IFA Builds Its Member Value Story
Ricochet is helping the International Franchise Association turn new research and a new brand platform into one member value story for recruitment and renewal.
What does IFA need?
The International Franchise Association (IFA) hired Ricochet to sharpen how it explains the value of membership. IFA already had new member research from Avenue M and a new brand platform. It needed one clear story to carry that work into recruitment and renewal.
What is Ricochet doing?
The work runs in four phases. Ricochet first reviews IFA's research and its current marketing. Next, Ricochet builds the member value proposition and its outcome pillars, then writes five versions of a Member Value Story. IFA picks three, and Ricochet tests them live in email and Meta ads before IFA leaders approve a final story.
What will IFA get?
Ricochet then turns the approved story into messaging and sales playbooks, with value propositions for audiences such as private equity owners and legislators. The engagement closes with design systems that put the new messaging to work in membership marketing.
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