FedEx - Changing Brand Perception

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

B2B Corporate

Results

138
Pieces of national & regional coverage across Europe
Clicks
900+
Full report downloads from local FedEx sites
Reach
Engagements
Engagement rate
Engagement rate
Reached on social media with targeted ads to reach those who live or work near a store

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 

Result

- 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