Case Study: Improve Association Member Communications
Nature of the Work
Internal Communications
Content Creation
Meeting and Event Planning
Challenge
In 2016, the Old Fashioned Franchise Association, an independent association of Wendy’s franchise owners, announced a strategic initiative to improve member communications and recruitment. This coincided with another initiative to improve the Association’s reputation from adversarial to one of service and support to franchise owners.
The challenge was two-fold:
Results
Recruitment Materials: A New Member brochure was created with new content and photography, clearly stating the Association’s mission, values, and goals. This brochure was mailed to all Wendy’s franchise owners with a letter outlining plans to revitalize the Association. In addition, an infographic was created to highlight member benefits, and was included in electronic outreach materials. By the end of 2016, the Association increased membership by 20% which represented 44% of Wendy’s franchised restaurants.
Town Hall Calls: two calls were scheduled in 2016 to update members on Association business. One call provided access to an expert in labor law to discuss pending legislation on employee overtime regulations; 70 members participated in that call (30 – 35 participants is average).
Annual Meeting: The Franchise Forum & All Members Meeting had 100 attendees (40% increase) and was open to non-members for the first time. Speakers included industry experts and leaders from Wendy’s advisory councils. Post-event surveys showed that 95% thought the meeting met their expectations for content and discussions.
New Member Brochure
Nature of the Work
Internal Communications
Content Creation
Meeting and Event Planning
Challenge
In 2016, the Old Fashioned Franchise Association, an independent association of Wendy’s franchise owners, announced a strategic initiative to improve member communications and recruitment. This coincided with another initiative to improve the Association’s reputation from adversarial to one of service and support to franchise owners.
The challenge was two-fold:
- Create recruitment materials that could be sent by mail or digitally that reflected the Association’s new vision and be graphically interesting, and
- Improve outreach to members through Town Hall Calls and the annual All Member Meeting.
Results
Recruitment Materials: A New Member brochure was created with new content and photography, clearly stating the Association’s mission, values, and goals. This brochure was mailed to all Wendy’s franchise owners with a letter outlining plans to revitalize the Association. In addition, an infographic was created to highlight member benefits, and was included in electronic outreach materials. By the end of 2016, the Association increased membership by 20% which represented 44% of Wendy’s franchised restaurants.
Town Hall Calls: two calls were scheduled in 2016 to update members on Association business. One call provided access to an expert in labor law to discuss pending legislation on employee overtime regulations; 70 members participated in that call (30 – 35 participants is average).
Annual Meeting: The Franchise Forum & All Members Meeting had 100 attendees (40% increase) and was open to non-members for the first time. Speakers included industry experts and leaders from Wendy’s advisory councils. Post-event surveys showed that 95% thought the meeting met their expectations for content and discussions.
New Member Brochure
Front Cover
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Back Cover
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Member Benefits Infographic
