International Franchise Association (IFA)
Reversing Broader Joint-Employer Standards
PROBLEM
In preparation for the reintroduction of the bipartisan American Franchise Act, a client needed to give a fresh face to this important issue. It's relatively known around town, so they needed outside the box thinking to make it stand out.
SOLUTION
The Herald Group devised a strategy to make the issue hyper-local, and drive home the impact to small businesses and communities around the country. This was reflected in the website and all additional collaterals.
SERVICES: Paid and Earned Media | Website Development | Creative Production and Branding
RESULTS
The campaign refreshed a familiar policy issue by grounding it in local impact. By elevating the voices of small businesses and communities nationwide, the effort helped reintroduce the American Franchise Act with renewed relevance and clarity—making the issue more tangible, relatable, and compelling for policymakers and stakeholders alike.
OUR IMPACT
24.9%
11.5M
Impressions
Grasstops Lawmakers Intercepts
65+
Video Completion Rate
Built bipartisan support for the bill before it was even introduced
Shifted the policy debate to small businesses