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Introduction
For brands managing dozens—or hundreds—of locations, local marketing becomes a game of logistics and timing. Sending one campaign to one region is easy. Sending the right version of a campaign to the right 275 stores? That’s where most teams fall apart.
Local marketing software bridges the gap between brand control and local activation. But not all tools are built for execution. Some store files. Others route approvals. Few do both.
IRIS Strategic Marketing Support (IRIS) built GearBox® to make local marketing repeatable, compliant and fast—no matter how many regions, stores or partners you support.
What Is Local Marketing Software?
Local marketing software is a platform that allows national marketing teams to:
- Distribute campaigns by location or partner tier
- Customize assets by region (hours, contact, offers)
- Lock branding and legal content
- Route signage, print and digital assets
- Track adoption and performance across locations
It’s more than an asset library. It’s the control system for local execution.
Why Local Marketing Fails Without Structure
1. Too Many Versions, Too Little Oversight
Field teams download files, edit them manually and launch content that’s off-brand, out of date or noncompliant.
2. Vendors Get the Wrong Files
Without routing logic, signage and print vendors often receive outdated files or irrelevant assets.
3. Head Office Has No Visibility
There’s no way to know what campaigns were actually used—or how often they were modified.
4. Field Teams Are Left Waiting
Without a self-serve system, every request flows through corporate—slowing down launches and overloading the team.
How GearBox® by IRIS Operates as Local Marketing Software
GearBox® by IRIS was built to power real marketing execution—not just store files.
Here’s how it works:
- Campaign kits are assigned by geography, license, tier or store type
- Templates allow for field-level edits, while locking logos and disclaimers
- Orders are routed to vendors automatically, based on store or region
- Rollout progress is tracked by campaign, region or asset
- Version control ensures field teams only see what’s current
Whether it’s signage, digital ads or brochures, GearBox® gives marketing ops the control they need—and the field the speed they expect.
Use Case: Meritage Homes Delivers Custom Campaign Kits by Region
Meritage Homes needed to activate campaigns across multiple sales regions, each with unique local edits and compliance requirements.
With GearBox® by IRIS, they:
- Assigned digital kits to each region, based on geography
- Enabled sales teams to edit hours and contact details safely
- Locked brand visuals and compliance text in all templates
- Routed print materials directly to local vendors
- Tracked kit adoption and campaign rollout timing
Read the Meritage Homes Case Study
What used to take weeks and multiple rounds of approvals now happens on schedule—with full oversight.
Conclusion
If your brand supports field execution, local marketing software isn’t optional. You need a system that lets you control rollout without becoming the bottleneck.
GearBox® by IRIS makes that possible—delivering self-serve campaigns, safe customization and full marketing visibility.
Talk to IRIS to see how your team can manage more campaigns with less lift.
