In an effort to further expand its efforts to target small businesses, the UPS Store plans to introduce a new integrated campaign next month, created by UPS Store agency of record, Doner, from Detroit, and the UPS agency of record, Ogilvy & Mather, from Chicago. The TV, print, radio and online campaign, called “Mailbox Confessions,” features UPS Store franchise owners and real business customers, and will debut on the 15th of September. The budget for the campaign was undisclosed, but it has been revealed that Ogilvy created the TV spots and Doner took on the remaining workload.
The TV, print, radio and online campaign, called “Mailbox Confessions,” features UPS Store franchise owners and real business customers
All of the ads share a core theme; real small-business owners talking to UPS franchise owners about how the UPS Stores act as their “Secret weapon” in solving vital business needs like shipping and printing. The first TV spot (shown below) features various business owners using a post office mailbox to “Confess” to a UPS franchise owner how much they rely on the services that the UPS Stores provide. The radio spot, meanwhile, features business customers talking about the UPS Store services they use, and the print ads feature various personalities seen in the TV spot, such as Tony Orlando, the owner of Summit Environment Services, who appears under the tagline, “"I've been in a healthy small-business relationship for years.”
The UPS Store – Mailbox Confessions
Michelle Van Slyke, vice president of marketing and small business solutions for the UPS Store, said the objective of the campaign is to “Strengthen the relationships” they have with small-business owners and “highlight all the products and services) they have to help them. The UPS Store, which has over 4,400 location in North America, repositioned their brand two years ago with the “Not Alone” theme, following research they conducted, which found most small-business owners don't feel their businesses get the same kind of support as their larger rivals. It also found that a staggering 90% of small-business owners would rather do business with other small-business owners.
The UPS Store, which has over 4,400 location in North America, repositioned their brand two years ago with the “Not Alone” theme
As a result of this research, the UPS Store launched a portal specifically for small businesses, which offers resources engineered to appeal to small-business owners. These include the “Small Biz Buzz” online community, which currently houses over 300 members, 3D printing services, and a partnership with the nonprofit organisation Score, which is dedicated to encouraging the formation, growth, and success of small business in the US through counselling and mentor programs. Van Slyke believes that “Mailbox Confessions” is the “Next evolution” in their “Not Alone” campaign, and is the first time they've had “Real customers and real franchisees” as part of their advertising. She added that in “"In today's marketplace, you truly do have to be authentic,” and she feels the campaign proves they are just that by focusing on small-business franchise owners that are “Locally owned and operated and are part of the community." The TV spots will begin running on cable news and entertainment channels and on ABC during prime-time shows like “Marvel's Agents of S.H.I.E.L.D,” “Dancing with the Stars” and “Castle.” Print ads, meanwhile, will run in various lifestyle and business publications, and online ads will be appearing on major sites like cnn.com and web.com. There will (0f course) also be a heavy social media presence on Facebook, Twitter and LinkedIn.
Official Ogilvy & Mather Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who has quite the friendly rapport with his local UPS man.
