FEDEX WHAT WE DELIVER CAMPAIGN
BRAND BACKGROUND
FedEx Corporation is an American multinational delivery services company headquartered in Memphis, Tennessee. The company is known for its overnight shipping service and pioneering a system that could track packages and provide real-time updates on package location, a feature that has now been implemented by most other carrier services. Employees are the busiest during the November-January holiday season.
BUSINESS CHALLENGE
How can FedEx create an employee advocacy program which promotes a positive brand image and recognize the efforts of their employees during the busiest time of the year?
BUSINESS OBJECTIVE
Promote a positive brand image by providing an outlet for employees to provide recognition to colleagues that go above and beyond to provide exceptional service to the internal/external customers of FedEx. Also, the company wants to show its appreciation to the employees for their hard work during the holiday season.
What We Deliver Campaign
The program will provide FedEx employees with tokens of appreciation from Senior Management. By creating the hashtag, #whywedeliver, employees will be able to advocate for FedEx and share the aspects of the company they feel make it one of the top places to work in the US.
To provide couriers with time for relaxation, 2-3 FedEx trucks at each hub will be converted to spaces which will provide them with spaces to relax on their breaks, and enjoy snacks/drinks. A short video featuring FedEx CEO, Frederick Smith, as well as key members of FedEx Senior Management will play on monitors in the trucks, thanking the couriers for all of their efforts during the busy holiday season.
For station/office employees, they will receive Thank You notes from their management team. A short video featuring FedEx CEO, Frederick Smith, as well as key members of FedEx Senior Management will play on breakroom monitors, thanking employees for all of their efforts during the busy holiday season. Snacks/drinks will be provide to all locations.
Utilizing the #whywedeliver hashtag, employees ideally would advocate via Instagram, Twitter, Facebook and the FedEx intranet site.
KEY PERFORMANCE INDICATORS
* 10,000+ social media impressions utilizing #whywedeliver.
* Increase in employee engagement and advocacy. Measured by employee survey prior/after campaign.