Global shipping giant UPS delivers about 15 million packages worldwide every day. But effectively communicating UPS’s broad and constantly growing array of services and products to such a large and diverse customer group was a huge challenge.
Story worked with UPS to consolidate its three existing newsletters into Compass, a single new program with print, web, and e-mail components. Story used the techniques of mainstream business journalism to focus on customer stories. A sophisticated and cost-effective versioning plan ensured that key segments of UPS’s audience received the information most suited to their needs. UPS customers may receive monthly e-mail news updates relevant to their industry and job responsibilities.
The results have been impressive. More than 50% of readers said a story in Compass prompted them to try a UPS product or service. The program cut UPS’s publishing costs by 8%, yet annually generates more than double the content of the combined previous publications and triple the number of customer contacts. And although 16% of UPS customers surveyed expressed a preference for online content, web site traffic has grown steadily, with Compass online receiving an average of 40,000 page views per month.
Mainstream business journalism with print, web and email components.
