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Cause Marketing: Franchising Gives Back

For several years, the International Franchise Association (IFA) Foundation hosted an annual service event called Franchising Gives Back. In 2014, the IFA Foundation challenged Fish to create and launch a yearlong, nationwide campaign and awards program to showcase how IFA members give back to the communities they serve.

  • Solution

    Fish created the inaugural Franchising Gives Back Awards program, which included conceiving the five awards categories and nomination criteria, as well as a National Registry to quantify the impact IFA members have on their communities nationwide. Fish worked with Wheat Creative to develop the awards nomination system and creative assets. We also created a comprehensive internal communications plan and national PR campaign for the program’s launch at the 2015 IFA Annual Convention. Since then, Fish has led the PR/marketing for the program each year.

  • Results

    Over the last four years, Franchising Gives Back has had an average of 100 nominations annually and grown the National Registry to nearly 500 members that have contributed over $245 million and more than 2.3 million volunteer hours.

    Additionally, Fish spearheaded a multi-year national media sponsorship with Franchise Times that includes editorial coverage and several months of in-kind advertising.

    Fish also has helped the IFA Foundation achieve its goal of raising awareness of the franchising industry’s significant philanthropic contributions to local communities around the globe.

What we did