Case Study: Franchise Association Website
Nature of the Work
Content Creation and Management
Storytelling
Digital Marketing
Member Communications
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 attract new members. A first step was to revitalize the Association’s website, which was very dated and static, with little graphic interest.
The new site had to be contemporary, easily accessible on PCs and mobile devices, include a members-only section for confidential information, and a method to accept credit cards for dues payments.
Result
The site was built from the ground up. New content was written for each page and photos selected to reflect the Association’s mission of partnership and inclusion. After the launch, I managed the site, updating it regularly with new content. The Best Practices section was popular with members as it provided ideas and programs that franchise owners could easily implement in their restaurants to improve their operations.
In keeping with the contemporary theme, the homepage images move differently. Instead of the images and text fading from one to the other as a simple slide show, the sideways movement between the images are activated by scrolling down with the cursor. Each image cites one of the main benefits that OFFA offers its members, with a link to that section for more detail.
The website received a 2017 Interactive/Digital Prism Award from the Central Ohio PRSA
Content Creation and Management
Storytelling
Digital Marketing
Member Communications
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 attract new members. A first step was to revitalize the Association’s website, which was very dated and static, with little graphic interest.
The new site had to be contemporary, easily accessible on PCs and mobile devices, include a members-only section for confidential information, and a method to accept credit cards for dues payments.
Result
The site was built from the ground up. New content was written for each page and photos selected to reflect the Association’s mission of partnership and inclusion. After the launch, I managed the site, updating it regularly with new content. The Best Practices section was popular with members as it provided ideas and programs that franchise owners could easily implement in their restaurants to improve their operations.
In keeping with the contemporary theme, the homepage images move differently. Instead of the images and text fading from one to the other as a simple slide show, the sideways movement between the images are activated by scrolling down with the cursor. Each image cites one of the main benefits that OFFA offers its members, with a link to that section for more detail.
The website received a 2017 Interactive/Digital Prism Award from the Central Ohio PRSA
Note: The Association ceased operations in late 2017 and the website is currently offline. This work was completed while I was serving as Executive Director of the Association.
