Webinar Recording | Franchise Marketing Ownership: Defining Corporate vs. Franchisee Roles
On May 28, 2025, this Wednesday Wise webinar sponsored by Location3 explored franchise marketing. For franchise brands to thrive in today’s complex marketing landscape, alignment between corporate strategy and local execution is no longer optional, it’s essential. Yet, many franchisors still grapple with a fundamental question: Which aspects of marketing should be owned at the brand level, and which belong in the hands of franchisees?
In this webinar, our panelists provided a blueprint for franchisor and franchisee marketing responsibilities across core strategic areas from awareness to customer acquisition, public relations to community engagement, and tactical execution recommendations for digital advertising, SEO, content marketing, communications, and more.
Key Takeaways:
- A franchisor-franchisee marketing responsibility matrix you can adapt to your organization
- Best practices for centralizing digital media strategy while preserving local flexibility
- How to structure account ownership to ensure compliance, performance, and control (who controls what, and why it matters)
- Data management strategies that support shared visibility and smarter decision-making through transparency at all levels of the organization
- Scalable customer support models that drive franchisee adoption and satisfaction
- Real-world examples from leading franchise systems and actionable next steps
Speakers:
Josh Allen, VP, Marketing & Sales, Location3
Crystal Ware, Chief Strategy Officer, Location3
Brian M. Lowe, President & CEO, BML Public Relations
Genevieve Weeks, Founder & CEO, Tutu School
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