Localize Franchise Content Without Rewriting Every Post

Instead of writing a separate version for every franchise location, create one message with variables that automatically fill in each workspace's local information. This workflow is useful for both organic social posts and ad captions.

How It Works

The process is simple:

Write a caption once → Add variables → Preview locations → Broadcast

For example, instead of writing:

Visit our Chicago location for our summer offer! Call 312-555-0100 to learn more.

You can write:

Visit {location_name} in {city} for our summer offer! Call {phone_number} to learn more.

Flamel replaces each variable with the correct information for the workspace when the content is published. The same approach can be used for custom information, such as a local manager, promotion, or regional offer.

Make Sure Your Workspace Variables Are Ready

Before creating localized content, make sure your Workspace Variables are accurate.

Workspace Variables are the central source for location-specific information across your Hub. When the information is correct, Flamel can automatically use it in posts, ads, and broadcasts.

Hub admins can find Workspace Variables from the sidebar and review information for each workspace.

Common standard variables include:

Variable	What It Pulls In
{location_name}	Workspace name
{address}	Street address
{city}	City
{state}	State
{zip}	ZIP code
{phone_number}	Phone number
{contact_email}	Contact email
{website_url}	Website or booking URL

You can also use custom variables for information specific to your franchise network, such as:

• Local manager name
• Local promotion
• Regional specialty
• Location-specific offer
• Local event
• Other custom information

Custom variables use the format:

{custom.field_key}

Example

If you have a custom variable called summer_offer, you could write:

Stop by {location_name} in {city} and ask about our {custom.summer_offer}!

Each workspace can have a different value for the custom variable while using the exact same caption.

Write Your Content Using Variables

When creating an organic post or ad, write the caption as you normally would, but replace location-specific information with Workspace Variables.

Without Variables

You would need to create separate captions:

Chicago: Visit our Chicago location this summer! Call 312-555-0100 to book.

Cincinnati: Visit our Cincinnati location this summer! Call 513-555-0100 to book.

Louisville: Visit our Louisville location this summer! Call 502-555-0100 to book.

With Variables

You can create one caption:

Visit {location_name} in {city} this summer! Call {phone_number} to book.

Flamel can then personalize the content for each workspace automatically. This saves time while still making the content feel local to each franchisee.

Use Variables in Organic Social Posts

Variables can be especially useful for network-wide organic content.

For example:

📍 We're excited to serve the {city} community! Visit {location_name} at {address} or learn more at {website_url}.

Instead of creating a separate post for every location, the Hub can create one version and use variables to personalize it for each workspace.

Keep the main message consistent while letting the location-specific details change automatically.

Use Variables in Ad Captions

The same concept can be used when creating paid advertising campaigns.

Use Workspace Variables in ad copy when you want each location's ads to include its own information without creating a separate version of the copy for every workspace.

For example:

Ready to get started? Visit {location_name} in {city} and learn more at {website_url}.

Each workspace can use the same ad structure while displaying its own local information. This is especially useful when building Playbooks that multiple franchisees will opt into.

Preview How the Content Looks for Each Location

Before distributing localized content, preview how the variables will resolve. When adding variables, click a variable to see how it will appear for different workspaces.

You can use the preview to:

• Confirm the correct location name appears
• Check phone numbers and addresses
• Make sure custom variables are filled in
• Catch missing or outdated information
• See how the complete caption reads for different locations

If a workspace variable is missing or incorrect, Hub admins can update the location's information directly from the variable preview.

It's a good idea to preview several different workspaces before sending a network-wide piece of content.

Broadcasts Or Use A Templates

Use Broadcasts when the Hub should control the final content and distribute it automatically.

Use Templates when franchisees should be able to customize the content before publishing.

Broadcast	Template
Hub controls the final content	Workspace customizes the content
Automatically distributed	Workspace chooses when to use it
Variables personalize each location	Variables can personalize the starting content
Best for network-wide campaigns	Best when local creativity is important

Example: One Caption, Multiple Locations

Imagine a Hub wants to promote a summer offer across 100 franchise locations.

Instead of writing 100 captions, the Hub creates one:

☀️ Summer is here! Visit {location_name} in {city} and ask about our {custom.summer_offer}. Find your local location: {website_url}

Each workspace has its own information stored in Workspace Variables.

Flamel can turn that one caption into localized versions such as:

Chicago:

☀️ Summer is here! Visit Downtown Fitness in Chicago and ask about our $25 Summer Trial. Find your local location: downtownfitness.com/chicago

Cincinnati: 

☀️ Summer is here! Visit Downtown Fitness in Cincinnati and ask about our Free First Week. Find your local location: downtownfitness.com/cincinnati

Louisville: 

☀️ Summer is here! Visit Downtown Fitness in Louisville and ask about our 20% Off New Member Special. Find your local location: downtownfitness.com/louisville

The Hub creates and manages one piece of content, while each franchisee receives a version that reflects its own location.

Best Practices for Localized Content

Use Variables for Information That Actually Changes

Don't create separate versions of content when the only difference is a location name, phone number, city, or other workspace-specific detail. 

Use a variable instead.

Keep Your Core Message Consistent

Variables are best for localization, not for replacing your entire content strategy.

Keep the main offer, message, and brand voice consistent while allowing location-specific information to change.

Keep Workspace Variables Accurate

Variables can only be as accurate as the information stored in Workspace Variables.

Review location information regularly, especially when franchisees move, change phone numbers, update websites, or introduce new local offers.

Preview Before Broadcasting

Always check several workspaces before publishing network-wide content.

A quick preview can catch missing variables, incorrect information, or copy that doesn't read naturally when localized.

Use Custom Variables for More Flexible Localization

If standard variables aren't enough, create custom variables for information that changes by location.

For example:

{custom.local_offer}

This allows each franchisee to have a different offer while the Hub maintains one reusable caption.

A Simple Localization Workflow

For recurring network-wide campaigns, use this workflow:

1. Keep location information updated Make sure Workspace Variables contain accurate information for every location.

2. Write the content once Create a strong caption or ad using variables instead of manually inserting location details.

3. Add local information with custom variables Use custom variables when each franchisee needs a different offer, event, or other local detail.

4. Preview multiple workspaces Check that variables resolve correctly and the copy reads naturally.

5. Broadcast the content Select your workspaces, account types, and publishing schedule.

6. Monitor the results Review performance across workspaces and use what you learn to improve future campaigns.

With Workspace Variables and Broadcasts, Hub teams can maintain a consistent brand message while still making content feel local to every franchise location.

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