FedEx Access: Supporting business strategy with thought-leading content

Situation

FedEx wanted to articulate a point of view that represented the power of its global network and wide interests of stakeholders companywide. The thought leadership program needed to answer the question: What is the greater benefit FedEx provides to the world when it delivers more than 10.5 million packages a day?

Strategy

To be effective, a thought leadership platform must:

  • Be relevant. Find common ground that is meaningful to FedEx customers, its communities and its own business objectives.
  • Connect to purpose. Support the FedEx purpose to connect people and possibilities around the world.
  • Own a position. Stake out a simple, ownable position that sets the stage for emotional storytelling as proof points: A connected world is a better world.

FedEx Access Integrated Program
Print Magazine Spread
Print Magazine Spread
Responsive Website

Solution

FedEx Access is an integrated program, including print, website, email and social media.

  • Magazine: Showcases the Access 25, a list of the top people, places, ideas and things redefining how the world is connected.
  • Website: Features a rich tapestry of stories, interviews, research and content supporting the FedEx point of view.
  • Emails: Alert more than 100 thousand subscribers to fresh content on the website.
  • Social media posts and executive speeches: Drive awareness and amplify content.

Outcome

Access provides a powerful storytelling platform for all FedEx stakeholders — corporate communications, brand, marketing, investor relations and executive communications — and is highly valued by sales.

Most recent edition:
  • 3,000+ new subscribers
  • 82,000+ monthly article engagements
  • Posts featuring Access content appeared on more than a million LinkedIn pages
Hanley Wood Marketing
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Minneapolis, MN 55401

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Mary Jo Haugan Lindholm
612.904.7202
mhaugan@hanleywood.com

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Vince Giorgi
612.904.7212
vgiorgi@hanleywood.com

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