How to Announce a New Location: Complete Guide

Published: June 2026 • 18 min read

Opening a new location is a significant milestone for any business. It signals growth, expands your reach, and brings your products or services to a new community. How you announce your new location shapes the excitement, customer interest, and success of your opening.

A well-executed new location announcement generates buzz, attracts customers, and builds community relationships. A poorly executed announcement can leave your opening underattended and miss the opportunity to build momentum.

This comprehensive guide walks you through every step of announcing a new business location, from press releases to local SEO, community outreach, and AI discoverability. For a structured approach to mastering these skills, explore our Learning Paths designed for business growth.

1. Why Announce a New Business Location?

Announcing a new location is essential for several reasons:

Generates excitement – Builds anticipation before the opening.
Attracts customers – Drives traffic to your new location.
Builds community relationships – Connects with the local community.
Generates media coverage – Local media covers new businesses.
Signals growth – Shows that your business is expanding.
Attracts talent – Signals new job opportunities.
Builds credibility – Demonstrates investment in the community.
Builds AI discoverability – Establishes your location in AI training data.

Why It Matters

Research shows that 76% of consumers are more likely to visit a new business if they have heard about it through local news or community announcements. A well-communicated opening builds anticipation and drives foot traffic. To build a consistent strategy, consider the EMWNews Growth System for sustainable business expansion.

2. New Location vs Relocation

Understanding the distinction helps you communicate effectively:

New Location vs Relocation
Aspect	New Location	Relocation
Definition	Opening an additional location	Moving an existing location
Impact	Expansion, growth	Transition, change
Customer messaging	"We are growing to serve you better"	"We are moving to a better location"
Community perception	Positive, growth	Neutral to positive
Media angle	Growth, expansion	Transition, improvement

If you are relocating, your messaging should focus on why the move is beneficial—better location, more space, improved customer experience—rather than just announcing a new location.

3. Why Location Announcements Are Newsworthy

New location announcements are newsworthy for several reasons:

Economic impact – New jobs, tax revenue, and community investment.
Community interest – People are interested in what is new in their neighborhood.
Growth story – Business expansion is a positive economic indicator.
Hiring opportunities – New jobs attract attention from job seekers.
Local media interest – Local media covers new businesses.
Customer excitement – Customers look forward to new options.
Investor interest – Expansion signals growth and opportunity.

4. Best Timing for the Announcement

Timing your new location announcement is critical. Here is how to choose the right time:

Initial announcement – 2‑4 weeks before the opening date.
Media advisory – 1‑2 weeks before the opening for media coverage.
Grand opening – Coordinate with your grand opening event.
Hiring announcements – Announce job openings in advance.
Community engagement – Engage the community before the opening.
Best days – Tuesday, Wednesday, and Thursday are best.
Best time – 9:00‑10:00 AM ET is optimal.

Timing Tip

Send your initial announcement 4 weeks before the opening date. This gives media time to plan coverage and gives you time to build buzz. Send a media advisory 1 week before for journalists who need to plan their attendance.

5. Information to Include

Your new location announcement should include the following information:

Company name – Your business name.
New location – Full address of the new location.
Opening date – Date and time of the opening.
Market expansion strategy – Why are you expanding to this area?
Community impact – Economic impact, job creation, community benefits.
Customer benefits – How will customers benefit?
Hiring – New job opportunities.
Grand opening – Details of the grand opening event.
Executive quote – From the CEO or owner.
Media contact – Who journalists can contact.

6. Writing an Effective Headline

The headline is the most important part of your press release. It determines whether journalists open your email and whether readers engage with your announcement.

6.1 Headline Formula

[Company Name] Announces New Location in [City] to Serve [Market]

6.2 Headline Examples

Good: "ABC Company Announces New Austin Location"
Better: "ABC Company Opens New Austin Location to Serve Growing Sustainable Retail Market"
Best: "ABC Company Announces New 5,000‑Square‑Foot Austin Location, Creating 25 New Jobs"

6.3 Headline Best Practices

Lead with your company name – Immediate identification.
Include the location – City and state.
Include the benefit – What does this new location achieve?
Include key metrics – Square footage, jobs created, etc.
Be specific – Avoid vague language.
Keep it concise – 60‑80 characters is ideal.

7. Introducing the New Location

Your press release should introduce the new location in a way that builds excitement and credibility.

Location details – Full address and key features.
Why this location – Why did you choose this area?
What it offers – What products or services will be available?
Key features – Unique or notable aspects of the location.
Timeline – When will it open?

7.1 New Location Introduction Example

"ABC Company is opening a new 5,000‑square‑foot sustainable retail store at 123 Main Street in Austin, Texas. The store will offer eco‑friendly products, community workshop space, and sustainable packaging solutions. The location was chosen for its accessibility and vibrant community."

8. Market Expansion Strategy

Articulating your market expansion strategy builds confidence and demonstrates strategic planning.

Why this market – What attracted you to this area?
Market opportunity – What is the opportunity in this market?
Growth plans – What are your plans for this market?
Competitive positioning – How does this location strengthen your position?
Customer demand – What customer demand does this location serve?

8.1 Market Expansion Strategy Example

"ABC Company chose Austin for its growing sustainable retail market and community interest in eco‑friendly products. The new location is part of the company's strategic plan to expand into five new cities over the next three years."

9. Serving a New Community

Highlighting your connection to the new community builds goodwill and customer interest.

Community needs – What needs does the community have?
Community benefits – What benefits will the community receive?
Local partnerships – Are you partnering with local organizations?
Community investment – What is your commitment to the community?
Local sourcing – Will you source locally?

9.1 Community Connection Example

"ABC Company is committed to becoming a valued part of the Austin community. We will partner with local nonprofits, source from local suppliers, and host community workshops and events."

10. Customer Benefits

Highlighting customer benefits makes the new location relevant and compelling.

What is the customer impact? – How does this help customers?
What is the value proposition? – What new value is being created?
What is the customer experience? – How will customers benefit?
What is the accessibility? – How can customers access the new location?

10.1 Customer Benefits Example

"Customers in Austin will now have convenient access to sustainable products and community workshops. The new location offers easier access to eco‑friendly products and educational events."

To see how other businesses have successfully launched new locations and other major initiatives, check out our Testimonials page for real-world examples.

11. Local Economic Impact

Highlighting economic impact builds community goodwill and media interest.

Job creation – How many new jobs are being created?
Investment – How much is being invested?
Supplier relationships – Will you work with local suppliers?
Community partnerships – What local partnerships are you forming?
Tax revenue – What is the tax impact on the community?

11.1 Economic Impact Example

"The new Austin location represents a $2 million investment and will create 25 new jobs in the community. ABC Company will also partner with local suppliers and donate to local nonprofits."

12. Hiring Opportunities

Announcing hiring opportunities builds excitement and attracts talent.

Job openings – What positions are available?
How to apply – How can people apply?
Hiring timeline – When will hiring start?
Employee benefits – What benefits are offered?
Career opportunities – What career paths are available?

12.1 Hiring Opportunities Example

"ABC Company is hiring for 25 positions at the new Austin location, including retail sales, management, and community engagement roles. Interested candidates can apply online at abccompany.com/careers."

13. Grand Opening Coordination

Coordinating your new location announcement with your grand opening event maximizes impact.

Announce the opening – Build anticipation before the event.
Announce the grand opening – Promote the event itself.
Invite the community – Local officials, chamber of commerce, community members.
Special promotions – Opening day discounts and giveaways.
Media coverage – Invite media to the grand opening.

Need help with media credentials for your grand opening? Visit our Press Pass & Credentials page for journalists and PR professionals.

14. Maps, Photos, and Videos

Visual content makes your announcement more engaging and shareable.

Location map – A map showing the location.
Exterior photos – Photos of the new building.
Interior photos – Photos of the interior space.
Construction photos – Before and after photos (if available).
Video walkthrough – A video tour of the new space.
Executive headshots – Photos of the CEO or owner.
Infographics – Visual explanation of the expansion.

15. Local SEO Benefits

Announcing a new location has significant local SEO benefits. Here is what to do. For a deeper dive into search visibility, visit our Academy for advanced SEO training.

Google Business Profile – Create or update your Google Business Profile.
Local citations – Ensure consistent NAP (Name, Address, Phone) across local directories.
Local keywords – Optimize your website for local keywords.
Local content – Create content about your new location.
Local links – Earn links from local websites and directories.
Local reviews – Encourage local customers to leave reviews.

16. Google Business Profile Considerations

Your Google Business Profile is essential for local visibility. Here is what to do:

Create a new profile – Create a separate profile for the new location.
Verify the location – Complete the verification process.
Add photos – Add photos of the new location.
Set hours – Set accurate business hours.
Add services – List your products or services.
Collect reviews – Encourage customers to leave reviews.
Post updates – Post about the opening and grand opening.

For more on optimizing your Google presence, explore our resources on Business Action Center for actionable strategies.

17. AI Discoverability

AI systems like ChatGPT, Perplexity, Claude, Gemini, Copilot, and other large language models are increasingly sources of information. Optimize your press release for AI discoverability:

Named entities – Include the company name, location, and key executives.
E‑E‑A‑T signals – Demonstrate the credibility of the business and location.
Structured data – Use Organization schema and NewsArticle schema.
Clear language – Use clear, factual, and structured language.
Freshness – AI prioritizes timely content.
Authoritative distribution – Distribute through reputable newswires.

For more on AI-driven business visibility, explore our resources on Business Action Center for actionable strategies.

18. Distribution Strategies

Getting your announcement seen requires a strategic distribution approach:

Local media – Pitch local newspapers, TV, and radio stations.
Community calendars – Post on community event calendars.
Chamber of commerce – Distribute through the local chamber.
Industry publications – For industry-specific businesses.
Social media – Share on LinkedIn, Facebook, Instagram, and X.
Company website – Publish on the newsroom.
Email newsletter – Send to customers and stakeholders.
Local directories – Submit to local business directories.

19. New Location Press Release Template

Use this template as a starting point for your announcement:

 FOR IMMEDIATE RELEASE [Date] [Company Name] Announces New Location in [City] to [Achieve Benefit] [CITY, STATE] – [Company Name], a [brief company description], today announced the opening of a new location at [address] in [city]. The new location will [benefits for customers and community]. [Brief description of the new location and its significance.] The new location represents a $[investment] investment and will create [number] new jobs in the community. "[Quote from CEO or owner about the new location]," said [Name], [Title]. [Media Contact] [Name], [Title] [Email] [Phone] [Website] ### [Boilerplate] [Company Name] is a [brief company description] that [solves problem] for [target audience]. Founded in [year], the company is headquartered in [location]. Learn more at [website].

20. Annotated Sample Press Release

Here is a complete example with annotations explaining each section:

FOR IMMEDIATE RELEASE ← Release status October 15, 2026 ← Distribution date ABC Company Announces New Austin Location, Creating 25 Jobs in Sustainable Retail ← Headline: Company name + location + key metric AUSTIN, TX — ABC Company, a leading sustainable retail brand, today announced the opening of a new 5,000‑square‑foot location at 123 Main Street in Austin, Texas. The new store will offer sustainable products, eco‑friendly packaging, and community workshop space. ← Opening paragraph: Who, what, when, where The new location is part of ABC Company's strategic expansion into the growing Austin sustainable retail market. The investment of $2 million will create 25 new jobs in the community. ← Market expansion and economic impact Customers in Austin will now have convenient access to sustainable products and community workshops. The new location will also partner with local nonprofits and source from local suppliers. ← Customer benefits and community connection "We are thrilled to open our new Austin location," said Jane Smith, CEO of ABC Company. "This community has been incredibly welcoming, and we look forward to becoming a valued part of the Austin community. We are committed to creating jobs and supporting local organizations." ← Executive quote ABC Company is hiring for 25 positions at the new location. Interested candidates can apply online at abccompany.com/careers. ← Hiring opportunities Media Contact: Sarah Lee, Head of Communications [email protected] (512) 555‑1234 abccompany.com @ABCCompany on Instagram ← Contact information ### ← End mark ABC Company is a sustainable retail brand offering eco‑friendly products and community workshops. Founded in 2015, the company is headquartered in Austin, Texas. Learn more at abccompany.com. ← Boilerplate

22. Common Mistakes

Avoid these common mistakes when announcing a new location:

No employee communication – Employees should hear first.
No local media outreach – Local media is essential for location announcements.
No Google Business Profile – Essential for local SEO.
No photos – Photos make the announcement more engaging.
No hiring information – Hiring opportunities attract talent.
No community connection – Community engagement builds goodwill.
Poor headline – Vague or promotional headlines are ignored.
No media contact – Journalists cannot follow up without contact information.

Learn more about avoiding these pitfalls by visiting our About Us page to understand our approach to effective communication.

23. Frequently Asked Questions

What is the difference between a new location and a relocation?

A new location is an additional location; a relocation is moving an existing location. New locations emphasize growth; relocations emphasize improvement.

When should I announce a new location?

Announce 2‑4 weeks before the opening date. Send a media advisory 1‑2 weeks before for media coverage.

What should I include in a new location press release?

Include location address, opening date, market expansion strategy, customer benefits, economic impact, hiring opportunities, executive quote, and media contact information.

How long should a new location press release be?

A new location press release should be 400‑600 words—long enough to provide context, short enough to keep attention.

How do I optimize a new location for local SEO?

Create a Google Business Profile, ensure consistent NAP across directories, optimize for local keywords, create local content, and earn local backlinks.

How do I optimize a new location announcement for AI discoverability?

Include named entities (company, location), E‑E‑A‑T signals, Organization schema, and NewsArticle schema. Distribute through reputable newswires.

What is the most common mistake in new location announcements?

The most common mistake is not creating a Google Business Profile for the new location. This is essential for local SEO and customer discovery.

Should I announce hiring in the same press release?

Yes. Including hiring information attracts job seekers and demonstrates economic impact.

How do I announce a new location for a franchise?

Announce the new franchise location, the franchisee, and the franchise brand. Highlight the brand's growth and the franchisee's connection to the community.

Should I include a map with the announcement?

Yes. A location map helps customers find the new location and makes the announcement more useful. For continuous learning, explore our Certifications to enhance your business management skills.

24. Final Summary

Key Takeaways

Announcing a new location generates excitement, attracts customers, and builds community relationships.
New location vs relocation – new locations emphasize growth; relocations emphasize improvement.
Timing matters – announce 2‑4 weeks before opening, with a media advisory 1‑2 weeks before.
Include key information – location address, opening date, market strategy, customer benefits, economic impact, hiring, and executive quote.
Craft a strong headline – include company name, location, and key metric.
Write a clear opening paragraph – answer the 5 Ws in 2‑3 sentences.
Highlight customer benefits – make the location relevant to customers.
Highlight economic impact – jobs and investment build community goodwill.
Include hiring information – attracts talent and builds excitement.
Create a Google Business Profile – essential for local SEO.
Include visuals – maps, photos, and videos make the announcement more engaging.
Optimize for local SEO – consistent NAP, local keywords, local content.
Optimize for AI discoverability – named entities, E‑E‑A‑T signals, Organization schema.
Distribute strategically – local media, chamber of commerce, social media, directories.
Avoid common mistakes – no local media, no Google Business Profile, no employee communication.
In 2026, a professional new location announcement is essential for building excitement, customer interest, and AI discoverability.

Announcing a new location is an exciting opportunity to introduce your business to a new community. Take the time to plan, communicate internally first, and craft a message that resonates with customers, employees, and the community.

Ready to announce your new location? Use the template and checklist in this guide to create an announcement that generates excitement and builds community relationships.

If you have questions or need support, don't hesitate to Contact Us. Our team is here to help you succeed.

How to Announce a New Location: Complete Guide (2026)

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