New Awareness Campaign Highlights the Economic Importance of Franchising
For immediate release
Contact: Alisa Harrison, 202-628-8000
Print and Online Ads Begin Today
WASHINGTON, DC, April 2, 2008—The International Franchise Association today launched the first phase of an integrated awareness campaign to educate Beltway opinion leaders about the importance of franchising to the U.S. economy.
The franchising industry has seen record growth in recent years. A new economic analysis released last month shows that the franchising sector of the economy expanded by over 18 percent from 2001 to 2005, adding more than 140,000 new businesses and 1.2 million new jobs to the nation’s economy. Direct economic output of franchises grew by more than 40 percent to $880 billion during the five-year span.
“The growth we have seen in the franchising industry is expected to continue, even during the current economic downturn,” said Matthew Shay, IFA president and CEO. “As policymakers address laws that impact the small-business community, such as immigration and health care, we want them to consider the impact that potential reforms would have on franchised businesses’ ability to contribute so significantly to the economy in the future.”
A key component of the campaign is print and online advertising to educate opinion leaders about the franchise model, the product support and training it provides and the many diverse options and opportunities for people to own their own business through franchising.
The testimonial ad series will introduce real franchisees and franchisors and feature the campaign’s theme: Franchising: Building Local Businesses, One Opportunity at a Time. The brand was developed through extensive opinion leader testing to communicate how franchising helps build businesses comprised of local owners who support communities all across the country.
The first ad, appearing this week in Roll Call and National Journal, features Dunkin Brands CEO Jon Luther and Dunkin Brands franchisee Duke Carvalho, who owns 14 stores in the greater Boston area. With the headline, “America Runs on Dunkin. Dunkin Brands Runs on Franchising,” the ad calls to action support for franchising and the dream of business ownership.
A new Web site www.buildingopportunity.com was developed to support the campaign and provides additional information about the economic impact of franchising, including access to the “Economic Impact of Franchised Businesses” report, which can be searched by Congressional district. In addition, the Web site includes a copy of the Dunkin Brands advertisement. ( click here to view the advertisement)
About The International Franchise Association
The International Franchise Association, the world’s oldest and largest organization representing franchising, is the preeminent voice and acknowledged leader for the industry worldwide. Approaching a half-century of service with a growing membership of more than 1,300 franchise systems, 10,000-plus franchisees and more than 500 firms that supply goods and services to the industry, IFA protects, enhances and promotes franchising by advancing the values of integrity, respect, trust, commitment to excellence, honesty and diversity. For more information, visit the IFA website at www.franchise.org.