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Drive awareness and understanding of WFF’s competitive advantage – competence, content and strategic connections -- among women and organizations in foodservice. Elevate the value perception and drive attendance, registrations and revenue.


LightForce Marketing served as an “internal” communications team member for WFF from 2006-2014, developing membership campaigns, annual conference attendance registration campaigns, and leadership competency communications.


Led all main stage activity for nine ~3,000+ attendee Annual Leadership Development Conferences, including creative direction, script-writing and production supervision.


Created “Aspire Higher” to capture the essence of the mission of Elevating Women Leaders -- which became an anthem embraced by the late Fritzi Woods, WFF’s CEO from 2010 to 2013.


Outstanding feedback from WFF leadership, Chairs, Board of Directors, and members. A charitable fund to support leadership development opportunities for women in the foodservice industry was named the Fritzi Woods Aspire Higher Fund and was set up after Fritzi’s unexpected passing in 2013.


The best work comes when the creative team internalizes and embraces the mission.


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