The Sunshine Coast is not one city. It is a string of centres, Caloundra to Noosa with the hinterland behind, growing faster than almost anywhere in the country. Marketing that treats it as one blob wastes money in every direction. This page covers what a franchise marketing platform does for a Coast network.
Amplaro is a digital franchise marketing platform: head office builds local campaigns once, and every Sunshine Coast franchise partner activates them for their own store, targeted to that store's real catchment rather than a circle over half the region. 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 the Coast: separate centres, estates filling the land behind them, and a trading year that breathes with the school holidays.
Caloundra, the Maroochydore and Mooloolaba core, Noosa, and the hinterland towns up the range each work like their own small market. Between them sit waterways, bushland and stretches of highway where nobody lives. A radius from any one centre pays for ocean on one side and empty country on the other, then leaks into the next centre over, whose residents already have their own store.
On the 150 Queensland zones in our benchmark, built from official suburb boundaries, a covering circle put a median 63.9% of its area outside the zone it was meant to serve. Fitted Meta targeting put 11.5% outside at 92.7% coverage, fitted Google 10.4% at 92%. The full method is on the zone benchmark, and the plain-language version is radius vs delivery zone.
The Coast keeps climbing the national growth tables, and most of the new rooftops are in master-planned estates set back from the water. Food, fitness, home services and childcare franchising all follow the rooftops. The beachside centres meanwhile ride the holiday calendar.
When a new estate comes inside a store's reach, the trade area is redrawn and the campaigns follow. No media plan revision, no agency round. See delivery area targeting.
Beachside stores lean into holiday visitors while estate stores keep talking to locals. Same brand, different package, both built once at head office.
The sector versions of this page start at franchise industries, from childcare and education to home services.
Head office builds campaign packages once: artwork in the brand font, offers, budgets, dates, guardrails. A Coast 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. 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. The full flow is on how it works, and the network playbook is on rolling out.
Several, wearing one name. Caloundra, the Maroochydore and Mooloolaba core, Noosa and the hinterland towns each have their own centre, their own habits and their own catchment. A store in one rarely pulls customers from another for everyday purchases. Marketing that treats the Coast as one blob pays for that mistake; a campaign per store, fitted per catchment, does not.
The growth is in master-planned estates set back from the beach, and they fill in fast. A fitted trade area is redrawn in minutes when a new estate comes inside a store's reach, and a new store imports as a spreadsheet row with the whole campaign catalogue available on day one. Nothing waits for a media plan revision.
School holidays and the winter escape season lift some catchments, mostly near the beach, and leave others alone. Head office can build a peak package and an everyday package, and each partner runs what fits their patch. The beachside store leans into the holiday visitors while the estate store keeps talking to locals, both on brand, both visible in the same reporting.
The benchmark used 150 zones built from official Queensland suburb boundaries from across the state. On those zones a covering circle put a median 63.9% of its area outside the zone, against 11.5% for fitted Meta targeting at 92.7% coverage. Coastline plus scattered centres is exactly the geometry where those numbers come from. 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 Queensland zones. A region of separate centres is its own case, and fitting your actual catchments takes one demo.