Reversing Broader Joint-Employer Standards
International Franchise Association (IFA)
PROBLEM
In preparation for the reintroduction of the bipartisan American Franchise Act, a client needed to give this important issue a fresh face.
It's relatively well-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 on small businesses and communities around the country. This was reflected in the website and all additional collateral.
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%
Video Completion Rate
11.5M
Impressions
65+
Grasstops Intercepts
Built bipartisan support for the bill before it was even introduced
Shifted the policy debate to small businesses