This varies from year to year based on trends and requirements. The Marketing Manager will make suggestions but ultimately the Fund spend is decided by the franchisees. Expenditure includes: back-end systems (web maintenance and customer relationship management software) social media management, tools and advertising, printing of flyers and posters for franchisees, design work, magazine print advertising, Google AdWords, digital directory partner listings, banner ads, video production, TV and radio advertising and customer app development and maintenance. Every dollar spent is aimed to equally benefit all franchisees.