New ads spotlight franchise businesses serving communities.
By Andrew Carlo
The International Franchise Association (IFA) has announced the launch of a new awareness campaign that showcases locally owned and operated businesses.
Titled “Franchise Means Local,” the IFA said there is an initial $5 million spend behind the campaign.
According to the IFA, franchising is often mistaken as big business as customers see leading brand names but don’t realize that each business is owned by a local individuals.
“IFA is launching ‘Franchise Means Local’ to give voice to franchise business owners who deserve to have their stories heard,” said Matt Haller, IFA President and CEO. “These local entrepreneurs represent the best of American business. Franchising is too often misunderstood, and our goal is to put the real stories behind the businesses serving local communities and driving the American economy, while raising awareness of franchising as a path to local small business ownership.”
The IFA also notes that franchise business have both economic and social impacts on communities. Franchise businesses employ approximately 9 million Americans nationwide through 831,000 small businesses, generating $870 billion in economic output across more than 300 industries, the IFA said.
Additionally, over 81% of franchisees own and operate only one unit, and nearly one-third of franchise owners say they wouldn’t own a small business without franchising. Other insights from the IFA include more than 60% of franchises being outside the restaurant industry while franchising is adding jobs at twice the rate of the U.S. economy (7.3 percent versus 3.6 percent).
“This campaign is a timely investment in the future of our business model,” said Ron Feldman, Chair of the IFA Foundation Board of Trustees, which is funding the effort. “Franchisees are not faceless; they are neighbors, community leaders, and entrepreneurs who chose franchising as their path to business ownership, whose investment and profit stay right in their communities. Sharing their stories and perspectives is critical to educating more people about the significant local impact of franchising.”
The campaign will run nationally with digital, video, and social media storytelling while highlighting franchise owners from diverse industries. This includes stories from Clement Troutman (Tropical Smoothie Cafe) and Tanya Lee (Woofie’s) that will be featured in the campaign launch.
Visit FranchiseMeansLocal.org to learn more.
