Defending Franchisees from Franchisor
A group of franchise owners wanted to stop the creation of a national advertising fund being pushed by the franchisor. If created, the national fund would require them to divert resources away from their local advertising budgets to pay for the national advertising. The owners believed local advertising was more powerful and, if created, the national model would negatively impact their business.
Caissa led an education and fact-based campaign that included e-blasts, direct contact via phone banking, webinars, telephone town halls and letter writing to inform franchisees of the reasons to vote no. The franchisor ran an aggressive campaign touting the positives of a national advertising fund, but at every step we countered with expert opinions and clear examples of the negative effects of the proposal.
The coalition grew in size and was able to articulate its concerns at the national level. Due to the overwhelming pushback from the owners and their supporters, the franchisor withdrew the proposal before the voting period was over.