International Franchise Association

CASE STUDY:

International Franchise Association

Background

The International Franchise Association wanted to tell a story that would directly connect industry goals and positive societal outcomes as part of its advocacy strategy for upcoming Capitol Hill policy challenges.

Challenge

Create lasting relationships with policy makers to advance labor and workforce policy priorities.

Objectives

ROKK Solutions developed a communications campaign highlighting the social impact programming of its members. Focusing on the association’s core values and drawing from local examples across the country, we told a story that directly connected industry goals to positive societal outcomes.

Execution

Drawing from the organization’s member base, its policy priorities and social impact programming, we developed a compelling narrative and message frame for use in consumer and policy-maker engagement. Our messaging formed the basis for media partnerships with Harvard Business Review and Forbes, as well as a minority small business event planned around a Democratic Presidential debate that attracted Congressional participation. It was also built out into a full thought leadership content program including blog posts, talking points, op-eds, infographics, social content and earned media mentions.

Result

The campaign increased positive coverage of the industry and generated goodwill with legislators and media in markets that are notoriously challenging for business interests. The media relations efforts raised awareness of the organization’s social impact programming, which assisted the government affairs team to deepen their relationships on both sides of the aisle on Capitol Hill.

Break Through the Noise