Marketing Track Agenda - IFA 2022 Annual Convention

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We want you at the most important franchising event of the year – the IFA’s 2022 Annual Convention.

With over 50 compelling sessions and countless networking opportunities, figuring out your daily game plan can quickly become overwhelming. And you’re probably thinking…what’s in it for me?

As a franchise Marketing professional, this recommended schedule is a great place to get started with determining how to spend your time and get the most value out of your investment in joining us this February. 

Friday 2.25 UD

9:00 AM - 5:00 PM         Concurrent ICFE Special Sessions
Whether you're a new CFE Candidate or a current CFE working towards recertification, ICFE Special Sessions give you the opportunity to gain hundreds of CFE Education Credits in a short period of time. During the two-day Special Sessions, you're in store for a wealth of knowledge through engaging courses. By attending sessions on both Friday and Saturday, you can earn up to 500 CFE credits. For more information on the available courses, please click hereWant to learn more about becoming a Certified Franchise Executive, the industry gold standard? Click here.

Sat 2.26

8:00 AM – 6:00 PM        Registration Desk Open

9:00 AM - 5:00 PM         Concurrent ICFE Special Sessions
For more information on the available courses, please click here.


9:00 AM – 12:00 PM      Emerging Franchisor Bootcamp
Does your brand have 100 units or less? This exclusive workshop will be a working session that will maximize time spent on problem-solving real issues. Each emerging franchisor will receive mentoring and peer input to a key business problem. This input will also help participants more effectively choose convention sessions and events that will further help them solve important issues. Additional fee applies.

12:00 PM – 4:15 PM       Annual Leadership Conference
Modern Leadership - Embracing New Ways of Being, Knowing, and Doing. The 2022 Annual Leadership Conference will feature franchise leaders who are embracing a new style of leadership to accelerate transformation for the future. From consumer and employee brand relevance, to changing workplace environments, to the necessary evolution of profitability models -- learn what they’re doing and how you too can become a modern leader. Lunch and Reception included. Additional fee applies.

4:40 PM – 6:00 PM         New Member & First-Time Attendee Briefing and Reception
Is this your first time at an IFA Annual Convention? Have you recently joined IFA as a Member? Stop by this briefing on IFA and Convention tips and tricks from veterans and franchising professionals. The briefing will run from 4:40 pm – 5:00 pm and be followed immediately by the New Member & First–Time Attendee Reception with IFA Committee Meet Ups where attendees can learn more about all IFA Member Committees and how to get involved.

Sun 2.27

7:00 AM – 6:00 PM        Registration Desk Open

6:30 AM - 7:45 AM         Prayer Breakfast
A non-denominational event, the Prayer Breakfast is a great way to start the day with music, reflection, inspirational speakers and food for both body and mind. Additional signup required.

8:00 AM - 10:00 AM       Opening General Session
Our opening general session will celebrate the VetFran 30th Anniversary and the IFA Major Award Winners. This session will include a motivational keynote speaker and franchise veteran speakers

10:00 AM – 10:30 AM    Morning Break in Exhibit Hall
All registered attendees are welcome to come take a look at the latest and greatest in products, services and systems available from our Exhibitors! The IFA Exhibit Hall offers something for everyone. This year, all provided meals will take place in the Exhibit Hall, offering attendees many chances to meet all 2022 Exhibitors.

10:30 AM – 11:15 AM    Education Session
We recommend you attend the below educational session during this time.

Blending FranDev & Consumer Marketing Messages, Tactics & Resources
Balancing Marketing for Franchisees & Consumers: Is your system trying to figure out how to split marketing efforts for finding both franchisees and finding end-user customers? Learn how to develop a strategic approach that maximizes resources and strikes an optimal balance to get the best possible outcome.

Moderator: Christy Barnes, VP, Marketing, Camp Bow Wow
Speakers: Andrea Pirrotti-Dranchak, NewFlex; Larisa Walega, CFE, VP, Marketing, Ziebart International Corporation

11:15 AM – 5:00 PM      Foundation Community Service Project
Stop by throughout each day of Convention to participate in this year’s Franchising Gives Back Service Project – no pre-registration required! Service project to be announced soon.

11:45 AM – 12:30 PM    Education Session
We recommend you attend the below educational session during this time.

Digital Evolution: Evolve Your Model Today or Close Tomorrow!
Now more than ever, companies must implement effective digital strategies to compete and be relevant. This session will highlight critical components of creating and implementing a digital strategy that either transforms or compliments your existing business. The session will discuss the creation, validation, and phased implementation of that strategy, as well as more tactical elements like what talent, funding, infrastructure and – ultimately, outcomes, are required to ensure your customers, franchisees, and overall organization are successful.

Moderator: Graham Weihmiller, CFE, Chairman & CEO, BNI Global
Speakers: Sean Fernandes, President, Scion Social; Mac Srinivasan, Global Markets President, BNI Global; Richard Wilson, President & CEO, Paul Davis Restoration

12:30 PM – 1:45 PM       Networking Lunch with Exhibitors
(Doors open at 12:15pm with lunch service at 12:30pm)

1:45 PM – 3:30 PM         Intensive Summit
We recommend you attend the below Summit during this time.

Marketing & Innovation Summit - Creating a Marketing Revolution Through Data EvolutionWhat a great time to be a marketer! We know more about our consumers than ever before. We have more channels to reach them. And with more data at our fingertips, creating, implementing, and evaluating successful marketing plans should be easier than ever. But as the saying goes: More isn't always better. Sometimes it's just more. Knowing which KPIs lead to ROMI is just the start. The source, the context, the timing, the interpretation of the data...Marketing is still a combination of art and science, even when we are talking data. Join us for the revolution as we go beyond metrics and discuss how to uncover meaningful insights that will lead to a deeper understanding, better decisions, and a truly proven plan.                

Moderator: Brandi Kloostra, Digital Marketing Director, Franworth
Speakers: John Cohen, VP, Operations & COO, The Lash Lounge, Franworth; Rebecca Miller, CMO, Smoothie King Franchises, Inc.; Vera Shafiq, VP, Digital Strategy, Location3

3:30 PM – 4:00 PM         Afternoon Break in Exhibit Hall

4:00 PM – 5:00 PM         Education Session
We recommend you attend the below educational session during this time.

Marketing for Employees
The fine art of balancing leads with staff to complete the work and using ad dollars to attract employees. Hiring challenges abound in nearly all sectors right now- leading to a proliferation of "Now Hiring" messages in places where we used to target our customers. In this session, learn the tips & tricks to adding recruiting to the accountabilities of your marketing team so you have the staff to serve the customers that advertising brings you.

Speakers: David Bloom, Chief Development and Operating Officer, Capriotti's Sandwich Shop, Inc.; Joe Loch, President, College Nannies + Sitters; Mary Mills, VP, Marketing, College Hunks Hauling Junk

5:00 PM – 6:00 PM         Chairman’s Reception with Exhibitors


5:00 PM – 6:00 PM         CFE Celebration with 2021 & 2022 Graduates
Whether you are a current CFE or celebrating your graduation this year, join us to network with others who have achieved the designation and toast to those who have just completed! Open to all current CFEs and the graduating classes of 2021 & 2022 only.

Monday 2.28

7:00 AM – 6:30 PM        Registration Desk Open

7:30 AM – 8:30 AM        Breakfast with Exhibitors

8:30 AM - 10:00 AM       General Session
Monday’s general session will highlight 2021 and 2022 CFE graduates, share a franchisor brand story and highlight a keynote speaker with a focus on diversity, equality, and inclusion.

10:00 AM – 10:45 AM    Morning Break in Exhibit Hall

10:00 AM – 5:00 PM      Foundation Community Service Project

10:45 AM – 11:30 AM    Education Session
We recommend you attend the below educational session during this time.

Marketing Fund Magic: Creating & Evolving a Plan Franchisees Will Embrace
No matter what you call them, franchisor-lead funds are a staple to most franchise systems, and one reason many franchisees choose the franchising route. They are a complex marriage of brand awareness and local lead generation efforts. And they incorporate an ever-increasing list of channels, programs, partners, and services. Oh, and one more thing: They are often a source of franchisor/franchisee disagreement and contention.

So how do you build a plan that serves to both increase brand awareness and generate local leads? What should you build internally and what should you outsource? How do you measure success and continue to build your plan and take advantage of scalability as your franchise grow? And how do you gain franchisee buy-in along the way? These are some of the questions we will explore in this session! Join us as we explore the Plan that truly represents the adage that the whole is more than the sum of its parts!

Moderator: Heather McLeod, CFE, CMO, Authority Brands, LLC
Speakers: Kelly Crompvoets, VP, Marketing, Any Lab Test Now Franchising, Inc.; Shana Krisan, CFE, VP, Marketing, Goldfish Swim School Franchising, LLC; Michelle Morris, Marketing Manager, Tutor Doctor Systems, Inc.

11:30 AM – 1:30 PM      Networking Lunch with Exhibitors

1:30 PM – 2:15 PM         Education Session
We recommend you attend the below educational session during this time.

Marketing AI Tools & Trends in 2022
AI Is a powerful marketing tool, that is for sure. What does it entail? In short, AI helps companies to address one of the most critical challenges of business today – consumer acquisition.

From the planning stage all the way to the conversion and customer loyalty phases, AI plays a critical role in the success of any marketing campaign. As a result, organizations that fully leverage AI will gain an advantage over their competitors.

Did you know:

  • 61% of marketers say artificial intelligence is the most important aspect of their data strategy.
  • 80% of business and tech leaders say AI already boosts productivity.
  • Current AI technology can boost business productivity by up to 40%.
  • 97% of mobile users are using AI-powered voice assistants
  • 83% of early AI adopters have already achieved substantial (30%) or moderate (53%) economic benefits

Join this session to learn hear about which tools and trends should be on your radar in 2022.           

Speaker: Maresa Friedman, Chief Strategy & Marketing Officer, The Executive Cat Herder

2:15 PM – 3:00 PM         Afternoon Break in Exhibit Hall

3:00 PM – 5:20 PM         Thought Leadership Roundtables
(Previously known as Business Solution Roundtables)
Hosted by franchise executives and Supplier Forum members, don’t miss this unique opportunity to sit down at a roundtable of 10-12 people and exchange ideas, challenges, solutions and best practices with some of franchising’s most accomplished CEOs, presidents and COOs. Pose questions and listen to their success stories, lessons learned and innovative business solutions.

5:00 PM – 6:30 PM         IFA Block Party
Don’t miss your last chance to network with our 2022 Exhibitors and learn about the products, services and systems they have to help your business.

9:00 PM – 12:00 AM      IFA Unplugged
After dinner, close out your evening with a little dancing or a nightcap at IFA Unplugged!

Tues 3.1 UD

8:00 AM – 11:30 PM      Registration Desk Open

8:00 AM – 10:00 AM      Foundation Community Service Project

8:30 AM – 9:45 AM        Specialty Seminars
These are concurrent deep-dive sessions on specific initiatives the IFA and IFA Foundation support. Learn how your business or system can participate in and/or support these efforts! Choose whichever session interests you the most.

  • C-Suite Think Tank & Forum Exchange (Open to Franchisor C-Suite Executives Only)
  • VetFran: Winning the War for Talent: Tapping into the Veteran Pipeline
  • DE&I: Recruiting and Supporting Diverse Entrepreneurs
  • Franchising Gives Back: Integrating Philanthropy into Your Franchise’s DNA

10:00 AM – 11:30 AM    Closing General Session
Our final general session will celebrate the Franchisee of the Year award winners with keynote speaker messages focused on workforce development and engagement.

Want to see all educational sessions and events that IFA’s Annual Convention has to offer?

Questions? Call 202-662-0763 or email