Pivot!

There's no doubt that the pandemic and other forms of uncontrollable change can be detrimental for businesses. However, to offset initial disruptions and potentially larger, more long-term implications when hit with the unexpected, leadership at organizations must act swiftly and rally their team. Even multiple departments and business units can work together to overcome the crisis.

For instance, at the onset of the pandemic, our leadership team at Alliance Franchise Brands, parent company to Image360, Signs By Tomorrow and Signs Now, formed a crisis response planning group of franchise members and corporate executive team members. The group quickly assembled to rethink our operational strategies to help diminish uncontrollable pandemic pressures. Each impactful meeting left an indelible imprint on all three brands in 2020 and into 2021. Together, the crisis response planning group created a four-step plan, and immediately executed it to support our franchisees, their customers and their communities. 

Step 1: In Times of Crisis - Internal and External Communication Plans

Once mid-March 2020 hit and pandemic restrictions were put in place, it was vital that our brands and Alliance Franchise Brands immediately increased communication to all customers and the franchise members themselves. Effective and rapid messaging was needed so that as much clarity as possible could be brought to a murky situation. 

Within Alliance Franchise Brands, email communication quadrupled; we called it “email-a-palooza.” For our customers, which are businesses too, it was important that they understood our status as an essential business in most states. They needed to know that the majority of our locations remained open and could assist them with solutions to help keep their businesses operating. Where allowed, we were assuring customers that we could build signs and other essential products to keep their employees and customers safe. 

Step 2: Revenue Replacement - Producing and Sourcing PPE

Something very special that came out of these challenging times was how many of our owners pivoted and produced new products to meet the growing need for social distancing, sanitization and PPE. Signage businesses, like those under the Alliance Franchise Brands umbrella, were quick to jump in due to the wide variety of knowledge, equipment and materials we possess. We began thinking of products we could produce or source to help local businesses in need. Our specialized routers and other cutting tools used for signage allowed us to begin producing acrylic barriers. 

Our advisory board provided input on market opportunities, sourcing, raw materials and pricing for other forms of PPE, so we could assist in supplying masks and face shields. Our crisis planning team instantly became a research and development group as well as a sounding board for emerging COVID-19 related news and happenings. 

Step 3: Healthcare Heroes and Community Support

It’s remarkable how communities rally around their local businesses – and specifically – signage centers. Each signage location has the opportunity to become the community go-to source for local businesses, and our franchise members achieve that status within their trade areas, building on relationships that often that go back multiple decades. As the pandemic set in, and even as it continues today, our franchise members have felt an obligation to keep spirits up in their local communities by supporting first responders and frontline workers. Our brands produced and donated inspirational and positive signs to local hospitals, restaurants and grocery stores to show appreciation for the hard-working doctors, nurses and other valued workers. One great example of this was an Image360 in Vancouver, Wash. Image360 Vancouver produced and donated signage that read “Heroes work here,” which were displayed outside the entrance at PeaceHealth St. John Medical Center.

Step 4: The “New normal” and Opportunities within Existing Supply

Back in March 2020, almost every company – signage businesses included – had planned client work brought to a halt. Many business owners sought alternative opportunities to earn revenue. For us, entering a “new normal” forced us to look at our operations differently, and we had to step back and devise new revenue opportunities within our operating model. 

Even though our franchise members have done similar work in the past, we put extra emphasis on graduation signs and banners to make graduates from all types of schools feel special. We also rallied behind businesses that needed new ways to innovate and bring in customers. Restaurants and other retailers were launching initiatives like curbside pickup and delivery, and our franchise members partnered with them to strategize on messaging, design and for types of signage they may not have used before. Our Image360, Signs By Tomorrow and Signs Now operators felt humbled to be able to provide solutions for very critical visual communications that helped other businesses operate despite the major challenges thrown at all of us.

As a multi-brand sign company with many stakeholders, our crisis plan had to cover all of our brands, individual franchise members, customers, employees, the corporate team and the communities we serve. Though we were thrown into a complex and challenging scenario, we were able to persevere successfully with teamwork, execution and grit.