FedEx adds to its resume

FedEx Office decided to offer free resume printing for one day at its stores across the US as a way to help customers with their job searches during the recession.

Campaign: Free Resume Printing Day

PR Team: FedEx Office (Dallas) and Ketchum (New York)

Duration: March 4-10

Budget: $64,000

FedEx Office decided to offer free resume printing for one day at its stores across the US as a way to help customers with their job searches during the recession. On March 10, customers could visit any of the 1,600 participating locations and print up to 25 copies of their resume – no matter how many pages – on high-quality paper. Ketchum, longtime AOR for FedEx, provided support.

Strategy

The PR team timed the event to be held four days after the US Bureau of Labor Statistics released the unemployment rate, said Sonya Thorpe, senior communications specialist for FedEx Office. The campaign specifically targeted “markets with significant FedEx presence,” noted Michael O'Brien, EVP and director of New York client services for Ketchum.

Although FedEx Office has traditionally focused outreach toward the business community, it is shifting its strategy to develop more consumer-driven programs, such as “Free Resume Printing Day,” added Stephanie Buttrill, account supervisor for Ketchum.

Tactics

The PR team mainly targeted traditional and social media outlets to raise awareness about the event, reaching out to local TV stations and newspapers, consumer blogs, college newspapers, and national business media, Thorpe noted. It provided information about the event on the company's Twitter page and FedEx Citizenship Blog, and also allowed employees to use personal social media pages to promote the event, she added.

Results

FedEx Office printed 853,000 resume copies for approximately 24,000 customers, Thorpe said. The campaign received media coverage in outlets like BusinessWeek, USA Today, National Public Radio, CNN, and Good Morning America, with the company press release generating 36,743 unique page views. More than 1,500 Tweets discussing the event were also reported.

Future

While FedEx Office may not conduct the exact campaign again, it has plans to further increase its outreach to consumers, as well as maintain its efforts targeting small businesses, said Buttrill. “It's possible we'd do something similar, but with a different offering,” explained Thorpe.

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