Jessica Smith is working with the wider external relations team to help develop a digital communications plan that will make franchising information more accessible to a wider cross-section of the community
The British Franchise Association (bfa) has recently welcomed a new digital marketing officer, Jessica Smith (pictured), to help drive forward its integrated approach towards embedding member communications and its own into the bfa’s digital channels.
Jessica is working with the wider external relations team to help develop a digital communications plan that will make franchising information more accessible to a wider cross-section of the community, with a key focus on more audio-visual content and human stories. This content will help to increase understanding of the benefits and business fundamentals, which drive successful ethical business format franchising.
Fresh approach
Jessica brings a wealth of digital communications experience into her new position from previous roles in the hospitality sector and has successfully delivered digital innovation for all the companies that she has worked for prior to joining the bfa. She is highly experienced in composing high-impact audio-visual campaigns and has significant experience in public broadcasting. She has integrated this understanding into the bfa’s current communications approach and is already helping the association to drive forward its digital agenda.
The new digital approach will also focus on how the bfa translates, develops and delivers all important information on the website into a more user-friendly format. Audio-visual content communicating franchisee stories is already a key component of the bfa’s social channels and is a perfect platform to showcase the franchise journeys of bfa members. This new communications strategy and broader approach will very much benefit the wider franchise industry.
Easy to digest
Jessica adds: “This new strategy is all about breaking down barriers and misconceptions about franchising and making the information easier to digest, as well as physically accessible to people who wouldn’t have seen it as an option before. I want to show that franchising is an option for people from all sorts of backgrounds. I also want to show the human side of the bfa. The important things on the website will be going into video format – through educational and entertaining short-form videos and face-to-camera content, including bfa staff members showcasing their expertise and bfa member case studies.
“I really want to provide a platform for our members to share their stories – how they got into franchising, what their experience has been with the bfa, and any advice or tips they have to share about getting into franchising. MYBFA is now switching to an audio-visual format, enabling our franchisee members to take part by submitting video footage of their business journeys.”
Pip Wilkins, CEO of the bfa, adds: “Jessica has really hit the ground running in her new role and is already setting the standard for digital content while engaging with our members. She has helped to realign the MYBFA series and is actively working to help us deliver with our digital communications, which is a very important channel for the association.”
