Following extensive research, we transitioned 7-Eleven to a digital-first marketing approach to better find quality franchisee candidates. To feed the funnel, we launched a campaign focused on the primary motivators of entrepreneurs interested in partnering with a proven brand. At the heart of the campaign was a central idea that encompassed the real differentiator that 7-Eleven provided: a streamlined, comprehensive startup process that helped franchisees get up and running months, if not years, ahead of the competition. After all, the brand is known for making things convenient. We even coined a new term for the brand and the industry – Franchisease.