Welcome!
While suggesting you simply go slowly and learn without worrying too much about "franchise #1" might be the obvious answer, here's a bit of guidance to get you started. I was a newb not long ago...
Take a few minutes and read through this thread for a GREAT explanation of most of the concepts you'll encounter in the game. Think of this as a decent FAQ:
Ebongreen's advice and observations thread
Search this forum for other questions you might have. There's a ton here!
On the "clipboard", use the R2/L2 (ps3) buttons to speed or slow things and the R1/L1 buttons to cycle between the clipboard panels (or it might be the other way around...but they are labeled, so you'll easily note them...sorry second-nature now to me). There is one with an explanation of virtually evertything you'll encounter. Just remember, the timer will be ticking, so don't worry about the "franchise #1.
Calling plays can happen a couple of ways. You can hand the call over to you OC or DC by just using the "O" to drop the playcall off the screen. Or you can use the "X" to get into the playcalling windows. There you will find a number of ways to slice and dice things. Go slow and try things!
You can call by formation. You can call by coach suggestion. You can call by success. You can "re"call a recent play. You can call by play type (run, pass, gun, etc).
EDIT: Oh, and the coaches emotion is simply up of down with the "L" stick (or you can use the up/downs on the left pad. Be careful, the players will react to your reaction...
But, again remember not to worry about the "franchise #1". It will pretty much be a disaster because of the timing that seems to constantly be taking place.
It feels like a gigantic learning curve, but once you're near the top of the upslope, you'll love it!!!
Hope that helps a little?