MITcon | International Franchise Association


IFA’s Franchise Marketing Innovation & Technology Conference (MITcon) is an interactive, results-focused event where you will learn innovative and effective marketing and technology solutions to help you grow your brand. Hear directly from experts in your field about how to drive customer demand, increase customer loyalty and much more! As the evolution of FranTech, this event will be better than ever.  

You will earn 300 CFE Education Credits towards the completion of the Certified Franchise Executive (CFE) accreditation by attending this program.

NOTE: This event is for Franchisors and Franchisees ONLY. Supplier companies are only permitted to attend if they are sponsoring the event.


  • Learn innovative solutions to grow your brand
  • Hear from cutting-edge speakers 
  • Collaborate with marketing and IT professionals


Nick Westergaard

Chief Brand Strategist, Brand Driven Digital

Phillip Rather

Head of Local, Facebook


3:00 pm – 5:30 pmRegistration Desk Open

4:00 pm – 5:30 pmMarketing & Innovation Committee Meeting

5:45 pm – 6:45 pmKick-off Happy Hour

7:45 am – 5:00 pmRegistration Desk Open

7:45 am – 8:15 amContinental Breakfast with Exhibiting Suppliers

8:15 am – 9:30 am

Welcome and Opening General Session with Keynote Speaker

What’s Next? The Future of Digital Marketing and What You Can Do to Be Ready

With over a billion users on Facebook and half of U.S. teens creating and consuming content on Snapchat, it’s safe to say that social media and new forms of content continue to dominate our marketing. As new networks emerge and existing platforms add even more features, it’s easy to get overwhelmed by all of these rapid shifts. This insightful and engaging keynote takes a look at seven digital marketing trends that need to be on your radar, what they mean, and what you can do to be ready for them.

Keynote Speaker: Nick Westergaard, Chief Brand Strategist, Brand Driven Digital

9:30 am – 10:45 am

Table Exercise: Problem-Solving

In order to prime attendee's minds and set objectives for this conference, we will start off with a group activity meant to add value to each attendee by connecting then with seasoned franchisor and technology experts (“Mentors”) in a problem-solving setting specific to one of two focus areas: Marketing or Technology. All participants should come prepared with a specific problem in their field they would like to find an innovative solution for. Each table will have one Mentor assigned. After a brief introduction, the Mentor will ask participants what their specific problem is and then other attendees at the table can offer relevant feedback and options based on experience.

10:45 am – 11:15 amRefreshment Break

11:15 am – 12:15 pm

Concurrent Learning Labs

Winning Franchise Development Deals from Social Media

Learn how to optimize your Social Media and Facebook advertising methods to drive franchise sales leads. Franchisors on the panel will share their cutting-edge tactics and real-world results that can help you give your brand a boost when attracting new, qualified franchisees.

IoT/Sensor Technology

How does the Internet of Things (IoT) work in franchising? How is sensor technology being used in retail? IoT is becoming more prevalent, so be sure to stay up-to-date.

12:15 pm – 1:45 pm

Annual Franchise Marketing & Technology Awards Celebration Luncheon

The Franchise Marketing & Technology Awards will recognize and feature best-in-class marketing campaigns that leverage technology platforms to create innovative programs that have helped franchise companies increase sales and enhance their brands. Winners will be announced during this luncheon.

2:00 pm – 3:00 pm

Concurrent Learning Labs

The Psychology of Marketing with Your Franchisees: Practical Ways to Gain Franchisee Adoption of Marketing Initiatives

Learn how you can make complex or multi-step marketing initiatives digestible and actionable for your franchisees. You will also learn how to ensure franchisees are utilizing the toolbox of materials and campaigns you created for them. This session will also share insights as to what initiatives you should be asking a franchisee to outsource vs. what you should be asking them to do on their own.

Blockchain? What’s That?

Blockchain is a growing concept that has been getting more traction in different industries, but is a gray area that people are still figuring out. Get ahead of the curve by hearing from experts on this subject and finding out how you can apply this new and growing concept to your business

3:00 pm – 4:00 pmOptional One-On-One Appointments with Sponsors

4:15 pm – 5:15 pmGeneral Session/Case Study

5:15 pm – 6:15 pmReception

7:30 am – 1:00 pmRegistration Desk Open

7:30 am – 8:00 amContinental Breakfast

8:00 am – 9:15 am


Sit at a table with 8-10 of your fellow attendees and share ideas, challenges and solutions focused on a specific topic assigned to that table. This is an opportunity to have an open forum discussion with a small group of your peers and discuss mistakes, lessons learned and success stories. Everyone participates at the table to get the most out of the discussions, which are led by franchise experts.

9:30 am – 10:30 am

General Session

Facebook: Future is Local

A presentation with Q&A that will cover the value in how a franchise brand can scale growth on the Facebook platform for both national and local efforts. Covered topics would include trends and how to act on those trends, measurement (traditional vs. FB) and solutions to scale (FMP, creative, measurement).

10:30 am – 10:45 amRefreshment Break

10:45 am – 11:45 am

Concurrent Learning Labs

Marketing Events Going Viral

Learn how to capitalize on events happening in real-time and turn them into brand storytelling opportunities that can capture the attention (and hearts) of your customers. This session will look at real-world examples as well as strategies you can implement now to ensure your brand is ready to capitalize on real-time events for meaningful impact.

AI: How is This Changing the Way We Live?

We hear the buzz word AI all the time in tech talk. During this session, we’ll explore concepts, like Alexa, to see how they are using AI to enhance their customer experience.

11:45 am – 1:00 pmGeneral Session & Luncheon Presentation

1:00 pm 2018 MITcon Officially Adjourns

Hilton Austin
500 East 4th Street
Austin, TX 78701

MITcon 2018 will take place at the Hilton Austin in Austin, TX. IFA has reserved a block of rooms at the hotel for a rate of $249/night for a single or double standard room. You may reserve your hotel room by calling 1-800-HILTONS and referencing IFA or by clicking the below link. The deadline for making a reservation is September 25, 2018, or when the IFA room block is filled, whichever is first. Once the room block is sold out, reservations will be accepted on a space availability basis at the group rate.


2019 dates coming soon!



To contact the IFA Conferences Department, please email or call 202-662-0763.

Do you have a speaker suggestion for this, or any other IFA event?  Let us know.