RFP RESPONSE – Strategic Case
NOVEMBER, 2023
: From Ordinary to Extraordinary in No Time A Year-Long Strategy for Reinvigorating Brand and Business
Debrief Creative Idea
3 4
Discover Devise Design Deploy
In-Flight Optimization
6 Determine
2
5 Activate
1
KPI
Tactical Workflow
Fligther
Optimise
Blueprint
Channels
Thought leadership
Role for Comms
Motivation
Audience
+Learnings Vault
Exploration
Insights
Brief
Oxygen Workflow
The Brief
Business objective
-Increase SME segment business. +Bring new SMEs accounts (acquisition). -Increase the volume of international deliveries. increasing existing account shipping volume.
Marketing objective
Improve measure of key brand health metrics from awareness to consideration.
Media Objective
Maximize Reach within SME´s segment. Build brand Salience, Relevance.
Budget
Propose Budget USD.
Target & Coverage
Brazil, México, Costa Rica and Colombia.
Recovering leadership awareness and becoming a business facilitator for SMEs.
Reclaiming Leadership in a Market Hungry for More Than Just Logistics.
Our starting point
The growth of international eCommerce is increasing the need for logistics services among businesses of all sizes.
Small and medium-sized enterprises (SMEs) are also using this approach to boost competitiveness, generate jobs, and promote innovation by selling products abroad without physical stores. In 2021, Latin America became the world's secondfastest-growing place for online shopping, and it's expected to grow by 25% from 2021 to 2025. Online shopping helps businesses of all sizes keep going and expand globally.
The current state of SMEs •
SMEs continue to be the backbone of Latin American economies. They supply 61% of all employment and represent 99.5% of all companies in the region.
• A distinctive factor of these companies is their heterogeneity. They represent companies from nearly all industry, with a tendency towards retail. • Gender diversity plays a role in new businesses. In
Latin America, 6 out of 10 entrepreneurs are women
Source: CEPAL, “MiPymes en América Latina Un frágil desempeño y nuevos desafíos para las políticas de fomento”. Alegra, “Latinoamérica emprende: un análisis de las MiPymes en la región - 2023”
Exploration
• Category • Brand • Consumer • Culture
Discover | Devise | Design | Deploy
Discover>Category Missing a voice that makes a difference in Latam, to bring emotion and purpose within a market saturated with functional messages.
1. FUNCTIONAL MESSAGING
2. STANDARIZATION OF COMMS CODES
3. COMMODITIZATION VS EXCITEMENT ON E-COMMERCE
Discover | Devise | Design | Deploy
1. Functional Messaging All Competitors are trying to win the preference of the SME´s offering alternatives for their shipping needs and focused platform offering benefits and /or discounts.
CREATIVE MESSAGE MEXICO
CREATIVE MESSAGE BRAZIL
CREATIVE MESSAGE COLOMBIA CREATIVE MESSAGE CHILE
CREATIVE MESSAGE COSTA RICA
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2. Standarization of Comms Codes
Discover | Devise | Design | Deploy
3. Local and Global Brands Offering The Same
Today's excitement is on e-commerce and not in the transportation of packages and their shipping logistics.
Discover | Devise | Design | Deploy
Commoditization VS excitement on e-commerce
In each market: Brazil, México, Colombia, Costa Rica and Chile, packaging and transportation have become standard, making it a commoditized category.
Nevertheless, the category is transforming globally, and this new dynamism may soon impact Latin America. Amazon has caused an evolution, which sooner or later will arrive in this region with facilities for SME´s in Latam countries. No doubt his arrival will shake and change routines, habits, and preferences.
We must be ready
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Amazon as a Progressive Player
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Rooted in Culture Amazon brings a different tone and elevates a POV toward the same consumer. Amazon Business Spot Example:
Discover | Devise | Design | Deploy
Discover > Brand When considering the brand context, we can draw 3 main conclusions: • In all markets, it is evident that local brands invest more, leading to higher levels of spontaneous recall. The exception to this trend is Costa Rica, where FedEx takes the lead, and in México, DHL secures the top position. • In terms of positive reputation, all competitors surpass FedEx. Local brands are stronger, these enjoy higher visibility and establish a closer connection with the consumers. • The markets are currently lacking a strong brand point of view (POV) posture.
INVESTMENT FOR GROWTH
ENVISION LOCAL VALUES
A NEW BRAND POSTURE
Discover | Devise | Design | Deploy
Discover > Brand $16MM
Our investment lags behind that of our competitors, and we see a similar lag in our brand KPIs. The other players gained a considerable lead in terms of brand awareness, posing a substantial hurdle for our brand
Mexico
Costa Rica
$3.8MM 73% SOI
$2.0MM 57% SOI
$5.6MM 78% SOI
$47k 87% SOI
$996k 24% SOI
$563kMM 37% SOI
$932k 13% SOI
$5k 9% SOI
$170k 02% SOI
$217k 04% SOI
$505k 12% SOI
$2k 4% SOI
+45%
+3%
-27%
$2.81MM Total Spend
$7.2MM Total Spend
$54k Total Spend
-45%
Vs YAG
Colombia
Brazil
$5.0MM Total Spend
We are behind the local leader in SOI in all target countries. Source IBOPE 2022 Country: Mexico, Colombia, Costa Rica Brazil and Chile
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Setting the right budget to boost brand growth Familiarity Growth scenario
Investment planner Built on econometric studies and machine learning to create revenue and brand curves for all categories for all markets, the Omni Investment Planner is our zerobased-budgeting tool. The following slides show an illustration of how we can project the impact under different scenarios.
20
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Betting on familiarity growth requires an increase in budget of 70%
2022
2023
2024
Familiarity
MEXICO
469,809
2,021,000
2,536,109
+3
BRAZIL
54,125
310,500
824,153
+3
COLOMBIA
193,762
243,700
681,122
+2
COSTA RICA
900
52,700
426,312
+2
718,596
2,627,900
4,467,696
11/3/2023
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Envision LocalValues
The emphasis on proximity and locality is increasingly indispensable for maintaining relevance, so FedEx must Embrace Local values This connection strengthens the relationships we build with SME customers in the Region. Given that small and medium-sized companies are deeply entrenched in their local cultures, taking immense pride in their roots, our priority is to
Resonate with these local nuances to capture their attention and become integral to their conversations.
The importance of local brands
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• The emphasis on proximity and locality is increasingly indispensable for maintaining relevance, so FedEx must embrace the local values. This connection strengthens the relationships we build with SME customers in the Region. • Given that small and medium-sized companies are deeply entrenched in their local cultures, taking immense pride in their roots, our priority is to resonate with these local nuances to capture their attention and become integral to their conversations.
Discover | Devise | Design | Deploy
The closeness to us may apparently benefit the image FedEx has built trust among the older gen in specific markets. BR, CO, CH need to do
re-think how to make it relevant for the next gen of SMEs.
“The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market – it’s not either-or” Mark Ritson
Discover | Devise | Design | Deploy
A new brand posture that appeals real people with solutions in SME’S As local brands are winning in brand spontaneous recall and preference, we must recover momentum and generate impact to recover strength and brand fame.
According to Statista 2022 FedEx grows more due to the increase in packages caused by e-commerce than by business shipments. According to data from Statista, FedEx's e-commerce package volume increased by 20% in 2022, while business package volume increased by 12 %. This means reaching final consumers with our brand is always also important, to touch and move the SME´s decision makers on their persona moments.
“Consumers don’t think about shipping transportation until the precise moment they need it. At all other times, this category has no relevance and is not in the consciousness”
Challenging the dominance of the local brands Real + human Bold Innovative Relevant
Discover | Devise | Design | Deploy
Discover > Consumer In Latin America, SMEs are not just businesses; they symbolize economic freedom and prosperity. SME business owners and decision-makers operate on intuition, not always following strict logic. They are a driving force for economic growth, always taking risks. For them, business means pouring their hearts into every endeavor. They are always ready to seize opportunities and close deals, anywhere and anytime. SMEs in Latin America don't just seek services; they seek allies. It's about putting their hearts into everything they do. They don't just need a service; they need an ally.
Discover | Devise | Design | Deploy
Discover>Consumer
Audience Descriptors •
Dedicated individuals at the core of SMEs, embodying commitment and professionalism in their roles.
•
They typically adopt a variety of positions, most notably: Business Owners, General Directors and, in the case of medium enterprises, Executive Administrators.
•
Beyond their professional roles, these individuals exhibit a passion for lifelong learning and a proactive approach to seizing opportunities.
•
This audience strikes a harmonious balance between tradition, family values, and modern aspirations.
•
They hold deep respect for traditional customs and beliefs while actively pursuing entrepreneurial ambitions.
•
Family remains a cornerstone in their lives, cherished for its significance.
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The current state of SMEs
Businesses by size
Participation in GDP
120
120
100
100
80
80
60
60
40
40
20
20
0
Nonetheless, the majority of SMEs have a bleak future; only 45% of SMEs make it past their second year.
0 Latin America Large
Medium
Europe Small
Micro
Latin America Large
Medium
Europe Small
Micro
Most SMEs operate in local markets that are highly dependent on demand and have low barriers of entry with little differentiation. Their cost structure is high and their productivity low, as seen to the left.
Source: CEPAL, “MiPymes en América Latina Un frágil desempeño y nuevos desafíos para las políticas de fomento”. Alegra, “Latinoamérica emprende: un análisis de las MiPymes en la región - 2023”
Discover | Devise | Design | Deploy
More Than Just a Package:
The Emotional Quotient We're Missing.
Core Issue
We must evolve the brand meaning of FedEx beyond the functional aspects of packaging and delivery.
Discover | Devise | Design | Deploy
Emotion Before Transaction:
The New FedEx Mantra.
Core Opportunity
In a market driven by urgency and the constant chase for growth, FedEx must pivot from mere service providers to emotional allies for SMEs. We're not just selling logistics; we're selling visions, dreams, and untapped opportunities. Our mantra captures our commitment to be present at every pivotal moment in our customers' journey, speaking their language and sharing their aspirations
We need to boost the brand Breathing possibilities
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DEVISE Defining Audience and communication approach Guide: Audience Consumer Journey Role of Comms
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¿Who have we identified as our target audience?
Audience Size: Mexico: 29.14 M Colombia: 5.48 M Brazil: 43.21 M Costa Rica: 1.88 M Chile: 2.72 M
Source: TGI Latina 2023 R1 Mexico, Chile, Brazil, Colombia. OMNI Audience Explorer, August 2023
Discover | Devise | Design | Deploy
Unique audience strategy Out of Market SMEs employees
BRAND BUILDING BUILDING FUTURE DEMAND • MASS COMMS ON BRAND– EMOTIONAL • CONSUMER + SME’S PROFILES
• CONTEXTUAL
In market + SMEs decision makers
READY OR ALREADY EXPORTING LOWER FUNNEL Purchase + SMEs exporters
• SEGMENTED COMMS – FUNCTIONAL • SMEs IN CORE VERTICALS PER MARKET • TARGETED
1PD FedEx clients – Seed audiences
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Venture Visionaries:
Innovators who are willing to take risks.
Biz Veterans: Integrated members of the community with established businesses.
SheEOs: Women who are redefining business.
Out of Market SMEs employees
Discover | Devise | Design | Deploy
Decision Makers – Audience Size by Market
SMEs Decision Makers*
Out of Market
MEXICO 29.1MM
BRAZIL 43.2MM COLOMBIA 5.5MM
CHILE 2.7MM
COSTA RICA 1.9MM
14.2 MM
7.87 MM
2.51MM
1.46MM
867K
6.5MM
2.8MM
1.02MM
535K
11.7MM
6.7MM
1.4MM
685K
2.3MM
1.4MM
1.4MM
720K
867K
Source: OMNI Audience Explorer - Mexico, Brazil, Colombia & Chile, Aug 23 | SMEs Decision Makers has been adjusted to phase out overlap on the three key audiences. Costa Rica: Proxy used to determine decision makers based on total 1.88 total audience factored by 46%
Discover | Devise | Design | Deploy
Understanding SME’s personas According to the way they approach the market to do business, and their psychological interest.
Venture Visionaries: Innovators who are willing to take risks High Affinity for all kinds of media Like brands that offer high-quality products
Constantly Engaged with digital platforms, ranging from social media to music streaming Mostly interested in Adventure / team sports
Trusting of other people's comments and opinions
Biz Veterans: Integrated members of the community with established businesses Social networks like LinkedIn and Facebook are their highest-ranking platforms Worried about climate change and its impact
No particular form of media stands out for this audience
Job Security is more important to them than money
Mostly interested in quality time with family
SheEOs : Women who are redefining business Especially keen of visual media like television and magazines Enjoy buying online since it makes life easier
Deeply immersed in social media. Feel the need to check it every day Mostly interested in arts and culture
Like switching brands and trying new products
Out of Market
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DESIGN Outlining campaign core idea Guide: ThoughtLeader Big Idea
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Let’s recap so far
CHALLENGE
CORE ISSUE
CORE OPPORTUNITY
Recovering leadership awareness and becoming a business facilitator for SMEs.
More Than Just a Package: The Emotional Quotient We're Missing.
Emotion Before Transaction
Doing Business is more
than doing business.
Doing business isn’t just about having the right resources; it’s about the intangibles.
Big Idea:
From Ordinary to Extraordinary in No Time
Discover | Devise | Design | Deploy
With FedEx, you're not just sending a package; you're sending possibilities, dreams, and a ticket to a better future. We bring you closer to the information, cultural values, and personal well-being that will make you extraordinary in no time.
Persona
Pyme
Discover | Devise | Design | Deploy
From Ordinary to Extraordinary in No Time With a variety of themes
1.Cultural Intelligence: From knowing a few lines in English and Chinese to close deals, to understanding cultural nuances across different countries. 2.Social Savvy: Choosing the right gift for your clients, knowing how to dress for the occasion, or picking the perfect restaurant for a business dinner. 3.Intellectual Capital: Being up-to-date on politics, economics, or even sports and music.
4.Personal Well-being: Running to clear your mind, grooming, and even personal styling.
Discover | Devise | Design | Deploy
Stages for FedEX to go from Ordinary to Extraordinary Stage 1 – Announce BUILD- REINFORCE
Stage 3 – Engage IMPACT “FedEx open dialogues”
Brand Positioning People First"
Stage 2 – Spread BUILD Root in Culture: Connected to the country festivities calendar.
"FedEx Community Festival"
Stage 4 – Nurture ACTIVATE FedEx fueling success
Stages needed to "Unlocking the Extraordinary
Discover | Devise | Design | Deploy
FedEx Unlocking the Extraordinary
ANNOUNCE:
SPREAD:
ENGAGE:
FedEx Brand BUILD/REINFORCE Emotional positioning TRANSFORMATION
Cultural Local Calendar BUILD COMMERCIAL FESTIVITIES
SME Already Exporting Business Calendar SME ACTIVATE IMPACT Emotional CORPORATE AGENDAFunctional CUSTOM MESSAGES
1
2
3
4
5
6
7
8
NURTURE:
9
10
11
12
Discover | Devise | Design | Deploy
FedEx Stages to "Unlocking the Extraordinary Stage 1- ANNOUNCE
Stage 2- SPREAD
Stage 3- ENGAGE
FedEx: We are people first
FedEx: Rooted in Culture.
FedEx: Open Dialogues
FedEx: Fueling Success
Connect to each country festivities calendar.
Attracting the SME decision makers..
This is about connecting tissue for local relevance. Resonate with each local unique culture.
Delivering the growth ambition through audience expansión. Connected to business local fair calendars.
FedEx global positioning campaign declaring a consistent, meaningful point of view. FedEx puts the power in Your Hands,
We must elevate a wise well curated local cultural calendar where our Brand must be present.
FedEx transformative power”
FedEx community festival.
This phase highlights that FedEx is there to support SME decision makers in their courageous and bold choices, helping them transform their businesses into something extraordinary.
Attracting the SME already exporting, to have a community participation and some personalization on the messages according to the specific industries they are interested on. Nurturing the excellence of its relationships and services.
Building future demand. Mass- Emotional. For the end consumer. A Brand Campaign. Connects the Brand spirit with a bold human position and attitude.
Stage 4- NURTURE
This suggests that FedEx has the power to take your ordinary shipments and elevate them to extraordinary levels of efficiency and success, which can resonate with SMEs looking for reliable and transformative logistics solutions.
Discover | Devise | Design | Deploy
DEPLOY In flightoptimization
Guide: • Optimizer • Fighter • Tactical Flow
Discover | Devise | Design | Deploy
SME MEDIA CONSUMPTION 40 LOWER INDEX
60
80
100
120
140
160
AVERAGE ADULT 18+
Linear TV
B S
Streaming Video
B
S
Online (General)
SB
V
Social Media
BS
V
Streaming Audio
B
S
HIGHER INDEX
V
V
V
Venture Visionaries
B
Biz Veterans
S
SheEOs
V
Radio
S B
V
Digital Press
S
B
Out Of Home
BS
V
V 03/11/2023
Discover | Devise | Design | Deploy
SME MEDIA CONSUMPTION 40 LOWER INDEX
Linear TV
60
80
100
120
HIGHER INDEX
BSV B S
BS
BS V
Streaming Audio
B S S B
Radio Digital Press
B S
BS
V
V
Social Media
Out Of Home
160
AVERAGE ADULT 18+
Streaming Video
Online (General)
140
V
Venture Visionaries
B
Biz Veterans
S
SheEOs
V V
V
V 03/11/2023
Discover | Devise | Design | Deploy
SME MEDIA CONSUMPTION 40 LOWER INDEX
60
80
100 AVERAGE ADULT 18+
SB
Linear TV
Streaming Video
120
S
Online (General)
VSB
Social Media
BS V
Streaming Audio
BS
Radio Digital Press Out Of Home
V
S
B
S
160 HIGHER INDEX
V
B
140
V
Venture Visionaries
B
Biz Veterans
S
SheEOs
V V
B BS
V V 03/11/2023
Discover | Devise | Design | Deploy
SME MEDIA CONSUMPTION 40 LOWER INDEX
60
80
100
120
160
AVERAGE ADULT 18+
S B
Linear TV
SV
B
Online (General)
HIGHER INDEX
V
Streaming Video
B SV
Social Media
B
Venture Visionaries
B
Biz Veterans
S
SheEOs
VS
B S
V
SV
Streaming Audio Radio
140
B
V
Digital Press
S
B
Out Of Home
B
S V
V
03/11/2023
Discover | Devise | Design | Deploy
SME MEDIA CONSUMPTION 40
LOWER INDEX
60
80
100
120
AVERAGE ADULT 18+
Streaming Video
Social Media
HIGHER INDEX
E
E
Employees 25-44
E E
Streaming Audio
E
Radio
E
Digital Press Out Of Home
160
E
Linear TV
Online (General)
140
E E 03/11/2023
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Key Elements for channel selection: Collaboration Efficiency (Target Audience CPM) Innovation & Disruption Matching Demand Moments Dimensions, Audiences, Product Benefits but also our role for comms and ideas we select key channels to be used.
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy REINFORCE 01
REINFORCE
Brand Media:
Media Principles:
Reinforce Associations
Formats for fleeting passive attention
FedEx as a facilitator for SMEs
02
Reinforcing brand value and/or bringing to life the existing associations closer to action
Relatable Practical & Informative
(Short form video, CTV, skippable pre-rolls, DOOH, Paid Social) Plan for high reach campaign in audience
IMPACT
Reinforce Distinctive Asset:
Media Principles:
The Pulse of the Community
Lifestyle content in Social & Video Audio and High Impact outdoor
Becoming a business facilitator
03
Invokes personal interest
Impact users to gather their attention and establish relevance through FedEx solutions & differentiators
Invite Participation
ACTIVAT E
Brand partnerships:
Media Principles:
Drive direct business opportunity by Sustaining and Building Growth Performance
Efficient reach media that allows deeper access to information Highly targeted media Search & addressable Digital media Cost-efficient reach
Speaks to SMEs that are already engaged
Discover | Devise | Design | Deploy
How media will bring this to life JAN
FEB
MAR
APR
MAY
REINFORCE
JUN
JUL
AUG
SEPT
DOOH
Digital Video
Audio
Social
Digital Video
DOOH
Social
DOOH
Independence day
Dia de los muertos
Social
IMPACT Influencers
Influencers
Social
SMEs Labs
ACTIVATE Speaks to SMEs that are already engaged
Business Summits
Audio
Revolution day
Las Posadas / Christmas
IMPACT
Event
Cultural Calendar
Digital Video
Social
IMPACT
Entrepreneur Forum*
* Examples
DEC
Audio
Labor Day
Social
NOV
REINFORCE
REINFORCE
Social
OCT
Social
Influencers
Logistics Summit*
Discover | Devise | Design | Deploy
How media will bring this to life JAN
FEB
MAR
APR
MAY
REINFORCE
JUL
DOOH
Digital Video
Audio
Social
Fathers Day
Social
Social
Digital Video
DOOH
Influencers
Social
Independence day
NOV
DEC
DOOH
Digital Video
Audio
Dia de los muertos
Revolution day
Festival de la luz
Social
IMPACT Influencers
Social
SMEs Labs Event
ACTIVATE Speaks to SMEs that are already engaged
Business Summits
OCT REINFORCE
IMPACT
Engineering Summit
Cultural Calendar
SEPT
Audio
Holy Week
IMPACT
* Examples
AUG
REINFORCE
Social
Social
JUN
Social
Solartec Americas
Influencers
Intl. Conference Leadership, Entepreneurship and Business Management
Discover | Devise | Design | Deploy
Media allocation
CAMPAIGN REACH
70%
CAMPAIGN REACH
ATTENTION-ADJUSTED REACH
ATTENTION-ADJUSTED REACH
CAMPAIGN FREQUENCY
CAMPAIGN FREQUENCY
MEDIA MIX
MEDIA MIX
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy 01
BUILD
Build brand relevance through FedEx solutions & differentiators
02
IMPACT
Brand Media:
Media Principles:
Build Associations Connected to culture Relatable Distinctive territories Rotate around themes
High Attentive formats (Video 30/20”, Storytelling unskippable pre-rolls) Broad audience Align to cultural & Business calendar Plan for weekly attentive reach (1+)
Reinforce Distinctive Asset:
Media Principles:
The Pulse of the Community Becoming a business facilitator
Lifestyle content in Social & Video Audio Invokes personal interest Invite Participation
Brand partnerships:
Media Principles:
Drive direct business opportunity by Sustaining and Building Growth Performance
Efficient reach media that allows deeper access to information Highly targeted media & costefficient reach Search & addressable digital media
Impact users to gather their attention and establish relevance through FedEx solutions & differentiators
03
ACTIVATE
Speaks to SMEs that are already engaged
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
BUILD Audio
Nov
BUILD Programmatic
Social
Social
Programmatic
Audio
Dia de la Raza
Independenc e day
Labor Day Social
IMPACT Social
Social
IMPACT
IMPACT Influencers
Social
SMEs Labs AgroExpo
Influencers
Social
AgroFuturo Expo
ProFlora -& Beauty & Health Expo
Influencers
World Business Forum –Bogota
Event
ACTIVATE
Speaks to SMEs that are already engaged or high prospect Social
Social
Dec
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
BUILD Audio
Influencers
Nov
Dec
BUILD Programmatic
Social
Social
Programmatic
Influencers
Carnaval Social
Holy Week, Easter & Tiradentes
Labor Day & Mother’s Day
IMPACT Social
Father’s Day
Independenc e day Social
Social
IMPACT
IMPACT Programmatic
Social
Web Summit
Christmas
FCE Pharma & SMEs Labs
Programmatic
Gramado Tech Summit
Programmatic
Social
In Cosmetics LATAM
Futurecom
Salão do Automóvel de SP – date TBC
Event
ACTIVATE Speaks to SMEs that are already engaged or high prospect Social
Social
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Social
Programmatic
Fiestas Patrias
Labor Day
Holy Week
Social
IMPACT Influencers
Programmatic
Columbus Day
Christmas
Social
Social
IMPACT
Social
Social
IMPACT Influencers
Social
ACTIVATE Speaks to SMEs that are already engaged or high prospect Social
Dec
BUILD
BUILD Social
Nov
Social
Influencers
Discover | Devise | Design | Deploy
How the different comms roles come together in regional media strategy Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Social
Programmatic
Fiestas Patrias
Labor Day
Holy Week
Social
Programmatic
Columbus Day
Social
IMPACT Influencers
Social
IMPACT Influencers
Social
ACTIVATE Speaks to SMEs that are already engaged or high prospect Social
Christmas
Social
Social
IMPACT
Dec
BUILD
BUILD Social
Nov
Social
Influencers
Discover | Devise | Design | Deploy
Media allocation
CAMPAIGN REACH
83%
CAMPAIGN REACH
85%
ATTENTIONADJUSTED REACH
43%
ATTENTIONADJUSTED REACH
52.72%
CAMPAIGN FREQUENCY
5.56
CAMPAIGN FREQUENCY
6.41
MEDIA MIX
Facebook 21%, IG 18%, LinkedIn 21% TikTok 5%, Influencers 10%, Audio 10%, Programmatic 15%
MEDIA MIX
Facebook 18%, IG 6%, LinkedIn 7% TikTok 14%, Influencers 24%%, Audio 23%, Programmatic 10%
Discover | Devise | Design | Deploy
Promote cultural intelligence & personal well being plus enable the chance for sme created content to have a voice empowered by fedex Content Creation:
Business Etiquette when in China
Your Video Here
Como estructurar tu dia segun la ciencia
SME content contest to publish SME their own content on advice and insight for the SME community
• Snackable, easily digestible content with advice and insights on cultural intelligence. • Examples include: • "Cultural Nuances in Business Negotiations" 15ss videos • "Learn Basic Phrases in Different Languages" tutorials • "Success Stories of SMEs Navigating Global Markets“ • “Running for Clearing your Mind” • “Mindfulness for better leadership” Include short videos. capsules and native articles. Partner with programmatic advertising platforms to hyper target our FedEx audiences.
Discover | Devise | Design | Deploy
From the hand of local successful entrepreneurs and FedEx will hold the SME’s business lab a live experience, in which hosts will address how to grow local and international business inviting up and coming entrepreneurs to discuss their journey.
Aurelio Montes Gabriela Leon Gabriela Leon Founder
Gabriela León is a biochemical engineer, founder of GRESMEX. León has been recognized by former U.S. President Barack Obama and the director of the International Monetary Fund. She supports women, employees who are pregnant and seek a balance.
Bel Pesce
Bel Pesce
Bel Pesce, is a Brazilian entrepreneur, writer, and lecturer. A 30-year-old, founder of FazINOVA, which “teaches
professional and personal development through entrepreneurial values,” she
was named Laureate for Latin America, she was named one of the BBC’s 100 women.
Sebastian Mejia
Sebastian Mejia is the cofounder and president of Rappi, a leading super-app in Latin America that offers delivery, financial, and entertainment services. He has been recognized as one of the most influential people in Latin America.
Aurelio Montes
Aurelio Montes is a Chilean wine pioneer and the founder of Montes Wines, one of the most successful and influential wineries in Chile. Montes has been recognized international for his positive impact in the environment and the great success of his brand.
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Inspire And Motivate Smes To Pursue Their Global Ambitions By SERIES OF VIDEO CAPSULES And Tailored Content IN WHICH EXPERIENCED BUSINESS INFLUENCERS AND ENTREPRENEURS GIVE ADVICE On How To Be Smart In Business Local Influencers
@anavictoriagarcia 69,800 Followers Ana Victoria Garcia is a young entrepreneur and a shark on Shark Tank Mexico. She is the founder of Victoria147, an organization that supports women entrepreneurs in Mexico
Engage and connect SMEs with a network of peers, mentors, partners, and customers. Connecting with SME’s need to know content
1,075,836 Followers Angel investor, speaker, podcaster and father of entrepreneurs. Specialist in the entrepreneurinvestor relationship and CEO of Bossanova Investimentos.
@soydavid 141,584 Followers Entrepreneur and Founder of MDA Latam University, the first university in Latin America focused on digital tools
@lussaniaviquez 132,000 Followers Lussania Víquez is a host and presenter of Informe 11 Las Noticias. She's also a PR specialist, commercial announcer, and marketing communications graduate.
Entrepreneurs Tips
@joaokepler
“How to Seek feedback and measure your performance”
Amplifying messaging to the content Our audiences are consuming.
Sociability “Optimizing Your Business Logistics with the right Partner”
“How not being flexible and adaptable to change can set you back.”
Programmatic / Contextual
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Empowering SMEs: Making Extraordinary Business Waves with Podcasts and Radio Personalities Selecting the right personalities is essential to connect with local audiences.
Karol Jesus Lucero
Julio Sanchez Cristo
Isabele Benito
Personal Stories
Local Spotlight Interviews
Community Calendar
Behind the Scenes
Call-in Shows
Share real-life stories of how FedEx has positively impacted individuals, small businesses, or community organizations. Humanize these stories by using real voices and authentic emotions.
Highlight local businesses, artists, nonprofits, and community leaders through interviews and profiles. Showcase the people who make the community special.
Maintain an up-to-date community events calendar to inform listeners about local happenings, including festivals, fundraisers, and cultural events.
Offer glimpses behind the scenes of FedEx's local operations. Show how packages are sorted, loaded, 66 and delivered with a focus on the people involved, showcasing the human aspect of the company.
A space where community members can call in to discuss local issues, share their opinions, and ask questions to experts or local officials.
Lussania Viquez
Space for SMG Winner
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Use Trending Women Entepreneurs To Resonate with Sheeo’s On Tiktok And Meta Via GRWM (Get Ready With Me) Daniela Salcedo Daniela Salcedo Joyas
BELEN SOTO Mujer Power
Jump on the social trend of Get Ready with me (for key business moments) with powerful women influencers to speak to the heart of our SheEOS
Mariana Rodriguez Mar Cosmetics
Monique Evelle Inventivos SharkTank BR
Promote SME SheEOS to post their own to be amplified by FedEx
BELEN SOTO Mujer Power
6
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Utilising Always-On Programatic Tactics to Reach Current And Expanded Verticals With Precission And Efficiency Top Vertical / Industry Sector
(e.x. MX: Auto/Motors, Electronic Equipment, Healthcare / Medical / Pharma
Contextual 3P data
Expanded Verticals + e-commerce (Ex. Mexico)
Agribusiness: fruits, vegetables, meat, and dairy Renewable energy: solar panels and batteries Beverages: Spirits Edibles: Spices, Snacks, Salsas Apparel: jeans, T-shirts etc Health and Beauty: Perfumes, Cosmetics, Skin Care Handcrafts: pottery, jewelry, and art
Contextual / Tag
FedEx Customer (CRM)
1P data
Location History
2P data
(e.x. shipping centers, industry sectors)
Specific Messaging to each Segment
+
Cadence At least 3 times per week
=
Qualified Audience Signals
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Sustaining Account Growth Across The Year Through Retargeting And Lead Generation Data Collection SMEs Audiences Current & Expanded
+
Site Visits + Contextual Signals (ad interaction)
Data Categorization
Remarketing and lookalike Tactics based on User identification and Behaviors
Look Alikes
Interacts with Lead Gen Form but does not complete
Always On – Social Lead Generation Fill Lead Gen Form
Manual Lead List deliver to FedEx CRM teams
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Precision messaging IN SEARCH To Drive Solutions closer To The Audiences' Fingertips 1
2
3
Affinity [Opport unities]
Opportunities [Services]
Brand Terms [FedEx]
Broad Terms
Industries
Industries
• Capacitación Emprendedores, Emprendimientos, Estrategias, Inspiración, Negocios.
• Exportación Pymes, Productos Pymes, Ropa / Accesorios PyMES
• Impression share 70 – 80% Brand terms goal
Formats: → Text Ads Segmentation Tactics: Geolocation: MX, CO, BR, CR & CL
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We will feature selected sme’s that reached international markets by using fedex to reach customers around the world. OOH Corridor - Example
Periférico, Reforma/Cuauhtémoc y Polanco.
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In a snapshot BUILD CLUSTER
REINFORCE CLUSTER
USD $2.5MM
USD $2.5MM
CAMPAIGN REACH
83%
CAMPAIGN REACH
85%
ATTENTIONADJUSTED REACH
43%
ATTENTIONADJUSTED REACH
53%
CAMPAIGN FREQUENCY
5.56
CAMPAIGN FREQUENCY
6.41
MEDIA MIX
Facebook 21%, IG 18%, LinkedIn 21% TikTok 5%, Influencers 10%, Audio 10%, Programmatic 15%
MEDIA MIX
March-Dec Always On Search
Flight
Flight
CAMPAIGN REACH
89%
CAMPAIGN REACH
92%
ATTENTIONADJUSTED REACH
65%
ATTENTIONADJUSTED REACH
83.54%
CAMPAIGN FREQUENCY
6.79
CAMPAIGN FREQUENCY
13
Facebook 18%, IG 6%, LinkedIn 7% TikTok 14%, Influencers 24%%, Audio 23%, Programmatic 10%
MEDIA MIX
Facebook 21%, IG 18%, LinkedIn 21% TikTok 5%, Influencers 10%, Audio 10%, Programmatic 15%
MEDIA MIX
Facebook 14%, IG 11%, LinkedIn 13% TikTok 13%, Influencers 10%, Audio 6%, Programmatic 17%
March-Dec Always On Search
Flight
March-Dec Always On Search
Flight
March-Dec Always On Search
KPI BUILD
Reach, Awareness/Familiarity, Engagement, CTR, VCR
KPI IMPACT
Engagement, VCR
KPI ACTIVATE
70% Impression Share (Search), Leads, CTR
KPI REINFORCE
Reach, Awareness/Familiarity, Engagement, CTR, VCR,
KPI IMPACT
Engagement, VCR
KPI ACTIVATE
70% Impression Share (Search), Leads, CTR
THANK YOU!