Franchise candidates rarely make decisions overnight. In fact, most spend months researching, validating and looking for proof points before taking the leap. For Jen Chaney and the team at Right at Home, one of those proof points came in the form of a regional media placement secured by Mainland.
A feature in The Gazette (GazetteXtra) spotlighted the brand’s expansion into the Janesville, Wisconsin market and highlighted the human stories behind the opportunity.
According to Chaney, the coverage became a pivotal touchpoint for Katie Villa and Mary Jo Villa, a mother-daughter duo in Janesville, Wisconsin who had been exploring their next chapter. Katie spent years on the frontlines of healthcare, beginning as a caregiver in college and later working as a nurse, an experience deepened by personally caring for her grandfather during hospice. Meanwhile, her mother Mary Jo brought a background in human resources and operations, having held a variety of roles across newspapers and radio stations.
After reading the article, they saw themselves reflected in the opportunity and ultimately decided to move forward with a Right at Home franchise.
The GazetteXtra feature focused on more than just a business opening. It told a story about people and community impact.
“When Katie saw this article and sent it to me, my first piece of pride was, ‘Yes, she's still reading the newspaper.’ But I told her we should absolutely explore it,” Mary Jo said. “I have been so impressed with Right at Home. They were clearly selecting us, and we were selecting them.”
That approach is a prime example of what Mainland’s Vice President Julie Maw says is a defining PR trend for 2026: franchisee-led storytelling. “The most powerful PR asset in franchising is the franchisee, not the brand,” Maw said.
For prospective owners who may be transitioning careers, these stories act as important validation. The mother-daughter duo saw a version of their own future reflected in the coverage.
“Katie's only 30 years old, and so yes, she has me, but you need someone other than your mom validating what your mom says,” Mary Jo said. “So I’ve been extremely impressed with the expertise coming out of Right at Home corporate and how they bring new owners on.”
Mainland knows that regional and local coverage can play a different role than national press, especially when candidates are already weighing the benefits of a specific market.
“While national credibility gets attention, local relevance drives the action,” Maw said.
The GazetteXtra article served as a localized proof point. It demonstrated demand in a specific market, highlighted community need and showed how the brand operates on the ground. For candidates already in the consideration phase, that kind of visibility can accelerate decision-making. In this instance, it became the tipping point.
Mainland’s strategy centers on what Maw calls activating the “buzz factory,” making sure brands are consistently visible across national and local channels throughout the research cycle.
That GazetteXtra feature, for example, was just one piece of a larger PR puzzle designed to keep Right at Home top-of-mind while candidates weighed their options across multiple touchpoints.
“PR is a marathon,” Maw said. “It’s not just a flash-in-the-pan moment.”
For Mainland, this outcome reflects a larger philosophy that PR is not just about media coverage. It’s about building a strategic narrative that supports franchise growth at every stage of the funnel.
Sometimes, all it takes is the right story, in the right publication, at the right moment.
Growing and selling franchises is difficult. Want to learn more about how Mainland helps franchisors grow their franchises with confidence? Visit https://hellomainland.com/ and see what we can do for you.
Mainland
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When a mother-daughter duo came across local coverage about Right at Home’s Wisconsin expansion, the story helped push them toward franchise ownership.
Franchise candidates rarely make decisions overnight. In fact, most spend months researching, validating and looking for proof points before taking the leap. For Jen Chaney and the team at Right at Home, one of those proof points came in the form of a regional media placement secured by Mainland.
A feature in The Gazette (GazetteXtra) spotlighted the brand’s expansion into the Janesville, Wisconsin market and highlighted the human stories behind the opportunity.
According to Chaney, the coverage became a pivotal touchpoint for Katie Villa and Mary Jo Villa, a mother-daughter duo in Janesville, Wisconsin who had been exploring their next chapter. Katie spent years on the frontlines of healthcare, beginning as a caregiver in college and later working as a nurse, an experience deepened by personally caring for her grandfather during hospice. Meanwhile, her mother Mary Jo brought a background in human resources and operations, having held a variety of roles across newspapers and radio stations.
After reading the article, they saw themselves reflected in the opportunity and ultimately decided to move forward with a Right at Home franchise.
The GazetteXtra feature focused on more than just a business opening. It told a story about people and community impact.
“When Katie saw this article and sent it to me, my first piece of pride was, ‘Yes, she's still reading the newspaper.’ But I told her we should absolutely explore it,” Mary Jo said. “I have been so impressed with Right at Home. They were clearly selecting us, and we were selecting them.”
That approach is a prime example of what Mainland’s Vice President Julie Maw says is a defining PR trend for 2026: franchisee-led storytelling. “The most powerful PR asset in franchising is the franchisee, not the brand,” Maw said.
For prospective owners who may be transitioning careers, these stories act as important validation. The mother-daughter duo saw a version of their own future reflected in the coverage.
“Katie's only 30 years old, and so yes, she has me, but you need someone other than your mom validating what your mom says,” Mary Jo said. “So I’ve been extremely impressed with the expertise coming out of Right at Home corporate and how they bring new owners on.”
Mainland knows that regional and local coverage can play a different role than national press, especially when candidates are already weighing the benefits of a specific market.
“While national credibility gets attention, local relevance drives the action,” Maw said.
The GazetteXtra article served as a localized proof point. It demonstrated demand in a specific market, highlighted community need and showed how the brand operates on the ground. For candidates already in the consideration phase, that kind of visibility can accelerate decision-making. In this instance, it became the tipping point.
Mainland’s strategy centers on what Maw calls activating the “buzz factory,” making sure brands are consistently visible across national and local channels throughout the research cycle.
That GazetteXtra feature, for example, was just one piece of a larger PR puzzle designed to keep Right at Home top-of-mind while candidates weighed their options across multiple touchpoints.
“PR is a marathon,” Maw said. “It’s not just a flash-in-the-pan moment.”
For Mainland, this outcome reflects a larger philosophy that PR is not just about media coverage. It’s about building a strategic narrative that supports franchise growth at every stage of the funnel.
Sometimes, all it takes is the right story, in the right publication, at the right moment.
Growing and selling franchises is difficult. Want to learn more about how Mainland helps franchisors grow their franchises with confidence? Visit https://hellomainland.com/ and see what we can do for you.
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