Every franchise network has the same problem in a different shape. The partner sells to a local area, head office owns the brand, and somebody has to make local marketing happen without either side doing all the work. What changes between a pizza store and a childcare centre is the map, the timing and what counts as a sale.
Franchise brands look very different from the outside and behave much the same from the inside. These are the three variables worth thinking about before you build a single campaign.
A coffee shop pulls from a few streets. A childcare centre pulls from the suburbs a parent drives through on the way to work. A pest control franchise owns a territory the size of a council area. Same platform, very different maps.
Dinner is decided in minutes. A gym membership takes a few weeks of thinking. Choosing a childcare centre can take months. The longer the decision, the longer the window you have to measure over, and the more a lead matters next to a click.
An order, a booking, a quote request, a tour, an enrolment, a listing. What a partner is chasing changes the campaign objective, the creative and the number head office should be looking at.
Each page covers what the catchment really looks like in that sector, the campaign packages worth building centrally, and where the line sits between local and national.
Pizza, chicken, burgers, coffee, casual dining.
Nobody joins a gym on the other side of town.
Cleaning, lawn care, plumbing, electrical, pest control, mobile repairs.
Hair, nails, skin, brows, massage.
Servicing, tyres, repairs, car wash, windscreens, mobile mechanics.
Early learning, childcare, tutoring, swim schools, music.
Real estate is the one category where the territory is already drawn as a polygon.
Grooming, daycare, boarding, veterinary, pet retail, mobile services.
A quick comparison of how local marketing behaves across the sectors we work with most.
| Industry | Typical catchment | What a local campaign does | What you measure |
|---|---|---|---|
| Restaurants and QSR | 1 to 6 km, shaped by delivery | Offers, new menu, quiet suburbs | Orders and delivered sales |
| Gyms and fitness | The commute, not a circle | Join offers, trials, January | Leads and cost per join |
| Home and trade services | A contracted territory | Seasonal jobs, quote requests | Booked jobs |
| Hair, beauty and wellness | Walking and short driving distance | New stylist, quiet weekdays, launches | Bookings and rebookings |
| Automotive | Drive time along main roads | Servicing reminders, tyres, seasonal checks | Booked appointments |
| Childcare and education | The smallest catchment of all | Open days, enrolment periods, waitlists | Tours and enrolments |
| Real estate | Suburb by suburb | Appraisals, listings, open homes | Appraisal requests |
| Pet services and retail | A few kilometres, high repeat | Grooming slots, new services, adoption days | Bookings and repeat visits |
Swipe the table sideways to see the rest.
Whatever the sector, a network that has local marketing working tends to look like this.
The mechanics are the same everywhere: head office packages a campaign, partners launch it in their own area, and results come back per site.
These eight are the ones we get asked about most, not a limit. Medical and dental, childcare, cleaning, storage, travel agencies, tutoring, physiotherapy, optical, courier and franchised retail all work the same way, because the shape of the problem is the same: a partner with a territory, a brand that has to stay intact, and campaigns that need to be built once and used many times.
If your partners serve a geographic area, the model fits. Tell us what a conversion looks like for you and we will show you the setup.
Any network where the partner sells into a local area. Restaurants and quick service, gyms and fitness, home and trade services, hair and beauty, automotive, childcare and education, real estate and pet services are the ones we see most. The platform is not built around one category, it is built around the shape of a local catchment.
The platform is the same. What changes is what head office puts on the shelf: the campaign packages, the objectives, the creative and the guardrails. A childcare brand builds enrolment campaigns, a pizza brand builds offer campaigns, and both are set up the same way.
The list is the sectors we get asked about most, not a limit. If your partners serve a geographic area and head office wants control of what they run in it, the model fits. Tell us what a conversion looks like for you and we can show you the setup.
Because ad platforms think in circles and real service areas are not circles. A river, a motorway, a council boundary or a contracted territory all cut a catchment into a shape a radius cannot follow. Every dollar spent outside that shape reaches somebody the site cannot serve.
Yes. Guardrails are set per campaign package and per network, so a brand that runs several formats can give each one its own budget range, radius limits and approved creative.
The general version of everything above.
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