Brief
- The world’s largest express transportation company had high awareness levels and a strong network / capabilities but its offering was perceived to be steered towards larger brands.
- FedEx tasked Spider with building its reputation among the industry and the European SME community, helping change perception.
Approach
- Spider consulted FedEx Express on its external communications strategy for 8+ years, during which the level of support increased from pure trade media relations to Spider becoming the lead EMEA hub agency, executing creative briefs across multiple markets.
Activities included:
- UK & EU external comms strategy & activation
- European strategy
- Content marketing
- Marketing partnership coordination
- Internal communications
- Case studies / Speaker positions / Award entry creation
- Reports & video content
Example activity:
- Spider consulted and managed the flagship FedEx Express global research project to gather ground-breaking and innovative insight into the unreported issues impacting small-to-medium sized enterprises across Europe and to understand their exporting activities.
- Managing six European markets, Spider developed and coordinated a multi-layered campaign ensuring maximum impact, including:
- Creating stimulating reports, that interpreted the research and provided strong analysis to fit across the six markets
- Gained insight from a leading academic, enhancing the report’s credibility
- Developed core messages by market
- Produced visually engaging infographics
- Coordinated six translations of both the report and infographic
- Managed publicity with five partner agencies to deliver local and international coverage
- Raised the profile of FedEx Express across the European SME community
- Successfully positioned FedEx Express as a key player within the digital economy, highlighting the growth potential
Outcomes
- Overall: SMEs’ perception of FedEx Express as a company to do business with increased positively over for 8+ years, with a specific ability on it helping small businesses go international.
- Global research project: Raised brand awareness across small regional communities and demonstrated FedEx Express exporting expertise
