FedEx Express

FedEx - Changing Brand Perception

Spider was tasked with building the world’s largest express transportation company reputation among the industry and the European SME community, helping change perception and encourage small businesses to do business internationally.
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138

Pieces of national & regional coverage across Europe

900+

Full report downloads from local FedEx sites

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 

Results

- 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

Pieces of national & regional coverage across Europe

138

Full report downloads from local FedEx sites

900+

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