GOALS Football
Marketing performance and the digital rollout of the GOALS x Lucozade Cup.
£1mFirst £1m week
LeisureDigital campaignEmailPaid social
Read the case study Who we help
Multi-location marketing
Running marketing for one site is a marketing problem. Running it for twelve is an operations problem wearing a marketing costume.
We work with UK operators running the same brand across multiple locations, where the same campaign has to work differently in each place, and where the real constraint is usually coordination rather than creative.
01: The challenge
What actually breaks when you have multiple sites
Copied or late
The campaign gets built once and copied, so local differences get ignored. Or it gets built for each site individually, which takes so long it launches late.
Budget split evenly
Because that is the easiest thing to defend internally, even though the sites have very different demand, capacity and competition.
Local requests
Each location's manager wants something slightly different. Either they get it and the brand fragments, or they do not and they stop engaging.
Group totals hide the story
A single group number tells you the group is up four percent and nothing about which six sites are carrying the other six.
Wins stay local
When something works in one location, there is no mechanism for it to reach the others.
02: Budget
How we allocate budget across locations
We do not split it evenly, and we do not split it by revenue either, because both reward the wrong thing. We allocate against three things.
01
Capacity
A site already at ninety percent occupancy on a Saturday does not need more Saturday demand. Spending there buys bookings you would have had anyway. We find where the empty capacity actually is, by site and often by day and time.
02
Marginal return
We look at what an additional pound does at each location, not the average return. A site with a strong average can still be saturated, and a weaker site can have real headroom.
03
Commercial priority
A new opening, a site under competitive pressure or a location with a strategic target gets weighted deliberately rather than by formula.
The allocation is reviewed monthly and changed when the evidence changes. It is a decision we make with you, recorded with the reasoning, so when someone asks in three months why site nine has a bigger budget there is an answer.
03: Campaigns
How local campaigns relate to central strategy
Central sets the frame. Local fills it.
| Set centrally | Varied locally |
|---|---|
| The brand, campaign architecture, creative templates, offer calendar, measurement standard | Targeting radius and geography, the offer where trading conditions justify it, timing against local events and seasonality, creative that shows the actual location |
The rule: a location can change what is promoted and when, but not how the brand looks or how performance is measured. That keeps local relevance without losing the ability to compare sites.
Where a location has a genuinely different need, it gets its own campaign rather than a compromised version of the group one.
04: Measurement
How we measure bookings and revenue per location
This is the part most agencies do badly, because it is genuinely hard.
We connect the advertising platforms to the system that actually records the booking or sale, so each site is measured against confirmed transactions rather than what the ad platform claims. Every location gets its own view of spend, cost per booking, revenue and how those compare with the group and last year. It sits in Holisticly as a live view rather than a monthly spreadsheet.
We are also clear about what measurement cannot tell you. In a multi-site business with strong existing demand, many bookings would have happened without any advertising. We separate what the platforms claim from what the business confirmed, and we never present group revenue as though the advertising caused all of it.
05: Ownership
Who decides and who implements
You decide
The commercial priorities, the offers, the trading calendar and anything that affects the brand. We bring the recommendation and the evidence. The call is yours.
We implement
Campaign build, creative production, budget changes, targeting, reporting and the measurement setup. Site managers do not need to do anything, because asking them to run marketing alongside running a site produces neither.
Local input
Comes through a monthly planning cycle where locations flag what is coming up, and we build it into the plan. A named person on our team knows your estate day to day. The founder is directly involved in strategy and the monthly allocation decisions.
06: Delivery
How we build at this scale
07: Proof
Where we have done this
Six by Nico
Six by Nico operates multiple restaurant locations with constantly evolving tasting menus.
HospitalityMulti-locationMeta adsCampaign automation
Read the case study 08: Requirements
What we need from you
- Access to your booking, till or ecommerce system. This is essential for per site measurement.
- One internal decision maker for group level calls.
- Your trading calendar, far enough ahead to plan against.
- Location level detail on capacity and performance that we cannot see from outside.
09: Questions
Common questions
From about three upwards. Below that the coordination overhead does not really exist yet, and standard campaign management covers it.
Usually yes for Google Business Profiles, because those serve genuine local intent. We do not recommend generating near identical location landing pages purely for search. Thin duplicated pages do not help and make the site harder to maintain.
Yes, through the monthly planning cycle. Ad hoc requests from individual locations tend to break budgets and brand consistency, so we route them through your internal owner.
That is normal and it is why we do not allocate evenly. Smaller sites often have better marginal returns because they have more unfilled capacity.
Yes. We usually take the paid channels, measurement and central campaign build, while local people keep community, relationships and events. It works when the boundary is written down.
Running several sites?
Answer a few questions and we will point you to the right starting point, or start with an independent read across your estate.