Growth Club
1851 Growth Club
International Franchise Association Looks to Change the Narrative About Franchising
Matt Haller, senior vice president of communications and public affairs at the International Franchise Association offers his perspective on how the industry is using grassroots advocacy and positive messaging to show the general public exactly what franchising is
While many 1851 readers may be familiar with the International Franchise Association (IFA) and its mission to protect, enhance, and support franchising, readers may not be as familiar with how they promote and amplify their message. As the Senior Vice President of Communications and Public Affairs, Matt Haller works to ensure that message is well received and well defined in a strategic and effective manner.
We caught up with Haller to learn more about the main initiatives of the IFA and how he helps advocate on behalf of the industry as a whole.
1851: What led you to the franchise industry and what makes you so passionate about it?
Matt Haller: I’ve spent a lot of my professional life in the small business sector, so advocating for franchise small business owners was a natural fit. It’s easy to be passionate about our members and franchising because these are the entrepreneurs who live and breathe the American dream. Franchising is a substantial piece of the American economy, but it’s also a crucial form of opportunity for millions of people around the world.
1851: How does IFA intend to change the narrative on franchising while still defending the business model?
Matt Haller: The two objectives go hand-in-hand. As with any topic, the messaging and ideas often trend toward consistent messaging that people within the business model understand, but that isn’t as impactful on the general public. We intend to use our grassroots advocacy and positive messaging to show the general public exactly what franchising is: small, local business owners who are creating jobs and influencing their communities. In doing so, we can ramp up public support to go along with our proven economic success to leverage this with lawmakers.
1851: How do you simplify the message of franchising to the public at large and to our elected representatives?
Matt Haller: The message has to clarify exactly what franchising entails. Too many confuse our business model with simply the success of the brand icon, rather than understanding that franchisees are driving that success by using a proven system. Part of this is recognizing that we have a challenge – which we do – and then get industry commitment at all levels – franchisors, franchisees and employees – to amplify a common message. Once we enable the public to understand the impact franchising has on them and their local community, then understanding the issues will resonate much more broadly.
1851: What are some of IFA’s major initiatives for government relations and public policy for the franchising industry?
Matt Haller: Stopping the National Labor Relations Board (NLRB) and its egregious new “joint employer” standard, which seeks to hold franchisors jointly liable for labor violations with franchisees, is our most important issue right now. Through the IFA-led Coalition to Save Local Businesses, we’ve partnered with dozens of other associations to lobby Congress on the issue. Another area of focus is surrounding the Fight for $15 movement on minimum wage, particularly cases that are discriminatory towards franchise businesses such as Seattle and the state of New York.
1851: How can IFA members get involved?
Matt Haller: In order for our efforts to be successful, we have to mobilize our members to be the face of these initiatives. Through the Franchise Action Network (FAN), we have cultivated a grassroots network of over 10,000 members that receives updates and that we often turn to on policy issues. Whether placing an op-ed in a local newspaper or hosting a roundtable with a member of Congress, we utilize the FAN to put a face on franchising and connect those individuals with policymakers and the media to get the message out.
1851: How does the IFA keep franchisors updated on policy initiatives and emerging trends?
Matt Haller: The IFA primarily uses mass media communications and organized industry events to keep franchisors abreast of changing policy and developments. Our media updates typically rely on our Government Relations Newsletter that goes out each Monday, IFA Insider email that goes out each Tuesday, and grassroots update through the Franchise Action Network’s FANMail communication. We also rely on events such as IFA’s Annual Convention, Legal Symposium, and FAN annual meeting to bring together franchise leaders and educate them on pressing issues facing the business model.
1851: How does technology and social media play a role in your communications strategy?
Matt Haller: Maximizing influence and broadcasting our positive message requires IFA to maintain a strong social media presence. Through IFA, FAN and CSLB social media, we leverage the advocacy efforts of FANs and business owners to enhance our public facing media platform. It also enables anyone in our network to reach policy makers through tweets, Facebook posts and other media mentions.
1851: Where do you see IFA and the franchise industry in 5 years? What will have changed?
Matt Haller: Our Strategic Plan guides where will be, and as the franchise business model continues to grow, I envision the IFA growing parallel with it - influence, advocacy and success all included. It’s incumbent upon us to defend the franchise model from burdensome regulations and adverse policy, while also promoting the positive impact that the model has for millions. Through this continued effort, we believe that the public will come to view franchising through the same lens we do at IFA and within the industry.
MORE STORIES LIKE THIS
NEXT ARTICLE
Featured Franchise News
Featured Brand News
