"We wanted to make small-business owners and decision-makers aware of—and more importantly get them acclimated to—our Web-based business tool to help them save time, energy, money and chaos that is involved in preparing presentations," said Steve Pacheco, director of advertising at FedEx.
Using FedEx Kinko's online print service, small businesses can upload information from their desktops to the FedEx Kinko's site, where presentations can be printed, assembled and shipped out to various locations.
"We want to elevate small-business resources up to the same level of service that big businesses enjoy," Pacheco said. "The value proposition is giving small businesses the convenience and full resources of big businesses."
To develop an integrated campaign to reach small-business owners, FedEx Kinko's worked with its advertising agency BBDO New York; online agency Atmosphere BBDO, New York; promotional agency Integer Group, Dallas; and PR agency Ketchum New York. The campaign includes an integrated mix of TV, print, online, in-store and guerrilla marketing. The budget was undisclosed.
"We took a 360-degree view of a day in the life of small-business professionals, and hit them all through the day with the message, whether they were on their way to work, reading news online or watching TV at home," Pacheco said.
A key driver of the campaign was a 30-second TV spot, developed by BBDO New York, showing an office meeting in which the boss tells employees they need to have a presentation printed, bound and delivered by 8 a.m. the following day.
One worker says, "Well, I guess it's going to be another all-nighter," then stands up and chugs an entire pot of coffee.
Another worker explains that she has already used FedEx Kinko's print online service to print, assemble and deliver the presentations, while her colleague looks on dumbfounded with coffee dripping down his shirt.
The TV spot, along with all the integrated pieces, drives users to www.nomore- allnighters.com.
On the Web site, which was developed by Atmosphere BBDO, the coffee-chugging office worker appears on the page and gives an introduction to the print online service, then sits down at his desk and invites users to navigate through the site.
By clicking on his computer screen, which initially shows a game of solitaire, users can watch an online demo of the product.
They can also register for the print online service, which was tied into a special promotional offer of 25% off the first order, watch the TV spot, send friends a promotional poster by clicking on an image of a poster hanging on the wall or change the music playing on the site by clicking on an image of a radio.
Print and online ads also introduced the print online service and drove users to the Web site.
In addition, FedEx Kinko's worked with Integer Group on in-store promotions for the product in which visitors could view the TV spot and register for the service on in-store computers.
The campaign also included guerrilla marketing efforts, executed by Ketchum New York, designed to reach small-business professionals on their way to work.
In locations such as New York's Central Park and Grand Central Station, FedEx Kinko's set up installations of office desks with "workers" pretending to be asleep on the desks. Signs read "nomoreallnighters.com," and street teams handed out free coffee, tying into the coffee-chugging theme of the TV spot, as well as collateral on the print online service.
The guerrilla effort got picked up by local TV stations, and the TV spot received mention in several blogs.
So far, the integrated campaign is producing positive results for FedEx Kinko's. Traffic to FedExKinkos.com is up by 20% since the campaign started, and registrations for the print online service are up by 40%.
FedEx has been so pleased with the results that it has decided to extend the campaign, originally slated to run for 90 days, by an additional two months.
"It has certainly achieved the objective of making people aware of the service," Pacheco said.