My first question is always who is your audience, what demographic are you wanting to cater too. When it comes to local I live in a town with about 15,000, it has a small town feel though where everyone knows everyone. So my go to is the PEOPLE. I love to bring in other locals into the advertising mix, for example I worked with a construction company to get them some marketing materials, I ask them if I can use their picture and make a short plug for them and how we worked together. I believe people like people. And when they see a familiar face they are automatically attracted to it.