Marketing Support Franchisees Need (And What They Don’t)

Let’s get real: franchising is one of the most powerful business models out there. But it’s also one of the most misunderstood when it comes to marketing.

Too often, franchisees are handed a cookie-cutter toolkit and told, “Here you go—just post this and run a few ads!” Meanwhile, they’re left trying to figure out why their phone isn’t ringing.

Here’s the truth: franchisees don’t need more “stuff.” They need smart, practical marketing support that works for their specific location, audience, and goals.

Let’s break down what marketing support franchisees need—and what they don’t.

What Franchisees Need

1. Localized Branding

Franchisees don’t need a watered-down version of the brand. They need localized branding that still aligns with the national message.

That means:

-Location-specific social graphics

-Customizable templates

-A brand guide that allows flexibility while staying consistent

People want to support local businesses—even if they’re part of a bigger brand. Give franchisees tools to show their local presence while keeping the brand’s identity intact.

2. Easy-to-Use Marketing Templates

Not every franchisee is a designer or has the time to become one. They need done-for-you templates for:

-Social media posts

-Flyers and local event materials

-Email campaigns

Google Business profile updates
The key here is simplicity and speed. Marketing should not feel like another full-time job.

3. Training on What Works (and What Doesn’t)

Franchisees need education as much as they need materials. Short pieces of training on:

-How to run a successful local ad campaign

-What to post on Instagram vs. Facebook

-When to boost a post—and when not to

-How to track if something is working

Give them strategy, not just tools.

4. Google Business Profile Support

This is gold for local franchise locations, but so often neglected.

Franchisees need:

-Help setting it up correctly

-Ongoing support to optimize posts, photos, and reviews

-Training on how to respond to reviews professionally

Think of Google Business like the new front door—it’s how most people find a location in the first place.

5. Advertising That’s Targeted

Franchisees waste money fast on ads that don’t convert. Centralized brand campaigns are great, but local ads need:

-Geo-targeting

-Local images or references

-Custom call-to-actions (CTAs) that make sense for that store or service

Even a small budget goes further with smart targeting and franchise-specific creative.

What Franchisees Don’t Need

1. Overloaded Portals with No Guidance

Just dropping 50 marketing materials into a portal and expecting franchisees to figure it out doesn’t help. It overwhelms them.

Instead, provide clear direction—what to use, when to use it, and how.

2. Generic Content That Feels Off-Brand

No one wants a stock image of a handshake from 2012. Give franchisees content that reflects your brand today and can be easily localized.

If it feels stiff or outdated, they won’t use it, and their audience won’t connect with it.

3. One-Size-Fits-All Campaigns

A grand opening in Ohio isn’t the same as one in Arizona. A B2C franchise in a big city needs different messaging than one in a rural area.

Franchisees need options, not one campaign forced to fit every scenario.

Empower Your Franchisees, Don’t Just Equip Them

Marketing support shouldn’t be a checkbox—it should be a growth tool.

At Visions2Images, we believe in empowering franchisees to show up consistently, confidently, and in a way that truly reflects their local presence and the power of the national brand.

If you’re ready to give your franchisees the marketing support they actually need (and ditch what they don’t), we’re here to make that happen—with strategy, visuals, and tools they’ll actually want to use.