$137.8B U.S. ad spend for top 200 advertisers
Continuing its two-year effort targeting small-business owners, The UPS Store next month will introduce an integrated campaign featuring UPS Store franchise owners and real business customers.
The campaign, called "Mailbox Confessions," will break on Sept. 15 and include TV, print, radio and online. It was created by The UPS Store's agency of record Doner, Detroit, and UPS's agency of record Ogilvy & Mather Chicago. Ogilvy created the TV spots and Doner handled the rest of the work. The budget was undisclosed.
"The objective is to strengthen the relationships we have with small-business owners and highlight all the products and services we have to help small-business owners," said Michelle Van Slyke, VP-marketing and small business solutions for The UPS Store, which has more than 4,400 U.S. locations.
Two years ago, The UPS Store launched a brand repositioning with the theme "Not Alone," after conducting research that found the majority of small-business owners feel alone and often don't get the support they need to cope with business challenges. The research also found that, all other factors being equal, 90% of small-business owners would prefer to do business with other local business owners.
Since then, The UPS Store has launched a Small Business Solutions portal, offering resources for small-business owners; Small Biz Buzz, an online community of more than 300 small-business owners; new services such as 3D printing; and a partnership with Score, a nonprofit offering mentorship to small businesses.
"This is the next evolution of our campaign. It is the first time in some time we have had real customers and real franchisees in our advertising," Ms. Van Slyke said. "In today's marketplace, you truly do have to be authentic. Our small-business franchise owners are locally owned and operated and are part of the community."
In the ads, real business owners talk to UPS franchise owners about how UPS Stores are their "secret weapon" in solving business needs, from shipping to printing to mailbox services.
One TV spot shows small-business owners offering "confessions" to a UPS franchise owner through a post office mailbox.
In a radio spot, business customers and UPS Store owners share secrets about their favorite UPS Store services.
And in a print ad, UPS Store customer Tony Orlando, owner of Summit Environmental Services in Huntington Beach, Calif., appears under the headline, "I've been in a healthy small-business relationship for years."
TV ads will run during prime-time shows on ABC, including the premiers of "Agents of S.H.I.E.L.D.," "Castle," "Dancing with the Stars" and "Forever;" "Thursday Night Football" on CBS; and "Notre Dame Football" on NBC; as well as cable news and entertainment channels.
Print ads will run in publications including Entrepreneur, Inc. and Martha Stewart Living.
Online ads will appear on sites including cnn.com, kiplinger.com, videology.com and web.com.
The campaign will also include heavy social promotion on Facebook, LinkedIn and Twitter.