Darwin's trading year does not follow the national calendar. The Dry fills the city, the build-up slows it, the Wet moves it indoors. And every head office is thousands of kilometres away. This page covers what a franchise marketing platform does for a Darwin network, on Darwin's own clock.
Amplaro is a digital franchise marketing platform: head office builds local campaigns once, and every Darwin franchise partner activates them for their own store, targeted to that store's real catchment rather than a circle over the harbour. 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 Darwin: a seasonal flip no national calendar respects, the longest distance from any brand team in the country, and a map that is mostly harbour.
The Dry is Darwin's summer in everything but name: markets, events, visitors, outdoor everything. Then the build-up arrives, patience shortens, and the Wet moves life indoors and lifts delivery. A store's campaigns need to turn with that, and they need to turn when Darwin turns, not when a southern marketing calendar says so.
On the platform head office builds the Dry package and the Wet package in advance, and each partner switches in minutes as their own trade shifts. Budgets flex inside limits, every change lands in the reporting, and nobody waits for someone three time zones of distance away to notice the humidity has arrived.
Darwin proper sits on a peninsula with harbour on three sides, and Palmerston is a separate city twenty minutes down the highway with its own centre and its own growing suburbs. A radius from a Darwin store pays for water in most directions; one from Palmerston leaks across the empty stretch between the two cities. Fitted catchments give each store its own city and skip the gap.
The Territory is not in our measured sample yet. Across the 450 zones we did measure, built from official suburb boundaries in NSW, Victoria and Queensland, a covering circle put a median 65.6% of its area outside the zone against 12.4% for fitted Meta targeting at 92.6% coverage. A peninsula city is a stronger case than most of those zones. Method on the zone benchmark; on a demo we fit your actual Darwin catchments.
Head office builds campaign packages once: artwork in the brand font, offers, budgets, dates, guardrails. A Darwin partner signs in, picks the package that matches the season, sets a budget inside the limits, and is live in minutes on Meta and Google with the store's own catchment as the audience. Organic posts to the store's own pages and printed flyers ride along in the same order flow.
Head office sees every campaign, every store and every dollar, including the stores that have launched nothing, which for the most remote stores in the network is usually news. The full flow is on how it works, and the network playbook is on rolling out.
Yes, and it should flip on Darwin's calendar, not a national one. The Dry brings markets, events and visitors; the Wet and the build-up move life indoors and lift delivery. Head office builds both packages in advance, and each partner switches in minutes when their own trade turns, which in Darwin can be a fortnight before anyone down south has noticed.
It works because nothing waits on them. Darwin stores are the furthest in the country from their brand teams, and the half hour time zone offset makes even meetings awkward. On the platform the approval happened when the package was built, so the partner launches on Darwin time and head office reads the result in the reporting. See brand control for how the guardrails hold.
Yes. Darwin proper sits on its peninsula and Palmerston is a separate city twenty minutes down the highway with its own centre and its own new suburbs. A store in each should not be bidding on the other's residents, and the empty stretch between them is exactly what a fitted polygon skips and a radius pays for. See delivery area targeting.
Not yet. The benchmark measured 450 zones built from official suburb boundaries in NSW, Victoria and Queensland, where a covering circle put a median 65.6% of its area outside the zone against 12.4% for fitted Meta targeting at 92.6% coverage. A peninsula city with harbour on three sides is a stronger case for fitting than most of those zones, and on a demo we fit your actual Darwin catchments. Full method on the benchmark page.
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. A peninsula city with two seasons is its own case, and fitting your actual catchments takes one demo.