Mejia Drives Marketing Initiatives for FirstLight Home Care and Surv Home Services
Cornerstone Franchise Brands, the parent company of FirstLight Home Care and Surv, has welcomed its new chief marketing officer, Anne Mejia, as part of its expansion in the home care and home services industries. Mejia has more than 25 years of franchise experience leading marketing efforts in the restaurant, home service and health care industries for brands including Jack in the Box, ServiceMaster, CKE Restaurants, Realogy and Mellow Mushroom.
Mejia said she’s excited about the complementary nature of the Cornerstone brands, with FirstLight providing home care and Surv, an emerging franchise offering home maintenance services. She has a personal interest in FirstLight, as well. “I was the family caregiver for my mother in her final years, and my husband and I moved from Chicago to Southern California to be there. I have a deep and personal appreciation for the work of our FirstLight Home Care owners and caregivers. With Surv, I was attracted by the prospect of growing a franchise brand from the ground up with an amazing group of founding franchisees.”
Glee McAnanly, Cornerstone Franchising Brands president and CEO, said Mejia’s extensive experience makes her the ideal candidate to create cross-brand synergy. “With her breadth of industry expertise, unique ability to develop strong franchise relationships and passion for marketing, Anne presents Cornerstone with the ability to strategically advance our home care brand footprints while leading with the service-focused mentality both companies were built on,” McAnanly said.
Opportunities in Franchise Marketing
Mejia said marketing is critical to ensure franchisees are the provider of choice in their markets. “That includes showing up on digital media when and where families and clients are looking for solutions or ensuring franchisees have the marketing resources necessary to grow and support their local communities. Since Surv is an emerging brand, part of our plan is to define our niche within the home improvement category,” she said.
“I like the franchise model as a marketer because I have seen franchisees leverage the brand affiliation to build market share and leverage growth. The franchisee-franchisor dynamic makes both entities stronger,” Mejia said. “In a franchise business model, the franchisee adds a layer of local intelligence and execution that allows brands to move faster and target more effectively since a franchisee knows the market so well. I believe it is critical to listen to the franchisees, either through surveys or franchise councils or just conversation. Franchisees bring brands and businesses to life in local markets and add much to the marketing planning process.”
About FirstLight Home Care
FirstLight Home Care provides home care services for anyone aged 18 and older who needs in-home care, including seniors, veterans and adults living with dementia. The company’s mission is to provide compassionate home care giving families peace of mind knowing their loved ones receive the support they need to enjoy a high quality of life. The franchise system includes more than 300 independently owned and operated home care locations throughout 39 states.
About Surv
Surv offers a wide range of services, such as yard work, local moving, junk removal, exterior cleaning and odd jobs for homeowners nationwide.
