Creating an Effective Local Franchise Marketing Strategy is best done when it is a collaborative effort between the franchisor and franchisee. Franchisors nowadays use the internet and social media to strengthen their marketing and brand. This can boost lead generation and sales at both the national and local level. However, it’s next to impossible to do this well without a certain level of franchisee participation. Not to mention that franchisees are already seeking out ways to market their locations online, more and more by the day.