CASE STUDY 3: Thrive Annual Franchisee Conference (2009)
Rebrand the conference to increase participation and encourage franchisees to embrace a new direction in service offerings during a down economy. Additionally, to lower the number of registered no-shows to better manage conference costs.
Redesigned all conference materials, starting with a new logo that could be used year over year to create a sense of anticipation and tradition. In previous years, the entire look and feel (including the logo) changed every year, which created a lack of consistency. I also developed a
new strategy to decrease registered no-shows.
- Designed a new logo for the conference, and collected imagery with energy and color to
showcase our exciting new direction into full-service
- Added a no-show policy check box to the registration website to clearly communicate our new expectations. The new policy included a
penalty food and beverage charge for people that registered early for the conference to get a lower rate, but then did not show up.
- Designed all conference materials including name badges, signage and banners, conference hand book, PPT presentations and a light-up
entrance unit for the vendor fair.
- Created targeted registration
communications after completing a segmentation of store owners’ hesitations about
going to the conference. The targeted emails
illustrated how the conference would help each group achieve its business goals.
- Turned the conference handbook into a
variable data print project that we produced at headquarters to show franchisees the power
of their own printing equipment. Each book was
personalized with the participant’s name and
a thank you message for coming all the way
from their town during a tough year. The book
was spiral bound and printed using typical store
equipment and it showcased opaque, recycled, and metallic papers.
The 2009 Thrive conference was a great
success with a record number of people attending,
which was especially significant in the middle of
a recession. As a comparison, several competing
franchisors cancelled their conferences in 2009 due
to lack of sign-ups. We also had an extremely low
percentage of no-shows compared to past years,
which saved thousands of dollars in food, beverage,
and conference space costs. The conference book
also sparked many conversations among franchisees
about the possibilities of in-house printing.