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
Tablet Publication
Responsive Website
Website Article Page

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
430 First Avenue North
Suite 550
Minneapolis, MN 55401

CAREERS

Mary Jo Haugan Lindholm
612.904.7202
mhaugan@hanleywood.com

NEW BUSINESS

Vince Giorgi
612.904.7212
vgiorgi@hanleywood.com

GENERAL INQUIRY

Front Desk
612.338.8300
frontdesk@hanleywood.com