Multi-channel Thought Leadership
FedEx
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 14 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.
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, original research and content supporting the FedEx point of view.
Emails: Alert more than 150,000 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
