Virginia-based marketing technology firm Surefire Social has announced this morning that it is rebranding as Surefire Local, as it looks to more strongly emphasize its hyperlocal focus. The new name is just one of many changes at the company, which recently purchased the local marketing automation vendor Promio and is continuing to add more capabilities to serve the franchise market.

“We deliberately kept the Surefire piece of our name because most of our customers just call us Surefire, [but] we really like the ‘modifier’ Local because that is what we are laser focused on,” says Shashi Bellamkonda, Surefire’s chief marketing officer.

The acquisition of Promio, and integration of the company’s technology into Surefire’s SurePulse marketing operating system, means existing customers will get access to upgraded search engine marketing and lead management technology across Google, Bing, and Facebook. The acquisition of Promio also provides Surefire with additional relationships with eight franchise brands, as the company looks to expand that area of its business.

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