why we need to be able to scale across all of the markets.
In my experience in marketing over all the years, I've seen a lot of disparate campaigns put together. Marketing becomes reactive instead of proactive. There's no real integrated plan or the plan doesn't align up to corporate strategy and goals. And so all of these one-off campaigns and assets have no real tie-in to the bigger picture. So when you're trying to scale growth, it's not just about building campaigns, it's about building systems. So in our world of franchising, it's even more important because we work across hundreds of owners and all kinds of marketing channels. So we need strong foundations and we need diversified channels and real data discipline to inform those strategies. And we know that growth will compound when it's repeatable. So we focus on things like our foundational elements, such as our CRM, speed to lead, reviews, things that get people seen and hired for the different home services that they provide. We also focus on diversification, making sure that we're employing more than one marketing channel, and not throwing all of our eggs into one basket. And then we also dive deep into the data because we know that the data tells us if the needle is being moved or if we need to pivot. So, with franchising, it's a very unique opportunity for us to win twofold at the corporate level, building national brand awareness, but also finding ways to drive meaningful impact down to the owner level.

**Tullio Siragusa** (3:53)
That's great. And today, with AI and the way people find things, marketing is really needing to focus on building authority as well. So, I often say SEO has come back to life, but it's in a different version.
Everything else is so important. Now, let's talk about strategy and growth a little bit, because heads of marketing are often pulled between near-term campaign results. It's always like, what do you got for me this quarter? Right? And long-term brand building, or as many of us will call the bottom of the funnel, the middle of the funnel, the upper funnel. Right? We're always trying to balance that. And how do you ensure your marketing strategy stays in line with the company growth goals, while maintaining the long-term and the short-term? And where do you find the biggest friction points in making that happen?

**Kelly Mance** (4:46)
I love this question because it's near and dear to my heart. Before you can begin any kind of plan, you need to know where you're going. And I think that one of the central points of failure that I've seen is the lack of people casting vision or you have senior management casting a vision and then it's not necessarily funneled down to those who are just singular focus. You know, sneeze in one particular area or being siloed. So I think casting the vision is really important, helping everyone to understand where we're going as a company. And then we have to communicate and communicate again and communicate some more because people will forget, you know, I think sometimes you'll see the COO, CDO, CEO, CMO, all the Cs, you know, they think that way because they see that top down, you know, picture, but someone who's in, say, a social media marketing role, they're not necessarily thinking of all the different ways that we cross functionally rely on each other between departments. So that vision is really important and then communicating it down. So everyone understands.