The strategy included news releases, article pitching, social, media outreach, and interviews.
7-Eleven, a U.S. international chain of convenience stores, is known and loved around the world, and our iconic products are a big part of the American culture. Despite recent and continued growth, 7-Eleven has stayed focused on making life easier for customers. In addition, 7-Eleven is highly focused on diversity, encouraging franchisees of all backgrounds to follow their dreams of business ownership with the 7-Eleven brand. Millennium was selected as the PR agency for a Boston/New England promotion for 7-Eleven’s high-profile women entrepreneurs franchise giveaway contest.
Millennium established regional messaging for the contest in collaboration with 7-Eleven, distributed news releases to high value publications, and pitched the story to top media outlets in the Greater Boston Area. The messaging generated excitement around the contest, including statements such as, “It’s show time for seven women entrepreneurs who have been selected as finalists in the 7-Eleven Women’s Franchise Initiative competition to win a franchisee fee-free 7-Eleven® store! As the competition intensifies, each semi-finalist has produced a short “Why I Should Win” video! Now, it is up to the voting public to narrow the field to three!” The message was pushed to media outlets through the region and received significant interest from high-profile media outlets.
Millennium’s work with 7-11 increased exposure for the contest, drove more traffic to the contest landing page, and secured print/online/interview placements across media channels. In addition, Millennium attended and lead the media outreach discussion for the Northeast via weekly teleconferences, coordinated media interviews with 7-11 spokespeople, advised representatives on messaging/strategies for speaking with the media, and more.