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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
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.
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
• 220+ countries
• 435,000 employees
• 150,000 retail locations
• 10 million customers worldwide
• Worth $87 billion
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
• U.S. Domestic Packages
• International Package
• Supply Chain, Freight, and other Business logistics
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
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)
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
Company Background•Founded in 1971 – in Little Rock, Arkansas•300k + employees•220 countries/ territories•$36B+ net revenue•International•Expert marketing
Competitor Close Up: FedEx
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
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
Agenda• Company overview• Industry Landscape• Situational Analysis• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
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• Audience• Strategies and Tactics• Measurement
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.
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
• Big business• Logistics managers• Current customers • New business
• Looking for help• New recruits
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
Increase Awareness
• Traditional advertising• Digital and Native advertising• Paid social media posts• Earned media• SEO
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
Build New/Leverage Old Relationships
• Direct mail• Newsletters• Compass Magazine• Free consultations• Videos on social media• Microsites
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
Become a Thought Leader
• Host webinars• Sponsor Rotary Club events• Business mentorship
programs• New Business podcast• Publish case studies• Best Practice Guidelines
Agenda• Company overview• Industry Landscape• Situation• Communication Goal and
Objectives• Audience• Strategies and Tactics• Measurement
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/