Franchise marketing is naturally complex. In fact, franchise marketers have to balance national campaigns with local execution, keeping dozens (or hundreds) of locations aligned, while proving ROI across the system. Add in an unpredictable economy and the challenge multiplies.

Surveys show that only 38% of franchisors feel they have full visibility into their franchisees’ marketing. Of course, this gap makes it even harder to deliver a unified brand message across markets, especially during times of volatility.

That’s why Flamel.ai created a new playbook to guide franchise marketing through moments of instability. Visibility Is Currency: Building and Maintaining Brand Value Over Time is the first guide in our 5-part franchise marketing series. It’s a hands-on resource packed with tools, checklists and strategies to help brands stay visible and trusted . . . no matter what the economy throws your way.

Why Visibility Is Currency, No Matter The Economy

When uncertain times arrive, the brands people see are the brands people trust. Visibility isn’t fluff; it’s fuel.

In fact, consumers are 6X more likely to stick with trusted brands during economic instability, even tolerating up to a 7% price increase from those they recognize. For multi-location businesses, that makes visibility an asset as real as revenue.

But here’s the challenge: How do you scale consistent visibility across 5, 50 or 500 franchise locations without tanking your budget, your brand standards, or your mind?

Solving Multi-Location Marketing Challenges

Franchise marketing growth depends on aligning national strategy with local execution. But that’s easier said than done. Common roadblocks include:

• Franchisees who don’t market at all

• Others who go rogue with off-brand messaging

• Fragmented tools that eat up time and budget

• A lack of visibility into what’s working across locations

The result? Inconsistent consumer experiences, wasted ad dollars and frustrated teams that can’t seem to connect with potential consumers, despite their hard work.

What’s Inside The Franchise Marketing Visibility Guide?

Our Visibility Is Currency guide tackles franchise marketing challenges head-on with tools you can use immediately, including:

• A Visibility Tracker – Audit your brand’s visibility and see if customers can actually find you.
  
  
  

• A Local Launch Plan – This is a fillable framework every franchisee can use to strengthen their marketing foundation, day by day.
  
  
  

• A 30-Day Local Marketing Action Plan – Use this worksheet to set goals and objectives that enhance local marketing efforts across a 1-month timespan.
  
  
  

• More Scalable Strategies – Use tactics that drive trust and revenue across all locations, in any economy, through consistently engaging and personalized marketing campaigns.

Download your free copy here!

Why Does This Matter Right Now?

Franchise marketers are being asked to do more with less. Rising ad costs, new technologies and inflation mean budgets are tight, scrutiny is high and the competition for connecting with customers is more complex than ever..

Franchise brands that thrive won’t be the ones spending the most. Rather, they’ll be the ones with smart systems that scale, measurable results that detail marketing successes and improvements across all locations, and the brand visibility that helps them to stay top-of-mind when consumers are more selective than ever. Especially for franchises, monitoring and supporting local marketing ensures unit performance and sustainability, which is vital for survival in downturns.

Visibility is—and will be—your anchor when everything else feels chaotic.

Download the Free Franchise Marketing Playbook

Ready to give your franchisees the tools they need to grow in 2026? Download Visibility Is Currency, the first guide in Flamel.ai’s 5-part franchise marketing series.

Next up? Data-Driven Decisions: Stop Spraying & Praying. Start Understanding.

Ace Hardware isn’t just a household name. It’s a household neighbor. With over 4,500 locally owned Ace Hardware locations across the U.S., the brand has become a model for how localized marketing drives national growth. 

aMore than 50% of Americans say they’re more likely to buy from brands that advertise locally, and Ace’s marketing strategy is rooted in that insight. From localized ads to influencer partnerships, Ace Hardware puts its focus where it matters most: right in the neighborhood.

National Reach, Neighborhood Roots

Ace Hardware strikes a balance between national branding and local connection. Corporate provides direction with campaigns around categories like paint, grills, power tools and home preservation. But at the store level where owners know their customers by name, the message becomes personal.

Each Ace Hardware store can adapt its product mix and promotions to meet local needs, making the brand feel less like a chain and more like a neighbor. It’s a strategy that resonates: 63% of consumers say brands in local ads feel more connected to their communities, something national campaigns often struggle to achieve.

Marketing That Sticks (Like Paint On a Wall)

One campaign that continues to inspire is Ace Hardware’s "SomeDay" initiative, which tapped into the universal urge to finally get around to that one project we've all been putting off. Originally launched on April 3rd—dubbed “Someday”—the campaign struck a chord with procrastinating painters everywhere. And while it's not brand new, the idea remains remarkably relevant in today’s marketing landscape.

Most recently, Ace brought new life to "Someday" by teaming up with four DIY influencers—Kelsey and Ryan Mansingh (@newbuild_newlyweds), Kristine Abram (@homewithkrissy), Melissa Tyler (@lakeandlumber), and Angel Dooley (@massachusettsmama). Each documented how they tackled delayed projects, like painting a hallway or a child’s room, sharing their journeys on TikTok, Instagram, and Facebook. 

Research shows that local influencer partnerships can improve reach by up to 50%, making this strategy both impactful and scalable. For Ace Hardware, collaborating with these influencers didn’t just generate relatable content it helped reach more women, younger shoppers and first-time homeowners, key audiences that continue to fuel the brand’s growth. 

For marketers looking to follow Ace’s lead, check out Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your franchise's presence.

The Cooperative Marketing Advantage

Ace Hardware isn’t a typical chain. It’s a retailer-owned cooperative. This structure empowers store owners to act as true brand stewards. Corporate supports them with creative assets and national advertising, but each local store has the autonomy to speak directly to its customers in a way that feels genuine and tailored. Franchises that build scalable, structured local marketing systems like this are better equipped to earn customer trust, align brand and franchisee goals, consistently generate high-quality local leads and prevent challenges that can arise when franchisees lack marketing resources.

High-Tech, High-Touch Marketing

Digital innovation is essential, but for Ace Hardware, it’s always in service of the customer relationship. Their website and mobile app act as the "front porch" to the store, streamlining online ordering while reinforcing the human connection. Orders aren’t fulfilled in some anonymous warehouse. They're prepped and delivered by local associates, often the same folks you see at the register.

This approach mirrors the kind of support Flamel.ai brings to franchise marketing teams. By using AI to quickly generate localized content—from social content to hyper-local ad campaigns—franchisees can maintain high-touch marketing with far less time and effort. Localized ads created with Flamel.ai can streamline workflows by 98%, meaning marketers spend less time coordinating and more time connecting with customers across multiple locations.

Why Localized Franchise Marketing Works

By leaning into their identity as helpful neighbors and empowering their stores to market authentically, Ace Hardware continues to win over new audiences, including younger shoppers, more women and first-time homeowners.

In a world dominated by big-box sameness, Ace Hardware’s secret is surprisingly human: be local, be helpful and stay true to your values. For any brand aiming to blend scale with sincerity, there’s a lot to learn from the helpful place.

Ready to bring your brand’s strategy down to the neighborhood level? Download Flamel.ai’s Influencer Marketing Guide to learn how to turn national campaigns into local content that connects and converts.

If you're in the pet care industry, you already know this: pets are family. And just like families, every community is a little different. That’s why localized franchise marketing isn’t just a nice-to-have. It’s essential to stand out in the competitive pet care market.

In fact, digital marketing is the most effective way to stand out to local audiences across your pet care franchise, as: 

• Social media delivers the highest ROI of any marketing channel for veterinary and pet care businesses, surpassing email and traditional media.
  
  

• Franchise digital marketing is integral to lead pet owners to book appointments and make purchases, with 56% of Gen Z and 32% of Millennials learning about products via social media.
  
  

• 40% of pet care marketers cite platforms like Facebook as a leading revenue driver for their brand.

Whether you’re running a pet grooming franchise, dog daycare or mobile vet service, connecting with customers in each local market makes a measurable impact with both current and future customers. That’s how brands like petbar saw a 64% increase in engagement after one month while investing in their own localized marketing.

In this post, we’ll explore why personalized franchise marketing matters more than ever, and how you can leverage it across Facebook, Instagram and digital advertising to grow every storefront.

The Local Advantage in the Pet Care Market

The pet care industry is booming. From 2025 to 2029 alone, the market is forecast to expand by over $101 billion, driven by factors like rising pet ownership. For pet franchises, the secret to staying top-of-mind isn’t more generic posts — it’s more relevant ones.

Localized marketing lets you:

• Show up where your customers are, in their feed and in their cities.
  
  

• Tailor offers, events and promotions to each local area.
  
  

• Build trust by speaking directly to pet parents in your community.

A customer in Austin wants to know about your dog wash deal this weekend. One in Chicago might be looking for winter paw protection tips. Personalized social marketing allows different franchise locations to create content that connects with people in their areas, boosting their engagement and following.

Pet Advertising With Meta Ads: Target Locally, Scale Nationally

Meta’s advertising on Facebook and Instagram is built for hyper-targeted local marketing. Today, localized social ads return $5 for every $1 franchises spend, proving that multi-location businesses need to run these types of ads in order to connect with their local audiences. With the right tools, you can run personalized franchise marketing campaigns that:

• Dynamically update city names, services and locations.
  
  

• Auto-target people near each franchise location.
  
  

• Launch dozens of hyper-local campaigns from one dashboard.

While this work was previously arduous and time-intensive, AI technology makes the process of creating ads with content localized per location easier than ever before. It also ensures that campaign targeting is effective, reaching the right audience per storefront.

Pet Care Marketing on Organic Social: From One Size Fits All to Every Store’s Unique!

Your Instagram and Facebook posts are the face of your brand, but what if every location had a feed that felt local, promoted events and specials by location and shared photos and videos of their actual customers and pets? 

There’s certainly a demand for this on the consumer side. 55% of consumers specifically want more local businesses to collaborate online or support local events, emphasizing the value of personalized franchise marketing.

When looking at pet care marketing on organic social, personalization makes your brand feel neighborly. It helps franchisees share:

• Local events and promotions
  
  

• Regional pet trends (think: flea season or winter coat tips)
  
  

• Community partnerships, such as adoption drives
  
  

• User-generated content, such as before and after photos of freshly groomed dogs

With a platform like Flamel.ai, pet franchises can create custom, localized content at scale. Flamel.ai helps pet care franchises turn every location into a marketing powerhouse, with AI-driven tools that create, localize and launch content across every single shop and the markets they serve.. 

Personalized Franchise Marketing = Growth

Localized pet care marketing isn’t just about “feeling local.” It drives real results, as 78% of local businesses directly attribute revenue growth to social media initiatives, particularly via Facebook and Instagram.

• More relevant ads = more clicks
  
  

• More local engagement = more foot traffic
  
  

• More trust = more long-term customers

Whether you’re scaling your first five locations or hitting 500, marketing localization that’s fueled by AI and franchisees’ desire to tap into their local markets will set your brand apart in the crowded pet care industry.

Curious how Flamel.ai will work for your brand? Schedule a demo.

Massage Envy, a top provider of massage and skincare services in the U.S., is proving that great marketing starts with genuine community connection. By highlighting local therapists and forming strong influencer relationships, the brand is investing in a localized approach that not only strengthens individual franchise markets but also supports national growth. And the payoff is clear, localization has been shown to increase search traffic by 47%, boost website visits by 70%, and lift conversion rates by 20%.

Real Stories, Real Impact

Massage Envy's national campaign, "Where Better Careers Begin", shines a light on the meaningful careers of massage therapists. The campaign tells the stories of two exceptional professionals: Stephanie Hudson, a veteran continuing to serve through healing, and Linn Sandall, who found her calling after experiencing the benefits of massage herself.

This campaign was shot on location in Utah, these heartfelt testimonials ran across TV, radio, digital, and social platforms. By leading with authenticity, Massage Envy helps potential employees and clients alike feel a personal connection to their brand and the actual people behind it. The campaign strengthened engagement across Massage Envy locations, from coast to coast.

Influencer Partnerships That Work

Beyond advertising, Massage Envy has embraced wellness influencer collaborations to expand its reach. By partnering with massage and skincare influencers who had loyal, local audiences, they tapped into a powerful driver of engagement and trust. In fact, 63% of consumers say they're more likely to purchase products recommended by trusted influencers, making these partnerships a smart strategy for boosting visibility and bookings. As part of the program, influencers received free monthly treatments in exchange for sharing honest reviews and experiences.

These long-term partnerships weren't just promotional; they were personal. A dedicated blog series spotlighted each influencer's wellness journey and showcased the value of Massage Envy memberships. Results from these efforts speak volumes: the “Train Like a Pro” campaign generated over 2 million impressions and 110,000 engagements, targeting everyday athletes in select cities with localized influencer content. Meanwhile, another digital marketing strategy helped drive a 118% increase in click-through rates and brought in 35,000 new members through hyperlocal paid and organic campaigns.

This strategic use of influencer partnerships reflects a thoughtful approach to cause marketing. It supports voices in the wellness space who embody the values of care, connection, and consistency.

Interested in developing your own influencer marketing strategy? Whether you're building a national brand or boosting traffic to local locations, the right influencer partnerships can drive meaningful engagement and long-term growth. Download Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your presence.

Local Outreach with Heart

Massage Envy franchisees actively connect with community health centers and veterans' organizations, extending their mission beyond the studio. These grassroots efforts deepen community ties and make the brand feel both local and approachable.

Rather than chase celebrity influencers, Massage Envy collaborates with trusted local voices. These micro-influencers deliver highly engaged, niche audiences who are more likely to book wellness services. This level of trust is key. In fact, 70% of consumers say they rely on influencer recommendations when choosing a wellness provider.

This blend of local relevance and authentic engagement drives traffic to nearby Massage Envy locations and nurtures long-term loyalty.

Following the Wellness Trends of 2025

Massage Envy’s message aligns with both health and wellness trends and top wellness trends for 2025. Today’s consumers want more than just a service; they want connection, purpose, and a sense of well-being. Massage Envy's focus on storytelling, community, and career fulfillment taps into what people value most. This emotional resonance is key, up to 95% of purchasing decisions are driven by emotion, with 86% influenced by meeting needs like trust, security, and connection.

The Takeaway

Massage Envy has created a scalable marketing model that combines national reach with local heart. By lifting up real therapists, building genuine influencer partnerships, and staying aligned with evolving wellness trends 2025, the brand is setting the bar for franchise success through consistent, purpose-driven cause marketing.

Looking to build your own localized strategy with the help of influencer marketing? Download the Influencer Marketing Guide for Franchisors & Franchisees here for expert tips on creating authentic, scalable partnerships that drive real results.

• Find Influencers: Learn how to find influencers who align with your brand & local audience.

• Launch Cost-Effective Campaigns: Get tips on running high-ROI, cost-effective collaborations.

• Master Outreach & Negotiation: Use our email template and pricing breakdowns to secure the best partnerships for your business.

• Track & Measure Success: Get a plug-and-play tracking template to measure influencer impact.

• Maximize Engagement & Conversions: Learn why micro-influencers drive 60% higher engagement . . . and how to make the most of it!