How can you drive awareness for a mission-led franchise brand while supporting lead generation for over 200 franchise owners across North America? Julia Moody, Director of Marketing at British Swim School, and her team balance hyper-local, targeted campaigns and national-level visibility to drive growth.

We spoke about the brand's strategy, including how her team facilitates franchisees' grassroots success in local markets (think pediatrician partnerships, water safety presentations, and daycare events). Meanwhile, a partnership with the iconic Peppa Pig supports national-level growth, with one campaign generating over 8,000 leads and an 82% uptick in Instagram followers.

Julia pairs her background in agency marketing with a deep understanding of franchisee realities. Plus, as a millennial mom of two, she's right within British Swim School's target demographic.

In this interview, she shares how it's done, from meeting cadences and touchpoints with franchisees, to balancing local and HQ campaign ownership, and how to step in effectively when things go awry.