How a National Franchise Built a Scalable Marketing Engine in 3 Months

Master Care Janitorial

The Company

Master Care Janitorial Services is a proudly Canadian-owned commercial cleaning franchise, trusted by hundreds of businesses since 1981. With over 8 million square feet of space cleaned across British Columbia and Ontario, Master Care delivers consistent, high-quality janitorial services backed by award-winning service, flexible scheduling, and a commitment to excellence. Known for their reliable teams, exceptional client retention, and a values-driven culture, Master Care combines the care of local ownership with the standards of a national organization. Their dedication to quality, customer-first service, and industry-leading employee retention practices has earned them top-tier recognition for over a decade.

The Challenge

Master Care Janitorial Services has operated successfully for over four decades, delivering reliable, high-quality cleaning services across Canada. However, as the organization grew and expanded into multiple regions with a franchise-based model, new challenges emerged around marketing cohesion and consistency.

With decentralized marketing efforts across local Associates, the brand struggled with fragmented campaigns, inconsistent messaging, and missed growth opportunities. Existing advertising strategies were not optimized for qualified lead generation, with paid campaigns producing a high volume of irrelevant job-seeker inquiries.

The Goal

To support growth, improve ROI, and bring alignment across the organization, Master Care needed a cohesive marketing strategy and leadership to:

  • Establish unified direction and support for franchisees
  • Improve the quality of leads and reduce wasted ad spend
  • Strengthen brand visibility and organic performance
  • Build a scalable foundation for long-term growth through local marketing

The Results

Master Care engaged Able & Howe’s Fractional MDS and Performance Marketing Team to build a scalable, modern marketing program that could support franchisee growth while increasing lead quality and brand consistency. Here are the results from the first three months of our engagement:

Increased Marketing-Qualified Leads by 114%

Reduced the cost-per-lead by 40%

Increased organic traffic by 44%

Rachel

Able & Howe has been such a great partner for us. They helped us sharpen our strategy, set up solid marketing systems, and bring in more qualified leads. They don’t just give advice and walk away—they actually roll up their sleeves and work alongside you. Whether it’s CRM automations, ad performance, or supporting our franchise local marketing efforts, they really understand our business and feel like part of the team. If you're looking for hands-on marketing support without the cost of a full in-house team, I definitely recommend them!

~ Rachel Exley, Business Development Manager, Master Care Janitorial and Facility Services

Our Key Responsibilities

The program began with an comprehensive ASP (Audit, Strategy, Plan) to uncover functional gaps and align marketing activities to Master Care’s growth objectives. audit, strategy, and plan (an “ASP Project”). From there, Able & Howe lead the implementation of foundational systems and strategic marketing initiatives in partnership with Master Care’s leadership team.

 

This involved:

  • Strategic planning and marketing alignment
  • SEO audit and prioritized action plan
  • Paid ads audit and AI-optimized media strategy
  • Website UX/UI and conversion optimization audit
  • CRM and marketing automation system implementation
  • Email automation setup and dormant lead nurture flows
  • Content strategy and development
  • Account-Based Marketing framework
  • Competitive and white space analysis

Ongoing Engagement:

  • Strategic oversight from Able & Howe’s Fractional Marketing Director
  • Marketing operations leadership and implementation support
  • Franchisee support and marketing enablement
  • Paid campaign planning and execution, and Seo support from Able & Howe’s Performance Marketing Team

How it Happened

Utilizing our in-source marketing model™, and a fractional marketing approach for B2B SaaS companies, Skillsetter was able to capitalize on quick wins while laying a foundation for long term marketing success.

Evaluate

Our team conducted an expansive and detailed audit of the company’s current marketing stack to expose strengths, weaknesses, and function gaps. 

Strengths

Skillsetter’s patent-pending software is unlike any other service offering on the market. Their interactive method of providing interpersonal skill training through deliberate practice enhances post-secondary programs and professional development training beyond what is currently offered.

Weaknesses

Skillsetter lacked internal marketing support and leadership. Up until Able & Howe’s support, Skillsetter’s marketing efforts were handled solely by the CEO. Despite the vast knowledge of the internal team around their product, they were limited in terms of establishing the brand and generating leads. 

Function Gaps

The main function gaps were the lack of an in-house marketing team and a missing lead nurture process. 

Create

  • Able & Howe worked with the Skillsetter team to develop a marketing strategy and project timeline corresponding to the strengths, weaknesses and opportunities identified in the ASP. 

Evolve

  • Skillsetter was set up with optimized Analytics tracking to monitor marketing performance. 
  • Set up a new CRM—migrated from previous CRM. 
  • Able & Howe created a content strategy, working with the Sillsetter team to create educational content. 
  • Initiated email automation setup with strategized campaigns. 
  • Developed Account-based marketing (ABM) strategy.

Activate

  • Able & Howe managed video script development, storyboarding and production.
  • Skillsetter underwent a rebrand in early 2022 (formerly Theravue) to better align the brand with expanded field service offerings. Able & Howe consulted on multiple stages within the rebranding process. 
  • To support the rebrand, Able & Howe consulted on a new website project.
    • Expanding the user interface of the website, content available, and overall design. 
  • Designed ad creatives for marketing campaigns.
    • Display, email, and remarketing.
  • Media planning
    • Research and identify highly targeted media partners for annual advertising placement + sponsorship opportunities

Enable

  • Supporting on website development to enhance the current service offerings beyond therapy and counselling fields. 
  • Campaign management and execution support. 
  • Ongoing content creation, calendar management and optimization.
  • Copywriting and art direction for advertising campaigns.
  • Target account list research + creation for sales team.