A Familiar Face

It's Monday morning.

Jill leaves for work in Chicago, Jane in Atlanta and Joe in Orlando, Fla. All three head to Dunkin’ Donuts. They all get fresh coffee, melty donuts—and service from someone who knows them.

Dunkin’ may be a national brand but each storefront is a franchise, owned by someone who knows Jill, Jane and Joe personally, lives in their community and supports the high school soccer team. One of the biggest threats to franchise businesses are rules and regulations that treat individual franchises like big businesses. Adfero’s solution for the International Franchise Association put a face on familiar brands, making it clear to policymakers that franchises are, in essence, local businesses.

The @OurFranchise campaign told the story of local entrepreneurs giving back to their communities. It reached more than 1.6 million people including policymakers, members of the media, industry stakeholders, franchisees and franchise employees.

...when the Washington Nationals opened their 2017 season, the video made its debut: at D.C.’s ballpark and online, all targeted at policymakers.

As two key tactics in the campaign,

Adfero produced a multimedia spread for POLITICO and a video. When the campaign’s website launched, the POLITICO spread generated buzz—and when the Washington Nationals opened their 2017 season, the video made its debut: at D.C.’s ballpark and online, all targeted at policymakers. The video earned coverage in POLITICO and National Journal, two of the leading publications covering Capitol Hill.