Canberra was planned as a set of town centres with bush in between, which makes it a city of separate small markets wearing one name. A radius leaks straight into the reserves. This page covers what a franchise marketing platform does for a Canberra network, catchment by catchment.
Amplaro is a digital franchise marketing platform: head office builds local campaigns once, and every Canberra franchise partner activates them for their own store, targeted to that store's real catchment rather than a circle on a map. The partner picks a campaign, a budget and a date. The brand, the artwork and the spend limits are already locked by head office.
The general version of this page is what a franchise marketing platform is. This one is about what changes in Canberra: the district structure, the border, and a weekly rhythm set by the public service.
Belconnen, Woden, Tuggeranong, Gungahlin and the city each behave like a small town with its own centre, its own suburbs and its own habits, separated from the next by reserves and the lake. A circle drawn from any of them pays for bushland first and the neighbouring district second, and the neighbouring district already shops at its own centre.
We measured what circles do to real suburb shapes on 450 zones built from official boundaries in NSW, Victoria and Queensland, using the same engine that plans real campaigns. The full method is on the zone benchmark.
The median share of a covering circle that lands outside the zone it is meant to serve, across the 450 measured zones. Two thirds of the area, and the budget follows the area.
The same number for Amplaro's fitted Meta targeting, at a median 92.6% of the zone covered, from a median of 5 fitted circles per zone.
The ACT is not in the benchmark sample yet. Districts wrapped in reserves are, if anything, a stronger case for fitting, and on a demo we fit your actual catchments.
Fitted Google targeting across the same 450 zones: a median 11.2% outside at 90.9% coverage. The plain-language version of the problem is radius vs delivery zone, and the mechanics are on zones into ad audiences.
A Canberra network is really a handful of district markets, plus Queanbeyan across the border. Each store needs its own catchment and its own budget, and head office needs all of it to stay recognisably one brand.
Each store activates the same head office package for its own district, so Woden and Belconnen run the same offer without bidding on each other's suburbs. See delivery area targeting.
A fitted trade area includes Queanbeyan when the store serves it, and skips the empty country in between. Circles cannot make that call.
The sector versions of this page start at franchise industries, from restaurants and QSR to childcare and education.
Head office builds campaign packages once: artwork in the brand font, offers, budgets, dates, guardrails. A Canberra partner signs in, picks a campaign, sets a budget inside the limits, and is live in minutes on Meta and Google, with the store's own catchment as the audience. The weekday lunch version and the weekend suburbs version can sit side by side in the catalogue, ready to switch.
Head office sees every campaign, every store and every dollar, including the stores that have launched nothing. The full flow is on how it works, and what the brand team keeps is on for head office.
Because the city was planned as separate town centres with bushland, reserves and the lake between them. A radius drawn from a store in Woden or Belconnen spends part of its budget on empty reserve and part on the next district over, which shops at its own centre. A fitted catchment follows the district instead of the circle.
Not to the targeting. Queanbeyan is across the NSW border but inside a normal drive for many Canberra stores, and a fitted trade area simply includes it if the store serves it. Circles do not care about borders either, but they cannot make the finer call of including Queanbeyan while excluding the empty country in between.
Yes. Canberra's weekday lunch trade concentrates around the offices, and the weekends belong to the suburbs. Head office can build both versions in advance, and a partner runs the one that fits, or both with separate budgets. Scheduling and budget limits are part of the package, so the switch is a click rather than a request. Every change lands in the reporting.
Not yet. The benchmark measured 450 zones built from official suburb boundaries in NSW, Victoria and Queensland. Canberra's geometry, districts wrapped in reserves, is if anything a stronger case for fitting than the measured states, and on a demo we fit your actual Canberra catchments, which is the number that matters.
The hub for this topic is the franchise marketing platform guide, and the measured case against circles is the zone benchmark. Every city breaks a radius differently:
The benchmark says what circles do to typical zones. District catchments are their own case, and fitting your actual shapes takes one demo.