UPS United Problem Solvers - Content Strategy

United Problem SolversMargot Smirniotopoulos and Adam ScheidlerAugust 3rd 2015

Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and

Objectives• Audience• Strategies and Tactics• Measurement



Founded by Jim Casey in 1907 with $100 borrowed from a friend.



• 220+ countries

• 435,000 employees

• 150,000 retail locations

• 10 million customers worldwide

• Worth $87 billion



• U.S. Domestic Packages

• International Package

• Supply Chain, Freight, and other Business logistics



Couriers & Local Delivery Services in the US

Business Service Centers in the US

Industry demand slows as internet services become more popular.

•Flat revenue growth•Increased demand for services

Rising e-commerce and declining brick and mortar stores will benefit operators.

•Benefit from increased consumer spending•Competition persists

#39 – FedEx (formerly #54) #64 – UPS (formerly #74)



Company Background•Founded in 1971 – in Little Rock, Arkansas•300k + employees•220 countries/ territories•$36B+ net revenue•International•Expert marketing

Competitor Close Up: FedEx



Where are we now?•New territory•Unknown services•Risk losing relevance

Where do we want to go?•Start Up mentality•New audiences•Leverage history

Set Objectives to meet a

single Goal

Define Audiences

whose behavior need to

change and Strategies to do so

Use Tactics to

implement these

Strategies



GOALStrengthen the UPS brand to increase awareness among target audiences of UPS business-to-business consultation services.

Agenda• Company overview• Industry Landscape• Situation• Communication Goal and


OBJECTIVES

Objective 1: Reintroduce UPS as more than a shipping company, and transform them into part of a business’ team.

Objective 2: Position UPS as a thought leader in business strategy and efficiency logistics in the next 3 to 5 years.

Objective 3: Increase engagement with potential business-to-business customers, including small, mid-market, and large enterprises, startups, and businesses in fast-growing industries, by 100 percent over the course of the campaign.

Objective 4: Increase awareness of UPS business-to-business services among target audiences by 50 percent over the next year; 75 percent over the next 2 years; and 100 percent over the next 3 years.

Objective 5: Communicate UPS new brand focus effectively with team members first, so that they can be brand ambassadors in this change.



• Big business• Logistics managers• Current customers • New business

• Looking for help• New recruits



Increase Awareness

• Traditional advertising• Digital and Native advertising• Paid social media posts• Earned media• SEO



Build New/Leverage Old Relationships

• Direct mail• Newsletters• Compass Magazine• Free consultations• Videos on social media• Microsites



Become a Thought Leader

• Host webinars• Sponsor Rotary Club events• Business mentorship

programs• New Business podcast• Publish case studies• Best Practice Guidelines



Quantitative and qualitative data:• Focus Groups• Depth Interviews• Memory Tests

Digital Analytics•Google Analytics •Social Media Stats

SWOTSTRENGTHS

Well-known brand Trusted service

Dominates industries in which it plays

Enough money to fund rebranding efforts

Expansive customer basis

WEAKNESSESLikely fighting internal challenges about the value of marketing and brandingInternal audiences may continue to spout the shipping/delivery messaging because “it’s worked before”Significant overhead in preexisting business divisions (430k+ employees and 150K retail locations)

OPPORTUNITIESLeverage the new business vigor

of AmericansUse existing research with current

consumers to see new opportunitiesAbility to address evolving

business weaknesses can position company for long-term growth.

THREATSAgile competition with more marketing prowessBusiness is being taken online more and more – and younger people see their own research as more valuable than hiring a big company

Sources The Reputation Institute 2015 Global Reputation Index

IBIS World Reports 2014 - "Couriers and Local Delivery Services" and "Business Service Centers"

https://solvers.ups.com/

http://www.wsj.com/articles/ups-warns-of-disappointing-results-1422021124

http://www.wsj.com/articles/ups-launches-new-ad-campaign-1425838722

http://www.b2bmarketing.net/news/archive/news-fedex%E2%80%99s-new-campaign-urges-smes-go-global

http://www.thedrum.com/news/2014/11/18/fedex-sets-out-show-world-global-marketing-push

http://about.van.fedex.com/newsroom/europe-english/fedex-launches-global-advertising-campaign/

http://adage.com/article/btob/ups-launches-united-problem-solvers-campaign/297486/

http://www.dmnews.com/postal/ups-repositions-launches-ad-campaign/article/402711/

Marketing

UPS United Problem Solvers - Content Strategy