Building trust at scale
How Sylvian Care kept 20+ locations consistently posting - without adding work for franchisees
Sylvian Care provides compassionate, relationship-based home care to elderly people across 20+ locations in the UK. As in-house marketing lead, Megan O’Connor is responsible for both brand marketing and supporting franchisees - many of whom are already stretched thin.
In home care, trust is everything—and social media helps build credibility and connection.
“People want to see your personality and the kind of heart that you have as a business… they want to feel like they know and trust you.”
In practice, it was hard to keep up. Franchisees were busy running their businesses - often covering multiple roles - so social media was easy to deprioritize.
“They’re very, very busy… doing a lot of different things throughout their day. So marketing is a difficult one sometimes.”
Before AdPlenty, Megan uploaded monthly captions and graphics to an intranet. Each location then had to download the assets and schedule posts manually in their own tools.
“It’s such a repetitive task and it just takes hours and hours.”
As a result, posting was inconsistent and some locations simply didn’t get posts scheduled - reducing visibility and potentially costing local leads.
"It naturally leads to inconsistency across locations and losing leads that they could have been getting."
The solution: one platform to manage everything
With AdPlenty, Sylvian Care centralized their social media management into one platform. Megan can now schedule content across all locations in a single workflow using a simple calendar view - removing the need for franchisees to post manually.
“It’s a very simple, straightforward and intuitive platform to use which is my favorite thing about it. I just click on the days, select all of their pages, and schedule the content. Everything’s been running smoothly.”
AdPlenty also supports dynamic fields, so each post can automatically include local details—like location name, phone number, email, or website - without manual editing.
“You can add customizable fields into both the captions and the graphics which is so important for franchising.”
The impact: consistent posting across locations
The biggest change has been more consistency. Locations that previously struggled to stay active now have regularly updated social media pages - without increasing their workload as everything is now centralized. Time savings have also been significant, especially for franchisees, and what used to take hours of manual work each month has been removed.
“If we’re saying 20 locations and three pages each… that’s many, many hours of work every single month.”
At the same time, Megan spends less time supporting individual locations with posting and coordination. Another key benefit is the ability to localize content at scale - something that is particularly important in a trust-based industry.
With more consistent and relevant content, Sylvian Care has also seen increased engagement across locations.
“Content that’s localized and personalized can increase engagement by up to 30%. So it’s very important and a huge benefit when we’re able to do that easily.”
Megan really values how easy it is to work with dynamic texts in the organic posts she plans, making it super fast to create local content for franchisees across pages.
Built for multi-location marketing
For Megan, one of the biggest advantages is how well the platform fits a franchise model. It’s easy to scale, simple to onboard new locations, and flexible enough to meet the specific needs of multi-location businesses.
“For multi-location posting, it adds so many more requirements and AdPlenty was the one that ticked all the boxes.”
Megan added that getting started with AdPlenty has been seamless - from onboarding to daily use, the experience has been smooth and intuitive.
“The customer service has really stood out - helpful, straightforward, and not pushy.”
Turning social media into a scalable system
AdPlenty has transformed Sylvian Care’s social media from a manual, inconsistent process into a scalable system. It ensures that every location stays active and visible - without adding to the workload of already busy teams.
“For this kind of business structure, it’s completely essential and this platform handles all of that perfectly.”
