Top 25 Franchise Marketing Leaders: Lynlea Rudell — Director of Marketing, Pool Scouts

Name: Lynlea Rudell
Role: Director of Marketing
Brand: Pool Scouts*
Brand Website: https://poolscouts.com/

Lynlea Rudell’s journey into franchise marketing has been shaped by a passion for both marketing strategy and the pool care industry. As the director of marketing for Pool Scouts, she leverages her extensive experience in advertising and her love for swimming to drive both brand growth and franchisee success. With a strong focus on hyper-local marketing, customer engagement and innovative strategies, Rudell has helped Pool Scouts become a trusted name in pool care while fostering a culture of community involvement and franchisee empowerment.

Q&A With Lynlea Rudell, Director of Marketing, Pool Scouts

1851 Franchise: Can you share a bit about your career path and what drew you to franchise marketing specifically?

Lynlea Rudell: I spent 17 years in advertising, working with all kinds of clients — small businesses, government agencies, hospitality, education, credit unions — you name it. One of the biggest things I took from that experience was learning how to maximize marketing budgets, no matter the size.

Before that, I earned my MBA in Marketing from LSU, and I’ve always loved the challenge of creating data-driven, customer-focused marketing strategies.

What really pulled me into franchise marketing was the chance to help business owners grow. When I joined Pool Scouts, it was the perfect fit — I got to combine my lifelong passion for pools (I was a competitive swimmer and lifeguard in and around pools my whole life) with my love for marketing and strategy. Franchise marketing is unique because you’re not just growing a brand; you’re supporting entrepreneurs who are building their business to serve their local community and realize their dreams of business ownership, and that’s really rewarding.

1851: What marketing strategies have you found to be most effective in driving franchise growth and customer loyalty for Pool Scouts?

Rudell: There are a few key strategies that have really moved the needle for us:

• Hyper-Local Marketing: Even though Pool Scouts is a national brand, customers choose us because we’re local and trusted. We help franchisees run targeted digital ads, direct mail, and utilize other local marketing tactics such as building partnerships with real estate agents, event sponsorships, branded vehicles and yard signs to build that local presence. 
• Automated Campaigns: We’re currently in the process of transitioning to a new CRM, which has been a huge step and undertaking for us. It’s allowing us to automate personalized customer outreach, nurture leads and keep Pool Scouts top-of-mind year-round. 
• Referrals: Word-of-mouth is huge for us as a home service business. We actively encourage and showcase customer reviews and referrals to drive organic growth. Our referral program, Splash for Cash, incentivizes our current customers to refer new customers to us. 
• Content and Social Media: While we manage the overall brand, we also guide our franchisees on how to make social media work for them locally — whether it’s showcasing their team, before/after pictures, featuring customer testimonials or highlighting seasonal tips.

1851: Could you discuss a recent campaign or initiative you led that you're particularly proud of, and why?

Rudell: One initiative I’m particularly excited about is our annual Hope Floats Foundation fundraiser. Every May, in honor of Water Safety Month, we raise both funds and awareness for the Hope Floats Foundation, which provides scholarships for swimming lessons to families who might not otherwise be able to afford them. As professionals in the pool care industry, it’s a cause that resonates deeply with us. This initiative gives us the opportunity to educate our customers — who are all pool owners — about important safety measures to help protect themselves, their families and their friends while enjoying their pools and other water activities.

Over the past four years, we’ve raised around $82,000, and this year, we’re aiming to hit the $100,000 milestone! We’ve created marketing assets and engagement strategies to encourage franchisees and customers to participate. In addition, we contribute from the corporate side and reach out to our vendor partners to contribute as well.

Beyond raising funds for a great cause, it’s also a brand-building opportunity that strengthens customer loyalty and reinforces our role in the community. This initiative is a great example of how we combine purpose-driven marketing with franchise engagement to create real impact.

Another big win has been our transition to a new CRM, for lead nurturing and email workflows. This is a game-changer for us. It’s helping franchisees stay connected with their customers, automate follow-ups and drive repeat business more effectively. On top of that, I’ve been focusing on how we can leverage AI to advance the brand — whether it’s using automation for improving customer engagement or finding smarter ways to analyze marketing performance. AI is a game-changer, and I’m excited to explore new ways it can help optimize and personalize our franchise marketing efforts.

1851: How do you approach balancing brand consistency with marketing innovation, especially across diverse franchise locations and territories?

Rudell: It’s definitely a balance, but I think we’ve found a great approach:

• Clear but Flexible Brand Guidelines: We provide franchisees with ready-to-use templates, messaging and assets so they stay on brand, but they can still personalize for their market. 
• Local Marketing Freedom: We encourage franchisees to engage in their communities, partner with local businesses and run local promotions to make an impact. 
• Testing and Learning: We keep a close eye on what’s working across different territories and adjust strategies accordingly. 
• Empowering Franchisees: We provide training, best practices and hands-on support so franchisees feel confident in their marketing efforts.

It’s all about finding that sweet spot between brand consistency and local relevance — that’s what really makes franchise marketing work.

1851: What advice would you offer other marketing leaders looking to succeed in the franchise industry today?

Rudell: Franchising is a unique and niche industry, and over the past five years, I’ve gained invaluable insights. It’s a dynamic space that requires balancing brand consistency with local flexibility, supporting franchisees while driving overall growth. Here are a few lessons I have learned along the way:

• Localize Efforts: Franchise marketing isn’t one-size-fits-all. It’s about equipping franchisees with strategies that fit their local markets while keeping the brand strong and consistent. 
• Define Your Brand and Stay Consistent: Decide who you are as a brand — your voice, personality and messaging — and stick to it across all channels. Whether it’s social media, email marketing or local advertising, consistency builds trust and recognition. 
• Maintain Focus on Your Core Target Market: For Pool Scouts, identifying our target audience is inherently easy — homeowners with pools. All our marketing efforts keep this in mind. It’s tempting to chase shiny new marketing tactics, but at the end of the day, success comes from staying true to your target audience and investing where they are to remain efficient. 
• Keep Routing Efficiency in Mind: If you’re in the home service industry, efficiency matters. Don’t stretch franchisees too thin by chasing jobs all over the map. Focus on building a strong customer base in a concentrated area before expanding outward. 
• Empower Franchisees: Success comes from equipping franchisees with the right resources and guidance. Education, training and open communication make all the difference. 
• Leverage Automation: CRM tools and automation aren’t just nice to have — they’re essential. They personalize customer interactions, streamline lead nurturing and improve retention, all while saving time. 
• Analyze and Apply Data: Data should drive decisions. Always analyze performance metrics to see what’s working and what’s not, then make adjustments accordingly. 
• Collaborate: Franchisees are on the front lines every day, and some of the best marketing ideas come straight from them. Foster an environment where they can share insights and learn from each other. 
• Keep the Customer at the Center: At its core, great franchise marketing is about trust, convenience and community engagement. Nail those, and success will follow.

Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.