Upon launching a new marketing strategy and brand image, this national restaurant chain needed to empower local managers to successfully leverage marketing efforts at the local level. We devised a series of regional seminars that oriented managers to the new campaign, provided them with turnkey programs and marketing resources for local use, and trained them on how to use them. We then devised a program that provided local managers with seasoned communications support through direct exchanges, monthly information-sharing sessions, and additional resources delivered via the company's intranet. Local managers became more involved in marketing and helped the company successfully navigate a tough economic downturn and further distance itself from the competition. This award-winning program supplemented our contributions to the restaurant chain's media relations, risk and crisis communications, and advertising efforts.