Your future franchisees need to feel why your brand is different. Strong stories help them understand your culture, your people, and your value before the first call.
With more than 850 franchise locations across the U.S., Canada, and South Africa, Express Employment Professionals has built a trusted reputation for connecting people to meaningful work. But as seasoned franchisees began to retire, the company faced a critical question: how do you inspire new owners to take over existing, thriving territories?
That’s where FranchiseFilming came in — to help Express reshape the conversation around franchise resales through the power of emotional, story-driven video.
After decades of steady growth, Express Employment Professionals reached a pivotal moment. With limited new territories and many experienced owners preparing for retirement, the brand needed to change the perception that franchise resales were less desirable.
The challenge wasn’t just about marketing it was about storytelling.
Internally, Express needed fresh, emotionally engaging video content that would
☑ Remove the stigma that resales are “used” or less valuable
☑ Show that buying an existing Express location means stepping into success
☑ Provide brokers with visual tools to build confidence with buyers
☑ Replace slow, internal production cycles with fast-turnaround, story-first video
Without a new approach, resale closures risked being permanently recorded in the Franchise Disclosure Document (FDD) — a result that could harm long-term growth and perception.
FranchiseFilming partnered closely with Melissa Davis, Managing Director of Franchising at Express Employment Professionals, and her development team to bring the brand’s next chapter to life.
Melissa’s vision was clear — to highlight real owners, real communities, and real opportunity. Together, we built a storytelling strategy that would reframe resales as opportunity-rich, not secondhand.
The campaign focused on franchise owners like Cody and Sarah Alterman, whose story reflects leadership, balance, and commitment to their community. Their daily rhythm became the anchor for a campaign that would connect emotionally with Express’s ideal candidate: an active, purpose-driven entrepreneur.
Deliverables included:
☑ 3 U.S. filming days capturing authentic owner stories
☑ 1 professional photography day
☑ 24 finished marketing videos, ranging from 30-second shortforms to long-form features
☑ Leadership interviews with Melissa Davis to provide expert credibility and brand voice
☑ Fast, seamless editing and delivery to meet internal launch timelines
Filming took place on June 19th, 2025, across Bartow and Lakeland, Florida, following franchise owners Cody and Sarah through a full “day in the life.” The storytelling approach focused on capturing truth and emotion — not staging or scripting.
The shoot began at home, transitioned into the morning commute, and unfolded through a full workday at the Express office. The FranchiseFilming team documented team huddles, client meetings, leadership moments, and end-of-day reflections. The result was a powerful, human-centered portrayal of ownership and balance.
Distinctive elements of the filming process included:
☑ Authentic workplace storytelling — candid interactions with staff and clients
☑ Family-driven connection — showing the people behind the business
☑ Leadership interviews — featuring Melissa Davis sharing how Express supports new owners
☑ Minimal production intrusion — prioritizing realism over staging for maximum emotional impact
Behind-the-scenes moments included:
☑ The FranchiseFilming crew preparing cameras and lighting at Express’s Lakeland office
☑ On-location interviews with Melissa Davis, filmed in a professional setting
☑ Real-time team huddles and client meetings captured without interruption
☑ Lifestyle shots highlighting the balance of work, leadership, and family
Every frame of the shoot was designed to feel genuine — from laughter during the morning routine to high-energy moments in the office. The FranchiseFilming crew worked side by side with the Express team to ensure that each scene reflected the company’s heart and humanity.
FranchiseFilming delivered a complete storytelling ecosystem — 24 customized videos that showcase the full Express experience.
Each video tells a different side of the brand: the leadership, the lifestyle, the support, and the results.
🎬 Day-in-the-Life Stories
Real, unscripted glimpses into the lives of Express franchisees:
Day in a Life – Cody & Sarah
Day in a Life – Aracely
Day in a Life – Darin
💡 Brand Story Shortforms
Quick, emotional clips perfect for digital campaigns:
Why I Love Express
Franchise Resale Benefits
Work/Life Balance
🤝 Thought Leadership & Owner Support
Educational, trust-building content featuring real owners and corporate leadership:
Support for New Owners
What Makes a Great Express Owner?
Do I Need Staffing Experience?
Business Model Overview
Resale Benefits
New Territories vs. Resale Territories
🏆 Culture, Values & Growth
Highlighting the heart and momentum of the Express brand:
Why Express Wins So Many Awards
What Makes Express an Ideal Investment?
How the Economy Impacts Express Ownership
The completed videos have empowered Express Employment Professionals to reframe franchise resales as a strong, proven pathway to ownership.
Key outcomes include:
☑ A refreshed narrative showing resales as thriving, opportunity-rich businesses
☑ Enhanced tools for brokers and development teams to start confident conversations
☑ Faster turnaround of high-quality content — freeing Express’s internal team to focus on growth
☑ Authentic storytelling that builds long-term trust with prospective franchisees
By elevating the stories of real franchisees and amplifying the leadership voice of Melissa Davis, these videos now serve as evergreen tools for franchise recruitment and brand storytelling.
This project was a true collaboration between the Express Employment Professionals team and FranchiseFilming’s production crew. From concept to completion, both teams worked seamlessly to capture the brand’s purpose and impact.
Express Employment Professionals’ video series is proof that when a brand leads with heart, the results speak for themselves.
Authentic storytelling doesn’t just attract new franchisees — it inspires them.
to bring your own franchise stories to life.
Your future franchisees need to feel why your brand is different. Strong stories help them understand your culture, your people, and your value before the first call.
