National marketing builds brand awareness, but Local Store Marketing (LSM) drives customer engagement where it matters most: within the local community. Effective LSM helps franchisees strengthen relationships, increase visibility, and generate sustainable sales growth, while enabling franchisors to reinforce brand consistency and support system-wide success.

This two-part masterclass provides a comprehensive framework for planning, implementing, and measuring Local Store Marketing initiatives within a franchise system. Participants will explore how franchisors can establish effective LSM programs and support franchisee execution, while franchisees will gain practical tools for developing local marketing strategies that align with brand standards and respond to the unique needs of their communities.

Topics include community partnerships, local events, online reputation management, social media, networking, sponsorships, local business relationships, planning and budgeting, performance measurement, and emerging technologies that can improve execution. Through practical examples and guided activities, participants will develop a Local Store Marketing strategy that can be applied within their own franchise system or location.

By the end of this workshop, participants will be able to:

– Define the role of Local Store Marketing (LSM) within a franchise system and explain how it complements national marketing initiatives.
– Identify a range of Local Store Marketing strategies and evaluate which approaches are best suited to different local markets and business objectives.
– Recognize the respective roles of franchisors and franchisees in planning, supporting, and executing Local Store Marketing activities.
– Develop a practical Local Store Marketing plan using proven tools, resources, and planning frameworks.
– Identify appropriate measures to evaluate the effectiveness of Local Store Marketing initiatives and support ongoing improvement.